managing your web content successfully

bwired.com.auPeople. Technology. Ideas.

“Managing your web content Successfully“.bwired Group Pty Ltd

May 2012

bwired.com.auPeople. Technology. Ideas. bwired.com.au

Structure and History

People. Technology. Ideas.

the growing importance of the web

“In just over 20 years, the internet has reached nearly 200 million websites.”




“The growth of mobile is tracking eight times faster than the PC.By 2013, mobile phones will overtake PCs as the most common Web access device worldwide.”

the future is mobile

bwired.com.auPeople. Technology. Ideas.Experience. Capability. Technology bwired.com.au

“How are you building a community around your brand?”

Design




The Importance of Design

http://www.gatesnfences.com/

bwired.com.auPeople. Technology. Ideas. bwired.com.auPeople. Technology. Ideas.

Example Before and After


Example Before and After


Product Research Top Purchasing Decision

Product Research Top Purchasing Decision

Customer Reviews Drive Sales

Customer Reviews Drive Sales

Build Communities – Blog, Youtube, Facebook, etc

Build Communities – Blog, Youtube, Facebook, etc

Online Shoppers are arriving from Social Media

Online Shoppers are arriving from Social Media

Move to MobileMove to Mobile

90 percent budgeted for it in

2011

90 percent budgeted for it in

2011

Daily Deals on your site

Daily Deals on your site

Simple Changes – buy now button

green for go

Simple Changes – buy now button

green for go

The Future of Retail: Growing Trends


Store DesignStore Design

Set up your Products

Set up your Products

Great StaffGreat Staff

Shop FrontShop Front

Loyalty ProgramsLoyalty

Programs

LocationLocation Location

LocationLocation Location

Marketing CampaignsMarketing Campaigns

Special Offers

Special Offers

If you were opening a new shop what would do?...




So how does the shop translate to e-business

Invest in SEOSEM

Social

Invest in SEOSEM

Social

Ratings, Bundles, Suggestive

Selling

Ratings, Bundles, Suggestive

Selling

Build CredibilityBuild Credibility

Modify your DesignModify your Design

Get to know your Customers

(Personalise)

Get to know your Customers

(Personalise)

Consider Reactive Marketing

Consider Reactive Marketing

Grow Your DatabaseGrow Your Database

Offer Coupons, Deals, DiscountsOffer Coupons,

Deals, Discounts


Who’s the target?

What are the business goals?

Do you know the effort involved?

How will you reach them?

Where are they?

Can we measure success?


What Where How

Increase traffic

• Google – Organic, Paid, Local• Social – Facebook, etc• Database – Newsletters,

• Search Strategies • Social Media posting and sharing• Online/Offline Marketing and PR

Build the Database

• Online• In Store• Media Campaign• TVC

•Can they opt-in?•Can your visitors self select?•Do you Segment your visitors?•What is personalisation?

Run a Newsletter

• Current Customers •Is your newsletter sent regularly?•Do you spray and pray?•Can you talk to me one to one?

Product Changes

• Online• In Store• Newsletter• Social Sites• Blogs

•Simply Names that are search friendly•Build depth in your Categories •Allow for multiple ways of shopping

•By Product or•Bundle sell•Specials

Simple Process


Make a connection with your visitors




Sydney


Review, Review, Review some more

MEASURE Current

Mar 2012*

TARGET

Objectives

(Draft)

RESULTS

Feb 2012

(partial)^

Past Mth 2 Past Mth 3 Past Mth 4

WEBSITE Site http://www.studylivework.com.au/ (Adwords from 22 February 2012)

– Unique Visitors 8,598 5,000 1,855 – – –

– Total Visits (Sessions) 9,979 7,500 2,536 – – –

– Page Views 33,187 30,000 14,188 – – –

– Bounce Rate % 48.5% <40% 45.1% – – –

ADWORDS Campaign Launched February 22, 2012

– Ad Impressions 11.73 mil – 1.39 mil – – –

– Click Through (Traffic) 8,938 4,000 1,399 – – –

– Daily Spend (Ave $) $100 $100 $100 – – –

– Active Keywords (Qty) 94 – 86 – – –

BY AD GROUP Individual Ad Groups (x3 for each of LIVE, WORK and STUDY)

LIVE Ad Impressions 6.69 mil – 1.14 mil – – –

LIVE Click Through (Traffic) 4,031 – 937 – – –

LIVE Cost Per Client ($ave) $0.31 – $0.47 – – –

WORK Ad Impressions 3.93 mil – 172,297 – – –

WORK Click Through (Traffic) 4,450 – 429 – – –

WORK Cost Per Client ($ave) $0.33 – $0.46 – – –

STUDY Ad Impressions 1.12 mil – 74,945 – – –

STUDY Click Through (Traffic) 457 – 33 – – –

STUDY Cost Per Client ($ave) $0.52 – $0.89 – – –

http://www.studylivework.com.au/




Quick Quiz

Do you enjoy social networking? Yes / No

Is your business already part of social networks? Yes / No

Is your Social Media linked? Yes / No

Do you regularly update all site assets? Yes / No

Do you have a spare half hour a day to talk to your online community? Yes / No

Can you provide thoughts and opinions that aren’t sales related? Yes / No

Do you currently communicate with customers via newsletters? Yes / No

Do you have the facility to communicate on the run – Twitter, Facebook, Pinterest,.. Yes / No

Do your marketing and business strategies include online activity? Yes / No

Are you prepared to keep at it over time (Daily, monthly, yearly)? Yes / No

Are you prepared to cope with negative feedback? Yes / No

Are you measuring, understanding and modifying? Yes / No


Are you Missing??

Lack of Strategic Direction

Failure to Manage

Customers

No Personalisation No Incentives

Poor User Experience

Payment Gateway Issues

Poor Technology Chasing Trends

Lack of TrustExpecting

Customers to Find You


Summary

Mobile “devices” will dominate

eCommerce needs more than a website

If you cant measure it don't do it!

Your website will evolve over time... So PUT the effort in.

Being focused is key to strategy

Your customers know & demand more


Questions?

Contact Details

Campbell WilsonbwiredPh: 1300 780 566E: [email protected]

managing your web content successfully

Technology

technology ideas

past mth

social media

simple changes

design semsocial

growing importance

new shop

store design loyalty