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Stop Your Website Sending Your Customers to Your Competition and Move Your Business to the Cloud Cost-Effectively
1. Stop Your Website Sending
Your Customers to Your
Competition
Move Your Business to the
Cloud
Cost-Effectively
2. What we will cover today
Web
Common web mistakes
What SEO really is
Cloud
Common myths about the cloud
Difference between cost and price
What can you do today?
3. Three main types of business websites
Static Site
Dynamic (Content site)
E-Commerce Site
4. Flash websites
Websites on someone else’s domain – eg blogger.com/mybusiness
“Free” websites using proprietary software – no access to your own
code or ability to port to another server
Using a Gmail or Hotmail address as your business address
Spinning and rotating kitsch
http://www.11points.com/Web-Tech/11_Best_Old_School_Animated_GIFs
Design that looks like (insert bad word here)
http://www.dokimos.org/ajff/
http://www.huntgraphic.com/moto.htm
http://www.esupersoft.com/lips/
http://www.arngren.net/
http://home.comcast.net/~computerphysicians/
Really bad things
5. Common Missing Components
Common web mistakes
No easy contact details
No benefits to customer
No testimonials
No calls to action
None or very poor social media – no engagement
Reasons
Poor understanding on how buyers use the web
Website designed by developer not a sales oriented marketer
Poor understanding of business costs, breakeven and margins
7. Return on investment and goals for your site
Does your site actually send you customers? How many –
can you track this?
What is the marginal value of acquiring a customer using
your site?
Total cost of site divided by number of customers is the cost per
customer – and marginal revenue is the additional revenue a
new customer is worth to you.
Why bother spending money on something that doesn’t
return a net increase in cash?
Does your site make you money or cost
you money?
8. What SEO Really is
What it isn’t – ranking on 1st page of Google for your site
name – google bombs etc
Understanding what your site activity actually means
Acquisition, keywords, landing and exit pages, bounce rate
How users navigate your site is important only if you have
a site goal or call to action and need to measure it
What use is a homepage?
http://www.fastcompany.com/3030721/the-homepage-is-dead-long-live-the-homepage
Content, Content, Content
SEO cheat sheet
11. Common Myths & Misconceptions
Dropbox is a backup
The cloud is the answer to todays business IT needs - begs the
question – what are todays IT needs?
Everyone else is doing it - so must I – jump on the bandwagon
I can do it myself – No IT people needed
Its cheaper – or more expensive
Its not reliable
It’s a new fad, phenomenon and wont last
http://www.microsoft.com/apac/news/cloud-
myths/all/index.html
Public, Private, On Premise and Hybrid cloud definitions
12. Enterprises are still experimenting with cloud
A recent study found “that 58 percent of the enterprises spend more than
10 percent of their annual IT budgets on cloud services.”
Cloud is relevant only for technology needs
It goes well beyond the data center. “Today 56% of enterprises consider
cloud to be a strategic business differentiator that enables operational
excellence and accelerated innovation.”
Security concerns are a thing of the past
Security is still top of mind when it comes to cloud decisions. But it no
longer automatically means going to private cloud. Hybrid is the way
forward.
Cloud consumption is simple
“In actuality, more than 65% of enterprises believe they need help to
deploy cloud solutions as most lack the internal IT skills and expertise
needed.”
Misconceptions – study results
14. Total Cost of Ownership
Most people have a car that is their 2nd most expensive asset – and it
sits idle 23 hours a day
Mobile workforces
Multi device access from any location
Common user experience across each space / device
Seamless transition between locations
BYOD
Do you know how to take advantage of this in the most cost
effective way for your business?
Why use the Cloud?
16. Migration from existing service,
changes to user processes,
speed of access to data, new
backup processes, staff
training, integration into DR &
BCP
Regular maintenance, tri-
annual replacement, risk
associated with on premises
data, unskilled staff managing
servers, backup and restore
Cost
Free or small monthly
subscription to service –
perception that is the total cost
Purchase price of on premises
server, installation and
configuration
Price
Difference between cost and price
17. Educate yourself – read business blogs and news articles.
Benchmark with peers – find out what your competitors are
doing before they begin to respond faster, more cheaply and
your market share drops.
Strategise – if you don’t have a trusted IT advisor, find one. Be
prepared to tell them everything. If you don’t align your IT with
your business goals then you will only get mixed results.
Count the cost. Be prepared for disruption to existing processes
but ensure that the proposed productivity gains are achieved.
Take small steps - Don’t jump in boots and all!
What can you do today?