increase traffic, increase return on investment

Lancaster ChamberProfessional DevelopmentIncrease Traffic… Increase Return on Investment

VQC Designs

• Founded 2001 by Qui and Vinh Chau

• Please, don’t confuse us with QVC, we don’t sell knives

Web Solutions• Web Development • Web Design• Internet Marketing

• Consultation• Social Media• SEO• PPC

• Ecommerce• Application/Database

Development• Web Hosting

Our Offices

Our Employees

Presentation Overview• Internet Statistics• Improving Website Effectiveness

• Conversions• Outcomes• Traffic

• Different Types of Internet Traffic• Direct• Referral• Search

• Tips to Improve Internet Traffic• Measuring Internet Traffic• Questions and Answers

How Do You Use The Internet?

Users of the Internet: 300 million in North America. (World Internet Stats)

77% of Internet users perform at least one search a day. (Piper Jaffray Industry Research)

74% of Internet users perform local searches; 43% are seeking a local merchant. (comScore & Kelley Research Group)

“89% of consumers making in-store purchases; research on-line first.” (BIG Research)

Are You Capitalizing on the Internet’s Potential?

http://aholydiscontent.wordpress.com/2008/12/

What Do You Want From Your Website?

Awareness Credibility Sales Action Value

How Do I Increase My Effectiveness?• Traffic = Visitors to your site• Outcome = Action taken on your site• Conversion Rate = Outcomes / Traffic

CONVERSIONS

Increase Traffic

But I Hate Traffic?

Conversion Rate = 10%Traffic = 300 visitors/month

Outcome = 30 outcomes/month

10% Increase In Traffic

Conversion Rate = 10%Traffic = 330 visitors/month

Outcome = 33 outcomes/month

How Do I Herd Traffic To My Site?

Traffic = Direct + Referral + Search

Traffic = Direct + Referral + Search

Direct Traffic

• Visitors come to your website by entering your domain

• The “first stop” for a visitor is your website• Main source of traffic for newer websites

Promotional Efforts

• Marketing Materials• Handouts• Business Cards

• Advertising • Networking• Email Address

How About Some Help?

• Tip 1 – Promote Website Offline

• Tip 2 – Using Domain Emails

Tip 1 – Promote Your Website...

• As a point of contact• A resource for more information• A testament to your work

Tip 2 – Using Domain Emails

• Using an email address associated with your website

• name@yourdomain.com• Email recipients have a place to visit for

more information• Added brand awareness

Tip 2 –Using Domain Emails

Direct Traffic - Key Points

• Tip 1 – Include your website’s URL in all marketing materials

• Tip 2 – Use your domain for email addresses

Traffic = Direct + Referral + Search

Referral Traffic

• Generated through links on other websites

• Boosts site’s credibility for visitors

• Improves website ranking in search engines

Social Media

Email Marketing

Flickr: Mzelle Biscotte

Online Advertisements

Back Links

How About Some Help?

• Tip 1 – Using Social Media

• Tip 2 – Email Marketing

• Tip 3 – Online Advertisement

• Tip 4 – Building Back Links

Tip 1 – Social Media: Facebook

Using “@” In Facebook

Tip 1 – Social Media: Twitter

Reply and ReTweet in Twitter

Tip 1 – Social Media: LinkedIN

Questions and Answers on LinkedIN

Tip 2 – Email Marketing

Tip 3 – Online Advertisements

Competition?

Unique Visitors?

Page Views?

Time On Page?

30K 250K

160K 2.8MM

8 min/user

4 min/user

Target Audience?

Tip 4 – Build Up Your Back Links

• Search competitors links in Google: “link:domainname.com”

• Comment on blogs related to your industry• Comment on forums related to your industry

Tip 4 – Build Up Your Back Links

Referral Traffic - Key Points• Tip 1 – Interact with Social Media communities

• Tip 2 – Collect subscribers for E-mail marketing campaigns

• Tip 3 – Review competition, unique visitors, page views and time spent on site when deciding on advertising space

• Tip 4 – Use Google’s “link:www.domainname.com” to search competitors’ linking locations for possible linking locations

Traffic = Direct + Referral + Search

Search Traffic

• Global: +100 billion searches per month• United States

• Google: 70.17%• Yahoo: 15.15%• Bing: 9.67%• Ask.com: 3.8%• AOLsearch.com: 1.10%

Organic Results

Google’s Organic Ranking

• 51% On-Page• Domain Authority• Keyword Density• Click Through/Traffic• Registration/Hosting

• 49% Back Links

Paid Results

How About Some Help?

• Tip 1 – Choosing Domain Names• Tip 2 – Listing Your Business• Tip 3 – Keywords in Back Links• Tip 4 – Page Optimization

Tip 1 - Choosing Domain Names

• Related to Business• www.philadelphiabankruptcylawyer.com

• Redirecting Multiple Domains• Vqcdesign.com goes to vqcdesigns.com

• Top Level Domains• .com, .biz, .info, .org, .us, .net

• Trust/Authority Domains• Age of Domain Name

Tip 2 – Claiming Your Business

• Claim space in local search areas online• Local vendor databases include:

• Yelp, Yellowbook, Superpages• Ask future and current clients to submit a review

to these sites• Positive reviews improve your ranking

Tip 2 – Claiming Your Business

Tip 3 – Keywords in Back Links

• Having keywords linked is most beneficial

Tip 4 – Page Optimization • Talk to your resident nerd or web master

• Optimizing title and header tags• Building internal links on site

• Things non-tech people can handle• Optimizing copy with keywords• Writing copy designed for the web

Tip 4 - Title & Header Tags

Tip 4 - Internal Links

Tip 4 - Writing for Web

• Use headlines• Users read first 2-3 words

• Bulleted Lists• Aide in scanning process

• Concise Content• Action Phrases• Relevant Content• 1-2 Keywords

Tip 4 - Writing for Web

Tip 4 - Writing for Web

Search Traffic - Key Points• Tip 1 – Choosing domain names related to

keywords

• Tip 2 – Claim your business in local directories and customer-review based directories

• Tip 3 – Using keywords within the context of your back links

• Tip 4 – Focus each page for one or two keywords and include those keywords in titles, headers and in context of page copy

7th Inning Stretch

MEASURE FOR SUCCESS• Understanding your traffics’ behavior on

site is essential to run a successful web campaign

• We recommend using Google Analytics• Easy installation• Robust analytics• User-friendly layout

Analytics Dashboard

Understand Visitors

Unique Visitors

Page Views

Time On Site

Bounce Rate

Traffic Sources

Direct Traffic

Referral Traffic

Referral Traffic

Referral Traffic

Referral Traffic

Search Traffic

Search Traffic

Search Traffic

One Last Tip

• Combine your current metrics with web metrics

• Understand your customers’ paths of action

• Tying together Internet Marketing and Traditional Marketing Metrics is essential

What Do You Want From Your Website?

Awareness Credibility Sales Action Value

Thank YouPlease give our tips a shot…

If all else fails,

contact one of our resident nerds.

Our Nerds:Adam Quinn

Twitter:@VQCdesigns Facebook: VQC Designs

Marketing Coordinator

VQC Designs

aquinn@vqcdesigns.com

Vinh Chau

Owner/Director of Web Services

VQC Designs

vchau@vqcdesigns.com