holiday marketing: get your business and website holiday ready
TRANSCRIPT
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Getting Ready for the HolidaysSue Anderson, Director of User Experience
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Agenda• Basics
• Know your audience• Deliberate perception• Users don’t read• Strong CTA
• Holidays• Perception• Be relevant
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Who is your target audience?
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What are they looking for?What are the
safest carseats?
Hours? How late do you take
appointments?
Do you have a
golden age discount?
Do you sell gift certificates?
Experienced landscapers in
MN
Towing service nearby
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What are they looking for?• What is the first question people ask when calling you?
• Do you have your contact information on every page?
• Look at the analytics• What are they clicking on? • What are they searching for?
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Deliberate Perception
• How do you want to be perceived?• Luxury, affordable, bargain• Large company, medium sized, business next door• Professional, casual, easy-going• Traditional, trendy, urban, conservative• High-tech, simple, easy
You have 5 seconds
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People Don’t Read
• What is the ONE thing you want them to remember?• What makes you different?• What can you say that no one else can?• Why they should choose you?
• Edit and edit again
You have 5 seconds
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Clear CTA
• What is the ONE thing you want them to do?• Call you?• Browse look at a product online?• Fill out a form?
You have 5 seconds
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Holidays
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• Alive, busy, up-to-date
• Festive
• Friendly, warm fuzzies
• Quick Tips• Holiday logo• Add the date/year
Your perception in the holiday season
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Address real problems• Need gift ideas• Too many people to buy for• Don’t want to visit busy malls• Broke• No time
Be relevant
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What are they looking for?
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Everyone is different
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Tracking performance
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Google Analytics…• Measures website traffic, leads, sales and other important metrics.
• Gives insights into:• How visitors find and use your site• Who those people are • How to keep them coming back
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How Google Analytics Works
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Google Analytics Must Be Implemented Properly• In order to use Google Analytics (GA), you must implement the GA code
properly on your web pages
• The following steps are easy and require minimal technical expertise
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Sign-Up For Google Analytics
• Visit http://www.google.com/analytics/
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Add An Account
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Get Tracking ID
Paste your snippet (unaltered, in its entirety) into every web page you want to track. Paste it immediately before the closing </head> tag.
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Your Account Should Appear In GA Dashboard
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Test Implementation
• Once you’re signed in to your Google Analytics account:• Visit your Website• Click on Real-Time/Overview to see that GA is recording your visit
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Enable Demographics and Interest Reports
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Important Reports
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Introduction to Main Navigation
Navigation Item DescriptionFind reports & more Allows you to search for specific reports and screens
Dashboards Allows to create dashboards views of key reports
Shortcuts Allows you to create shortcuts for fast access to commonly viewed reports
Intelligence Events Allows you to create customized alerts based on specific criteria (e.g., sales increased more than 20% this week)
Real-Time Allows you to view website visits and related information in real-time
Audience Provides a wealth of information about your website visitors and related statistics
Acquisition Provides insights about how visitors arrive at your website and related statistics
Behavior Provides insights about how visitors navigate your site and related behaviors
Conversions*Advanced
Allows you to view goal completions and e-commerce results
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Audience
• The Audience segment allows you to get to know more about the people who visit your website
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Demographics/Age
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Interests / Affinity Categories
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Interests / Affinity Categories
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GEO/Location
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Mobile/Overview
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Mobile/Devices
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Benchmarking / Channels
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Benchmarking / Devices
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Acquisition
• How visitors get to your site and correlated metrics
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Acquisition / Overview
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All Traffic / Channels
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Acquisition/ Referrals
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Behavior
• What visitors did once they arrived at your site
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Behavior / Overview
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Site Content / Landing Pages
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Conclusion• Measures website traffic, leads, sales and other important metrics.
• Gives insights into:• How visitors find and use your site• Who those people are • How to keep them coming back
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