Presentation for the IP_406 course at the University of Economics in Prague

1. Online performance marketing
Pavel Jašek
IP_406 presentation, University of Economics in Prague, 15. 4. 2012

2. Dobrý web introduction
• Leading performance marketing and user
research agency in Czech republic
• Public activities: conferences
• Education: training
dokument | Online performance marketing snímek | 2

3. Agenda: Online marketing overview
• PPC campaigns
• Search Engine Optimization
• Affiliate marketing
• User research
• Web experimentation
• Web Analytics
dokument | Online performance marketing snímek | 3

4. What will you learn by the way
• How to support online marketing within the
organization
• Who should you employ for online
marketing
• How to fail faster
dokument | Online performance marketing snímek | 4

5. Who owns the web?
• Siloed organizations
• Different responsibilities and goals
• Internal communication and cooperation
• Integrated marketing campaigns
IT Marketing Sales
• Traffic • Promotions • Conversions
dokument | Online performance marketing snímek | 5

6. Web
Traffic • Accessibility
• Strong brand • Usability
Users • Offline advertising • Information
• architecture
• Prospects PPC campaigns
• • Content
• Customers SEO
• • Visual design
• Foreigners Display campaigns
• Email marketing • Brand trust and
credibility
• Affiliate marketing
• Persuasiveness
• Social media
• Competitiveness
dokument | Online performance marketing snímek | 6

7. Satisfy the demand with
PPC CAMPAIGNS
dokument | Online performance marketing snímek | 7

8. Looking for a home breadmaker?

9. Google, Seznam, Yahoo & Bing

10. Performance marketing KPIs
• How much can you afford to pay?
• Do you need some monthly budget?
• MaximumCostPerClick =
= ConversionRate × AverageMargin
» 2 % CR × 250 CZK = 5 CZK maxCPC
• Cost per sale = Costs / Conversions
dokument | Online performance marketing snímek | 10

11. ROPO effect

12. SEO is not that technical as you may think
SEARCH ENGINGE
OPTIMIZATION
dokument | Online performance marketing snímek | 12

13. SEO goals
Be on the first position
To be on the SERP for keywords ABC
Easy to be found on the internet
Bring relevant visitors to your site
dokument | Online performance marketing snímek | 13

14. On-page optimization

15. Page title
URL
Internal links
Main heading
Relevant content
Smaller headings

16. Pay per Action
AFFILIATE MARKETING
dokument | Online performance marketing snímek | 16

17. Win-win business

18. Amazon pays 4 – 6 % from affiliate links
http://www.amazon.com/gp/product/0470529393?ie=UTF8
&tag=advawebmetr-20&linkCode=as2
&camp=1789&creative=9325&creativeASIN=0470529393
dokument | Online performance marketing snímek | 18

19. Who wins? Customer or HiPPO?
IMPORTANCE OF USER
RESEARCH
dokument | Online performance marketing snímek | 19

21. Some of the impressive results
• None of the testers was using the scroll
wheel of the mouse.
• Only perceived what’s currently visible in
the browser.
• Used the Back button very often.
• Didn’t know the concept of breadcrumb
navigation.
• Managed to fill in form fields successfully.
• Drop-down menu was very comfortable.
dokument | Online performance marketing snímek | 21

22. Heatmaps

23. Personas

24. User testing

25. User testing

26. May the best variant win!
A/B TESTING
dokument | Online performance marketing snímek | 26

27. Version A

28. Version B

29. 7,5 % Improvement in conversions!
This A/B testing presentation: http://noca.cz/HKofdD
dokument | Online performance marketing snímek | 29

30. Version A

31. Version B

32. Well, not all tests are successful
dokument | Online performance marketing snímek | 32

33. Measuring visitor behavior
WEB ANALYTICS
dokument | Online performance marketing snímek | 33

34. Right data for right people

35. Reporting vs. analysis
http://blogs.adobe.com/digitalmarketing/analytics/reporting-vs-analysis-whats-the-difference/
dokument | Online performance marketing snímek | 35

36. Engage your colleagues

37. Thanks!
Pavel Jašek
@paveljasek
pavel.jasek@dobryweb.cz
www.dobryweb.cz
dokument | Online performance marketing snímek | 37