InC

How to attract visitors to your website

-and make them buy your products!
- Øyvind Henriksen, InCreo
 Introduction 02
Digital marketing fundamentals

• Digital marketing concepts

• Attracting visitors to your website
• Helping your visitors fulfill your goals
• A few case stories

Note: You can download this presentation

at http://increo.co.uk
 Introduction 03
About Øyvind Henriksen
• Worked at InCreo for 10 years
• Created about 70 websites
• Awarded for e-commerce and
business websites

About InCreo:
• Established in 1997, 20 employees today
• Web expertise and technical solutions
• Launching in London 1. August 2010
• Currently hunting for a UK partner
 Digital marketing concepts 04

Digital marketing
concepts
 Digital marketing concepts 05
Goals

• Your website needs a reason to live!

• Align them with business goals
• Quantitative vs. qualitative goals
 Digital marketing concepts 06
Example goals:

• Sales
• Leads
• Ad revenue
• Signups
• Downloads
• New subscribers
• Referrals
 Digital marketing concepts 07
Conversion

• Conversion: When a visitor fulfills the marketer's goal.

• Conversion rate: Percentage of visitors who convert
 Digital marketing concepts 08
Measuring digital marketing

• Many goals can be measured by Google Analytics

• Set up "thank you"-pages for every goal
• Set targets, for example 10 or 100 leads pr month
• Monitor performance regularly
 Digital marketing concepts 09

Website success =
Visitors × Conversion × Loyalty
 Attracting visitors to your website 10

Attracting visitors
to your website
 Attracting visitors to your website 11
Traffic

• Number of visitors to your site

• High vs. low quality traffic
• Remember the server/bandwidth costs!
 Attracting visitors to your website 12
Some traffic sources:

• Search Engine Optimization (SEO)

• Search Engine Marketing (SEM)
• Links from other websites
• Social Media
• Newsletters and subscriptions
• Banner ads
• Offline Marketing
 Attracting visitors to your website 13
Different resources required

• SEM requires money

• Social Media requires man-hours and time
• SEO requires good content and solid technical architecture
 Attracting visitors to your website 14
SEO: Search Engine Optimization

• Ensure that the site gets listed

• Make the site rank well
• Research which words to target before you start!
 Attracting visitors to your website 15
Click rate by search
engine position

The difference between

the first positions are huge,
so get those top spots!
 Attracting visitors to your website 16
Search Engine Marketing

• Example: Google Adwords

• Very easy way to get relevant traffic
• Easy way to burn a lot of money
• Do these first:
– Keyword research
– Set up goals in Google Analytics
 Attracting visitors to your website 17
Newsletters and subscriptions

• Direct access to your users

• Builds customer loyalty
• Several types, some examples:
– E-mail
– RSS Subscribers
– Twitter followers
– Facebook fans
 Attracting visitors to your website 18
Social/organic marketing – why it’s a good idea

Required to succeed:
• Many man-hours
• Consistent effort over time
• The right people

Benefits:
• More traffic and subscribers
• Inbound links gives a SEO boost
• Ambassadors in the community
• Get to know your customers even better
 Attracting visitors to your website 19
Social/organic marketing – how to do it

Create "link-worthy" content

• Consistent topic
• Consistent high quality
• Consistent frequency

Participate in the community

• Social media
• Blog comments
• Forums
 Helping your visitors fulfill your goals 20

Helping your visitors

fulfill your goals
 Helping your visitors fulfill your goals 21
Call to Action (CTA)

• The vital connection between content and goals

• Usually a button, link or similar
• Tells the visitor how you want him to proceed
• Leads the way from landing page to conversion page
• Examples: "Buy", "Try now", "Download", "Subscribe"
 Helping your visitors fulfill your goals 22
Conversion Rates

• Amount of people proceeding the way you want

• Conversion funnels
• Just as important to optimize as traffic
 Helping your visitors fulfill your goals 23
3 factors that influence conversion rates

• Friction (this form is too difficult)

• Anxiety (these guys will spam my e-mail)
• Trust (I don't believe this)
 24

A few case stories

 A few case stories 25
Crestock.com (stock photos)

Marketing efforts:
• Annual Photoshop and Photo
contest
• Viral marketing campaigns
• Focus on organic SEO

Results:
• Sales: 92% increase
• New images posted: 63% increase
• Downloads: 116% increase
 A few case stories 26
Oslo Sportslager (sports equipment)
oslosportslager.no

Marketing efforts:
• Search Engine Optimization
• E-mail newsletters
• Offline advertising

Results:
• 40% of all visits now comes from Google.com
• Total sales increased by 38% in one year
• Awarded Best E-commerce website, 2009
 A few case stories 27
Moods of Norway
store.moodsofnorway.com

Marketing efforts:
• Viral activities
• Social Media
• Focused on Facebook

Results:
• Traffic from Facebook provides 20% of total sales
• Free shipping promotion on Facebook gave an
”all time high” on traffic and conversion rates
 Thanks for listening 28
Visit us at our stand: E109D We will be launching our
services in the UK in
August 2010, and we are
hunting for an ambitious
Follow InCreo UK: UK based client or
facebook.com/increoUK partner.

twitter.com/increoUK We provide web

expertise and technical
youtube.com/increoUK solutions.

Please contact us for

E-mail: info@increo.co.uk more information.

Download this presentation here:

http://increo.co.uk/