Attribution, Attention & Acquisition

The 3 A’s of Online Success

Geoff McQueenManaging Director

Internetrix

What is Internetrix?

Full service digital marketing agency

StrategyCreativeTechnologyPerformance

10 years web marketing experience nationally and internationally

2007 Illawarra Business of the Year

Private Sector – SMEs to ASX listed

3 levels of Government- Federal, State & Local Govt

What we’ll cover today

State of the Internet: for Marketers, not Geeks

A case study: P&O Cruises

How to harness the 3 A’s for Online Success:Attribution – where’s your traffic coming from?Attention – what are visitors doing on your site?Acquisition – how to turn visitors into customers?

Conclusion & Questions

Some context...

State of the Internet – Adoption

Today, 80% of households are onlineAlmost 90% of those are on broadband

State of the Internet – Engagement

Aussie Internet users spend 17.6 hrs/wk online

This is almost 30% more time than TV! (13.4)

State of the Internet – Social & Personal

More time on social networks (almost 7 hours/month for Australians)

State of the Internet – Mobile

Mobile internet is finally here – are you ready?

State of the Internet - Summary

For almost everyone in this room, it is where your clients and customers are. Now. Today.

Success with digital marketing is more than building a website – you need to continuously improve it and make it work for your business.

Technology doesn’t give you competitive advantage – it is what you do with it that counts!!!

Online Success – Carnival Case Study

Objective: find 150,000 new cruisers

Going from 2 to 4 shipsMore destinationsMore servicesMore capacity

Need to dramatically increase demand – need to attract people new to cruising

Challenge: selling cruises online

A challenging product to sell:Long sales cycle & planningEmotional buying processOften needs coordination

Online plays a very special & well suited important role:

EducationResearchEnquiriesBookings

Solution: New, Interactive Website

Visually stunning & interactive to sell the cruising experience

Lots of video & tours

But is it working?

Carnival are using the 3 A’s to measure & drive success

Three A’s of Online Success

Attribution Attention Acquisition

Continuous improvement of the website by making decisions based on data, not guesses.

“Actionable Insights”

1. Attribution

Where’s your traffic coming from?

Attribution – traffic sources

How are visitors coming to your site?

Search Engines

Referring Websites

Direct Traffic

Attribution - geography

Where are your best visitors coming from?

Attribution - keywords

What are your best visitors searching for?

When you find the best keywords, you can optimise for them

You can also buy keywords that deliver you value

Attribution – campaigns

Track performance of email, online and other campaigns to accurately measure ROI

www.pocruises.com.au/cruisesale/

Adwords Integration

Manual Campaign Tracking

www.pocruises.com.au/cruisesale?utm_source=newsletter&utm_medium=email&utm_campaign=Biggest-Cruise-Sale

Attribution – other websites

Your website is not an island, and even less so with the social web

2. Attention

What are visitors doing on your website?

Attention – top content & funnels

Attention – visitor engagement

New vs repeat

Time on site

Attention – entry & exit pages

What are the main landing pagesKey first impressions & clickpaths to success

What are the main exit pagesWhat is killing your visitor retention?

Attention – video & rich media

See where if people tune out watching videosDon’t TV advertisers wish they could know that!

3. Acquisition

Turning visitors into customers

Acquisition – goals and conversions

Measuring the success of the website and knowing from where and how it came about

P&O have several points of conversionCompleting booking processPrinting cruise details

Increasing success based on data, not just ‘hunches’

Acquisition – offline

Online -> Offline AcquisitionCruisers still use travel agentsPrint their itinerary to make booking easierCount “Print this page” as a successful conversion

Acquisition – other conversions

Use of “agents” to answer questions live and online

‘Conversions’ based on time on site or loyalty

Downloading white papers, viewing contact page, etc.

Conclusions

The market is now overwhelmingly onlineIf customers aren’t looking for you, they’re finding your competitors (or will be)

“Having a website” isn’t enough!You need a site that works & delivers ROI

You need continuous improvement across all three A’s to succeed online.

Further Information & Questions

Contact info:Website: www.internetrix.netEmail: geoff.mcqueen@internetrix.net Phone: 02 4228 6464Twitter: @internetrix

Booth near the chocolate fountain on this level

Questions welcome