Managing your web content successfully

“Managing your web content Successfully“.
bwired Group Pty Ltd
May 2012

People. Technology. Ideas. bwired.com.au

the growing importance of the web
Structure and History

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


the future is mobile

“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.”


Design

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

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

The Importance of Design


Example Before and After


The Future of Retail: Growing Trends

Online Shoppers are Product Research Top
arriving from Social Purchasing Decision
Media

Move to Mobile Customer Reviews
Drive Sales

Daily Deals on your Build Communities –
site Blog, Youtube, Faceb
ook, etc

Simple Changes –
buy now button 90 percent budgeted
green for go for it in 2011


If you were opening a new shop what would
do?...
Shop Front Store Design

Loyalty Set up your
Programs Products

Marketing
Great Staff
Campaigns

Location
Special Offers Location
Location


So how does the shop translate to e-business

Invest in
SEO
Modify your Design SEM
Social

Get to know your Ratings, Bundles,
Customers Suggestive
(Personalise) Selling

Grow Your Database Build Credibility

Offer Consider
Coupons, Deals, Dis Reactive
counts Marketing


What are the
Where are they?
business goals?

How will you reach
Who’s the target?
them?

Do you know the Can we measure
effort involved? success?


Simple Process

What Where How

Increase • Google – Organic, Paid, Local • Search Strategies
traffic • Social – Facebook, etc • Social Media posting and sharing
• Database – Newsletters, • Online/Offline Marketing and PR

Build the • Online •Can they opt-in?
Database • In Store •Can your visitors self select?
• Media Campaign •Do you Segment your visitors?
• TVC •What is personalisation?

Run a • Current Customers •Is your newsletter sent regularly?
Newsletter •Do you spray and pray?
•Can you talk to me one to one?
Product • Online •Simply Names that are search friendly
Changes • In Store •Build depth in your Categories
• Newsletter •Allow for multiple ways of shopping
• Social Sites •By Product or
• Blogs •Bundle sell
•Specials

Make a connection with your visitors


Sydney


Review, Review, Review some more

MEASURE Current TARGET RESULTS
Mar 2012* Objectives Feb 2012 Past Mth 2 Past Mth 3 Past Mth 4
(Draft) (partial)^

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 – – –


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


Lack of Failure to
No
Strategic Manage No Incentives
Personalisation
Direction Customers

Poor User Payment Poor
Chasing Trends
Experience Gateway Issues Technology

Expecting
Lack of Trust Customers to
Find You


Summary

eCommerce needs more than a website

Your customers know & demand more

Mobile “devices” will dominate

Being focused is key to strategy

If you cant measure it don't do it!

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


Questions?

Contact Details

Campbell Wilson
bwired
Ph: 1300 780 566
E: campbell@bwired.com.au


Managing your web content successfully

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