Download - Q&A Conference - 3 A's of Online Success
Attribution, Attention & Acquisition
The 3 A’s of Online Success
Geoff McQueenManaging Director
Internetrix
What is Internetrix?
Full service digital marketing agency
StrategyCreativeTechnologyPerformance
10 years web marketing experience nationally and internationally
2007 Illawarra Business of the Year
Private Sector – SMEs to ASX listed
3 levels of Government- Federal, State & Local Govt
What we’ll cover today
State of the Internet: for Marketers, not Geeks
A case study: P&O Cruises
How to harness the 3 A’s for Online Success:Attribution – where’s your traffic coming from?Attention – what are visitors doing on your site?Acquisition – how to turn visitors into customers?
Conclusion & Questions
Some context...
State of the Internet – Adoption
Today, 80% of households are onlineAlmost 90% of those are on broadband
State of the Internet – Engagement
Aussie Internet users spend 17.6 hrs/wk online
This is almost 30% more time than TV! (13.4)
State of the Internet – Social & Personal
More time on social networks (almost 7 hours/month for Australians)
State of the Internet – Mobile
Mobile internet is finally here – are you ready?
State of the Internet - Summary
For almost everyone in this room, it is where your clients and customers are. Now. Today.
Success with digital marketing is more than building a website – you need to continuously improve it and make it work for your business.
Technology doesn’t give you competitive advantage – it is what you do with it that counts!!!
Online Success – Carnival Case Study
Objective: find 150,000 new cruisers
Going from 2 to 4 shipsMore destinationsMore servicesMore capacity
Need to dramatically increase demand – need to attract people new to cruising
Challenge: selling cruises online
A challenging product to sell:Long sales cycle & planningEmotional buying processOften needs coordination
Online plays a very special & well suited important role:
EducationResearchEnquiriesBookings
Solution: New, Interactive Website
Visually stunning & interactive to sell the cruising experience
Lots of video & tours
But is it working?
Carnival are using the 3 A’s to measure & drive success
Three A’s of Online Success
Attribution Attention Acquisition
Continuous improvement of the website by making decisions based on data, not guesses.
“Actionable Insights”
1. Attribution
Where’s your traffic coming from?
Attribution – traffic sources
How are visitors coming to your site?
Search Engines
Referring Websites
Direct Traffic
Attribution - geography
Where are your best visitors coming from?
Attribution - keywords
What are your best visitors searching for?
When you find the best keywords, you can optimise for them
You can also buy keywords that deliver you value
Attribution – campaigns
Track performance of email, online and other campaigns to accurately measure ROI
www.pocruises.com.au/cruisesale/
Adwords Integration
Manual Campaign Tracking
www.pocruises.com.au/cruisesale?utm_source=newsletter&utm_medium=email&utm_campaign=Biggest-Cruise-Sale
Attribution – other websites
Your website is not an island, and even less so with the social web
2. Attention
What are visitors doing on your website?
Attention – top content & funnels
Attention – visitor engagement
New vs repeat
Time on site
Attention – entry & exit pages
What are the main landing pagesKey first impressions & clickpaths to success
What are the main exit pagesWhat is killing your visitor retention?
Attention – video & rich media
See where if people tune out watching videosDon’t TV advertisers wish they could know that!
3. Acquisition
Turning visitors into customers
Acquisition – goals and conversions
Measuring the success of the website and knowing from where and how it came about
P&O have several points of conversionCompleting booking processPrinting cruise details
Increasing success based on data, not just ‘hunches’
Acquisition – offline
Online -> Offline AcquisitionCruisers still use travel agentsPrint their itinerary to make booking easierCount “Print this page” as a successful conversion
Acquisition – other conversions
Use of “agents” to answer questions live and online
‘Conversions’ based on time on site or loyalty
Downloading white papers, viewing contact page, etc.
Conclusions
The market is now overwhelmingly onlineIf customers aren’t looking for you, they’re finding your competitors (or will be)
“Having a website” isn’t enough!You need a site that works & delivers ROI
You need continuous improvement across all three A’s to succeed online.
Further Information & Questions
Contact info:Website: www.internetrix.netEmail: [email protected] Phone: 02 4228 6464Twitter: @internetrix
Booth near the chocolate fountain on this level
Questions welcome