Webtrends | Site Optimization

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© 2013 WEBTRENDS INC. 1 Best Practices in Site Optimization April 24, 2013

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Create relevant website experiences for always-connected customers

Transcript of Webtrends | Site Optimization

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© 2013 WEBTRENDS INC. 1

Best Practices in Site Optimization

April 24, 2013

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© 2013 WEBTRENDS INC. 2

Brad Weitz

VP of Optimization Strategy

Webtrends

Brad has overseen 5 million experiments and 1 billion page permutations in his career (so far).

He has helped global companies across all categories optimize their brands, including Wyndham, Bank of America, Delta Airlines, CNN.com and many more.

#WToptimize

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Follow Today’s Discussion

Follow Today’s Discussion –

#WToptimize

Q & A Session –

At the end of the session

Type questions into field provided

#WToptimize

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AGENDA

1. Marketing landscape

2. Evolution of websites

3. What makes an effective website? Look beyond your own vertical.

4. The parallels Enabling customer discovery Big decisions vs. small decisions Creating urgency Leveraging seasonality

#WToptimize

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The marketing landscape

MobileWebsite EmailSocialMedia

Public Relations

SEO & Search

TVCall

CenterRadio

#WToptimize

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The 360 ˚ customer experience

Mobile

Website

Email

SocialMedia

Public Relations

SEO & Search

TVCall

Center

Radio

#WToptimize

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Mobile

Website

Email

SocialMedia

Public Relations

SEO & Search

TVCall

Center

Radio

The 360 ˚ customer experience

#WToptimize

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Mobile

Website

Email

SocialMedia

Public Relations

SEO & Search

TVCall

Center

Radio

The 360 ˚ customer experience

#WToptimize

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The evolution of the web

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Evolution of Apple

#WToptimize

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Evolution of Apple

#WToptimize

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Evolution of Apple

#WToptimize

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Evolution of Apple

#WToptimize

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Evolution of CNN

#WToptimize

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Evolution of CNN

#WToptimize

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Evolution of CNN

#WToptimize

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Evolution of CNN

#WToptimize

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Evolution of L.L. Bean

#WToptimize

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Evolution of L.L. Bean

#WToptimize

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Go outside the lines

#WToptimize

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RETAIL TRAVELFINANCIAL SERVICES TELCO

#WToptimize

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RETAIL TRAVELFINANCIAL SERVICES TELCO

#WToptimize

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Simplify the choice, demonstrate value

#WToptimize

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Simplify the choice, demonstrate value

#WToptimize

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Tell me what you want

#WToptimize

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Tell me what you want

#WToptimize

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Speak to me, not at me

#WToptimize

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Speak to me, not at me

#WToptimize

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Customers don’t make big decisions lightly

#WToptimize

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Cater to me

#WToptimize

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Cater to me

#WToptimize

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Cater to me

#WToptimize

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Cater to me

#WToptimize

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Cater to me

#WToptimize

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Or give me choice . . .

#WToptimize

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Establish trust + differentiate

#WToptimize

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Why should I choose you?

#WToptimize

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Why should I choose you?

#WToptimize

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Why should I choose you?

#WToptimize

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Why should I choose you?

#WToptimize

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Positive reinforcement

#WToptimize

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Customer reviews or testimonials

#WToptimize

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Urgency…good or bad?

#WToptimize

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Limited time . . . when, where, how

44#WToptimize

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Contextualize your messaging

45#WToptimize

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Contextualize your message

46#WToptimize

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Tis the season

#WToptimize

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Uh oh, I procrastinated…

#WToptimize

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…But you still have to earn my business

#WToptimize

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Webtrends examples

#WToptimize

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How do you engage with customers in a meaningful way?

Create long-term value for two iconic brands, Huggies and Depend, through relevant messaging and content, and conversion opportunities that help bolster both brands as top-of-mind consumer choices.

Targeting the right brand for the right customer

#WToptimize

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Using search within your site to meet customer needs

#WToptimize

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Meeting the needs of diverse customers

Female Male

#WToptimize

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Questions?

#WToptimize

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Please Follow Us

Related Resources –

Best Practices – Landing Page Optimization

MarketingSherpa Landing Page Optimization Benchmark Report

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http://www.slideshare.net/WebTrends

Join Us –

Webtrends sponsoring Usability Lab at WhichTestWon’s The Live Event – May 8-10 | Austin TX

Free 15-minute site consultation

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Thank you