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Website conversion workshop slides for ddve

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Website conversion workshop slides for ddve

  1. 1. Website Conversion Strategy Workshop for DDVE By Robin Gurney Strategy Director @ www.altex.ee
  2. 2. About Altex <ul><li>Estonia’s first specialist internet marketing agency </li></ul><ul><li>Multicultural, multinational </li></ul><ul><li>Altex is a „European agency based in Tallinn“ </li></ul><ul><li>Turnover grown each year </li></ul><ul><li>Modest profit every year </li></ul><ul><li>Reinvest profit into experimentation and people </li></ul><ul><li>„ Magnet for excellence“ </li></ul><ul><li>Ready to expand now the basics are right </li></ul><ul><li>Eco-friendly, charitable to community </li></ul><ul><li>Share our knowledge and skills with all </li></ul><ul><li>100+ presentations here </li></ul><ul><li>www.pay4results.eu is growing fast. </li></ul>
  3. 3. About Me <ul><li>Nearer 50 than 40. English. </li></ul><ul><li>Creative Strategy Director – ex-Boss </li></ul><ul><li>Passionate about the internet since 1997 when I discovered Manchester United (BOO!) had a website and Liverpool FC did not! </li></ul><ul><li>Started one of UK’s first internet marketing agencies 1997. </li></ul><ul><li>Sold it 2002. </li></ul><ul><li>Imported to Estonia by a Princess in 2005. </li></ul><ul><li>Love travelling (to escape the winters) </li></ul><ul><li>Fan of The Fall, Liverpool FC, anywhere hot with a great beach, my two kids (Miabel and Josep) </li></ul>
  4. 4. The Conversion Funnel
  5. 5. Visibility: Google Adwords <ul><li>Choose a product or service </li></ul><ul><li>Keyword research in target markets </li></ul><ul><li>Check trends and insights </li></ul><ul><li>Set up an account if you don’t have one </li></ul><ul><li>Google keyword research tool </li></ul><ul><li>Google Trends </li></ul><ul><li>Google Insights </li></ul><ul><li>Choose target market </li></ul><ul><li>Write an ad </li></ul><ul><li>Choose landing page </li></ul><ul><li>Start campaign </li></ul><ul><li>Test test test </li></ul>
  6. 6. Visibility: SEO <ul><li>80/20 rule applies . </li></ul><ul><li>Adwords is good test. </li></ul><ul><li>Adwords plus SEO = more than 100% . </li></ul><ul><li>Key factors:  </li></ul><ul><li>Title . </li></ul><ul><li>URL . </li></ul><ul><li>Meta desc tag (to get the click) . </li></ul><ul><li>Content - H tags, bold etc. </li></ul><ul><li>Links . </li></ul><ul><li>Sitemap . </li></ul><ul><li>SEO Ranking Factors </li></ul>
  7. 7. Visibility: LinkedIn
  8. 8. CPC and CPA
  9. 9. Credibility is Essential Credibility checklist and Source: Stanford University .
  10. 10. Usability
  11. 11. Content is King
  12. 12. Analyse and Engage
  13. 13. Tips for Entrepreneurs <ul><li>The devil is in the detail </li></ul><ul><li>Don’t overwork, enjoy life </li></ul><ul><li>Make mistakes fast - learn and never repeat same mistake </li></ul><ul><li>A ssumption is the mother of all fuck ups </li></ul><ul><li>Understand your limitations. Delegate. Outsource. Step aside. </li></ul><ul><li>Don’t be greedy. Share shares. </li></ul><ul><li>Ideas are cheap, execution is everything </li></ul><ul><li>If you don't ask, you don't get </li></ul><ul><li>N e te confundant illegitimi ! </li></ul><ul><li>Act decisively and fast, react even faster </li></ul><ul><li>Don’t sell yourself cheap </li></ul><ul><li>Don’t be afraid to fail – trust your instincts </li></ul>
  14. 14. Magnet 4 Excellence <ul><li>Help us GROW </li></ul><ul><li>Contact Andri Viiand </li></ul><ul><li>http :// www.linkedin.com/in/andriviiand </li></ul><ul><li>[email_address] </li></ul>

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