your website. what's possible and what should you strive to achieve? a case study
TRANSCRIPT
Your Website – What’s Possible
EddieBluff Vice President & Co-Founder Site-Seeker, Inc. [email protected]
Brian Bluff President & Co-Founder Site-Seeker, Inc. [email protected]
What We Will Cover
• Internet marke*ng overview • Understanding website traffic • Website performance metrics • Mobile traffic is on the rise • Website conversion • Assessing the value of traffic • The ideal Internet marke*ng program
You
r We
bsit
e
Social Media
0.75%
75
10,000
More Money
0.75%
94
12,500 25%
25%
1.0%
125
12,500
0.25%
67%
Vertical Websites
Your Website As A Sales Funnel
Website Traffic Sources
• Search o Organic
§ Not provided (10 to 20%) § Branded (know you) § Non-‐branded (prospects)
o Paid • Referral
o Other sites o Directories o Smaller search engines o Wikipedia o Associa*ons
• Direct (know you) • Social
SERP – Understand Google Traffic
“They Know You Traffic”
Direct
Name Search
“They Know You Traffic”
• If your name/URL is: o Easy to spell – direct o Hard to spell – search
• Manufacturers get more “they know you traffic”
• For the rest, expect 10% to 20 % of your traffic should know you – 80% to 90% prospects.
• GOAL: Increase prospects visitors
Non-Branded Search Engine Traffic
• Search engine non-‐branded organic traffic o Filter out keywords
containing company name
• Visitors use keywords that: o Describe your offering o Describe a problem
Describe a solu*on
Importance Of First Impressions
Website visitors can • Bounce -‐ leave aaer viewing one page
or session *mes out o Bounce rate
• S*ck -‐ view more than on page o Does not include *me spent on last page –
no *me stamp o Average visit dura*on o Average pages per visit
Bounce Rate – By Keyword And Landing Page
Visitors React Differently With Different Pages
Management By Bounce Rate
Use bounce rate to increase online marke*ng ROI • Organic traffic –
improve landing page • Pay Per Click –
improve keyword selec*on, ad, and landing page
• Industrial directories –buy/no-‐buy decision, program scope, landing page
Visit Duration & Pages Per Visit - Non Bounce
• When visitors s*ck o Spend 3 to 5 minutes on your site
o View 4 to 5 pages • Data from 22 B2B companies and 50,000 visits
GOAL: Keep visitors on your site, reading content and viewing pages
Importance of First Impressions
• If your bounce rate is high, fix it: o Related headline o Related image o Show visitors they are in the right spot by serving their needs
• If you are paying for traffic: o Create landing pages o Write beeer ads o Deep link to specific content o Revise program o Stop paying for (some) traffic
GOAL: Keep visitors on your site, reading content and viewing pages
What about Search Engine Traffic
Search Engine Market Share
18 Billion Searches Per Month
Search Engine Traffic – The Right Balance
• Despite what the stats say, we find that 86% of B2B traffic is from Google
• This is world wide traffic. • Point: if your stats, different you may have a problem
Search Engine Traffic – The Right Balance
• “They know you traffic” VS. Prospect traffic – 3:1 ra*o seems about right
• Depends on – Strength of you brand – Equipment in the field
• Point: Brand is what it is. Grow prospect traffic
B2B Mobile Visits on the Increase
• 19 B2B Website • Mostly manufacturers,
some na*onal distributors • Date:
• 1/20/12 – 2/19/12 • 1/20/11 – 2/19/11
• Visits o 2012: 42,594 o 2011: 42,913
138% increase in mobile traffic from 2011 to 2012 across all sites
B2B Mobile Visitors…
Visit 0.85 less pages
Spend 29 seconds less
bounce at a 8% higher rate
Clearly the experience is not as good…
Not All Traffic Is Equal
Conversion Rates Should Be Understood
How many contact us page visitors advanced in the sales process? • Click to get (29%)
o 73 phone number o 51 address
• 40 Sent an email (9.25%) o Is this good? o What is your conversion rate?
Two ques*ons • When bidding what are your
chances of closing the deal? • What are the chances a visitors
they will become a lead?
Conversion and Last Click Attribution
Old rule of thumb: It takes seven touches to close a deal New rule of thumb: people don’t buy/contact of the first visit
Latent conversion causes bad decisions
Multi-Channel Funnels
Conversion and Last Click Attribution
Associa*ng success to source is not straight forward
2009 Initiative – Online Marketing Mix
• Situa*on o Website recently redesigned o Slowdown Q4 2008 – Q4 2009 o Elements of marke*ng program sta*c
• Goal o Reduce marke*ng spend o Increase qualified traffic o Increase leads, proposals, orders…
The benefit of Experience
Contact Page
Website
Cost Per Visit
Bounce Rate
Cost Per S*cky Visit
Cost Per Contact Page Visit
Online Directories
Organic (SEO)
Pay Per Click (PPC)
Comparing Traffic Sources
Online Directory (bounce = 33.3%)
Organic (SEO) (bounce = 48.2%)
Pay Per Click (PPC) (bounce = 53.2%)
Dollars ($)
Cost Per Visit $10.37 $2.06 $0.70
Cost Per S*cky Visit
$15.37 $3.98 $1.49
Cost Per Contact Page Visit
$57.03 $14.99 $9.50
Organic traffic was the least expensive at the point closest to our goal • 37% less than PPC • 83% less than Directories
Comparing Traffic Sources
28% Decrease in Online Spending"
• Refocused pay per click costs
• Decreased or stopped directory spending
Plan – Reduce Expensive/Under Performing Programs
The Plan: Targeted Search Engine Initiatives
August 2009 – July 2009
August 2009 – July 2010
208% Increase in traffic for “gear manufacturers”
Result: 32% Increase in Conversions"
does not consider phone calls
• New business – Increased – 50% first-‐*me customers – 100% of new customers
originated online
• 1500 leads/yr -‐ phone, forms, & email from website
• 3x increase online inquires since started search marke*ng
Buyer Persona – Understand What Users Expect
GOAL: Keep visitors on your site, reading content and viewing pages
Laying Out Your Website To Convert
• Align site structure with personas and user tes*ng results
• Visitors looking for Product A click on related images or links
• Use portal like naviga*on • Provide simple op*ons
• Contact someone • Go to the product page • View related blogs • View related white papers
GOAL: Keep visitors on your site, reading content and viewing pages
Sales Personas 1) Engineer 2) R&D 3) Buyer 4) Sales & Affiliates 5) Manager 6) Co-‐Supplier
HR Personas 7) Employee 8) Applicant 9) Partner
Corporate Personas 10) Community 11) Media
Website Elements Should Satisfy A Persona Need
GOL: Keep visitors on your site, reading content and viewing pages
Create
Share
Get Found
Engage
Measure Test Adjust
Ideal Internet Marketing Program
This is your marke*ng staff …but today needs these skills… Hire not
Site-‐Seeker, Inc. © 2011
Building Your Team
Plan For Success
• Vision: What does it look like when we are successful?
• Key Metrics: What can we measure to tell us we are successful?
• Strategies: How will we achieve these metrics?
• Ac*ons: Who will do what when?
Your Website – What’s Possible
EddieBluff Vice President & Co-Founder Site-Seeker, Inc. [email protected]
Brian Bluff President & Co-Founder Site-Seeker, Inc. [email protected]