How to Optimize Your Business Website for the Holiday Season
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Transcript of How to Optimize Your Business Website for the Holiday Season
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Andres Thomas Customer Success Kabbage, Inc.
Josh Steimle, CEO MWI
Hassan Bawab, Founder & CEO Magic Logix
• MODERATOR • Website data to spot trends • Website holiday promo9ons • Tips on holiday digital
marke9ng: SEO, PPC, social media & content
• Op9mize for increased holiday traffic
• Mobile revolu9on • Website design 9ps
Meet the speakers…
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Watch the entire webinar live…
• The next SlideShare slide will feature an embed of our live video webinar on YouTube.
• All of the presentation slides are located after this video embed
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Josh Steimle CEO MWI
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Your Website is Not Just an Electronic Business Card
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Your Website is Not Just an Online Brochure
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Your Website is a Lead Generation Machine
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Website Marke,ng → Traffic Traffic → Conversions Conversions → Leads
Leads → Sales
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Conversions Are Why Your Website Exists
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Walk-ins Phone calls
Emails Forms Chat
Email signup Social following
CONVERSION EXAMPLES
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CONVERSIONS
If the objective is conversions, what does my website need?
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10 Things Every Small Business Website Needs
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1. THE BASICS
Domain name Logo and images
A page for each product/service Intuitive navigation Attractive design
Clean code Good hosting
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2. ANALYTICS
Google Analytics is free, easy to install, nuff said.
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3. MOBILE VERSION
Responsive or app, whatever fits.
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4. BLOG
Yes, it’s necessary.
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5. CONTENT MANAGEMENT SYSTEM
Your site should be updated frequently. Sites that are easy to update get updated more
frequently.
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6. CONTACT INFO
Everywhere, and easy to find.
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7. Calls to Action
Don’t make it hard for me to become your customer.
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8. SOCIAL SUBSCRIPTION
Make it easy to follow you.
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9. SEO BASICS
Keyword strategy URL structure
Title tags H1 tags
Great content High quality links
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10. EMAIL SUBSCRIPTION
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Seasonal Website Marketing Using Past Data Trends & Simple Tools to Improve
Website Marketing for Cyclical Opportunities
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To Every Thing There is a Season…
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“With the start of spring and change of weather, many
Americans visited pharmacy sites for helping battling seasonal
allergies and colds.”
Source: comScore Media Metrix Ranks Top 50 U.S. Web Proper9es for March 2013
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Using Past Data Trends to Improve Website Marketing for Cyclical Opportunities
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If You’re Not Collecting Data…
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…Start Today.
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What to Focus On 1. Conversions 2. Traffic 3. Popular Content
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Look For Trends
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Can You See Any Trends?
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That’s Easier
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Find Big Monthly Jumps
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And Smaller Jumps
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This is Interesting…
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2 Questions to Ask 1. Why is this happening? 2. How can we take advantage of it?
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How to Get the Advantage 1. Understand the trend
2. Create your plan a year ahead of time 3. Execute on time (6 months ahead of time for SEO) 4. Measure and analyze, repeat
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Extra Tips 1. Promote top products from previous season 2. Promote top categories from previous season 3. Offer promotions on previous peak traffic days 4. Step up social efforts before and on peak days
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Using Simple Tools to Improve Website Marketing for Cyclical Opportunities
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The Tools 1. Google Trends 2. Google Instant Search 3. Google News 4. Haro
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Can You Guess?
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“Christmas Sweater”
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9 Content Marketing Ideas
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Want Some Links? Journalist are searching for seasonal topics
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HARO
www.helpareporter.com 1. Sign up as a source
2. Look for seasonally topical requests
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Free Tip: Recycle Seasonal Pages
a. Avoid dates in URLs b. Keep URL live all year long (no 404!) c. Modify content immediately after event
passes to avoid confusion for visitors.
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Are You Part of the Growth?
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9 Steps to Prepare Your Website Marketing
for the Holiday Season
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1. Analyze Past Data What worked last year? What didn’t?
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2. Think Mobile Responsive design. Apps. Everybody’s doing it.
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3. Prep PPC Campaigns Build landing pages and ads now, flip the switch later.
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4. Work On SEO—Right Now November is too late,
unless you’re prepping for next year.
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5. Start CRO That’s conversion rate optimization. A/B testing.
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6. Begin Content Marketing People read good content.
People pay for great content. Create great content and give it away for free.
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7. Prep Social Media Posts People read good content.
People pay for great content. Create great content and give it away for free.
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8. Public Relations Become an expert (hint: “experts” are people who know
slightly more than whoever they’re talking to). Develop relationships with journalists.
Become an expert source.
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9. Collect Data It’s never too early, or too late, to start collecting data.
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Bonus Tip, Remember…
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Hassan Bawab Founder & CEO Magic Logix
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Have an Initial Checklist a). Have your site ready as soon as possible. b). Implement HTML5 and CSS3 c). Make sure your site is secure. d). Have graphics ready before holiday rush. e). Check with your web hosting to make sure you have enough bandwidth and solid server. (Stay away from shared hosting)
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Check Website Load Time
• Quick load time is everything on the web.
• Best practice = have your pages load in under 2 seconds (otherwise, users go to your competitor).
• Long load times are irritating and aren’t conducive to holiday shopping.
Hint: It is not only about optimized images, but it depends on code, server and technology behind it.
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Website Must be Responsive / Adaptive
Of American adults: �• 91% have a cell phone �• 56% have a smart phone �• 34% own a tablet computer �
If your website isn’t responsive or mobile adaptive, it needs to be!
• A responsive website adapts to different screen resolutions to provide an intuitive user experience.
• Mobile adaptive sites use predefined layout sizes based on your device screen.
• Mobile SEO
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Page Speed Insight Rules Speed Rules �• Avoid landing page redirects • Enable compression • Improve server response time • Leverage browser caching • Minify resources • Optimize images • Optimize CSS Delivery • Prioritize visible content • Remove render-blocking
JavaScript • Use asynchronous scripts • Usability Rules
Avoid Plugins �• Configure the viewport • Size content to viewport • Size tap targets appropriately • Use legible font sizes
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Compressing JavaScript with Closure Compiler Spriting/Image Compression �
• Minimizes the number and size of images
GZIP/HTML Compression Tools �• Lets you reduce size of HTML files
JavaScript Minimization Tools �• Reduces overall download size & removes
unneeded spaces and comments
Closure Compiler �• Finds ways to compress your JavaScript
code even further than existing minimization tools.
• Can condense several files into one single file, and can easily reduce the size of your JavaScript in half.
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Claim your business on Google Maps
Look your business up on Google Maps and claim it. Once you have verified that you are the business owner or a representative, you can add store hours, average prices, etc. Mobile users are mobile; that means that they’re looking up your business on the go and want quick answers to questions!
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Text Links vs. Easy-To-Press Buttons
Common Frustrating Mobile Problem: With your fat thumb, you try to click on one link, but you end up clicking on something else instead. Text links matter for search engine optimization, so you don’t want to get rid of them altogether. However, supplement those links with big buttons that are easy for mobile users to press.
Buy NOW Vs.
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Optimize Your Checkout Checkout process should be easy, painless and optimized.
• Secure site • As little steps as possible • No hoop jumping – you’ll lose business • One page checkout • Allows for multiple forms of payment
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Customer Experience & Buying Process
• Custom designed site will add to experience
• Most important info is “above the fold”
• Breadcrumbs help with your site’s search, functionality & aid the customer experience
• Add zest to the purchase process: o Multiple quality images o Thorough and interesting
product descriptions o Interactive experiences
where applicable o Virtual fitting rooms, design
your own features, etc.
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How To Optimize Your Website For Increased Holiday Traffic: Part 1
Microformatting/Microdata HTML coding �• Advanced Schema.org markup • Open Graph Protocol (OG) Meta-tags • Geo Meta-Tags for location-based Products/Services • TwitterCard Meta-Tags • hCard Generation and Implementation
Google+ Integration�
• Google+ Authorship tags • Google+ Publisher tags • Per Page Google +1 Button with +1 Counts
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Sitemaps �• XML and traditional format • URL List .txt File • Implement an XML sitemap generator
to auto create a new sitemap and call search spiders when new content is uploaded on the site
How To Optimize Your Website For Increased Holiday Traffic: Part 2
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Image Tags �• Search spiders cannot read image files, Ajax
files or video files without this • Further optimize to better index and increase
visibility on SERPs (search engine result page)
W3C Coding Errors �• The World Wide Web Consortium (W3C) • Compliance is vital for search engines to
properly crawl and index a site • Regular validating of these standards is
crucial to prevent any potential warnings and/or errors
How To Optimize Your Website For Increased Holiday Traffic: Part 3
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Update Site Design to be Holiday Oriented
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Visit Kabbage.com to learn more
Get more marketing tips
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Visit Kabbage.com to learn more
Thank you, from Kabbage