Improving the Success of Your Website presentation delivered by Shane Fell of Top Floor Technologies at the 2013 Mid Am Horticultural Trade Show at Navy Pier in Chicago.

1. Building a Winning
Internet Marketing Strategy
Mid America Horticultural Trade Show 2013

2. Agenda
• Setting the Foundation – Web Usability
• Search Engine Marketing
– Organic Search Engine Optimization
– Google AdWords (pay-per-click marketing)
• Measuring and Improving Results
• Questions & Answers

3. Top Floor Technologies
• Website Design &
Development
• Search Engine
Marketing
• Web Analytics &
Conversion
Improvement
• Social Media Marketing
Maximizing Online Marketing Results
for Hundreds of Businesses Since 1999

4. Getting the Most
From Today’s Session
Write down 2-3 learning points
that you will begin putting into
action within the next two
weeks. Then – follow through.

5. 1. Setting the Foundation
A Quick Review of Usability

6. Progression of Website Needs
• 10-15 years ago …
“Quick, we need a Web site!”
• 4-8 years ago …
“Okay, now that we have a Web site, how do we get people
to find it?”
• Today …
“Now that people are on our Web site, how do we engage
them and get them to do what we want them to do?”

7. The Impact of Internet
Technologies on Marketing

8. Your Website is at the Core
Search Engine Promotions and
Marketing Campaigns
Public Relations
(online & offline) Your Direct Marketing
(online & offline)
Website
Shows & Events Direct Sales
Print Advertising Directories

9. Setting Goals – start at the top
Two things you can do to improve the results of your Website
Drive more qualified Convert a higher % of users
users to your Website into opportunities
1 2

10. Website Success Formula
Website
visits
Conversion
% = Results
(leads, sales)

11. Definition of Usability
Usability • making sure that something works well: that
a person of average (or even below average) ability
and experience can use the thing – whether it’s a web
site, a fighter jet, or a revolving door – for its intended
purpose without getting hopelessly frustrated.*
*Source: Don’t Make Me Think: A Common Sense Guide to Web Usability by Steve Krug

12. Web visitors who report great
user experience are:
• Twice as likely to return to the site.
• Four times as likely to report enhanced
brand opinion.
• Four times as likely to make a future
purchase.
* Source: iPerceptions

13. Who are you building your
Website for?
Hint … it’s not you.

14. Who are you building your site for?
• Your CEO?
A FLASH
Intro …
Excellent!

15. Who are you building your site for?
• Your Sales
Department? Everyone who
visits our
Website must
register and
provide all of
their contact
information.

16. Who are you building your site for?
• Your I.T. Department?
Why would
we want any
images on
our Website?

17. Who are you building your site for?
• Your Target Users
'To Start
Press Any
Key'.
Where's the
ANY key?”

18. Define User
Personas
• Who are your target customers?
• What industries are they in?
• What roles do they play?
• How does your product/service
help them?
• What questions do they ask
when considering your
product/service?
• What can they do on your
Website?

19. What Do Website Users
Want – the basics?
• An immediate validation that they
are on the right Website.
• Quickly recognizable links that are
relevant to them.
• A feeling that with each click they
are on a path to the answers they
need.

20. What Frustrates Users
• Anything that slows their progress online:
– Intro pages
– Ambiguous navigation
– Unnecessarily long copy
– Unnecessarily long online forms
• Each time you make a user think too much,
you increase the risk that they will leave your
site.

23. Within four months following launch
of new Website:
• Google search traffic up 57%
• Site bounce rate down 22%
• Conversions up 255%

24. Before

25. After

26. Before

27. After

28. Before

30. responsive design for mobile

31. How do well-designed sites happen?
The really good websites are designed by groups that ask and
answer three questions:
• Who are your target users?
• What are their goals?
• How are you going to help them achieve those goals?
Source: Good Site, Bad Site: Evolving Web Design
Lee Gomes
Wall Street Journal

32. 2. Search Engine Marketing
Driving Traffic & Improving Results

33. When you search for
something online,
where do you start?

34. When your prospects &
customers search for
vendors online,
where do you think
they start?

35. U.S. Share of Searches – June 2012
Ask AOL
3% 1%
Microsoft
16%
Yahoo
13%
Google
67%
Source: ComScore

36. Being found
on Google

37. Organic Search Engine
Optimization

38. industrial ovens

39. Search Engine Optimization (SEO)
 Over 80% of
activity on the
first results page
(top 10 results)
 Keys to success:
 Keyword
analysis
 Content
development
 Linking strategy
 Monitoring &
updating

40. Google
Keyword
Tool

41. Keyword Analysis Basics
• Consider how your target customers would search for
your products and services (ask others for input).
• Use specific, multiple-word keyword phrases.
• Review competitors’ Web sites.
• Use keyword analysis tools.

42. Basic On-Page Ranking Factors
Title
Headers
Alt Text
Hyperlink Text
Content
Keyword Density/
Prominence

43. Offsite Linking Strategy
• Search engines use link popularity (inbound links) as
a factor in determining the ranking of a website.
• Consider business partners, trade associations,
manufacturers, etc.
• Websites for publications you advertise in or trade
shows you participate in, etc.

44. Building a Linking Strategy
• Publish press releases and articles
• Run a backward link search on your competitors to
learn which sites are linking to them.

45. Leverage Google Places

46. Google AdWords
pay-per-click marketing

47. Pay-Per-Click (PPC)
 Instant Results
 Pay only for
Website visits
 Keys to success:
 Keyword
analysis
(including
negative terms)
 Bid
management
 Quality Score
 Monitoring &
updating

48. PPC Benefits
• Drive instant, qualified traffic
• Pay only for clicks – not for impressions
• Target specific keywords to reach the right audience
• Ability to display ads regionally
• Control when ads are displayed

49. 3. Measuring Results
Google Analytics

50. Google Analytics

51. 45
Current
40
Previous
35
Year Over Year % Change 30
25
Contact Us + 20.00%
20
Quick Question + 33.33% 15
RFQ + 21.88% 10
5
0
Contact Us Quick RFQ
Question

52. A Closing Recap
• Successful online marketing revolves around having a
great message and connecting with people at the
moment of relevance.
• The easier to use your Website is for your target
audience, the more effective it will be.
• Search engine marketing is critical to driving qualified
traffic and conversions.
• Use analytics data to validate results and identify ways
to improve.

53. Thank You!
Shane Fell
262.364.0010 ext. 241
sfell@topfloortech.com
www.topfloortech.com