This month (Feb 2012) so far, I have sold 18 Merc C-
Class (to chose a significant car). That is a £30k car.
Payments will typically be more than £12,000 of payment
commitment over 3-years. Try converting and getting an
order for £12,000 from a website! Therefore I have to try
harder than most websites...
Yes, many people will take one look, or make one visit
and leave, never to come back. Many people complain
about retina burn etc. But, so what?
I *HAVE* to polarise visitors, and get them to choose
to stay or go. It's no good being average, no one would
commit to £12k of payments over 3 years if I was
average. So the argument that I get drop-off is very valid.
Source: Ling‟s cars and the art of persuading visitors to buy
What is “best practice”
for digital marketing?
The right people
Source: Smart Insights – Burberry / Rossignol case 12
Where does “best practice”
Beware the gurus!
Relevant case studies
Mobile and social are sexy, and important for the future. But today
98% of your revenue comes from Email, Affiliate, Display, Search.
At least 50% of your attention / love / obsession should be to
continuously get good at 98% of your revenue.
You'll likely survive longer. : )
Will you get the balance right?
Investment in CRO?
Figure 9.4 The ﬁve diagnostic categories for e-marketing measurement
from the framework presented by Chaffey (2000)
Measure Reach Encourage Convert Engage customers
Audience Action incl lead To sale to retain and grow
Tracking Unique visitors Online opportunity Online sales Email list quality
metrics New visitors (lead) volume volume Email
Visits Offline opportunity Offline sales engagement
Conversation (lead) volume volume quality
volume generated from generated from Transactions
Performance Share of audience Page engagement Conversion rate Active customers
drivers Share of search rate (Bounce rate, to sale % (site and email
(diagnostics) Brand/direct visits duration) Channel active)
Lead conversion rate conversion rates Active social
by engagement tool Category followers
conversion rates Repeat
Customer- Cost per click and Cost per lead Average order Lifetime value
centric KPIs cost per sale Customer satisfaction value Customer loyalty
Brand awareness Cost per sale index
Conversation Customer Customer
polarity satisfaction advocacy
(sentiment) Products per
Business Audience share Goal value per visit Revenue per visit Retained sales
value KPIs (owned media) or Online lead Online-originated growth and
Share of voice contribution contribution to volume
(earned media) (n,£, % of total) sales, revenue Revenue per
and product channel and
Customer journey analysis
FROM THIS TO THIS
Source: Nate Elliot, Analyst at Forrester Research
Making the 3 layers work together
Transaction Interaction Reach
layer layer layer
Source Nate Elliot, Analyst at Forrester Research
Attributing complex behaviour
Any Click 1st Click Last Click Best Click
The first click or view
15/01 MSN banner The last click or
within the campaign view which has
defined click window the highest
23/01 PPC campaign priority
within the defined
click or view
24/01 Tradedoubler window
4/02 Direct Without deduplication,
each „tracked‟ The last click or view
campaign will report a
whole sale and claim
Is ethical SEO “best practice”?
Dark Inky Black Hat SEO: So evil he‟s a typosquatter installing spyware. Plain illegal, too.
Charcoal Hat SEO: Optimizes really unrelated pages for all kinds of queries, but within the bounds of
Dark Gray Hat SEO: This SEO is e.g. a splogger stealing content from other sites. (What, that‟s better than
Slate Gray Hat SEO: An SEO creating link farms and such.
Gray Hat SEO: An SEO who actually reads the search engine‟s webmaster guidelines, but then tries as
much “evil” as she can get away with.
Light Gray Hat SEO: This SEO creates original content (lots of it), but the content is still only aimed at
Off-White Hat SEO: This guy not only ensures the site is indexable – he‟ll also make sure to get lots of
backlinks from friends.
White Hat SEO: This person puts up the content that people are actually searching for, and prepares the
site to make it very accessible. White Hat SEOs only optimize those of their pages they deem worthy to be
ranking top in search engines.
Luminescent Pearly White Hat SEO: Not only does this SEO do everything the White Hat SEO does, the
LPW Hat SEO also makes sure pages will not show up for irrelevant queries.
Persistent UX myth 3:
The home page is most important
to get right / optimise
In 2003, 39 percent of the page views for a large research website
were for the homepage. By 2009, it was down to 19 percent. In
one month in 2008, of the 70,000 page views a technology site
received, 22,000 were for the homepage. For the same month in
2010, of the 120,000 page views the site received, only 2,500
were for the homepage.
Another technology website had roughly 10 percent of page views
for the homepage in 2008, and by 2010 it was down to 5 percent.
One of the largest websites in the world had 25 percent of visitors
come to the homepage in 2005, but in 2010 only has 10 percent.
Gerry McGovern: The Decline of the homepage
Ask “Why” as well as “what” - use feedback tools Key
“Bad web site. Difficult to
find item as no search box
provided for short cut”
“I can't find any prices on
“Would like to see where I
can buy products from” .
Satisfaction : Intent tools
Parasuraman,A.;Berry,Leonard L.;Zeithaml,Valarie A.,
“A Conceptual Model of Service Quality and Its Implications for Future Research”,
Journal of Marketing, 1985, 49, 4, 41-50.
Loiacono, E., Watson, R., Goodhue, D. (2007) WebQual: A measure of Web Site Quality, Journal
International Journal of Electronic Commerce archive, Volume 11 Issue 3, Number 3 / Spring 2007 Pages 51-87
There’s life in Email
1. Generic branded follow-up
+10% conversion rate.
2. Personalised remarketing
email with a promotional code
for a 5% discount time limited
to 72 hours:
+100% conversion rate.
3. Personalised remarketing
email with a promotional code
for a 5% discount time limited
to 48 hours:
+200% conversion rate.
Source: Smart Insights: Email re-marketing
Your email marketing capability?
Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
A glimpse of the future
Rue La La (Flash Sales)
April 14th 2012
(Apps and Site)
Source: InternetRetailer.com 73
You can run an online business by best practice alone,
but… to make the most of opportunities you need…
A digital marketing strategy
To analyse and test, test, test what works in your sector
Digital marketing pioneers
Where are you on your journey?
So if most digital marketing isn’t based on strategy it must be based on best practices?
http://www.smartinsights.com/goal-setting-evaluation/vision-setting/digital-and-social-media-transform-business/Social media is not just a channel, not just a set of tools, not just about acquiring new customers. Instead, a way to transform business
Identify qualifiers+ risks+ costs+ treatment
OVP = Online Value Proposition
Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
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