Presentation used at the eBusiness Champions Getting Started Sessions.

1. www.echampions.co.uk Getting Started Session

2. www.echampions.co.uk Today Morning :: Introduction and house keeping :: What help is on offer :: Key messages – what is the point of a web site? - The big picture online – how the web is changing our economy & society - Evaluating web sites… :: Peer site evaluations Afternoon :: Online vs. off line, integrating the site in your business :: eMaturity :: eBusiness plan

3. www.echampions.co.uk Help and support eBusiness Champions only :: WordTracker tools :: Video :: Drop-in sessions Thursdays, book you session :: One-to-one support :: Telephone support :: Extra work-shops

4. The Big Picture Online How the web is changing our economy & society Objectives :: Understand major change online & key drivers - tech, markets, society, search, social media & web 2.0 :: Understand some of the key technology & marketing decisions :: Be able to understand & monetise search :: Start to better position your business for success online

5. www.echampions.co.uk The web is growing, Google is not

6. www.echampions.co.uk The world is changing http://www.youtube.com/watch?v=Ubo1asE4l-o http://www.youtube.com/watch?v=0Yku0GTrcuw

7. www.echampions.co.uk Anderson’s long tail theory So where’s the ‘new’ market?

8. www.echampions.co.uk Monetising positions in search How many people venture beyond page 1 of the results? The drop off beyond page 1 is staggering. 90% of all people searching at Google click a page 1 result. All the other results pages put together share 10%

9. Monetising organic position vs. PPC 1. Estimate cost reductions achieved by occupying a top position 2. Estimate increased T/O or Gross Margin that top position yields Great Bean Bags PPC (paid search) per year spend £100,000 Monetisation estimation 1 (cost saving from PPC) £100k @ £0.30/click = 333,000 click-throughs (website visitors) Google pos 1 for ‘bean bags’ =1.32m/yr Position 1 in organic listings = 1.32m x 42% = 500,000 visitors Conclusion: Organic position 1 saves over £100,000/yr Monetisation estimation 2 (T/O and Gross Margin) 4% conversion of 500,000 visitors = 20,000 customers GM of each sale £50, GM total 20,000 x £50 = £1m Conclusion: Position 1 is worth £1m in GM

10. Evaluating websites Back to today’s agenda…

11. www.echampions.co.uk The big strategy behind a commercial website :: Page views is vanity :: Clicks are sanity :: Transactions are king Charles Arthur from The Guardian

12. www.echampions.co.uk The point of a web site is In order to do so you need traffic and conversions, which you get via Good SEO, good linier paths and strong call to actions!

13. www.echampions.co.uk Ask some experts?

14. www.echampions.co.uk This is where we come in… straight forward with practical advice

15. www.echampions.co.uk Evaluating web sites :: SEO :: Content and usability :: Conversions

16. www.echampions.co.uk SEO – the essentials 3 step checklist 1. Keyword research 2. Optimising your on-site content - Title tags - Meta descriptions - Header tags - Opening paragraphs - Using bold and lists - Spiderable navigation - Alt tags and image names - Page names 3. Good inbound links

17. www.echampions.co.uk Exercise – Evaluating your own site for basic SEO

18. www.echampions.co.uk Content and usability Susan’s 5 Ss Susan Hallam, The Internet Conference

19. www.echampions.co.uk Stupid :: Use clear wording :: Make it obvious what you do

20. www.echampions.co.uk Selfish :: It’s all about them, not you :: How will your service help them

21. www.echampions.co.uk Sceptical :: Look trustworthy

22. www.echampions.co.uk Stubborn :: “I’m not buying today, only looking”… Tie them in to come back later

23. www.echampions.co.uk Stuck :: Avoid dead-end pages :: Where you want them to go next

24. www.echampions.co.uk Increase conversions via :: Customer journey through your site (we call this linear path!) :: Clear proposition :: Strong call to action :: Great copy (an area where most fall short!) :: Quick loading time (higher speed is directly linked with higher conversion)

25. www.echampions.co.uk Peer site evaluations It all about your sites, and how the users perceive them. Site Title : _________________________________________________ Site Address : ________________________________________________ 1. What is the first element you notice on the homepage? _______________________________________________________________________________________________________________________________ 2. From your initial glance at the homepage, what do you think this company does or sells? _______________________________________________________________________________________________________________________________ 3. Do you feel that this company’s website portrays a professional approach to business? Would you be confident in dealing with them? Why or why not? _______________________________________________________________________________________________________________________________ 4. Do you feel it is easy to use the website? Explain. (e.g. is the navigation what you expect, does the content explain itself fully etc.) _______________________________________________________________________________________________________________________________ 5. It is obvious what the goal of the site is/which actions the site wants you to take. (e.g buy some now online, request a quote, sign up for something) _______________________________________________________________________________________________________________________________ 6. Are there any features of the website that you feel are missing or that should be removed? What are they and why? _______________________________________________________________________________________________________________________________ 7. If you do a quick search in Google can you easily find the web site? Try both the company name and another more generic phrase relevant to the business. (For example if it is a hairdressers in Beeston try “Hairdressers in Beeston”) Result of searching for the company name:____________________________________________________________________________________________ Which other phrase did you try: _____________________________________________________________________________________________________

26. www.echampions.co.uk Online vs. off line, integrating the site in your business. :: Always remember the web site should be integrated to your business :: Web should match offline activities :: Staff should know the web site :: Work with purchasing, good deals to shift quickly? :: The website is only one part of the Marketing Mix. :: We only talk to you about the website, it’s up to you to integrate it with your overall business plan.

27. www.echampions.co.uk eMaturity www.echampions.co.uk Log in to your account

28. www.echampions.co.uk eBusiness Plan Starting it today, but you will build with the action point along the way after each event …