Post on 15-Apr-2017
Tools for Client Success: Buyer Persona, Google Analytics and Google Webmaster
Tools.
You
r We
bsit
e
Vertical Websites
Social Media
0.75%
75
10,000
More Money
0.75%
94
12,500 25%
25%
1.0%
125
12,500
0.25%
67%
Internet Marketing
Baseline Drive Convert
• Website is a patchwork of good ideas • No real flow or grand scheme • “…website must generate revenue!” • Design for the customers
Design!
• Solu=on: design website around customer personas • Defini=on: the aspect of someone's character that is presented to or perceived by others
• Not a target market: DoD, Solar, Asia, women, and/or etc.
• It's a customer’s goals, preferences, and decision process
• It’s how customer’s will use the website
Personas!
• Interview the each product manager team • Interview any other stakeholders • Conducted user tes=ng based on draP personas • Formed a matrix of personas • Wrote up a detailed descrip=on of each persona
– Personality – Keywords – Desires – Process
Persona!Process!
Persona Persona Goal Client Goal
Engineer solve a problem be hero
R&D qualify products get spec’d in
Buyer low price regular orders
Sales & Affiliates “never see me sweat” engagement
Manager profit believe in Indium
Co-Supplier improve business favorable branding
Media good information the authority
Employees belonging retention
Applicants advance career find people
Partners solutions speed, efficiency, simplicity
Community learn Indium build awareness
Personas!
Site-Seeker, Inc. ♥ 2011
build wireframe around personas
Wireframe!
His Goal: learn and qualify
Client’s Goal: get spec’d in
Process: tech papers
R&D Joe!
1.
2.
1. select product
2. click white paper
R&D Joe!
1.
2.
1. read paper
2. download file
R&D Joe!
The Result!
Google Analy=cs: Overview
You
r We
bsit
e
Social Media Drive/Source
Convert/Behavior
Measure/Outcomes
Google Analytics: Key Features
Revenue / Lead
Genera=on
Audience Segmenta=on
Audience Behavior
Revenue / Lead
Genera=on
Revenue / Lead
Genera=on
Revenue / Lead
Genera=on
Audience Segmenta=on
Audience Segmenta=on
Medium
Organic
Keywords
Geographic
New V. Returning
Adver=sing
Keywords
Geographic
Product/Service interests
Direct
Geographic
Language
Mobile V. Comp’
Geographic
Mobile V. Comp’
New V. Returning
Social Media
Geographic
Mobile V. Comp’
Interac=ons
Audience Behavior
Source Audience Interac8ons Value
Audience Behavior
Webmaster Tools: Key features
Organic Keyword
External/Internal Links
Page Performance
Sitelinks
Overview
Overview
Organic Keyword
External/Internal Links
Page Performance
Site Links
Site Links
Meet the Sales department <a href="h_p://carbonebmw.com/Department-‐New.aspx" target="_self" class="menuitem ">Meet the Sales Department</a>
Primary and Long-‐Tail Keyword Analysis
Page Efficiency Analysis
Bringing it together
Page Efficiency Analysis
Site-‐Seeker, Inc. © 2011
Page Efficiency Analysis
Page Efficiency Analysis
Tying in Business Goals Page
Efficiency Analysis
Business Goals Tie-‐In
Page Efficiency Analysis
Tying in Business Goals Page
Efficiency Analysis
Tying in Business Goals Business Goal
• Increase online leads via new organic
• Increase lead acquisi=on efficiency
Iden=fy Reports
• Page efficiency report
• Review non-‐brand traffic
Key Insights
• BR high & low CR for 2 top pages
• Keywords are info-‐phrases
• Few links • New keyword opportunity
Ac=ons
• Call to ac=on on pdf’s
• Links to relevant product page
• New keywords • External linking
Page Efficiency Analysis
Add Product Link
Inbound links
Page Efficiency Analysis
Primary and Long-‐
Tail Keyword Analysis
Page Efficiency Analysis
Additional Resource…
Thank You!!
Brian Bluff President and Co-‐Founder brianbluff@site-‐seeker.com
Levi Spires Vice President Opera=ons Levispires@site-‐seeker.com
Kevin Rowe Senior Internet Marke=ng Specialist kevinrowe@site-‐seeker.com
Your partner for online success.