maximizing website roi
DESCRIPTION
Learn how to double the Return on Investment of your website as a business development engine.TRANSCRIPT
How to Double Your Website ROI
Hans Riemer
President
Market Vantage LLC
www.Market-Vantage.com
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Our Focus Today
Website = Business Development Engine
Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
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Related Topics
Website look and feel Website usability Website messaging
Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
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Many Websites…
…are like a pretty house, but…– Leaky roof– Poorly insulated– Windows energy inefficient– Furnace hasn’t been serviced in years
So where do you start?– Home inspection and energy audit
Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
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You Can’t Fix What You Can’t Measure
Web Analytics Tools:– Google Analytics– AdWords conversion tracking code– IVA– NetSuite Reporting
Recommendation:– Get the right tools, make sure they’re
implemented properly, and learn to use them or find someone that can.
Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
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Basic Metrics Examples
What to look for in Traffic Sources:– Percent traffic from Search (paid & non-paid)– Branded vs. Topical keywords
Are your top-10 keywords all Branded?– Referred visits
Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
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Basic Metrics Examples
Topical vs Branded Keywords Is traffic from Topical keywords increasing?
Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
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Basic Metrics
Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
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Website Traffic
On-Line AdvertisingReferrals Brand Awareness(Bookmark or Direct)
Pay-PerClick
Banners& Text Ads
Sponsor-ships
ContextualAds On-Line Pubs
OrganicSearch
ReferringLinks
PR(Online / Offline)
Ads (Radio/TV/Print)
Related Sites E-NewslettersPortals
SocialMedia
Sources of Website TrafficPaid
Search
Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
10
Website Traffic
On-Line AdvertisingReferrals Brand Awareness(Bookmark or Direct)
Pay-PerClick
Banners& Text Ads
Sponsor-ships
ContextualAds On-Line Pubs
OrganicSearch
ReferringLinks
PR(Online / Offline)
Ads (Radio/TV/Print)
Related Sites E-NewslettersPortals
SocialMedia
Sources of Website TrafficPaid
Search
Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
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Attracting Targeted Website Traffic
SEO - Search Engine Optimization PPC – Pay Per Click Advertising
– Sponsored Search– Contextual Advertising
Directory listings / inbound-links SMM - Social Media Marketing
Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
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Lateral search using software tools Evaluate each term across three axes Group by theme For SEO: Assign to pages For PPC: Assign to ads
Search Frequency
Competition
Relevance
Keyword Research
Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
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Realizationof Need Web Search Scan Results
SelectCandidate
Land onWebsite
Visual Impactand Messaging
Develop Interestand Trust
Decision toRespond
Respond& Submit
ReceivePrompt
Follow-Up
Each new lead requires an unbroken chain of events. Any break in the chain means the entire process fails.
Online Marketing Lead Generation
Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
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Website Conversions
How do you define a “conversion?”
How much does a conversion contribute to your organization’s bottom line?
How much does a conversion cost?
Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
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How Many Clicks to Make a Sale?
Track everything and do the math:
Impressions
Clicks (2% CTR)
Conversions (5%)
Sales (10%)
SalesFunnel
100,000
2,000
100
10
$$$Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
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Example: ROI of Pay-Per-Click
$4.00 avg. CPC
5% Conv. Rate = $80 / Conv.
10% Close Rate = $800 / Sale
(200 Clicks / Sale)
SalesFunnel
$$$Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
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Example: ROI of SEO
Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
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Improve ROI Through Loss Reduction
Careful selection of keywords / sites Be present in the Search results Great landing pages (correct destination URL) Compelling offer Testing each step of the funnel
Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
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Attention to Detail Test all links Continually optimize ads Comprehensive keyword research Purge non-performing keywords / placements Test offers / landing pages Observe traffic flow through site Lead nurturing – maximize ROI Don’t depend on one source of leads
Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
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Top 4 Website ROI Boosters:
Get top-10 rankings on Search engines for your relevant, topical keywords
Optimize your Pay-Per-Click programs to minimize spend and maximize results
Fix underperforming Landing Pages Demystify your website analytics so you know
where to invest and what needs fixing
Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130
21
How Can We Help You?
Free 30-minute assessment by phone / web– Analytics– AdWords– Keywords– Ranking
Hans RiemerMarket Vantage LLC
+1-978-482-0131
Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130