DIY Tactics for Driving Business to Your Site with Ektron

CHRIS OSTERHOUT

WSOL | DIRECTOR OF ENTERPRISE SOLUTIONS

CONTENT IS KING.

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CONVERSIONSTRAFFIC

Because more and more traffic isn’t working.

ONE DOES NOT SIMPLY

ADD GOOGLE ANALYTICS

Where does Ektron fit in?

What’s in your Toolbox?

PAGE BUILDER TARGETED

CONTENT

MAP

CRM

The Customer Journey

Website Call to Actions (CTAs)Starting the Conversation

Make the CTA action-oriented e.g. download, register, etc.

Target the CTA to the website visitor based on what you know

Quick Recap – CTA OptimizationMake it clear what the offer is

Landing Pages and Web to Lead FormsCompleting the Conversion

A brief interlude for one of my pet peeves…

Brief Interlude Complete

Can this really happen with Ektron?

Quick Recap – Ektron Landing Page Optimization

Explain the value of the offerRemove any unnecessary fieldsDon’t ask for the same information more than once

Identifying GapsYou are what you capture

How do I track Ektron File Downloads?I am using Google Analytics

I have a customer portal or logged in area of my website, how do I know what my logged

in members are looking at?

I am using Google Analytics.

I am using a Marketing Automation Platform but I lose track of my visitors’ behavior when they switch computers.

What types of metrics have we seen utilizing these tools with Ektron?

2012 - 2013

136% increase in unique website visitorsOnly a 20% increase in conversions

2013 - 2014

An additional 60% increase in unique website visitors

118% increase in conversionsAn additional 83% increase in conversions in the past 4 months alone

Captured Data+

Relevant Visitor Experience

More Conversions

Recap

You are what you capture

Questions?

CHRIS OSTERHOUT

WSOL | DIRECTOR OF ENTERPRISE

SOLUTIONS

chris@wsol.com

630 375 6833

@chrisosterhout

BIG CREATIVE THANK YOU TO

DENNIS KARDYS

@dkardys

&

DAN ROSE

@dblizzyMORE QUESTIONS? VISIT US AT

WWW.WSOL.COM