Digital Marketing: Acquisition, Conversion, Retention ... · Druidstone 2010 Digital Marketing:...
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Druidstone 2010 Digital Marketing: Acquisition, Conversion, Retention & Loyalty Twitter: susanhallam Web: www.hallam.biz Blog: www.hallam.biz/blog LinkedIn: susanhallam Email: [email protected]
Transcript of Digital Marketing: Acquisition, Conversion, Retention ... · Druidstone 2010 Digital Marketing:...
Druidstone 2010
Digital Marketing:
Acquisition, Conversion,
Retention & LoyaltyTwitter: susanhallam
Web: www.hallam.biz
Blog: www.hallam.biz/blog
LinkedIn: susanhallam
Email: [email protected]
Druidstone 2010
How do search engines work?
A search engine is made of three basic components:
A Spider or Robot
An automated browser, it
searches the web for new
websites, or changes to
websites, and then strips
out the text content
A Storage System
or Database
A record of all the pages
viewed by the Spider
A Matching Process or
Relevancy Algorithm
The rules that tell the search
engine how to determine
what would be relevant to
your search
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Google Results for “Dance Edinburgh”
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Title Tag
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Improving Title Tags
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Title Summary
● Google indexes every page individually
● Every page can have it’s own specific title
● First words most important (left to right)
● Consider whether company names needs optimising
or not
● Avoid stop words, dead words (Welcome, Home, the,
of..)
● Keyword density
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Keyword Rich Content
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Title Tags, Site Links, Description Tags
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The Importance of Description Tag
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Google Page Rank
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Inbound Linking
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Conversion
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Some web design principles
● Quick to load
● Limited colour
palette
● Use of white space
● Bullet points
● Short paragraphs
● Rule of 3’s
● Limiting navigation
to 7 choices
● Differentiating links
● Grouping your
information
● No scrolling on the
home page
Resource: Web Design Checklist
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Rules Are Made to Be Broken!
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Call to Action
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Call to Action
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Screen Resolution
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Overhelming with choices
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Yawn..... Why are your marvellous?
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What is The Courtyard?
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Capitalisation... And PDFs?
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What’s missing here?
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Are you wasting an opportunity?
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What matters to me as your
customer?
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We, we, we
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Speed to load
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www.websiteoptimization.com
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Oops...
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Assess your content
● 25 word statement: what do you do
● Clear Call to Action: most desired response
● Benefits led copy
● Quality of your copywriting: KISS
● Recent content & up to date
● Easy to contact
● Comprehensive information
● Legal compliance
● Testimonials / Location Map
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Managing your content
● Content management systems
● Adobe / Macromedia Contribute
● Blogging
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Situation Analysis
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Goals
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Setting Up Goals
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Goal Funnels
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Goal Data
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Site Search
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Get Customer Feedback
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Optimizing Pages For Conversion
● Credibility: Professional, quick, USP
● Ease of use: Navigation, responsiveness
● Memorable: Trigger words
● Benefit-oriented
● Calls to action
● Content placement
● Images
Druidstone 2010
Digital Marketing:
Acquisition, Conversion,
Retention & LoyaltyTwitter: susanhallam
Web: www.hallam.biz
Blog: www.hallam.biz/blog
LinkedIn: susanhallam
Email: [email protected]
