Maximizing Website ROI

How to Double Your Website ROI

Hans Riemer

President

Market Vantage LLC

www.Market-Vantage.com

http://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


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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


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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.


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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


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Basic Metrics Examples

Topical vs Branded Keywords Is traffic from Topical keywords increasing?


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Basic Metrics


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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


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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


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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


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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


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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


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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?


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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

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$$$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


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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


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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


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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


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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

[email protected]


Maximizing Website ROI

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