The actionable how-to-guide for online business success.

1. Why is my web business failing?
Your Actionable How-to Guide for online success
Nik Pasic

2. BUSINESS SUCCESS
SEO, SEM, CRO and similar elements fall within the scope of this
talk but the primary focus is on areas you need to focus on for

3. So why is my web business failing?

4. overcomplicate
Because you
instead of
Prioritise

5. SIMPLIFY
The key is to

7. “If you can’t explain it to a six year old, you don’t
understand it yourself.”
- Albert Einstein

8. “Life is really simple, but we insist on making it
complicated.”
- Confucius

9. “Simplicity is the ultimate sophistication.”
- Leonardo da Vinci
Later used by and falsely attributed to Apple

10. “The secret to a successful business, product or
website isn’t in adding countless features, but
rather in eliminating all that is unnecessary and still
ending up with a functional user experience.”
- Me

11. this is what
looks like
SIMPLE

12. NOPE

13. NOPE
circa 2000

14. again
SIMPLE

15. simplicity helps with the
Attention ratio

16. attention ratio of
56:1

17. attention ratio of
1:1

18. Thanks OLI

19. CHASE
attention ratio helps you
what you actually need

20. conversions
You need to be chasing

21. SALES
You need to be chasing

22. REVENUE
You need to be chasing

23. You need to be chasing

25. IMPRESSIONS
be WARY OF chasing

26. LIKES
be WARY OF chasing

27. followers
be WARY OF chasing

28. backlinks
be WARY OF chasing

29. Seo ranking
be WARY OF chasing

30. click through rates
be WARY OF chasing

31. Cost per click
be WARY OF chasing

32. Even website traffic
be WARY OF chasing

33. Stepping stones
these are

35. you still do it
Yet

37. Sign up to Elegant themes edm
Pro tip
and wait for their lifetime discount

38. Yahoo & MSN > Google & BING
think back on

39. MySpace > Facebook & twitter
think back on
The original simple version

40. 1995 > 1999 > 2004 > 2009 > 2014
think back on

41. previously considered king of gamification

42. Swarm will flop
calling it now
and will take foursquare down with it

43. Site speed
bonus
we subconsciously became used to instant
just try using dial-up again

44. So how does all this help me?

45. Prioritise

47. Some difficult truths to face

48. You are too emotionally invested
and your emotions are overriding your common sense
#1

49. When dealing withMoney
Strategy
People In a business scope

50. Distance yourself
Emotionally
logically
and think

51. Trust your
instincts
data
But use hard
To back decisions

52. Then decide what gets done next

53. #2You don’t understand your audience
As well a you think that you do

54. How much would you pay

55. For a lawyer?

56. For IT support?

57. For a plumber?

58. For your own product?

59. What if you had no idea what it did?

60. On your existing budget?

61. #3Your expectations are unrealistic
And your competitors are doing it better

62. “You are not as good as they say, nor are you as
bad as they say.”
- I cannot actually remember

63. Is your latest product really that good?

64. Is your competitor’s really that bad?

65. MYER once called David Jones a ship.sinking

66. The Iconic has been sinking them both

67. #4Be wary of trends and gimmicks

68. Sliding banners = conversion killers

69. Viral content underperforms long term

70. Latest $10 billion craze

71. #5You bend over backwards for clients even when they are
Not rightBecause “it’s always been done that way”

72. disagree with them to help them
Doing the best by a client means that sometimes you have to

73. “Avoid discussing keyword rankings with clients”
- Peter Mead

74. Focus on roi instead
Educating your client is your responsibility
you are the
Expert

75. Stop reporting on keywords / rankings
Sometimes this means you need to

76. Speaking of reports…
Time sink which mostly satisfies curiosity
Monthly is good, quarterly is better, weekly is wasteful

77. What do I do now?

78. Define your business goals
#1

79. Define how your site and online presence
Help you achieve these goals
#2

80. Define What is necessary in achieving
those goals
#3
So that you can trim everything which is unnecessary

81. #4
Define your ideal audience

82. #5
never stop testing

83. If your target market and location are unique
no one can to tell you what works
BEST for your audience
you need to test what works yourself

84. If your TARGET MARKET IS IN A CROWDED SPACE
YOU WILL STRUGGLE TO COMPETE against
the bigger brands
you need to test what works yourself

85. you need to test what works yourself
EITHER WAY

86. The moment you set and forget
So will your audience

87. #6
Never stop learning

88. Things to keep an eye out on

89. A number of marketing fields have been on my
personal radar for the past few years.
I have been an advocate for each, saying that
everyone in marketing needs to adopt them all
and focus the majority of their time and budget
within these fields if they wish to pursue true ROI.

90. Responsive web design
Already mainstream

91. Conversion rate optimization
Already mainstream

92. Segmented remarketing
Mainstream in 2015

93. Algorithmic attribution models
Mainstream in 2-3 years

94. neuromarketing
Very niche and mostly neglected

95. gamification
Very niche and more ignored than neglected

96. More to come in November SEO Meet up

97. Thanks for listening
Just Google me!
Want to keep in touch?
Nik Pasic