Why is my web business failing? Your Actionable How-to Guide for online success Nik Pasic
BUSINESS SUCCESS SEO, SEM, CRO and similar elements fall within the scope of this talk but the primary focus is on areas you need to focus on for
So why is my web business failing?
overcomplicate Because you instead of Prioritise
SIMPLIFY The key is to
If you cant explain it to a six year old, you dont understand it yourself. - Albert Einstein
Life is really simple, but we insist on making it complicated. - Confucius
Simplicity is the ultimate sophistication. - Leonardo da Vinci Later used by and falsely attributed to Apple
The secret to a successful business, product or website isnt in adding countless features, but rather in eliminating all that is unnecessary and still ending up with a functional user experience. - Me
this is what looks like SIMPLE
NOPE circa 2000
simplicity helps with the Attention ratio
attention ratio of 56:1
attention ratio of 1:1
CHASE attention ratio helps you what you actually need
conversions You need to be chasing
SALES You need to be chasing
REVENUE You need to be chasing
You need to be chasing
IMPRESSIONS be WARY OF chasing
LIKES be WARY OF chasing
followers be WARY OF chasing
backlinks be WARY OF chasing
Seo ranking be WARY OF chasing
click through rates be WARY OF chasing
Cost per click be WARY OF chasing
Even website traffic be WARY OF chasing
Stepping stones these are
you still do it Yet
Sign up to Elegant themes edm Pro tip and wait for their lifetime discount
Yahoo & MSN > Google & BING think back on
MySpace > Facebook & twitter think back on The original simple version
1995 > 1999 > 2004 > 2009 > 2014 think back on
previously considered king of gamification
Swarm will flop calling it now and will take foursquare down with it
Site speed bonus we subconsciously became used to instant just try using dial-up again
So how does all this help me?
Some difficult truths to face
You are too emotionally invested and your emotions are overriding your common sense #1
When dealing withMoney Strategy People In a business scope
Distance yourself Emotionally logically and think
Trust your instincts data But use hard To back decisions
Then decide what gets done next
#2You dont understand your audience As well a you think that you do
How much would you pay
For a lawyer?
For IT support?
For a plumber?
For your own product?
What if you had no idea what it did?
On your existing budget?
#3Your expectations are unrealistic And your competitors are doing it better
You are not as good as they say, nor are you as bad as they say. - I cannot actually remember
Is your latest product really that good?
Is your competitors really that bad?
MYER once called David Jones a ship.sinking
The Iconic has been sinking them both
#4Be wary of trends and gimmicks
Sliding banners = conversion killers
Viral content underperforms long term
Latest $10 billion craze
#5You bend over backwards for clients even when they are Not rightBecause its always been done that way
disagree with them to help them Doing the best by a client means that sometimes you have to
Avoid discussing keyword rankings with clients - Peter Mead
Focus on roi instead Educating your client is your responsibility you are the Expert
Stop reporting on keywords / rankings Sometimes this means you need to
Speaking of reports Time sink which mostly satisfies curiosity Monthly is good, quarterly is better, weekly is wasteful
What do I do now?
Define your business goals #1
Define how your site and online presence Help you achieve these goals #2
Define What is necessary in achieving those goals #3 So that you can trim everything which is unnecessary
#4 Define your ideal audience
#5 never stop testing
If your target market and location are unique no one can to tell you what works BEST for your audience you need to test what works yourself
If your TARGET MARKET IS IN A CROWDED SPACE YOU WILL STRUGGLE TO COMPETE against the bigger brands you need to test what works yourself
you need to test what works yourself EITHER WAY
The moment you set and forget So will your audience
#6 Never stop learning
Things to keep an eye out on
A number of marketing fields have been on my personal radar for the past few years. I have been an advocate for each, saying that everyone in marketing needs to adopt them all and focus the majority of their time and budget within these fields if they wish to pursue true ROI.
Responsive web design Already mainstream
Conversion rate optimization Already mainstream
Segmented remarketing Mainstream in 2015
Algorithmic attribution models Mainstream in 2-3 years
neuromarketing Very niche and mostly neglected
gamification Very niche and more ignored than neglected
More to come in November SEO Meet up
Thanks for listening Just Google me! Want to keep in touch? Nik Pasic