I'm reviewing the results from a recent Marketing Experiments on-line 'diagnostic clinic' of some submitted test websites. They talk about a formula that encompasses visitor 'friction', 'anxiety', propositions ... all well and good.
What really stands out is the potential upside of paying attention to where you have people land on your website. And what they see when they arrive - 'Landing pages'
So there's the diligent research into keywords, phrases, categories and segments (right?), then the up-front come-on of the PPC ads, tailored to those categories ..... then .... pphhhht (that's the sound of those deflated expectations).
People aren't stupid. They expect the promise (ad) to deliver - with content that is not only relevant, but engaging to *them*. Not configuring landing pages to dovetail with the finely tuned visitor categories ... well, that's just silly. And wasteful of marketing dollars.
So really, how do you implement a landing page strategy?
What if you are using a CMS? Problem?
Who can best create / publish / test / the pages so they can be weeded out, just like an Adwords ad?
Stay tuned. We have some on-the-ground experience to pass on...
Showing posts with label segments. Show all posts
Showing posts with label segments. Show all posts
Monday, August 11, 2008
Tuesday, June 10, 2008
Case Study: Traffic Segments
Use of Web Analytics to qualify traffic
Specialty clothing retailer
Challenged by our initial campaign results, the client was able to test, and then adjust their assumptions about ‘who’ the primary customers of their products were.
Mounting our web analytics on their existing website, we were able to demonstrate the sources of their most profitable traffic. By showing the relationship of keywords, search engines, and referrals, we were able to not only demonstrate where to focus resources, but identify previously unsuspected characteristics of a large segment of their visitors that 'converted' from visitors to customers.
The insight was that people that bought the specialty clothing were not, in fact, the people that used it. Who the purchase decider was - was in fact the caregiver or institution.
These new insights allowed them to re-deploy their marketing in a way that not only dramatically boosted their website inquiries and sales, but also meant they were able to eliminate wasteful spending.
Specialty clothing retailer
Challenged by our initial campaign results, the client was able to test, and then adjust their assumptions about ‘who’ the primary customers of their products were.
Mounting our web analytics on their existing website, we were able to demonstrate the sources of their most profitable traffic. By showing the relationship of keywords, search engines, and referrals, we were able to not only demonstrate where to focus resources, but identify previously unsuspected characteristics of a large segment of their visitors that 'converted' from visitors to customers.
The insight was that people that bought the specialty clothing were not, in fact, the people that used it. Who the purchase decider was - was in fact the caregiver or institution.
These new insights allowed them to re-deploy their marketing in a way that not only dramatically boosted their website inquiries and sales, but also meant they were able to eliminate wasteful spending.
Case Study - Segments
Distinguishing segments (sources, campaigns, keywords)
National Renovation Brand
We validated their conventional ad agency consumer segments - quite a nifty trick given the expense of the agency effort, and even added additional new categories to target revealed with online marketing research.
An additional benefit - demonstrated returns on investment (or not) of specific pre-existing external marketing campaigns, effectively auditing the performance of POS, print and media buys. Our client was able to lay out powerful decision support tools to measure strategic results.
National Renovation Brand
We validated their conventional ad agency consumer segments - quite a nifty trick given the expense of the agency effort, and even added additional new categories to target revealed with online marketing research.
An additional benefit - demonstrated returns on investment (or not) of specific pre-existing external marketing campaigns, effectively auditing the performance of POS, print and media buys. Our client was able to lay out powerful decision support tools to measure strategic results.
Saturday, June 7, 2008
Our Process: a step-by-step
You can take away 'Our Process' as homework: what do you know, or think you know, about your online marketplace?
A typical engagement starts with:
Business Research Interview
Your viewpoint on your markets:
Business Web Marketplace Profile
Obtain all the information that will allow you to craft winning messages:
Campaign
Put all this good stuff on the road and monitor, test, and refine:
A typical engagement starts with:
Business Research Interview
Your viewpoint on your markets:
- what makes you unique, distinctive,
- what are the major drivers in your industry,
- who do you feel are your main and indirect competition,
- what are known and assumed audience influencers,
- and what are the audience segments you are currently aware of
Business Web Marketplace Profile
Obtain all the information that will allow you to craft winning messages:
- Unique propositions,
- distinctive characteristics,
- industry influences and trends,
- who is really the competition,
- revealed audience factors and segments
Campaign
Put all this good stuff on the road and monitor, test, and refine:
- Campaign design - use existing website as baseline
- Campaign launch
- Campaign monitoring and adjustment
- Campaign review (1,2,3 week, 1 per month)
- Website campaign modifications - high-value indicated modifications to organization, features and content
- Website search profile improvement - fold in learning from campaigns, monitor and adjust to seasonality
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