Website conversion workshop slides for ddve

Eesti esimene internetiturunduse agentuurInternet Marketing

Website Conversion Strategy Workshop

for DDVE

By Robin Gurney

Strategy Director @ www.altex.ee

Eesti esimene internetiturunduse agentuurInternet Marketing

About Altex

• Estonia’s first specialist internet marketing agency• Multicultural, multinational• Altex is a „European agency based in Tallinn“• Turnover grown each year• Modest profit every year• Reinvest profit into experimentation and people• „Magnet for excellence“• Ready to expand now the basics are right• Eco-friendly, charitable to community• Share our knowledge and skills with all • 100+ presentations here• www.pay4results.eu is growing fast.

Eesti esimene internetiturunduse agentuurInternet Marketing

About MeNearer 50 than 40. English.

Creative Strategy Director – ex-Boss

Passionate about the internet since 1997 when I discovered Manchester United (BOO!) had a website and Liverpool FC did not!

Started one of UK’s first internet marketing agencies 1997.

Sold it 2002.

Imported to Estonia by a Princess in 2005.

Love travelling (to escape the winters)

Fan of The Fall, Liverpool FC, anywhere hot with a great beach, my two kids (Miabel and Josep)

Eesti esimene internetiturunduse agentuurInternet Marketing

The Conversion Funnel

Eesti esimene internetiturunduse agentuurInternet Marketing

Visibility: Google Adwords• Choose a product or service• Keyword research in target

markets• Check trends and insights• Set up an account if you don’t

have one

• Google keyword research tool• Google Trends• Google Insights

• Choose target market• Write an ad• Choose landing page• Start campaign• Test test test

Eesti esimene internetiturunduse agentuurInternet Marketing

Visibility: SEO80/20 rule applies.

Adwords is good test.

Adwords plus SEO = more than 100%.

Key factors: • Title.• URL.• Meta desc tag (to get the click).• Content - H tags, bold etc.• Links.• Sitemap.

SEO Ranking Factors

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Visibility: LinkedIn

Eesti esimene internetiturunduse agentuurInternet Marketing

CPC and CPA

Eesti esimene internetiturunduse agentuurInternet Marketing

Credibility is Essential

Credibility checklist and Source: Stanford University.

Eesti esimene internetiturunduse agentuurInternet Marketing

Usability

Eesti esimene internetiturunduse agentuurInternet Marketing

Content is King

Eesti esimene internetiturunduse agentuurInternet Marketing

Analyse and Engage

Eesti esimene internetiturunduse agentuurInternet Marketing

Tips for Entrepreneurs

• The devil is in the detail• Don’t overwork, enjoy life• Make mistakes fast - learn and

never repeat same mistake• Assumption is the mother of all

fuck ups• Understand your limitations.

Delegate. Outsource. Step aside.• Don’t be greedy. Share shares.

• Ideas are cheap, execution is everything

• If you don't ask, you don't get• Ne te confundant illegitimi !• Act decisively and fast, react even

faster• Don’t sell yourself cheap• Don’t be afraid to fail – trust your

instincts

Eesti esimene internetiturunduse agentuurInternet Marketing

Magnet 4 Excellence

Help us GROW

Contact Andri Viiand

http://www.linkedin.com/in/andriviiand

andri@altex.ee