Make the Most of Your Traffic

Make The Most Of Your Traffic

SFIMA Pubcon 4/24/14 @AnnaTalerico

atalerico@ioninteractive.com ion interactive, co-founder

4 Things You Can You Do You Do If Your Web Traffic Is Declining.

1. Panic

4. Make The Most Of Every Visitor You Do Have

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Everything We Do In Online Marketing Is To Get A Visitor To Take An Action

But Generally, We Don’t Do A Great Job At It.

This Presentation Will Give You Ideas To Get More Of Your Visitors To Take Action

To start, if you are an online marketing tasked with getting visitors to take action:

Be Afraid.

Very Afraid.

User Experience Trends Have Changed Drastically In The Past 12 Months.

And With It, User Expectations Have Changed Drastically Too.

If You Don’t Meet Your Visitors Expectations, You Can’t Expect Them To Take Action.

Trends Like These Are Impacting What Your Visitors Expect From You:

Responsive Design

Video Backgrounds

The Entire Background Of This Page Is A Video!

Minimized Navigation

Simplicity

Single Page Design

Sticky Nav & Content

Parallax Scrolling

Don’t Know What Parallax Scrolling Is? !Search For It To Learn More.

Cards & Tiles

Minimized Text

App-Like Interaction

Utility

Youtility Is A Must Read Book For Online Marketers. !Your Visitors Want Usefulness.

The State Of Web Design Has Changed Drastically In The Past 12 Months. !

Your Visitors Expect Interaction. !

Your Visitors Expect Usefulness. !

Your Visitors Expect Mobile-Friendly/Responsive.

Ok, Let’s Not Panic.

Here’s what to do…

1. Be App-Like 2. Be Useful 3. Be Committed

Be App-Like

“Marketing is moving from the business of communication to the business of delivering experiences

… not just shoving more content at people.”

"They were innovating new ways of enticing prospects beyond the typical fill-out-form, download-an-asset approach that everyone else was doing. As we saw them double and

triple their conversion rates with these new strategies”

“..the world is shifting from landing pages that gate content to marketing apps that ARE content…”

So What Is A Marketing App??

A Marketing App is…..

A browser-based digital experience designed for user interaction.

Types of Marketing Apps

•Quizzes/Assessments

• Surveys

•Contests

•Conversion Paths

•Calculators

•eBooks

•Wizards/

Configurators

•eCatalogs

•Interactive White

Papers

•Look Books

A Marketing App must be…..

Useful Engaging Easy App-like Responsive

Here are 9 examples of marketing apps

Visitors step themselves through a series of simple choices to quickly get to the most relevant and targeted information

Conversion Path

Great example of a conversion path! Help visitors drill down to the right information quickly, but giving them simple, clear choices.

Deliver personalized recommendations for improvements based on visitor responses. Use the data you gain from the answers to drive targeted marketing automation programs and surface warmer leads to sales with pre-fab insight into pains.

Quiz/Assessment

Really awesome educational quiz from Exxon. Uses great interaction design to keep the user engaged, while presenting valuable content.

The SubjectLine.com assessment is USEFUL!

ion’s own post-click assessment steps visitors through 13 brief questions…

…and then provides a score, and personal recommendations based on each response.

Offer visitors a pricing calculator to set their expectations immediately. Calculators can also provide the immediate gratification that B2B buyers crave while allowing sales to continue to build value prior to delivering a specific price quote.

Calculator

Who wants to read about the statistics necessary to calculate test duration, when a simple interactive calculator will do all the work for you?

The Tesla cost calculator is HIGHLY useful and enlightening! Visitors love marketing apps that calculate data for them based on inputs.

Allow visitors to assemble or package your product or service to what they specifically are looking for.

Configurator

The auto brands know how to rock an online configurator!

Rather than answering survey questions for themselves, visitors can participate in guessing-type games. In answering, they are exposed to shared pains, problems, and solutions that drive demand.

The Game of HR

Learn all the answers Learn all the answers in this FREE reportin this FREE report

Which do you think it was?

Want a trip down under? Play this game for a chance to win!

When the reveal of results shows shared pain that can be solved by the brand, engagement can turn into persuasion.

Voting/Survey

Enter to win a year Enter to win a year of FREE HR Softwareof FREE HR Software

Cintas knows everyone loves a clean bathroom, and they even let you vote for your favorite.

Provide the same information you would in a white paper, but with much more engagement.

Interactive White Paper/eBook

Learn More about what Learn More about what Interactive white papersInteractive white papers

Target & Inform your Customers with Interactive White Papers

Take a Quiz

White Paper White Paper

quickly navigatethrough content

playful and engaging layout Organize your Information

Turn otherwise static content into a navigable, interactive, engaging online experience!

Be Helpful.

Yo! Read The Book!

Jay Baer’s Youtility

In a world where every prospective customer is facing an

invitation avalanche, where every business is asking

people to follow their tweets, read their blog, or watch

their videos, you must resist the temptation to

communicate solely and endlessly about your company,

hoping for the quick sale. Helping can replace selling,

or at the very least reduce the friction within that sales

transaction. And you can do this. You can help your

customers learn… You can help them plan… You can

help them enjoy.

Be Committed.

Be Committed To Delivering Exceptional Digital Experiences.

Make visitors WANT to engage with you via interactivity & usefulness & modern, responsive design

This is IMPORTANT.

Digital touch points can drive revenue, lower

costs, build brands, and engender customer

loyalty. But to achieve these potential benefits,

companies must deliver digital interactions

that meet their customers’ needs in easy and

enjoyable ways.

”Forrester Research, Top 10 Ways to Improve Digital Experiences

Users expect useful, meaningful

digital experiences every time

they interact with your brand.

”“Forrester Research, Top 10 Ways to Improve Digital Experiences

Demand Metric, Digital Marketing Landscape, The Power Of Digital Experiences In 2014

A relationships exists between placing a high priority

on digital experience marketing and revenue growth.

76% of participants reporting revenue growth in the

most recent fiscal year also put a high priority on

digital experience creation. For organization that

reports declining revenue growth, only 6% report

digital experience creation as a high priority.

You Must Commit To Delivering Exceptional Digital Experiences.

Action is fueled by interactivity and engagement.

@AnnaTalerico atalerico@ioninteractive.com

Make the Most of Your Traffic

Marketing

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