July 2008 presentation giving a checklist of 20 tips to improve your web marketing. These are practical best practice tips covering the top mistakes I see in web marketing.

1. 20? tips to improve your web marketing for Cambridge branch of CIM, 10 th July, 2008 Dave Chaffey www.davechaffey.com/presentations

4. 2008 : Top 20 web design tips GA, Bounce rates 2. Analytics Cialdini, GCO 4. Persuasion GWT, SEOMoz, GT 5. SEO AB, MVT 3. Findability OVP 1. Strategy Watch out for… Tips

6. 1. Strategy

7. How do you measure website marketing success? Chaffey et al., Internet Marketing , 3rd Edition © Pearson Education Limited 2007

9. Does your message stand out? http://www.useit.com/alertbox/banner-blindness.html

10. Examples of Nielsen’s tests

11. What do you notice? Source: Etre ( www.etre.com )

12. Amazon exploits top-left, top-right Source: Etre ( www.etre.com )

13. Ultralase home page Outcomes + OVP Run-of-Site Signup Customer-centric copy Questions answered

14. Tip #2 answer the visitors questions Ad Interstitial landing page Standard landing landing page

15. Tip #3 Use run-of-site Sign-up and OVP messages OVP = Online Value Proposition

17. Analytics

21. Findability

22. Tip #7 - Use Scent trails Do you have the right scent? Tip: Use customer-centric language, Especially in nav labels and page headings

23. Tip #8 AB Test Which is best? - ‘Clean’ or ‘Cluttered’

24. Tip #9 Use Multivariate testing?

25. Tip #10 TIMITI = Flexible web layouts

26. Tip #11 Use secondary navigation to highlight next steps

31. Apply RF(M) analysis Loyalty (Number of Visits) Recency (Date of Last Visit) 88% of “ Loyal Stars” Use the forum “ Fresh” (Been in last 3 weeks) “ Rotten” (> 3 months old) “ Stale” (3 weeks – 3 months) “ Regulars” (2-5 times) “ Loyal” (More than 5 visits) “ Tried It” (Once or Twice) Proportion using community tools

33. Social media can help with conversion and SEO www.addthis.com

34. 6. Affinity (liking) People are persuaded by other people they like

38. 7. Scarcity Loss is more powerful than gain Show site visitors what they could miss

40. Search Engine Optimisation (SEO)

41. Tip #16 Controlling your messaging in the search results page Paid listings - Pay Per Click (PPC) Natural or organic listings - Search engine optimisation (SEO) <title> </title> tags <meta name=“description = > tags Or Snippets from page Or www.dmoz.org

42. Controlling messaging through document meta data Google SERPS Visible page .HTML Source “ View Source” <meta name> description tag + snippet <title> tag 3 1 2 4 5 - <h1><h2>

43. Practical tip To evaluate use search syntax: site:domain.com + <keyphrase>

44. Tip #17 Analyse target keyphrases Source: OneStat.com Tip: Use the Google keyword tool to inform copywriting: https:// adwords.google.com/select/KeywordToolExternal

46. Tip #18 Use footer links and primary nav for SEO Current accounts page Home page Tip: Ensure primary and secondary Navigation labels include keyphrases within anchor text

47. Tip #19 Create link-bait?

49. So… is your site successful? Tip #20 – Answer the 4 key customer questions Are you answering these questions through Psyma?  How satisfied are my visitors?  What are my visitors at my website to do?  Are they completing what they set out to do?  If not, why not?  If yes, what did they like best about the online experience? Is the content what you want?   Can you interact as you want?   Will you make repeat visits?  Are your needs anticipated  Can you locate what you are looking for? 