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Mike Moran, Distinguished Engineer, for IBM started the session with explaining web marketing is less expensive then direct marketing. But you have to be able to measure. Define objectives numerically and assess performance. Plus you need to experiment and try different approaches. You need to test and get real feedback. Monitor your changes and constantly check to make sure it works. Even after launch. You need to find out, what are your conversions? Make sure that you design your website so that it makes people do things that you can measure. This could be placing an order, downloading something, registering for your website. You decide what you want your customers to do.

How do you count your web conversions? Google analytics is free, it’s easy, and it works. How do you track offline sales? Easiest way, contact the customer. You could also use a special phone number or coupon.

Mr. Moran suggests remembering that every touch point is a way to bring the customer back to your website to buy from you. Don’t worry about doing things wrong. Just quickly fix it. Instead of killing ourselves to plan exactly the right thing that we can execute in every country for the next two years, do it wrong quickly and fix. Let the market tell you what works and what doesn’t

Mike Moran has 2 books available and also has a blog and newsletter with more information at http://www.mikemoran.com/

Next up was Nigel Ravenhill, Program Manager, McAfee. What effects conversion?

Macro issues:

Competitive scope of product category

Number of competitors online

Age demographics

Overall brand

Micro issues

Site design

Pricing

Shipping

Alternate payment options

Two books Nigel recommends are Landing Page Optimization and Call to Action

*Note from Shawna – I have read both books and they are EXCELLENT. Must read for all store owners.

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