How To Attract Your Visitor To Your Website

InC

How to attract visitors to your website -and make them buy your products! - Øyvind Henriksen, InCreo

Introduction

Digital marketing fundamentals • • • •

Digital marketing concepts Attracting visitors to your website Helping your visitors fulfill your goals A few case stories

Note: You can download this presentation at http://increo.co.uk

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Introduction

About Øyvind Henriksen • Worked at InCreo for 10 years • Created about 70 websites • Awarded for e-commerce and business websites About InCreo: • Established in 1997, 20 employees today • Web expertise and technical solutions • Launching in London 1. August 2010 • Currently hunting for a UK partner

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Digital marketing concepts

Digital marketing concepts

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Digital marketing concepts

Goals • Your website needs a reason to live! • Align them with business goals • Quantitative vs. qualitative goals

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Digital marketing concepts

Example goals: • • • • • • •

Sales Leads Ad revenue Signups Downloads New subscribers Referrals

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Digital marketing concepts

Conversion • Conversion: When a visitor fulfills the marketer's goal. • Conversion rate: Percentage of visitors who convert

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Digital marketing concepts

Measuring digital marketing • • • •

Many goals can be measured by Google Analytics Set up "thank you"-pages for every goal Set targets, for example 10 or 100 leads pr month Monitor performance regularly

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Digital marketing concepts

Website success = Visitors × Conversion × Loyalty

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Attracting visitors to your website

Attracting visitors to your website

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Attracting visitors to your website

Traffic • Number of visitors to your site • High vs. low quality traffic • Remember the server/bandwidth costs!

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Attracting visitors to your website

Some traffic sources: • • • • • • •

Search Engine Optimization (SEO) Search Engine Marketing (SEM) Links from other websites Social Media Newsletters and subscriptions Banner ads Offline Marketing

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Attracting visitors to your website

Different resources required • SEM requires money • Social Media requires man-hours and time • SEO requires good content and solid technical architecture

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Attracting visitors to your website

SEO: Search Engine Optimization • Ensure that the site gets listed • Make the site rank well • Research which words to target before you start!

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Attracting visitors to your website

Click rate by search engine position The difference between the first positions are huge, so get those top spots!

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Attracting visitors to your website

Search Engine Marketing • • • •

Example: Google Adwords Very easy way to get relevant traffic Easy way to burn a lot of money Do these first: – Keyword research – Set up goals in Google Analytics

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Attracting visitors to your website

Newsletters and subscriptions • Direct access to your users • Builds customer loyalty • Several types, some examples: – E-mail – RSS Subscribers – Twitter followers – Facebook fans

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Attracting visitors to your website

Social/organic marketing – why it’s a good idea Required to succeed: • Many man-hours • Consistent effort over time • The right people Benefits: • More traffic and subscribers • Inbound links gives a SEO boost • Ambassadors in the community • Get to know your customers even better

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Attracting visitors to your website

Social/organic marketing – how to do it Create "link-worthy" content • Consistent topic • Consistent high quality • Consistent frequency Participate in the community • Social media • Blog comments • Forums

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Helping your visitors fulfill your goals

Helping your visitors fulfill your goals

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Helping your visitors fulfill your goals

Call to Action (CTA) • • • • •

The vital connection between content and goals Usually a button, link or similar Tells the visitor how you want him to proceed Leads the way from landing page to conversion page Examples: "Buy", "Try now", "Download", "Subscribe"

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Helping your visitors fulfill your goals

Conversion Rates • Amount of people proceeding the way you want • Conversion funnels • Just as important to optimize as traffic

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Helping your visitors fulfill your goals

3 factors that influence conversion rates • Friction (this form is too difficult) • Anxiety (these guys will spam my e-mail) • Trust (I don't believe this)

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24 A few case stories

A few case stories

Crestock.com (stock photos) Marketing efforts: • Annual Photoshop and Photo contest • Viral marketing campaigns • Focus on organic SEO

Results: • Sales: 92% increase • New images posted: 63% increase • Downloads: 116% increase

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A few case stories

Oslo Sportslager (sports equipment) oslosportslager.no Marketing efforts: • Search Engine Optimization • E-mail newsletters • Offline advertising

Results: • 40% of all visits now comes from Google.com • Total sales increased by 38% in one year • Awarded Best E-commerce website, 2009

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A few case stories

Moods of Norway store.moodsofnorway.com Marketing efforts: • Viral activities • Social Media • Focused on Facebook

Results: • Traffic from Facebook provides 20% of total sales • Free shipping promotion on Facebook gave an ”all time high” on traffic and conversion rates

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Thanks for listening

Visit us at our stand: E109D Follow InCreo UK: facebook.com/increoUK twitter.com/increoUK youtube.com/increoUK E-mail: [email protected] Download this presentation here: http://increo.co.uk/

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We will be launching our services in the UK in August 2010, and we are hunting for an ambitious UK based client or partner. We provide web expertise and technical solutions. Please contact us for more information.