[Webinar Slides] How to Get More Value from Your Website - HubSpot & AddThis
Transcript of [Webinar Slides] How to Get More Value from Your Website - HubSpot & AddThis
How to Get More Value from Your Website
@addthis @HubSpot -- #WebsiteValueWebinar
A couple reminders before we get started…
1. The webinar is being recorded2. The slides on are on the sign-in page via SlideShare3. Ask questions throughout the webinar using the hashtag #WebsiteValueWebinar
@addthis @HubSpot -- #WebsiteValueWebinar
Hi, I’m...Charlie Reverte, VP/GM of Publisher Products
Charlie Reverte@numbakrrunch
@addthis @HubSpot -- #WebsiteValueWebinar
We help companies optimize marketing effectiveness with tools and audiences powered by extraordinary
interest-based behavioral data.
@addthis @HubSpot -- #WebsiteValueWebinar
@addthis @HubSpot -- #WebsiteValueWebinar
@numbakrrunch -- #ATWebinar@addthis @HubSpot -- #WebsiteValueWebinar
This is the HubSpot Inbound Marketing funnel that we’ve all come to know and love.
Your website plays an important role in this funnel and often gets neglected or mistreated.
Website + Inbound Marketing
http://www.hubspot.com/inbound-marketing
@addthis @HubSpot -- #WebsiteValueWebinar
@addthis @HubSpot -- #WebsiteValueWebinar
“Markets are nothing more than conversations.”
The Cluetrain Manifesto, 1999
@addthis @HubSpot -- #WebsiteValueWebinar
This is how we treat our customers.
@addthis @HubSpot -- #WebsiteValueWebinar
According to a study by Kissmetrics...
● The average bounce rate for content sites is 40-60%
● A simple landing page with a single call to action has an average 70-90% bounce rate
● Most of your hard-earned visitors are leaving.
Result: High Bounce Rates
@addthis @HubSpot -- #WebsiteValueWebinar
Where People Run Into Problems
@addthis @HubSpot -- #WebsiteValueWebinar
Blogging platforms make it really easy to publish content but they make it really hard to consume.
Blogs are laid out in reverse chronological order. So they show you what’s most recent and not most relevant to what you’re looking for.
Your best content for a new visitor is often not your most recent.
Burying Your Best Content
@addthis @HubSpot -- #WebsiteValueWebinar
The Vegas Strip Problem
The Content Iceberg Problem
@addthis @HubSpot -- #WebsiteValueWebinar
Overwhelm Our VisitorsBecause websites are one-size-fits-all, when you create a website design, you try and speak to EVERYONE.
So, you throw EVERYTHING at your visitors.
It feels very overwhelming.
@addthis @HubSpot -- #WebsiteValueWebinar
The Vegas Strip Problem
@addthis @HubSpot -- #WebsiteValueWebinar
Interrupting Your VisitorsBefore someone’s even had a chance to set foot on your website, you ask them to subscribe to your email newsletter.
@addthis @HubSpot -- #WebsiteValueWebinar
The Megaphone Problem
@addthis @HubSpot -- #WebsiteValueWebinar
All of these problems are related.
@addthis @HubSpot -- #WebsiteValueWebinar
What’s The Answer?
@addthis @HubSpot -- #WebsiteValueWebinar
What is Personalization?Tailoring your content, promotions, and messaging to the needs of individual website visitors.
@addthis @HubSpot -- #WebsiteValueWebinar
66%of consumers reported that personalized messaging played an important role on their decision to purchase something,
according to Forrester.
@addthis @HubSpot -- #WebsiteValueWebinar
@addthis @HubSpot -- #WebsiteValueWebinar
How To Get Started
@addthis @HubSpot -- #WebsiteValueWebinar
3 Steps to Website Personalization
01
Understand youraudiences
02
Understand your content
03
Match content with the audience
@addthis @HubSpot -- #WebsiteValueWebinar
1. Understand Your Audiences
@addthis @HubSpot -- #WebsiteValueWebinar
1. Understand Your Audiences
New VisitorDeep Linked from Search
Acquired From a Campaign
@addthis @HubSpot -- #WebsiteValueWebinar
2. Understand Your Content
What content do you have and how does it map to the inferred audiences we’ve identified?
Photo by JD Hancock @numbakrrunch -- #ATWebinar@addthis @HubSpot -- #WebsiteValueWebinar
3. Match ‘em Together
Try promoting content aimed at someone in a particular group.
Photo by Sheep purple @addthis @HubSpot -- #WebsiteValueWebinar
http://www.hubspot.com/inbound-marketing
Starting with the Convert PhaseTurning visitors into leads..
@addthis @HubSpot -- #WebsiteValueWebinar
● Audience: New Visitors
● Content: A promotion to learn more.
● Result: ~1% CTR
vs.
Target Someone Who’s New vs. Returning
● Audience: Returning Visitors
● Content: Get started.
● Result: ~2.5-3% CTR
@numbakrrunch -- #ATWebinar@addthis @HubSpot -- #WebsiteValueWebinar
• Audience: Someone responding to a specific promotional campaign.
• Content: Don’t forget about the promotion.
• Results: 5-6% CTR
Target Based on Acquisition Campaign
@addthis @HubSpot -- #WebsiteValueWebinar
• Audience: What page they’re on says a lot about where they’re in funnel.
• Content: Something that’s specifically relevant to someone visiting that page.
• Result: 2% CTR
Target Based on Current Page
@addthis @HubSpot -- #WebsiteValueWebinar
http://www.hubspot.com/inbound-marketing
Moving to the Delight Phase
@addthis @HubSpot -- #WebsiteValueWebinar
Target Delighted Users with Sharing
● Audience: People on a success page.
● Content: Promotion to share their experience to a social network
● Result: 1.5 - 2% CTA
@addthis @HubSpot -- #WebsiteValueWebinar
Go Deeper by Targeting Interests.
@addthis @HubSpot -- #WebsiteValueWebinar
3 Steps to Website Personalization
01
Identify youraudiences’ interests
02
Understand your content categories
03
Match content with the audience
@addthis @HubSpot -- #WebsiteValueWebinar
1. What have people seen on your site already?
You can guess someone’s interests based on what’s popular.
Our Google Analytics
@addthis @HubSpot -- #WebsiteValueWebinar
2. Map Content to Your Interests
@numbakrrunch -- #ATWebinar@addthis @HubSpot -- #WebsiteValueWebinar
3. Target Based On InterestsAudience: People who’ve visited travel or fine arts sites.
Content: Specifically relevant to that interest
Result: 1.5 - 2% CTR
Targeted on Travel
Targeted on Fine Arts
@addthis @HubSpot -- #WebsiteValueWebinar
@addthis @HubSpot -- #WebsiteValueWebinar
The Cold Start Problem@addthis @HubSpot -- #WebsiteValueWebinar
What have people done off your site?
Use 3rd party data sources to understand the interests of your first time visitors and personalize before they bounce
@addthis @HubSpot -- #WebsiteValueWebinar
Everybody Wins!
@addthis @HubSpot -- #WebsiteValueWebinar
@addthis @HubSpot -- #WebsiteValueWebinar
Get more out of your website
addthis.com
@addthis @HubSpot -- #WebsiteValueWebinar
REGISTER NOW | WWW.INBOUND.COM
WANT MORE GREAT
CONTENT?
Q&A
@addthis @HubSpot -- #WebsiteValueWebinar
Thanks for joining us!
Thanks for Joining Us!@addthis @HubSpot -- #WebsiteValueWebinar