This document provides a strategy for improving online marketing results through measurable tactics. It outlines key elements of a successful strategy, including defining goals and targets. It then discusses metrics like visitors, conversion rates, and sales that can be used to measure performance. Various tactics are proposed for increasing sales from $100k to $120k, such as improving conversion rates, traffic, and bounce rates. The document concludes by providing links for calculating and improving return on investment through refining navigation, conversion optimization, keyword targeting, and reducing bounce rates.

1. Gameplan for
Online
Marketing
Getting more measurable
results from your
online marketing activities
Presented by
Tom Snyder
Trivera
MBA Business Management Symposium
May 7, 2013

4. Tactics without strategy
is the
noise before defeat…
-Sun Tzu

5. Gentlemen
(and
Ladies):
THIS
is a
Strategy!

6. Elements of a Successful Strategy:
•Define your Brand
•Set your Goals
•Identify your Target
•Craft your Voice
•Define your Roles
•Commit to Consistency
•Measure and Improve

7. Visitors
- Bounces/exits
x Conversion Rate
+ Up/Cross Sells
Sales

8. Visitors
•Pay Per Click
•Organic Search
•Banner Ads
•Social Media
•Email Marketing
•Traditional (direct, print, TV, radio)

9. Bounces/exits
•Crucial for any paid traffic
•Google’s Keyword Tool
•Google Analytics
•Entrance and Navigation
•Social Media
•Custom URLS

10. Conversion Rate
•Sales/outcomes number of Visitors X 100
•Premature Exits/Abandoned Carts
•Entrance and Navigation

11. Up/Cross Sells
•People who viewed this, bought this
•People who bought this, viewed these
•People who bought this also bought this

12. Your Website generates $100k in sales.
You want to increase sales to $120k

13. 1.) Increase prices
2.) Increase average sales size
with up/cross sells
3.) Increase your conversion rate

14. Increase your conversion
rate
$100k comes from 10,000 sales
Site receives 40,000 visits.
CR= 25 percent
Increase to 30 percent = $120k in sales
New cart, better site search, better
navigation, more qualified visits

15. 1.) Increase prices
2.) Increase average sales size
with up/cross sells
3.) Increase your conversion rate
4.) Increase your traffic

16. Increase your traffic
$100k comes from 10,000 sales
Site receives 40,000 visits.
CR= 25 percent
8,000 additional visits = $120k in sales
SEO, PPC, Banner Ads, Social
Media, Traditional

17. 1.) Increase prices
2.) Increase average sales size
with up/cross sells
3.) Increase your conversion rate
4.) Increase your traffic
5.) Reduce your bounce rate

18. Reduce Bounce Rate
$100k comes from 10,000 sales
Site receives 40,000 visits, but
has a 50 percent bounce rate.
Lower Bounce Rate to 40 percent
More qualified searchers/visitors

19. 1.) Increase prices
2.) Increase average sales size
with up/cross sells
3.) Increase your conversion rate
4.) Increase your traffic
5.) Reduce your bounce rate
6.) Calculate and improve your
ROI

20. Calculate and Improve Your ROI

21. Calculate and Improve Your ROI
Decrease Bounces and exits by improving
navigation: http://bit.ly/13dUcF9
Increase your conversion rate: http://bit.ly/13p4bqd
Increase traffic by optimizing for the right
keywords: http://bit.ly/10f7ITE
Reduce your bounce rate: http://bit.ly/16d03NU

22. Trivera
tom@trivera.com
262-250-9400