EPiServer Marketing Arena - Turning web traffic into revenue
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Transcript of EPiServer Marketing Arena - Turning web traffic into revenue
EPiServer Day
London13th of October 2009
Rikard Ljungman, VP of Products
Three months ago...
Digital Visibility: 32
Now
Digital Visibility: 61
Average ”B2B Companies, national focus”
Digital Visibility: 53
Large customers
Service and Long-term
Relationship
Small customers
Price!
Large Companies
London Area
Large Companies
London Area
Small Companies
London Area
Large Companies
London Area
Small Companies
London Area
Large Companies
North West
Large Companies
London Area
Small Companies
London Area
Large Companies
South East
Small Companies
North West
Large Companies
London Area
Small Companies
London Area
Large Companies
South East
Small Companies
North West
”Small Construction company, less than 100
employees, £5-10M in Revenue, situated in North
West, UK”
Small Business Deal
Caterpillar
£250.000
Sign up for a test drive in Manchester
Thank
you!
45% of all visitors clicking the link will sign up for a test drive
PRODUCT
FEATURES
» Marketing campaign tool for web managers,
marketers and sales who create, maintain and
optimize campaigns and landing pages.
» Based on survey among partners and customers
– ”What is your most urgent need for optimizing
and adapting web sites?”
» Key benefits:
-Test and Optimize your landing pages (A/B testing)
-Campaign statistics and conversion rates
-Definable KPI´s for ROI measurements
-Real time monitoring - Live data/statistics
- Integrated solution – everything in one tool
CMO Overview
29
Campaign Monitor
LPO - Landing Page Optimizer
Campaign SummaryLive monitor
Detailed view
General statistics
LPO Report
Detailed view
KPI
Detailed view
Conversion pathsSettings
LPO Settings
Landing Page
Optimizer
Landing pages (Page variations)
Conversion Page. Users are tracked
from the landing page version to the
conversion page
LPO Report in CMO shows which
landing page has attracted users to
visit the conversion page
Web pages users visit in between
Web visitors are randomly
showed different landing pages
Campaign Monitor
Campaign Report (Summary)
Live Monitor
General statistics
(Detailed view per page)
KPI
(Detailed view per page)
Conversion paths
(Detailed view)
WHY SEO?
• An average Internet user completes approximately 90 searches per month
• Approximately 50% of e-commerce purchases start out with a search
• Almost 70% rarely go beyond page 1 on the search result
• A #1 ranking provides 4 times more clicks than a # 6-7 ranking
SEARCH ENGINES REVOLUTIONIZE BUYING AND MARKETING
PRODUCT
FEATURES
SHORT FACTS
»Prioritized action lists where the
most important items are clearly
listed for editors and for developers
»Plug-in with subscription
» Good & Bad!
» Examples
» Best Practice
An everyday tool for
the web editor describing both the
error and what to do about it!
EDITOR ADVICE
» Internal links
» External links
» # of referrals
» Page rank
“The number and quality
of inbound links is vital in
Your SEO work”
LINKING
» Digital Visibility
» Page Size
» Word Count
» Page rank
» Technical advice prio 5-1
» Links to pages
* “Mainly for partner/developers –
Check status during development!”
TECHNICAL ADVICE*
» Graphical hot-spots
» Identify “no attention areas”
» The CEO view!
“Perfect for presentations and executive reports”
HEAT-MAPPPING
DOMAIN ANALYSIS & REPORTS
» SEO KPI Report
- Goal administration
» Keyword analysis & reporting
- Most popular Search phrases (Organic/PPC)
- Keyword analysis
- Rankings – prio keywords
- Keyword administration
» Links to website
- Traffic-generating domains
- New traffic-generating domains
- Traffic generating domains per country
- Moving Links to new URL/new domain
» SEO Benchmarking
» Web Manager Alerts
»EPiServer B2B ADAPT
allows you to serve targeted
Web content to each visitor,
based on his or her industry,
geography or location.
INTRODUCTION
PRODUCT
FEATURES
QUICK FACTS
»Adapt Web content and pages
based on detailed company
information
»Plug-in with subscription
The “Tourism SE Campaign”
Size: More than 500 employees
Industry: Tourism
Country: Sweden
Action: Show the “Swedes loves England”
article on the first page
CASE EXAMPLE
1.Create a campaign by setting rules
2.Create (or use existing) content
3.Map content to campaign
SET-UP
4.On your EPiServer page, chose a
campaign and save to activate…
ACTIVATE CAMPAIGN
» Use the Preview tab to see the effect of
each rule in the campaign
» Switch between rules to see the
difference
PREVIEW
» Monitor the effect of you campaigns
EVALUATE
»A module which tells you
what company as well as
what industry and geography
each visitor comes from.
INTRODUCTION
PRODUCT
FEATURES
QUICK FACTS
»Generates a prospect list with real
companies visiting your web site
»Plug-in with subscription
» Company
» Address
» Phone #
» Employees
» Sales
» Country
THE PROSPECT LIST
CMS 5, ”Content Management”
CMS 6, ”Site Management”
CMS 6, ”Site Management”
CMS 6 ...but also Content Management
Next Step...
EPiServer Marketing Arena
meets
EPiServer CMS 6
-Top 3 visiting companies this week
EPISERVER AB
DUTCHCO
MIRABEAU APPLICATION....
REED EXHIBITIONS LTD
CLOUD NINE AB
SVENSKA CELLULOSA AB SCA
HAPARANDA KOMMUN
Online today
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HAPARANDA KOMMUN 42%
SVENSKA CELLULOSA AB SCA 33%
CLOUD NINE AB 25%
SEO Gadgets
for Sitecenter
in EPiServer 6!
SEO
<< <1 2 3 4 5 6 > >>
CMO Gadgets
for SiteCenter
in EPiServer 6!
SEO KPI REPORTING
DIGITAL VISIBILITY
48/100GOOGLE PAGERANK
3/5
w. 42 3/48
w.41 2/47
w.40 2/40
w.39 2/40
w.38 2/38
w.37 2/38
PR TREND THIS MONTH
DV TREND THIS MONTH
See complete report >>
EPiServer SEO
B2B Adapt Gadget
for Sitecenter
in EPiServer 6!