2. Need a video that explains your
product or service? We create
slick looking and sounding
videos for your business:
• Professional Scriptwriting
• Professional voice artist.
• Music and sound effects.
http://piehole.tv/
3.
4.
5. Analytics | User Experience (UX) | Search
Mobile | Web
http://T9.ie/offer
32. 32
A little bit about @EamoGrant
• Degree in Geography
• MSc in Information Systems (Geographic)
• Early adopter of mobile tech – Using GPS & Ipaqs in 2001
• Started Blogging in 2003
Founder of several companies:
• Flowers Made Easy 2006
• PhotoBooth.ie 2008
• WholesaleFlowers.ie 2008
• The Flower School 2009
• HobbyFlorist.com 2010
• Captivate.ie in 2011
• WinesMadeEasy 2011
• Joined AA in 2012
46. 46
Product Market Fit
Dear Customers,
We would like to ask you for 3 minutes of your time to help us
help you in 2012.
We have designed a short survey - 10 Questions in total,
which will take you less than 3 minutes to complete.
SURVEY LINK - http://www.surveymonkey.com/s/7BW88SZ
Simply - copy and paste the link above into your web browser and
fill out the questions for us.
As a thank you, we are offering anyone who submits the survey
in the next 24 hours a 10% discount code which can be used all
of next week online at www.WholesaleFlowers.ie
Thank you in advance for your time and custom.
Kind Regards,
Eamonn Grant
WholesaleFlowers.ie
http://www.surveymonkey.com/s/7BW88SZ
57. MVP - PhotoBooth.ie
• 96 email enquiries later…
• 3 Booking Deposits on route…
• We decided to build a PhotoBooth…..
• From Scratch….
• And made a complete balls of it.
• So we built it again…
• But at this point….
• We had hundreds of enquiries
• A Minimum Viable Product (It worked)
• 3 Months before our next booking
• Lots of learning
• And Cash to do it.
58. MVP - Learnings
• Digital gives you a chance
• To test a theory
• To appear complete
• To seem big
• With no budget
• And no wasted time
62. 62
• We had no clear digital strategy & a more limited understanding of the true
potential online.
• The digital team were fire fighting the wrong problems
• Our PPC account structure was focused on the wrong metrics & built in an
ineffective way – focused on desktop & budget, not CTR & conversion
• SEO – Our website didn’t take into account the value of Routeplanner, Roadwatch
and other content online.
• Online data showed evidence of declining interest.
• We had limited focus on mobile users. We only looked at desktop – missing at
least 25% of the market as a result and impacting the research online, purchase
offline process
• We only had a small presence in social media with @aaroadwatch on twitter
• AA Business & other services were a low priority online.
The Problem with a perfect brand is…..
63. 63
• We had no clear digital strategy & a more limited understanding of the true
potential online.
• The digital team were fire fighting the wrong problems
• Our PPC account structure was focused on the wrong metrics & built in an
ineffective way – focused on desktop & budget, not CTR & conversion
• SEO – Our website didn’t take into account the value of Routeplanner, Roadwatch
and other content online.
• Online data showed evidence of declining interest.
• We had limited focus on mobile users. We only looked at desktop – missing at
least 25% of the market as a result and impacting the research online, purchase
offline process
• We only had a small presence in social media with @aaroadwatch on twitter
• AA Business & other services were a low priority online.
The Problem with a perfect brand is…..
64. 64
• Full review of everything
• Usability
• Design
• SEO
• PPC
• Technical Structure
• Built a relationship with Google
• Let all Agencies go
• Skilled up our team internally
• Went Social
• Moved Roadwatch/Routeplanner
• Focused on Speed
• Delivered Responsive Design
What we did
65. 65
• Full review of everything
• Usability
• Design
• SEO
• PPC
• Technical Structure
• Built a relationship with Google
• Let all Agencies go
• Skilled up our team internally
• Went Social
• Moved Roadwatch/Routeplanner
• Focused on Speed
• Delivered Responsive Design
What we did
67. 67
• Brought the management of everything in house
• Proved our worth with small wins early on
• Educated the Executive Team
• Fixed our metrics - CRITICAL
• Focused on Conversion
• Looked at quality of traffic
• Dedicated huge effort to Mobile
• Monitored Completion from 100 angles
• Monitored Conversion from 100 angles
• Monitored CTR like Hawks.
RESULTS:
What we did:
68. 68
• The small stuff works on a big scale
• You need to be Balanced in your effort and focus
What I have learn’t:
69. 69
Feel free to contact me -
@EamoGrant
eamonngrant@gmail.com
74. 74
Need a video that explains your
product or service? We create
slick looking and sounding
videos for your business:
• Professional Scriptwriting
• Professional voice artist.
• Music and sound effects.
http://piehole.tv/