How to Double Your Website ROI

Hans Riemer

President

Market Vantage LLC

www.Market-Vantage.com

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Our Focus Today

Website = Business Development Engine

Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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Related Topics

Website look and feel Website usability Website messaging

Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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Many Websites…

…are like a pretty house, but…– Leaky roof– Poorly insulated– Windows energy inefficient– Furnace hasn’t been serviced in years

So where do you start?– Home inspection and energy audit

Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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You Can’t Fix What You Can’t Measure

Web Analytics Tools:– Google Analytics– AdWords conversion tracking code– IVA– NetSuite Reporting

Recommendation:– Get the right tools, make sure they’re

implemented properly, and learn to use them or find someone that can.

Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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Basic Metrics Examples

What to look for in Traffic Sources:– Percent traffic from Search (paid & non-paid)– Branded vs. Topical keywords

Are your top-10 keywords all Branded?– Referred visits

Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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Basic Metrics Examples

Topical vs Branded Keywords Is traffic from Topical keywords increasing?

Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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Basic Metrics

Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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Website Traffic

On-Line AdvertisingReferrals Brand Awareness(Bookmark or Direct)

Pay-PerClick

Banners& Text Ads

Sponsor-ships

ContextualAds On-Line Pubs

OrganicSearch

ReferringLinks

PR(Online / Offline)

Ads (Radio/TV/Print)

Related Sites E-NewslettersPortals

SocialMedia

Sources of Website TrafficPaid

Search

Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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Website Traffic

On-Line AdvertisingReferrals Brand Awareness(Bookmark or Direct)

Pay-PerClick

Banners& Text Ads

Sponsor-ships

ContextualAds On-Line Pubs

OrganicSearch

ReferringLinks

PR(Online / Offline)

Ads (Radio/TV/Print)

Related Sites E-NewslettersPortals

SocialMedia

Sources of Website TrafficPaid

Search

Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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Attracting Targeted Website Traffic

SEO - Search Engine Optimization PPC – Pay Per Click Advertising

– Sponsored Search– Contextual Advertising

Directory listings / inbound-links SMM - Social Media Marketing

Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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Lateral search using software tools Evaluate each term across three axes Group by theme For SEO: Assign to pages For PPC: Assign to ads

Search Frequency

Competition

Relevance

Keyword Research

Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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Realizationof Need Web Search Scan Results

SelectCandidate

Land onWebsite

Visual Impactand Messaging

Develop Interestand Trust

Decision toRespond

Respond& Submit

ReceivePrompt

Follow-Up

Each new lead requires an unbroken chain of events. Any break in the chain means the entire process fails.

Online Marketing Lead Generation

Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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Website Conversions

How do you define a “conversion?”

How much does a conversion contribute to your organization’s bottom line?

How much does a conversion cost?

Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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How Many Clicks to Make a Sale?

Track everything and do the math:

Impressions

Clicks (2% CTR)

Conversions (5%)

Sales (10%)

SalesFunnel

100,000

2,000

100

10

$$$Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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Example: ROI of Pay-Per-Click

$4.00 avg. CPC

5% Conv. Rate = $80 / Conv.

10% Close Rate = $800 / Sale

(200 Clicks / Sale)

SalesFunnel

$$$Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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Example: ROI of SEO

Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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Improve ROI Through Loss Reduction

Careful selection of keywords / sites Be present in the Search results Great landing pages (correct destination URL) Compelling offer Testing each step of the funnel

Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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Attention to Detail Test all links Continually optimize ads Comprehensive keyword research Purge non-performing keywords / placements Test offers / landing pages Observe traffic flow through site Lead nurturing – maximize ROI Don’t depend on one source of leads

Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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Top 4 Website ROI Boosters:

Get top-10 rankings on Search engines for your relevant, topical keywords

Optimize your Pay-Per-Click programs to minimize spend and maximize results

Fix underperforming Landing Pages Demystify your website analytics so you know

where to invest and what needs fixing

Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130

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How Can We Help You?

Free 30-minute assessment by phone / web– Analytics– AdWords– Keywords– Ranking

Hans RiemerMarket Vantage LLC

+1-978-482-0131

hjr@market-vantage.com

Copyright 2011 Market Vantage LLC http://www.market-vantage.com -- (978) 482-0130