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The Magic of Web Marketing
Agenda
• Introduction
• WWW = World Wide Why!
• Performance
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
4. 4
www.tinyurl.com/BusLinkEvents
The Magic of Web Marketing
Agenda
• Introduction
• WWW = World Wide Why
• Performance
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
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Is your business ready?
Do you have
• Phone systems in place to deal with calls?
• People to deal with enquiries?
• Stock to deal with uplift in orders?
• Logistics in place to deliver on new orders?
• Cashflow to meet increased demand?
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www.tinyurl.com/BusLinkEvents
The Magic of Web Marketing
Agenda
• Introduction
• WWW = World Wide Why
• Performance
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
11. 11
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The 2 most common questions
I don’t think my
website’s
working for me,
what can I do?
How do I get
more people to
visit my website?
How is your website performing right now?
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Website performance – what you need to
know
• How many visitors does your site attract?
• What do they do whilst they are there
– How many pages do they look at?
– How long do they spend on the site?
– How does this compare against the targets set for the site?
– How many conversions occur?
• Sales
• Email contact
• Subscription
• Calls
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www.tinyurl.com/BusLinkEvents
The Magic of Web Marketing
Agenda
• Introduction
• WWW = World Wide Why
• Performance
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
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Your words need to be aimed directly at your
site visitor - they need to be punchy and
compelling
Design rudiments
3/ Content
• WHY?
Visitors don’t read – they scan
Visitors need to “get it” almost instantly
Visitors need to know you can meet their needs
Visitors need to know WHY they should use you
Visitors need to TOLD what to do
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www.tinyurl.com/BusLinkEvents
The Magic of Web Marketing
Agenda
• Introduction
• WWW = World Wide Why
• Performance
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
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Improving Conversion - Good
Ensure that your pages
• Have a goal
• Load Quickly
• Provide customer focused information
- Them not me
- Benefits not features (W.I.T.F.M)
• Sell Your business to your customers [ USP ]
• Clearly defined actions
- Call Now
- Click to Buy
- Click for more info
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Improving Conversion – Testing Options
• Landing Pages
• Compelling Copy
• Where visitors click
• What people do when on your site
• Talk to people who are on your site
• Run surveys
• Usability Tests
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Improving Conversion – Compelling Copy
Be Brave, Be Bold
EXPERIMENT
• Prices, increase, decrease, odd pence
• Free Trials
• BOGOF
• BNPL
• Pay for 10 get 12
• First one free / Second one free
• Increase Prices
• Standard Version / Premium Version
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Improving Conversion – Compelling Copy
Be Brave, Be Bold
EXPERIMENT
• Trial different offers
• Add a guarantee – be brave
• Add testimonials
• Try BOLD
• Try Italics
• Try Highlighting
• Try hand drawn annotation
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Improving Conversion – Talk to visitors
Online
Gadgets R Us: See the product button near the top?
ME: Hi, where can I find your digicams please
Gadgets R Us: Just click on that button and you’ll see
an image of a digicam. Just click on that and you’re
good to go
ME: Yes
That’s great, thank you
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www.tinyurl.com/BusLinkEvents
The Magic of Web Marketing
Agenda
• Introduction
• WWW = World Wide Why
• Performance
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
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Blogging – Why
• An easy way to update latest news
• An informal way of communicating
• Helps with the search engine position of your website
• Opens your business to a wider audience
• Helps keep your clients updated
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www.tinyurl.com/BusLinkEvents
The Magic of Web Marketing
Agenda
• Introduction
• WWW = World Wide WHY!
• Performance
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from