Presentation on the "3 A's of Online Success".

1. Attribution, Attention & AcquisitionThe 3 A’s of Online Success Geoff McQueenManaging DirectorInternetrix

2. What is Internetrix? Full service digital marketing agency Strategy Creative Technology Performance 10 years web marketing experience nationally and internationally 2007 Illawarra Business of the Year Private Sector – SMEs to ASX listed 3 levels of Government- Federal, State & Local Govt

3. What we’ll cover today State of the Internet: for Marketers, not Geeks A case study: P&O Cruises How to harness the 3 A’s for Online Success: Attribution – where’s your traffic coming from? Attention – what are visitors doing on your site? Acquisition – how to turn visitors into customers? Conclusion & Questions

4. Some context...

5. State of the Internet – Adoption Today, 80% of households are online Almost 90% of those are on broadband

6. State of the Internet – Engagement Aussie Internet users spend 17.6 hrs/wk online This is almost 30% more time than TV! (13.4)

7. State of the Internet – Social & Personal More time on social networks (almost 7 hours/month for Australians)

8. State of the Internet – Mobile Mobile internet is finally here – are you ready?

9. State of the Internet - Summary For almost everyone in this room, it is where your clients and customers are. Now. Today. Success with digital marketing is more than building a website – you need to continuously improve it and make it work for your business. Technology doesn’t give you competitive advantage – it is what you do with it that counts!!!

10. Online Success – Carnival Case Study

11. Objective: find 150,000 new cruisers Going from 2 to 4 ships More destinations More services More capacity Need to dramatically increase demand – need to attract people new to cruising

12. Challenge: selling cruises online A challenging product to sell: Long sales cycle & planning Emotional buying process Often needs coordination Online plays a very special & well suited important role: Education Research Enquiries Bookings

13. Solution: New, Interactive Website Visually stunning & interactive to sell the cruising experience Lots of video & tours But is it working? Carnival are using the 3 A’s to measure & drive success

14. Three A’s of Online Success Continuous improvement of the website by making decisions based on data, not guesses. “Actionable Insights”

15. 1. Attribution Where’s your traffic coming from?

16. Attribution – traffic sources How are visitors coming to your site? Search Engines Referring Websites Direct Traffic

17. Attribution - geography Where are your best visitors coming from?

18. Attribution - keywords What are your best visitors searching for? When you find the best keywords, you can optimise for them You can also buy keywords that deliver you value

19. Attribution – campaigns Adwords Integration www.pocruises.com.au/cruisesale/ Manual Campaign Tracking Track performance of email, online and other campaigns to accurately measure ROI www.pocruises.com.au/cruisesale?utm_source=newsletter&utm_medium=email&utm_campaign=Biggest-Cruise-Sale

20. Attribution – other websites Your website is not an island, and even less so with the social web

21. 2. Attention What are visitors doing on your website?

22. Attention – top content & funnels

23. Attention – visitor engagement New vs repeat Time on site

24. Attention – entry & exit pages What are the main landing pages Key first impressions & clickpathsto success What are the main exit pages What is killing your visitor retention?

25. Attention – video & rich media See where if people tune out watching videos Don’t TV advertisers wish they could know that!

26. 3. Acquisition Turning visitors into customers

27. Acquisition – goals and conversions Measuring the success of the website and knowing from where and how it came about P&O have several points of conversion Completing booking process Printing cruise details Increasing success based on data, not just ‘hunches’

28. Acquisition – offline Online -> Offline Acquisition Cruisers still use travel agents Print their itinerary to make booking easier Count “Print this page” as a successful conversion

29. Acquisition – other conversions Use of “agents” to answer questions live and online ‘Conversions’ based on time on site or loyalty Downloading white papers, viewing contact page, etc.

30. Conclusions The market is now overwhelmingly online If customers aren’t looking for you, they’re finding your competitors (or will be) “Having a website” isn’t enough! You need a site that works & delivers ROI You need continuous improvement across all three A’s to succeed online.

31. Further Information & Questions Contact info: Website: www.internetrix.net Email: geoff.mcqueen@internetrix.net Phone: 02 4228 6464 Twitter: @internetrix Booth near the chocolate fountain on this level Questions welcome