Presentation from Adaptive Consultancy deomonstrating how to optimise the use of all sources of traffic to your website.

1. More Visitors = More Sales
Ways to increase your website traffic
IJL Seminar – Tuesday 5th September 2011
Presented by Eddie Prentice, Adaptive Consultancy

2. Agenda
• Introduction
• How search engines work
• Paid search
• Search engine optimisation
• Email marketing
• Affiliate marketing
• The semantic web
• Measuring success

3. How to increase online sales
It’s easy. You either
• Increase web traffic
• Improve your conversion rate
Focus of this seminar is increasing traffic.

4. How search engines work

5. How does Google find you?
Google uses software known as "spiders" to crawl the
web on a regular basis to find relevant results for specific
search phrases.
Google issues specific guidelines:
• Design and content guidelines
• Technical guidelines
• Quality guidelines
Make sure your designer / developer is
aware of, and follows, these guidelines.

6. It’s not a secret!

7. Why search engine marketing is so
important
People who type a phrase into a search
engine are
four times more likely to purchase
than those who click on a
banner ad.

8. Why do people use search engines?
• Learn more about a product/service 46%
• To compare products/services 25%
• To read reviews about product/service 10%
• To purchase a product/service 9%
• To find to a particular site 7%

9. Where do searchers click?
PPC PPC
12.2% 13.5%
Organic
74.3%

10. Paid Search Marketing

11. The Paid Search Process
It’s quick and easy to set up.
Unless you have a process it’s also a
quick and easy way to fail.

12. How soon before purchase does research begin?
40
35
30
25
20
15
10
5
0
Same day 1 week
1 month %…
3 months
6 months
9 months

13. Keyword search and competitiveness
Long tail keywords have low search volumes but bring high quality traffic

14. Competitor Analysis
• Look at who’s on page 1 of Google for search
phrases you want to be found for.
• Look at their ad copy
• Look at their landing pages
• Determine factors which
drive success
• Assess your strengths and
weaknesses
• Know what actions you need to take

15. Display and Search Networks
- Websites incorporating Google ads
- Google matches your keywords to the content found on the website
Visitors tend to be impulse clickers and may be less likely to
convert.
- Displays your ads along with the organic search results in the search
engine
- Your keywords are matched to what the visitor typed into the search
field.
Visitors have a specific purpose - more likely to be looking for
what you are selling.

16. Quality Score and Relevancy

17. A Word About Google Quality Score
The AdWords system works best for everybody – advertisers, users,
publishers – when the ads displayed match users' needs as closely as
possible.
• Quality Score helps ensure that only the most relevant ads appear
• A Quality Score is assigned to each of your keywords
• Measures how relevant your keyword is to your Ad Group and to a
user's search query

18. PPC Campaign Optimization
Optimisation is not just about making bid changes.
• Edit ad copy to replicate the keywords that drive
traffic
• Ensure landing pages meet the expectations set by
the ad message
• Pause or delete poorly performing keywords
Relevant ads appear in higher positions, earn more
clicks, and bring you the most success.

19. Ad Copy Relevancy
All these ads came up under the search phrase “diamond engagement rings”.
Which ones would you click on?
No Better Best

20. Ad Copy Relevancy
Make sure your landing page matches your offer or they’ll hit the back button
Where’s
the
75% Off?

21. Landing Page should
be Charm Bracelets
not home page

22. Title line in ad matches
search phrase and
landing page content.

23. “Google Adwords doesn’t work for me”
• Do you send ads to a specific Landing Page?
• Do you use “exact phrase match”?
• Do you use “negative keywords”?
• Did you know Google increases your bid price on
poor performing ads?
• Did you track results with Google Analytics?
• Did you use conversion tracking?
• Did you test your Landing Pages?
• Did you use Google Adwords Content Network?

24. Search Engine Optimisation
(SEO)

25. The Basics of SEO
• Onsite factors
– Coding
– Navigational structure
– Web page copy
• Off page factors
– Backlinks
– Articles/PR
– Blogs
– Social media

26. SEO: Onsite Factors
Source code
Web page copy

27. Optimised website copy
• Set an objective for the web page
• Who are you writing for?
• What keywords to use?
• What do they need to know?
• What action do you want them to take?
• Call to action – direct them to the next step

28. Off page optimisation
Who likes you?
Who’s linking to you?
You need to build good quality, relevant links.

29. SEO: Off-site factors
Building Links - being seen as “popular” by Google

30. Blogs
• Target bloggers
who reach out to
your customers.
• Create your
own blog.

31. Search: “pearl earrings"
Search phrase in
meta title tag and
meta description

32. Search phrase on
landing page, in
opening para, as
hyperlinked text.

33. Google also picks up on meta tags in
source code

34. Link from landing
page gives exact
match for search
query.

35. Google Places

36. Affiliate Marketing

37. Affiliate Marketing Structure
The affiliate marketing industry has four core
players at its heart:
• Merchant (Your Website)
• Network
• Publisher
• Consumer
When people talk about affiliates they tend to
refer to a combination of networks and
publishers.

38. Affiliates – How it works
The website owner rewards "affiliates" for each visitor or
customer brought about by the affiliate's marketing efforts.
Generally a fee
+ commission.

39. Affiliate Facts
• £4.62 billion sales in 2010
• Represents about 10% of all retail online sales
• £31% of affiliates are generating less than
£50/mth average for their merchants
• 25% of affiliates are generating at least
£10,000/mth for their merchants.
It’s a mixed bag, with many “part-time” or
hobbyists.

40. The benefits of affiliates
• Incentivises other websites to promote your
company’s products and drive website traffic and
sales.
• Pay on performance – that means sales not just click
throughs
• Limited up-front costs – although some charge
ongoing admin fee
• Limited technical requirements – just some tracking
code placed on the checkout of a merchant’s site,
managed by the affiliate network.
• Build incoming links – SEO benefit

41. Affiliates and PPC
• Be clear in your contract with affiliates about
whether they can bid on your brand name
• If affiliates bid on your brand there will be
more competition and the price will go up
• Common practice to have lists of words
which affiliates can’t use:
– In ad copy
– Keywords
– Position (e.g. can’t bid for top positions)

42. Affiliates are in business for
themselves
Nothing wrong with that but …
• If they don’t think you can make money for them they
won’t make money for you.
• Even major brands need a story.
• If you don’t have something unique or special to offer it is
unlikely that you will have prominence on affiliate sites.
Source: Econsultancy

43. Coupon Sites

44. Voucher Codes & landing pages
Make sure landing page content marches the offer

46. Voucher codes & landing pages
Make sure landing page content matches the offer

48. Google Merchant Centre

49. Google Merchant Centre
Unless your system supports this you may need the help of
your developer.

50. Social networks

51. Evolution of Marketing Strategies
• Push Marketing (radio, tv, magazines) – no
customer interaction
• Pull Marketing (search engines) –
customer seeks out what they want in
search phrase
• Peer-To-Peer Marketing (social media) –
product/service reviews, social networks

52. Collective Intelligence
• Shift towards information seeking on social
networking sites
• Knowledge of people you know acts as a
supplement to web’s huge amount of non
verifiable information
• This knowledge provides extremely qualified
answers to specific queries. Seeking
information through a “chain of trust”

53. Email Marketing

54. Email – still a consistent performer
• Grow your own lists
• Keys to success
– Relevance to recipient
– Landing pages – relevance to email content
– Timing
– Frequency
– Integrate with social media e.g. customer
reviews
• ROI on email of 500% is not uncommon

55. Typical Email Goals
• Drive repeat traffic to your website.
• Brand building. Educate prospects on the
benefits/values of your products/services.
• Alert past visitors to new offers and special
promotions.
• Nurture a relationship that can lead to initial
sales, cross-sells, up-sells and greater customer
life time value (LTV).

56. Measuring Success

57. What you should measure?
1. Who visited my website?
- Unique visitors
2. Where did they come from?
- Referring url’s
- Search phrases
3. What pages did they view
- Entry pages
- Average time on page
- Page views per visitor
4. Did they have any trouble with my
site?
- Browser variations
5. What level of engagement was
there?
- Sign ups
- Downloads
- Sales

58. Success Attribution
• Success is not just about good marketing practice and having
a relevant landing page.
• If you don’t achieve your goals, consider:
– product depth and range
– pricing and merchandising
– stock levels
– your internal systems
– your competition
• Consider the online shopper buying cycle. Visitor may be an
early stage buyer who purchases on a subsequent visit.

59. The online shopper buying cycle
Broad/generic keyword phrases
e.g. “gift ideas for girls”
2/3 word phrases
e.g. “bracelet charms”
Specific keyword phrase
e.g. “animal charms from links”

60. Summary
• Understand how search engines work
• Know who your target market is
• Analyse your online competitors
• Conduct keyword research
• Have a web content plan
• Google Adwords is deceptively simple – follow
the process.
• SEO takes time - be persistent, be patient
• Start to factor in social media
• Track, measure and plan to improve

61. Thank you
View our eCommerce platform at IJL
Stand number: C119
Email Us: info@adaptiveconsultancy.com