Seamus Morley, Find50 Marketing CharityComms Seminar 10 November 2010 www.charitycomms.org.uk/events Increasing traffic to your website Based on his work with organisations such as RNIB, Breast Cancer Care and Cass Business School, Seamus will show you some simple ways to increase the quality and quantity of visitors to your website. He’ll be looking at offline and online promotion of your website including how to make use of social media, advertising and the free Google AdWords. He'll also be showing ways to measure web success and performance improvement. By Seamus Morley, Founder, Find 50 Marketing

1. Increasing your Web Traffic
By Seamus Morley
Web: www.find50-marketing.co.uk
Twitter: @find50
Presentation delivered at the CharityComms Seminar,
10 November 2010
Web: www.charitycomms.org.uk

2. Measure what matters
• What gets attention ?
• What matters to senior
management ?
• Find the interested
ones.
• Needs to be `closed
loop`
• ie `cause and effect`
• Look for quick wins
• Simple data easy to
understand.
Closed loop – monitor/ modify

3. • Web Site sections: Goals/KPI`s
> Cause Related > Engagement
> Services > Sign Up/Register
> Fundraising > Sign Up/Donate
What to measure ?
• Social Media:
> Influence > Post Rank/Twitalizer
> Web Site Visits > Number/Duration
www.find50-marketing.co.uk/measure-the-effect...

4. • Organic
• PPC
• Email
• Social Media
• Referral
• Content Ads
• 80%
• 10%
• 2%
• 1%
• 5%
• 2%
• SEO
• Long Tail
• Link back
• Anchor Text ?
Where do visitors come from ?
Source % Total Visits Action

5. • Content > Measuring
– By Site Section/Page -Time on Site
– Relevant/Useful - Bounce Rate
– Use GA Profiles - Depth of Visit
• What is (not)popular ? > Look in GA
-Intelligence/SiteSearch
-Keywords
-Forum
Step 1: Keep existing Visitors
a positive web experience helps donations

6. 2B. High Bounce Rate
2A. High Number Pages of Views
1. Weighted Sort
Note `Avg Time on Page`
Identifying poor performing Pages

7. Google
Keyword Tool
Insight &
Trends
PPC
Webmaster
Tools
Twitter
Search
Top Info Source
`the big picture`
• 20k Visits p.mth FREE !
• Test for new audiences
Google Grant:
Register NOW
Topsy/Twitter
Step 2: Find New Visitors
What is your `market` share ?

8. Keyword Tool
2. Keyword OR web page URL
1. Reporting Tab
3. Ke

9. Webmaster Tools
1. Data by country
You MUST register your site(s)
2. CTR - by Query
3. Impressions data – by Query
How Google sees your site on the web

10. • Text/Image/Video
Ads:
– Facebook
– Google Content
Network
– YouTube
• By demographics
• By Site
• Keyword
• CPC comparable to
AdWords cpc.
• Low CTR/High
Impressions
Step 3: Spread your net
Push/Interrupt Marketing

11. Summary
Measure what
matters - segment
Decide on KPI`s
Identify visitor
sources
Keep existing
visitors happy
Find new relevant
audience(s)