Transcript
Page 1: Why is my web business failing?

Why is my web business failing? Your Actionable How-to Guide for online success

Nik Pasic

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BUSINESS SUCCESS

SEO, SEM, CRO and similar elements fall within the scope of this talk but the primary focus is on areas you need to focus on for

 

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So why is my web business failing?

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overcomplicate

Because you

instead of

Prioritise

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SIMPLIFY

The key is to

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“If you can’t explain it to a six year old, you don’t understand it yourself.”   - Albert Einstein

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“Life is really simple, but we insist on making it complicated.”   - Confucius

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“Simplicity is the ultimate sophistication.”  

- Leonardo da Vinci Later used by and falsely attributed to Apple

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“The secret to a successful business, product or website isn’t in adding countless features, but rather in eliminating all that is unnecessary and still ending up with a functional user experience.”  

- Me

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this is what

looks like

SIMPLE

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NOPE  

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NOPE  circa 2000

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again

SIMPLE

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simplicity helps with the

Attention ratio

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attention ratio of

56:1

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attention ratio of

1:1

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Thanks OLI  

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CHASE attention ratio helps you

 

what you actually need  

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conversions

You need to be chasing  

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SALES

You need to be chasing  

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REVENUE

You need to be chasing  

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You need to be chasing  

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IMPRESSIONS

be WARY OF chasing  

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LIKES

be WARY OF chasing  

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followers

be WARY OF chasing  

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backlinks

be WARY OF chasing  

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Seo ranking

be WARY OF chasing  

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click through rates

be WARY OF chasing  

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Cost per click

be WARY OF chasing  

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Even website traffic

be WARY OF chasing  

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Stepping stones these are

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you still do it

Yet

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Sign up to Elegant themes edm

Pro tip

and wait for their lifetime discount

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Yahoo & MSN > Google & BING

think back on

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MySpace > Facebook & twitter

think back on

The original simple version

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1995 > 1999 > 2004 > 2009 > 2014

think back on

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previously considered king of gamification

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Swarm will flop

calling it now

and will take foursquare down with it

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Site speed bonus

we subconsciously became used to instant

just try using dial-up again

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So how does all this help me?

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Prioritise

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Some difficult truths to face

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You are too emotionally invested and your emotions are overriding your common sense

#1

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When dealing with Money Strategy People

In a business scope

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Distance yourself

Emotionally

logically

and think

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Trust your

instincts

data

But use hard

To back decisions

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Then decide what gets done next

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#2 You don’t understand your audience

As well a you think that you do

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How much would you pay

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For a lawyer?

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For IT support?

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For a plumber?

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For your own product?

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What if you had no idea what it did?

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On your existing budget?

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#3 Your expectations are unrealistic

And your competitors are doing it better

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“You are not as good as they say, nor are you as bad as they say.”   - I cannot actually remember

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Is your latest product really that good?

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Is your competitor’s really that bad?

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MYER once called David Jones a ship. sinking

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The Iconic has been sinking them both

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#4 Be wary of trends and gimmicks

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Sliding banners = conversion killers

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Viral content underperforms long term

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Latest $10 billion craze

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#5 You bend over backwards for clients even when they are

Not right Because “it’s always been done that way”

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disagree with them to help them

Doing the best by a client means that sometimes you have to

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“Avoid discussing keyword rankings with clients”

- Peter Mead

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Focus on roi instead

Educating your client is your responsibility

you are the

Expert

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Stop reporting on keywords / rankings

Sometimes this means you need to

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Speaking of reports…

Time sink which mostly satisfies curiosity

Monthly is good, quarterly is better, weekly is wasteful

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What do I do now?

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Define your business goals

#1

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Define how your site and online presence Help you achieve these goals

#2

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Define What is necessary in achieving those goals

#3

So that you can trim everything which is unnecessary

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#4 Define your ideal audience

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#5 never stop testing

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If your target market and location are unique

no one can to tell you what works BEST for your audience

you need to test what works yourself

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If your TARGET MARKET IS IN A CROWDED SPACE

YOU WILL STRUGGLE TO COMPETE against the bigger brands

you need to test what works yourself

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you need to test what works yourself

EITHER WAY

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The moment you set and forget

So will your audience

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#6 Never stop learning

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Things to keep an eye out on

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A number of marketing fields have been on my personal radar for the past few years. I have been an advocate for each, saying that everyone in marketing needs to adopt them all and focus the majority of their time and budget within these fields if they wish to pursue true ROI.  

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Responsive web design Already mainstream

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Conversion rate optimization Already mainstream

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Segmented remarketing Mainstream in 2015

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Algorithmic attribution models Mainstream in 2-3 years

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neuromarketing Very niche and mostly neglected

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gamification Very niche and more ignored than neglected

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More to come in November SEO Meet up

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Thanks for listening

Just Google me! Want to keep in touch?

Nik Pasic


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