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Monday, March 24, 2008  Presented by Tim Ash, President, Site Tuners What is Landing Page Optimization? Online Marketing Activities Why should you care? The economics of conversion: Cost per Acquisition=Cost per Click/ Conversion Rate. Who should design your site? Your boss, IT, Ad agency, webmaster, or marketing? None of the above! Your website visitors! Your site should be focused only on conversion! Case Studies Uniblue Registry Booster Conversion action-Free software download, extensive previous testing by client, tuning method Sitetuners Tuning Engine, test size 3,110,400 unique “recipes.” Results 24% increase in conversion, CR improved from 30.3% to 37.7%, $182,000 annual profit improvement. Power Options Conversion actions-Free two week trial sign up, method A-B split testing, 3 unique “recipes.” Results 75% increase in post trial sales, and $200,000 annual profit increase. Engine Ready an SEM Debt Negotiation Client, Conversion action-online form or phone lead, large scale PPC campaign, 192 unique recipes. THE MATRIX The Matrix = Roles x Tasks x AIDA Getting the right people, thru the right activities, in the right order. Roles-Visitor classes who interact with the mission critical parts of your site. Common awareness problems: Banner ads, entry pop ups, cluttered homepages. Keys to creating awareness-stop screaming at your visitors, eliminate choices, unclutter what remains. The rules of web awareness- if you can’t find something easily, it does not exist; if you emphasize too many items, all of them lose importance; any delay increases frustration. The rules of web interest- understand who I am; understand what I am trying to do. Typical Desire activities: Do you have what I want? Research, compare, get details, and customize. Rules of web desire- make me feel appreciated, make me feel safe, and understand that I am in control. Action stage considerations: Why should I get it from you? Brand strength Rules of Web action: Get out of my way, make it easy, and don’t surprise me! Picking a tuning method! How do you tune? Key considerations: size of test, and the need to consider variable interactions. Interactions are very important! The best setting for variable depends on its context. Maximize positive interactions and eliminate negative interactions! Don’t ignore variable interactions! Interactions exist and can be very strong; ignoring them will lead to sub optimal results. A/B splits and multivariate/Taguchi testing assume that there are no interactions. A-B Split Testing Multivariate Testing Non-parametric tuning: proprietary math for Internet marketing, designed for large scale tests, which takes variable interactions into account. Avoiding the pitfalls Tuning pitfall#2 not collections enough data, do not make decisions based on too little data, pick a confidence level, and wait to see which version is better by: 1 Choice 4 Your Store
Image Search SEO Optimization
Image Search on your site
We also saw Liana Evans, Director of Internet Marketing, KeyRelevance. Why care about image search?
So what matters?
Opportunities 1. Hot Products Remember……
More Quick Tips
by: 1 Choice 4 Your Store Sunday, March 23, 2008
Here is the scoop!
The big dog – delicious
Use social bookmarking to keep a pulse on brand reactions. Use social bookmarking to augment keyword research. Social bookmarking optimizes your title tags.
by: 1 Choice 4 Your Store
67.4 million people visit MySpace and 31.1 million visit Facebook by: 1 Choice 4 Your Store Wednesday, March 19, 2008
What happens online? Homepages can be information overkill. Too many links over 50 on this page. Confusing navigation…doesn’t match the experience in the store. Home pages are one of the worst ideas….imagine walking into the store and all the products are shoved in front of you. How would you get into the supermarket to find what you came for? Online is a marketers dream…If you know mike is walking in the store and that mike is more likely to buy if the milk is in aisle 6…then put the milk in aisle 6. What can you do online? You can put the milk anywhere at anytime. Web allows us to use virtual doorways….thousands of doorways into your website…they are using search phrases to find your virtual doorways. Use a/b testing to find out what works! Connect specific searches to specific landing pages. Test where you land visitors and what they see constantly. Next up is Howard Kaplan, COO, Future Now Inc.. He has the entire room stand up. He tells us this is all the people that have come into your website. He has 1/4th of the room site down. This 25% they weren’t looking for you or your products. Don’t worry about them. He has another 1/4th of the room sit down. They didn’t like something. That’s ok. Don’t worry about them. Let them go. He has the half the room still standing and tells half of them to site. This 25% you lost for no good reason. You used bad vocabulary. You didn’t answer their questions. Something. Which means you still have 25% of your customers that should be converting. The secret to versions, it’s not about you. You cannot control it. It’s about a choice your visitors make. They decide to click or not click. It’s a decision. The only thing you can do is understand who your customers are and give them what they are looking for. Where to test first… Your top 5 high bounce rate pages Your top 5 high exist rate pages Your top 5 Lowest time spent page Your top 5 Key pages check out cart registration His top 5 tips are: 1. Product images tell a story 2. Test your headlines and copy 3. Test Forms and point of actions 4. Test Add to cart buttons and more 5. Don’t make them wait for images by: 1 Choice 4 Your Store Tuesday, March 18, 2008
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. by: 1 Choice 4 Your Store  Wordtracker will give you the full version free trial worth $30.00 FREE! Choosing the right keywords can make all the difference between the success or failure of your website. Try Wordtracker for free today and start finding the keywords you need to succeed online. PLUS you'll receive "Profit from Keywords", a series of seven free videos packed with tips and techniques on how to put your keywords to work. To take advantage of this free trial goto: https://www.wordtracker.com/free-trial Use Worktracker alot? Get 2 months FREE! 14 months for the price of 12 months. Sign up at http://www.wordtracker.com/offers/ Coupon code ses-newyork-2008 Offer ends Friday 4th April 2008 by: 1 Choice 4 Your Store  Man I love finding you guys great deals! Here is another one.... Sign up for Ask Sponsored Listings and get $50.00 credit towards your account. Sign up: http://sponsoredlistings.ask.com/ Promo Code: SESNY08 Expires 4/20/08 by: 1 Choice 4 Your Store  Etology.com is a Global Ad network serving 1 billion ads per day across 10,000 websites. You can get text ads, banners, thumbnail and more... Geo-target by country and clicks as low as 1 cent 5 Simple Steps... Go to www.etology.com Create a free account Click on buy ads Add to shopping cart Done To get your $25.00 of FREE traffic for NEW clients only enter the code at checkout: 01KLSY Thanks etology.com! by: 1 Choice 4 Your Store  Hello again everyone from SES New York! I spoke with the LookSmart people and they gave me another 10 $100.00 coupons!! So here is the deal: To redeem your $100 credit, you would go to adcenter.looksmart.com Click on the sign-up button and enter the coupon code at check-out. You will need to input a refill amount of $200.00, in order to receive the credit in your Order Summary. Offer expires on 3/31/08 and some expire 4/18/08 Offer only good for FIRST TIME LOOKSMART ADVERTISERS who set a daily budget of $10. If you qualify and want the $100.00 coupon... Please email us for your coupon code! Shawna by: 1 Choice 4 Your Store Monday, March 17, 2008 I love watching Google's logo change with every new holiday. Take a step back in time to view the many different logos from Google on St. Patrick's day.  Happy St. Patrick's Day from 1 Choice 4 Your Store If you are in or around New York City, don't forget the Pub Crawl tonight for SES NY. More information can be found at: http://searchenginestrategies.com/newyork/specialevents.html by: 1 Choice 4 Your Store  Google updated their webmaster guidelines to include the following: Don't create pages with malicious behavior, such as phishing or installing viruses, trojans, or other badware. Here is more information directly from Google: Installing viruses and other badware Sites that exploit browser security holes to install software (such as malware, spyware, viruses, adware, and trojan horses) are in violation of the Google quality guidelines, and may be removed from Google's index. In many cases, websites that install badware have themselves been targeted by hackers, and you may not be aware that your site has been compromised until you receive a notification from Google. If your site has been flagged for badware, we'll display a warning to visitors, and we'll tell you about it in the Site summary page of Webmaster Tools. We also send notices to webmasters of affected sites at the following email addresses:
If your site has been flagged, ensure that your site is no longer distributing malicious software. You can see what is considered malicious at StopBadware.org's guidelines for websites. Once you are sure that your website is no longer distributing malicious software, and that the vulnerability that led to any compromise (if applicable) has been addressed, request a review of your site. To request a review:
We'll review your site and, if we determine that it doesn't host or distribute badware, we'll remove the identification from the search results. Unfortunately, cleaning up a compromised site can be very difficult. Simply cleaning up the HTML files is seldom sufficient. If a rootkit has been installed, for instance, nothing short of wiping the machine and starting over may work. Even then, if the underlying security hole isn't also fixed, your site could be compromised again within minutes. If you'd like to discuss this with Google, or have ideas for how we can better communicate with you about it, please post in our webmaster discussion forum. You can read more about here:http://www.google.com/support/webmasters/bin/answer.py?answer=66354 We will update our Google Webmaster Guidelines eBook at the end of the week when I return home from SES NY. by: 1 Choice 4 Your Store
Avinash is the author of Web Analytics: An Hour a Day, a great book if you are looking to learn more about analytics by the way. His explanation of search engine marketing is this:
Avinash states, “This is the basics of SEM.” In order to understand analytics, you have to understand what your goal is. It is not always to “get the sale.” The goal may be for a customer to make an account, sign up for your newsletter, etc. VERY IMPORTANT TIP... Focus on your bounce rate. Where are your customers bouncing out of? What page do they come to and bounce right out? What keyword phrase were they using when they bounced in and bounced back out? This information is the perfect place to start using your analytics. If your customers did not bounce out right away, compare these pages to the others that did get a higher bounce rate. And finally Avenash said, “Web analytics is bout creating experiences for your customer.” Next up to the stage, Lauren Vaccarello, Founder, LVLOGIC who states, “Your conversions should make your money.” First things first when it comes to your analytics, you need to add all of your tracking. Then you create metrics in your analytics tool. Then you build dashboards. Finally beware of data overload. Lauren also states to increase ROI by using segmentation and taking action. You should segment out your best performing traffic. Integrate with your CRM and pass campaign data into your CRM. Learn how to filter report by highest conversions to get best performing leads. Integrate e-mail with analytics. If time to purchase is 5-7 days, on day 3 email them a coupon. No purchase after 10 day market more aggressively. by: 1 Choice 4 Your Store Speaker: · Matthew Bailey, President, SiteLogic I was really impressed with Mr. Bailey as he provided some great information about Analytics. First of all, he explained the difference between reporting and analysis. If you are reporting numbers, this is not analysis. Analysis allows you to make changes to your website. Mr. Bailey provided a quote by Eric Peterson author of the book Web Analytics Demystified, “Web analytics works best when measurement expectations are clearly defined in advance not after the fact or on an ad-hoc basis” You need to establish goals first, and then you can look at the sales, leads, contact forms, downloads, and page views. Are you reaching goals? Ask yourself this question instead of how many people are coming into your website, how many monthly visitors you receive, or what your top 10 keywords are. Are you reaching your goals? Mr. Bailey stated another important thing to understand is that there is no such thing as accuracy when it comes to your analytics. Every analytics program will give you different results. The key is looking for trends in the data instead. The best you can do for your website is segmentation. Where did your customers come from? What were they looking for? What action did they take once they were in your website? You cannot treat all customers the same. Classify customers on what they are looking for. Remember that the analytics is only giving you information. They do not tell you what to do with the information. Another thing to remember, there is no such thing as a home page. Every page in your website is a home page. Keep this in mind and remember it!! Don’t focus on what your competitors are doing. Focus on what you are doing. Your competitors could be doing it all wrong. One blog that Mr. Bailey suggests watching to learn more about analytics is http://www.kaushik.net I will be back with more information soon!  by: 1 Choice 4 Your Store 1 Choice has arrived at SES NY and we are ready to bring you all the great information.Today is a big day for analytics. Lots of great speakers discussing how and what to do with your analytics information. We will back in a few hours with the information! by: 1 Choice 4 Your Store Sunday, March 09, 2008 Do you plan on being at Search Engine Strategies New York City? 1 Choice will be there and we look forward to meeting you if you are there too! The conference runs March 17-20th and it will be a wonderful educational experience for all that attend! Can't make it this time? No worries! 1 Choice will be updating our blog all throughout the conference with the latest information. Read more about SES NY OH and don't forget the great parties! Including the club crawl going on for St. Patricks Day! See all parties going on for NYC Hope to see you there!! Shawna by: 1 Choice 4 Your Store Chief marketing officers need to understand some of the most important fundamentals of search marketing, the role it can play in an organization's overall marketing efforts, and what search marketing practices successful marketing organizations - perhaps their competitors - are using to their advantages. Brain Kaminski, Managing Director, Iprospect brings to us the 10 Truths at SMX West.... 1. SEO is an ongoing process 2. Being #1 isn't everything. And sometimes isn't possible. 3. The long tail is your friend. 4. BOTH paid and Natural SEM are crucial 5. Customers hear their language, not yours 6. Search Marketing Complements other marketing efforts 7. Traditional Marketing complements search marketing 8. Tools simplify everything 9. Don't big solely on branded terms 10. You must set goals by: 1 Choice 4 Your Store Benu Aggarwal, CEO, Milestone Internet Marketing started the session showing the Universal Search Results from Google that blends listings from news, video, images, local, map, and boo search engines among those it gathers from crawling web pages.
The difference between Standard Video vs. Search Engine Optimization Video is that the standard video files are not optimized for search engines and cannot be found via keywords. Same parallel as a search engine friendly website vs. a website that is set up as a brochure. Users will need to know the website address. 3 out of 5 users in the US consume online videos every month. Benu went on to describe the 6 steps to create and promote SEO Video:
When it comes to your images, optimize your images for search by adding on Flickr, Google, and others. Use image tags to optimize the images. Optimize pages for local by using address and image names.
by: 1 Choice 4 Your Store Saturday, March 08, 2008 On the third leg of my trip, I got really sick. Not just sick but could not breathe sick. Apparently I picked myself up a mild case of pneumonia. Thankfully someone referred me to the Harmon Medical Center in Las Vegas. I have never been treated so quickly and by so many wonderful people! They hooked me up to machines to help me breathe and had and IV in me with antibiotics within 20 minutes of arriving. They were absolutely amazing! If you ever get sick in Vegas...this is the one place to go. I am doing much better now. Still sick but working hard on getting rid of this dang thing before heading to NYC for Search Engine Strategies. I will be bringing you more great information from the previous shows this week so stay tuned! Shawna by: 1 Choice 4 Your Store |
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