EPiServer Marketing Arena - Turning web traffic into revenue

EPiServer Day

London13th of October 2009

Rikard Ljungman, VP of Products

Three months ago...

Digital Visibility: 32

Now


Average ”B2B Companies, national focus”


Large customers

Service and Long-term

Relationship

Small customers

Price!

Large Companies

London Area

Large Companies

London Area

Small Companies

London Area

Large Companies

London Area

Small Companies

London Area

Large Companies

North West

Large Companies

London Area

Small Companies

London Area

Large Companies

South East

Small Companies

North West

”Small Construction company, less than 100

employees, £5-10M in Revenue, situated in North

West, UK”

Small Business Deal

Caterpillar

£250.000

Sign up for a test drive in Manchester

Thank

you!

45% of all visitors clicking the link will sign up for a test drive

PRODUCT

FEATURES

» Marketing campaign tool for web managers,

marketers and sales who create, maintain and

optimize campaigns and landing pages.

» Based on survey among partners and customers

– ”What is your most urgent need for optimizing

and adapting web sites?”

» Key benefits:

-Test and Optimize your landing pages (A/B testing)

-Campaign statistics and conversion rates

-Definable KPI´s for ROI measurements

-Real time monitoring - Live data/statistics

- Integrated solution – everything in one tool

CMO Overview

29

Campaign Monitor

LPO - Landing Page Optimizer

Campaign SummaryLive monitor

Detailed view

General statistics

LPO Report

Detailed view

KPI

Detailed view

Conversion pathsSettings

LPO Settings

Landing Page

Optimizer

Landing pages (Page variations)

Conversion Page. Users are tracked

from the landing page version to the

conversion page

LPO Report in CMO shows which

landing page has attracted users to

visit the conversion page

Web pages users visit in between

Web visitors are randomly

showed different landing pages

Campaign Monitor

Campaign Report (Summary)

Live Monitor

General statistics

(Detailed view per page)

KPI

(Detailed view per page)

Conversion paths

(Detailed view)

WHY SEO?

• An average Internet user completes approximately 90 searches per month

• Approximately 50% of e-commerce purchases start out with a search

• Almost 70% rarely go beyond page 1 on the search result

• A #1 ranking provides 4 times more clicks than a # 6-7 ranking

SEARCH ENGINES REVOLUTIONIZE BUYING AND MARKETING

PRODUCT

FEATURES

SHORT FACTS

»Prioritized action lists where the

most important items are clearly

listed for editors and for developers

»Plug-in with subscription

» Good & Bad!

» Examples

» Best Practice

An everyday tool for

the web editor describing both the

error and what to do about it!

EDITOR ADVICE

» Internal links

» External links

» # of referrals

» Page rank

“The number and quality

of inbound links is vital in

Your SEO work”

LINKING

» Digital Visibility

» Page Size

» Word Count

» Page rank

» Technical advice prio 5-1

» Links to pages

* “Mainly for partner/developers –

Check status during development!”

TECHNICAL ADVICE*

» Graphical hot-spots

» Identify “no attention areas”

» The CEO view!

“Perfect for presentations and executive reports”

HEAT-MAPPPING

DOMAIN ANALYSIS & REPORTS

» SEO KPI Report

- Goal administration

» Keyword analysis & reporting

- Most popular Search phrases (Organic/PPC)

- Keyword analysis

- Rankings – prio keywords

- Keyword administration

» Links to website

- Traffic-generating domains

- New traffic-generating domains

- Traffic generating domains per country

- Moving Links to new URL/new domain

» SEO Benchmarking

» Web Manager Alerts

»EPiServer B2B ADAPT

allows you to serve targeted

Web content to each visitor,

based on his or her industry,

geography or location.

INTRODUCTION

PRODUCT

FEATURES

QUICK FACTS

»Adapt Web content and pages

based on detailed company

information


The “Tourism SE Campaign”

Size: More than 500 employees

Industry: Tourism

Country: Sweden

Action: Show the “Swedes loves England”

article on the first page

CASE EXAMPLE

1.Create a campaign by setting rules

2.Create (or use existing) content

3.Map content to campaign

SET-UP

4.On your EPiServer page, chose a

campaign and save to activate…

ACTIVATE CAMPAIGN

» Use the Preview tab to see the effect of

each rule in the campaign

» Switch between rules to see the

difference

PREVIEW

» Monitor the effect of you campaigns

EVALUATE

»A module which tells you

what company as well as

what industry and geography

each visitor comes from.

INTRODUCTION

PRODUCT

FEATURES

QUICK FACTS

»Generates a prospect list with real

companies visiting your web site


» Company

» Address

» Phone #

» Employees

» Sales

» Country

THE PROSPECT LIST

CMS 5, ”Content Management”

CMS 6, ”Site Management”

CMS 6 ...but also Content Management

Next Step...

EPiServer Marketing Arena

meets

EPiServer CMS 6

-Top 3 visiting companies this week

EPISERVER AB

DUTCHCO

MIRABEAU APPLICATION....

REED EXHIBITIONS LTD

CLOUD NINE AB

SVENSKA CELLULOSA AB SCA

HAPARANDA KOMMUN

Online today

Page 1.aspx

Page 2.aspx

Page 3.aspx

Page 4.aspx

Page 5.aspx

Page 1.aspx

Page 2.aspx

Page 3.aspx

Page 4.aspx

Page 5.aspx

Page 1.aspx

Page 2.aspx

Page 3.aspx

Page 4.aspx

Page 5.aspx

HAPARANDA KOMMUN 42%

SVENSKA CELLULOSA AB SCA 33%

CLOUD NINE AB 25%

SEO Gadgets

for Sitecenter

in EPiServer 6!

SEO

<< <1 2 3 4 5 6 > >>

CMO Gadgets

for SiteCenter

in EPiServer 6!

SEO KPI REPORTING

DIGITAL VISIBILITY

48/100GOOGLE PAGERANK

3/5

w. 42 3/48

w.41 2/47

w.40 2/40

w.39 2/40

w.38 2/38

w.37 2/38

PR TREND THIS MONTH

DV TREND THIS MONTH

See complete report >>

EPiServer SEO

B2B Adapt Gadget

for Sitecenter

in EPiServer 6!

EPiServer Marketing Arena - Turning web traffic into revenue

Technology

Transcript of EPiServer Marketing Arena - Turning web traffic into revenue