Tim Ash

This is a common question, and requires an understanding of the definitions of bounce rate.”
The bounce rate is a bit slippery and requires some examination. The intention of measuring the bounce rate is to figure out how many of your visitors are leaving almost immediately after arriving at your site. This metric provides for a lot of error in interpretation.

“A high bounce rate means you’re site is crappy.”

This is rarely the case. A more accurate explanation is that your site doesn’t look the way your visitors expect it to look. Understanding what your visitors expect is the way to reduce your bounce rate.
Instead, there are usually some more valid reasons for your high bounce rate. Here are the things we examine when confronted with uncomfortably high bounce rates.

You’re measuring it wrong.

How you measure your bounce rate can give you very different insights. For example, blogs often have high bounce rates. Does this mean that visitors don’t like the blog?
Many analytics packages measure a bounce as a visit, or session, that includes only one page. Visitors who take the time to read an entire article would be considered a “bounce” if they then left, even though they are clearly engaged.
We set a timer for our blog traffic, so that any visitor who sticks around for 15 seconds or more is not considered a bounce.

Technical Difficulties

We are fond of saying that you don’t have one website, you have ten or twenty or thirty. Each device, each browser, each screen-size delivers a different experience to the visitor. If your website is broken on one of the more devices popular with your visitors, you will see a bump in overall bounce rate.
If your pages load slowly, especially on mobile devices, you can expect a higher bounce rate.
If your page breaks out in a chorus of Also Sprach Zarathustra when the page loads, you may enjoy a higher bounce rate.

How to diagnose

Your analytics package will track the kind of device your visitors are coming on.

Is there a problem with this site when viewed with the Safari (in app) browser?

Is there a problem with this site when viewed with the Safari (in app) browser?


The Google Analytics report Audience > Technology > Browser & OS shows that there may be a technical issue with Safari visitors coming from within an app. This may also reflect visitors coming from mobile ads, and they may simply be lower quality. See below.
With Google Analytics Audience > Mobile > Devices report, we see mobile devices specifically. The Apple iPhone has an above-average bounce rate, and we should probably do some testing there, especially since it’s the bulk of our mobile traffic.
With an above average bounce rate, visitors on an Apple iPhone may be seeing a technical problem.

With an above average bounce rate, visitors on an Apple iPhone may be seeing a technical problem.

Traffic Quality

If you’re getting the wrong visitors, you will have a high bounce rate.
Remember StumbleUpon? Getting your site featured on the internet discovery site often meant a flood of new visitors to your site… and a crash in your conversion rate. Stumble traffic was not qualified, they were just curious.
Your bounce rate is a great measure of the quality of your traffic. Low quality traffic bounces because:

  • The search engine showed them the wrong link. Do you know how many visitors used to come to our site looking for a “conversion rate” for Russian Rubles to Malaysian Ringletts?!
  • The visitors aren’t ready to buy. They were in a different part of the purchase process. Visitors coming from Social Media ads have notoriously low conversion rates. They weren’t looking, they were just surfing.

We take a closer look at the source of traffic to diagnose a traffic quality problem using Google Analytics Acquisition > All Traffic > Channels report.

Display and direct traffic are our biggest traffic sources and bring the most bouncers.

Display and direct traffic are our biggest traffic sources and bring the most bouncers.


Here we can see that traffic coming from Display ads and those visitors coming “Direct-ly” have a high bounce rate. These two sources also make up 50% of our traffic. Ouch.
In the case of Direct traffic, we expect most of it to come to the home page. With a click, we can see that indeed 50% of Direct visits are to home.
Filtering for Direct traffic, we see that 50% of it is entering on the home page.

Filtering for Direct traffic, we see that 50% of it is entering on the home page.


Clearly we need to do more to get visitors on their way into the site. As Tim Ash says, “The job of the home page is to get people off of the home page.” He didn’t mean by bouncing.
With regard to Display ads, we my have a problem with broken promises.

Broken Promises

Do your entry pages consider the source of visits?
If your traffic is clicking on an ad that promises 20% off on a specific propane grill, and they’re directed to your home page, you’ve broken a promise. You might think that they will search your site for the deal. You might even think they’ll search your home page for the deal. You’re wrong. Many will jump.
Every ad, every email invitation, every referral link is a promise you make to your visitor. If they don’t come to a page that lives up to the promise, they are likely to bounce.

  • Does the headline on the page match the offer in the ad?
  • Does the product in the email appear after the click?
  • Are the colors and design consistent across media?

This Dispaly ad takes the visitors to a page that is almost designed to disappoint.

This Dispaly ad takes the visitors to a page that is almost designed to disappoint.


Looking at your ads on a page-by-page basis is necessary to diagnose and correct this kind of bound-rate problem.

Vague Value Propositions

Ultimately, if you’re not communicating your value proposition to your visitors clearly, you are going to enjoy a monstrous bounce rate.
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Your value proposition typically does not address your company or your products. It should be targeted at your visitor, why they are there, and why they should stick around.
Each page has it’s own value proposition. Your business may have a powerful value proposition, but each page should stand on its own.
A contact page should talk about what will happen after you complete the form. Who will contact you? How long will it take? Will they try to sell you something?
A landing page should clearly state that you are in the right place and provide reasons for you to stay and read on.

This landing page delivered a strong value proposition in above the fold.

This landing page delivered a strong value proposition in above the fold. See the full case study and video.


A home page should help you find your way into the site. Most home pages are treated like highway billboards. No wonder people just drive on by.
Ultimately, we don’t want to reduce our bounce rate. We want to improve our conversion rate by bringing the right traffic, to the right page, with the right message, and avoid technical issues that get in the way.
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Richard Strauss: Also Sprach Zarathustra by Kevin MacLeod is licensed under a Creative Commons Attribution License.

One of the great benefits of speaking at great conferences is getting to learn from your peers in the industry. Joel Harvey and I did our first LIVE tag-team presentation called “The Chemistry of the Landing Page.”
Tim Ash gave an insightful and “inciteful” keynote presentation at the PPC Hero Conference here in Portland Oregon. Here are my instagraph notes taken live as he spoke.

Tim Ash Hero Conf 2015 Context Power of Framing

Click to Enlarge


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Would you be brave enough to let a bunch of conversion experts tell you what is wrong with your website?  Flex Fitness’s Ryan Ehler did just that when he won the privilege of having five website optimization experts evaluate a landing page for one of his ads. Digital Marketer published all of the recommendations.
The critiques may seem a little rough, but in the end Ryan was the recipient of some really solid advice (estimated to be worth $25,000).
Our own Brian Massey pointed out some problems that needed to be addressed. Here are the note from which his full critique was created.

Notes from Brian Massey's review of Flex Fitness landing page.

Notes from Brian Massey’s review of Flex Fitness landing page.


What can you take away from this?
1. Make your landing page match the promises in your ad. Ryan does a good job here, matching copy and images.
2. Don’t try to be too cute with your copy. [pullquote]Why do we want to catapult our results?? We want to keep them, don’t we?[/pullquote]
3. Use images that support your value proposition. The image of the gym are supportive. The stock photos in the “Three Words…” section is not.
4. Make your calls to action clear. What will happen if your visitor submits a form or clicks on a button.
Read the full critiques from Brian and website optimization experts Chris Goward, Tim Ash, Justin RondeauPeep Laja.
Learn more about landing pages on The Conversion Scientist Blog.
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Tim Ash coined the term “Big fat bouncers in your brain” during an interview on his Landing Page Optimization podcast that he and I were on.
I love the image that phrase draws to mind, because it’s true.
The bottom line is this: If you want your message to affect and influence your readers and listeners, you must get past the big fat bouncers in their brains.
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Writing Killer Copy: Getting Past the Bouncers in Your Brian

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I’ve introduced you to these two bouncers and telling you how to write copy that gets past them.
Why register now?
Find out how Betabrand achieved 432% growth for products nobody was looking for.
Get my real definition of “copy”.
See revealing brain scans. We all love brain scans.
Discover my fool-proof method for great copy.
Find out what business porn is and how to create compelling images.
As always, we have FUN doing these.
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Writing Killer Copy: Getting Past the Bouncers in Your Brian

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Tim Ash and Joel Harvey talk testing screw-ups and “with and without” tests. Find out if there is a lab at Conversion Sciences called the “QA-tion Station” and how many Igloos Joel has built in the latest installment of Landing Page Optimization on Webmaster Radio.

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Maturity Models were all the rage at Conversion Conference Chicago 2013, but they can make you feel like you’re living with your marketing parents — immature.
Don’t feel bad. We didn’t get a perfect score and we do this for a living (see below for how we score).
Maturity models aren’t a way to judge you and your inadequacies. Maturity models are ways to identify your strengths and plan to build on them.
Both Tim Ash of Sitetuners and Michael Parizek of avast! put forward maturity models for us, and I was on hand to capture Michael’s presentation using my innovative Instagraph (instant infograph) technique.

Instagraph-Conversion-Maturity Model CCC13The Content Maturity Model presented by Michael Parizek of avast!

So, how does Conversion Sciences score on the model? Parizek identified seven criteria in his maturity model.

People

This is an area that we feel strongly about at Conversion Sciences. We have an experienced Conversion Scientist doing the work for every business that hires us. We like to say, “You’ll be working with ‘The Guys’.” We would benefit from some more formal methods as we grow our lab staff, both in number and in capabilities.
Score: 4 out of 5

Tools

It is a golden age of conversion tools. There are lots of ways to measure sites, complete tests, and even spy on your competitors. We score highly on this because these tools exist for us to build on.
Score: 4 out of 5

Knowledge

How you manage what you learn from your testing is perhaps the biggest challenge. For most of us, means it stays in the heads of our optimization team. But what happens when there is turnover? Maintaining personas as a living representative of what you know about your customers is a great way to preserve knowledge.
Score: 3 out of 5

Activities

What do you do first? We generate a list of hypotheses based on your analytics, chat transcripts, reviews and interviews with customer-facing employees. Then we rank them in a similar way to Parizek’s model, but with more endices. You may like his simple graph of Impact vs. Feasibility for prioritizing ideas.
Score: 5 out of 5

Processes

Our Conversion Catalyst process that works for businesses in almost any industry. It is a thorough front-end evaluation followed by a fast-test process. Our goal is to find winners on your site within 120 days.
However, this process isn’t effective in slower-moving environments and in situations where wins on the website aren’t closely tied to bottom-line revenue.
Score: 4 out of 5

Testing

We use a test cycle approach. If one of our test hypotheses is a winner, we do another set of tests to see if we can get it even better. If a test is a loser, we can test something else.
This cycle gives us the freedom to find promising rabbit holes and follow them all the way to Wonderland.
Score: 4 out of 5

Sponsors

The key to success is always having a strong internal sponsor at our clients with the authority to get things done. We know how to make this individual a hero. We don’t move forward without this commitment from our clients.
Score: It depends
How do you score on each of these?
Which ones are you working on next?
Let us know in the comments.
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Landing Page Optimization on WebmasterRadio
Tim Ash and Brian Massey talk about finding your customer creation equation in this installment of Landing Page Optimization on Webmaster Radio.
My favorite quote from the discussion is, “There’s a big dumb bouncer in your brain.”
Thanks for that, Tim.

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LPO2_3D_PRIMARY-right-facingAt first, I was pleased to get my brand new copy of Landing Page Optimization Second Edition, delivered and signed by Tim Ash himself. I had learned a great deal from his first edition. It was a time in which I was adding more optimization services to my practice.
The new edition seemed to have everything. It had fresh pages from Tim plus Rich Page and Maura Ginty. It had a snazzy blue cover. Many of the graphics inside were new or updated.
And then it hit me.
Where were my dog-ears? My notes in the margins? The coffee stains on my most visited pages? The new book didn’t fall open to the places I revisited most, like the handy little “Size of Improvements” chart (now on page 302). It was all… gone.
I felt like my favorite site had been redesigned and none of my bookmarks worked. This is the downside to new editions, so I went searching for reasons to start over. It turned out to be a nice reminder of what we do and how we do it.
First of all, he still calls our baby “ugly” to highlight the need for “unflinching courage and clinical detachment” in examining your site. I guess familiarity is welcome in almost any form.
The new book has new content from Tim’s classic presentations, including “The Seven Deadly Sins of Landing Page Design” and his “Conversion Ninja Toolbox.”

Meet the authors at Conversion Conference Chicago, June 25-27.

Less of an edge

I don’t know if Rich and Maura brought this characteristic, but the book has a bit less of an edge. Tim introduced his original section on “The Math of Tuning” with a section entitled “Just Grin and Bear It.” That little ditty is now gone, as is the section “A Final Warning.” The chapter from the first edition “Why Your Site is Not Perfect” has been removed and the content scattered about, as if they were trying to hide it.
Still, you can sense a little of the original edge. The chapter on “Understanding Your Audience” is now “Misunderstanding Your Visitors.” I had to jump to that one.

Just about everything is in there

The book is ambitious, and Tim, Rich and Maura do a good job of covering a lot of ground without eye-glazing detail. Of course, the discussion of factoring is still there.
The new book covers conversion improvement basics and best practices in common situations, which sets the table for the ensuing chapters. There’s a basic primer on statistics and probability. The authors address the challenges of assembling a team and getting buy-in, certainly a thornier optimization challenge than the technical issues.
The excellent chapter “Developing Your Action Plan” is there. New content on mobile websites can be found in this edition.
For me, Landing Page Optimization has been the best book in my library for successful testing, and is the one I most return to. The title may be misleading. Since every page on your site could be a landing page, it is really a book about website optimization.
The new edition offers even more without becoming cumbersome. If only I they could have preserved my “customizations” from the first edition.
The next best thing to reading Landing Page Optimization is seeing Tim, Rich and Maura in person. Will you be at Conversion Conference Chicago June 25-27? It is the most interesting and educational way to get your optimization game into full swing.


Your conversion marketing practice is actually a “stack” of disciplines or online marketing strategy components each of which you will have to master or have some level of capability with.

Mastering all of these online marketing strategy components may sound like a tall order, and it is. However, if you are marketing online, you are involved with conversion issues by definition.

The Quintessential Guide to Online Marketing Strategy Components

You may be wondering if marketing automation is really worth the investment. But if you’re a performance-oriented marketer–focused on the science of turning prospects into future customers, always concerned about knowing exactly which of your marketing efforts worked and why – that’s like asking if you’re getting your money’s worth from Microsoft Word; it’s something you just can’t do your job without.

In this article, I’m going to walk you through the modern online marketing strategy components – a strategy that cannot be implemented without automation.

To automate something, we must first understand it. Performance marketers are focused on turning their online channels into lead generation engines or revenue streams. They focus on conversion.

“Conversion” is the term given to a series of magical events in the life of a customer,in which a stranger becomes a suspect, a suspect becomes a prospect and a prospect becomes a customer.

In online marketing, a marketer focused on converting visitors to prospects or sales must embrace a set of capabilities, each enabled by and depending on its predecessor. These steps create a capability “stack” (see Fig. 1) that is helpful in planning the implementation of the efforts that make conversion marketing possible.

The online marketing strategy components for conversion you need to master.

Figure 1: The Conversion Marketing Components

The Online Marketing Strategy Components or Conversion Stack

Today, when one thinks of conversion marketing, one generally thinks of Website Optimization or Conversion Rate Optimization. These practices focus on measurement and optimization, and represent the top of the stack of capabilities that online marketers must master to outpace competitors online.

Before a business can begin measuring and optimizing a website or other online marketing strategy, the foundational issues of business goals, visitor profiles, content requirements, and delivery channels must be addressed.

Every business with a Web presence has invested at some level in the conversion stack. However, those companies that embrace these capabilities develop a momentum and velocity in their online strategy that allows them to accelerate past entrenched businesses.

These businesses use the conversion stack to leverage their marketing efforts, changing the math of marketing in their favor. The goal is to grow revenue while reducing real marketing costs.

Marketing automation helps marketers define and carry out each capability in the stack with a precision that would be difficult if not impossible to achieve otherwise, and therefore plays a crucial role in an organization committed to performance marketing.

Business Goals: The Base of the Marketing Strategy Components

Knowing exactly what you want your website to do for your business.

The digital space cannot meet all of the goals a business has for growth. However, your business can accomplish things online that are impossible or cost prohibitive through another channel, such as:

  • Improve the quality of leads, reducing sales costs and increasing close ratios.
  • Reduce inbound calls for information by moving interactions online.
  • Eliminate expensive marketing channels.
  • Reach prospects not found via other media.
  • Add online services that make your offering more valuable.
  • Increase cross-sells and up-sells.
  • Increase average sales price.
  • Steal market share and mind share from our competitors.

At this stage, we seek to define the integration points of our marketing automation system, and to establish our baselines performance metrics.

Defining Your Marketing Automation Integration Points

While we can measure many things with sophisticated marketing automation tools, it is critical that we focus on those capabilities that are necessary to our business goals, and ignore (or defer) those that are not.

If our business has a long sales cycle involving direct sales efforts, integration with a Customer Relationship Management (CRM) system is crucial; it is how we track our leads through the sales process.

If we are tasked with reducing the sales cycle, we will want a two-way integration between our CRM and our marketing automation system so that we can monitor our success over time. Otherwise, a simple one-way integration may be sufficient.

Likewise, if we seek to increase the average sales price of new customers, we will need to integrate with our financial system to retrieve and measure that goal.

Choosing Key Performance Indicators (KPIs)

There is a metric that we can use to either define our success for each goal, or approximate it. For example, “reducing sales costs” means that the sales efforts are converting more leads into customers.

However, there is no off-the-shelf metric for “sales cost” reported by our marketing automation systems.

Instead, the close ratio – the number of leads converted divided by leads generated – would be a reasonable proxy for reducing sales costs.

Likewise, the success of cross-sells or up-sells may be measured by the frequency of repeat purchases or by the average lifetime value of existing customers.

There should be a small set of KPIs that define your top-level online business goals. All other metrics help you answer the question of “why.”

Don’t let the metrics drive your curiosity. Let the business goals drive the choice of metrics.

Defining Your Baselines

There are lies, damn lies and analytics, to paraphrase author Mark Twain. Analytics are rarely accurate.

You must instead measure changes in your KPIs. To measure changes, you must first establish baselines for each.

In most industries, a year’s worth of analytics data is necessary to fully account for seasonal changes in the marketplace, but don’t let this stop you. Implement your analytics tools and let them begin collecting data. In the mean time, estimate your KPIs manually, by gathering data wherever you can. Eventually, your analytics will determine your baselines.

The goal is for the current performance of any KPI to exceed its baseline. Proper reporting is done in terms of percentage increase or decrease. If a KPI consistently rests above its baseline, you have established a new baseline to beat in the coming weeks and months.

These baselined KPIs define your “dashboard.”

However, as you will soon find out, dashboards are unsatisfying because they don’t answer the question, “Why is this KPI changing.” We’ll talk about understanding “why” a little later.

Visitor Profiling: Aligning Your Business Goals with Visitor Buying Habits

Let’s review the second of the online marketing strategy components. Understanding the best visitors needs, the reason they are visiting today and the information they need to feel comfortable taking action. Traditionally, there has been a disconnect between the websites and the needs of visitors. Most business sites follow a “brochure” style approach, in which the site talks about the company and its products.

This is not what your visitors want.

They want you to talk about them and their problems.

Touchpoint Personas differ from traditional customer segments in one significant way: We are only interested in what they need at the moment they are interacting with our measurable online communications. This singular focus allows us to zero in on those things that a visitor needs. Touchpoint Personas are the important tool at this stage and you can click on the link to read my article on touchpoint personas and points of resolution.

These become the content that you will use on your website, in your outbound marketing and throughout your channels. As you will see, content allows us to answer the question “why” when our performance changes, for the better or worse.

Content Strategy: We are No Longer Marketers

What content will you create for these important visitors? Will it be articles, video, or audio? These are important considerations made easy from your touchpoint personas.

We are no longer marketers, but publishers. In almost any industry, any market, it is absolutely necessary that we provide information, guidance, education and entertainment to the marketplace. The Internet has turned our prospects into researchers, and we must provide them with the content that answers their questions.

Our personas give us a complete picture of those visitors that will move our business forward. We know why they are visiting and how they like to receive information. Their demographic profile will tell us which technologies they use and this helps us select the proper format for our content. The points of resolution tell us exactly what our content should cover.

At this point, our content strategy should unfold like the board game “Clue.” In the popular board game, we use a process of elimination to understand who committed a murder, which weapon was used, and where the deed was done.

In our game of “persona clue”, we create a list of similar actions. We deduce who we are targeting, which point of resolution we are addressing, and where this information will be delivered.

We might say, “Darla Decider will download ‘Ten Reasons Projects Fail’ as a white paper on our website.” What we have done with this step is change the conversation from, “Which landing pages do we need to develop?” to, “How can we make this important content available to our best prospects?” Content is the coal that will stoke the furnaces of your marketing automation system and one key ingredient of the online marketing strategy components you need to master.

Media and Channels: Mixing Media in the Right Proportions

How do your visitors want to hear from you? Where can your visitors be reached? Your choice of channels may include webinars, email, social media, blog posts and more.

If our content strategy is about giving prospects what they need, our media strategy is about placing content where our prospects can find it.

Touchpoint personas will be immensely helpful in identifying the right mix of channels through which to deliver and advertise content. Demographics will give you some idea of your prospects’ media preferences.

For example, prospects over 55 are still best reached through email.

Media selection is an evolving process, especially in a world in which so many new channels are appearing every year. In a few short years, we’ve moved from Web pages, email, and banner ads, to search marketing, social networks, RSS feeds, blogs, microblogs, and mobile applications.

It’s an exciting time to be a marketer.

This is where marketing automation becomes indispensable. It is your publishing and distribution system. It must help you manage a stream of content delivered through a variety of channels and track results along the way. Your investment in publishing automation will also allow you to test multiple versions of your content to see which affects your KPIs most positively.

Your System Should Be Easy to Use

You should be able to intuitively setup a variety of content campaigns and see the results. The days of the “launch and watch” website are over. In most industries changes must now come weekly or daily.

Your System Should Not Be a Silo

Producers will need appropriate access to create and stage new content. It should be easy for members of the team to check content and settings to ensure the campaign will launch successfully.

Your System Should Offer a Variety of Metrics

Each content format and channel will be measured differently. You must be able to track downloads of whitepapers. You must be able to track the conversion rates of email-based content. You must be aware of how often a link is shared on social networks.

Needless to say, you will need some help coordinating all of this activity and measuring the results. And this leads us to the another one of the online marketing strategy components. If you aren’t intimate with your marketing automation tool, you’re not doing performance marketing.

Online Marketing Strategy Components: Measuring and Optimizing

Putting the analytics and processes in place to measure the effectiveness of your efforts. This often means designing your online presence differently to enable tracking of visitor behavior. Testing your assumptions is the only way to achieve the high conversion rates that make you seem invincible to your competitors. This is how you reduce the cost of all online marketing efforts.

At the pinnacle of the online marketing strategy components is optimization.

Optimization involves making changes based on the metrics you’ve captured.

Every communication is a test.

Each time you send a communication, you are testing a set of assumptions – assumptions about what your prospects want and need in their buying process, about the format of the content, and about the places they want to consume it.

Every communication can tell us the “why” of our success or failure.

For each communication, you must devise a strategy to measure the effectiveness of the content. Each communication will have a set of primary KPIs.

An email newsletter may invite readers to purchase a new line of shoes, and to join your Facebook page as well. If the primary goal is to sell shoes, you must be able to measure the conversion rate of the email.

It isn’t sufficient to increase sales of the shoe. You must have a strategy to know how many sales were generated by this email.

Watch the Results

The final step of each communication – the step too often overlooked – is reviewing your results. When the communication has run its course, you simply look at the KPIs to learn the secrets desires of your audience.

  • Which articles are read most?
  • Which subject lines convert well?
  • Which discounts generate sales?
  • Which tweets draw the most visits?

Your marketing automation system should provide easy drill-down to the metrics that define the success of each effort.

The Online Marketing Strategy Components You Need to Master: Conclusions

You are sitting in the monthly executive meeting. You have created a slide deck with your top-level KPIs as reported by your marketing automation system. They are a summary of how your individual efforts have affected the bottom line.

When the questions come, you know the “why” and the “what’s next” for your marketing efforts. “Why did our conversion rates go down, but our revenue go up?” the VP of Sales asks.

You know the answer. You tick off the four or five programs that delivered solid results, and then list those that drew unqualified traffic to the site, stating that they will be modified or discontinued.

You’re a performance marketer.

The Business that Knows Grows

Each item of content you produce will have different versions, be available through multiple channels, and will be measured differently. Today’s online businesses won’t function without a useful marketing automation system, a tool that be used by many members of the team.

The Online Marketing Strategy Components aren’t linear, and businesses can expand their capabilities in any of these areas.

However, those businesses that dominate in their industry through online marketing will be proficient in all of the capabilities presented here.

Online Marketing Strategy Components Resources

For an explanation of KPIs read “Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity” by Avinash Kaushik.

To develop touchpoint personas, read “Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing” by Bryan Eisenberg, Jeffrey Eisenberg and Lisa T. Davis.

For designing measurable social media campaigns, read “Social Media Marketing: An Hour a Day” by Dave Evans

Online Marketing Strategy Components: Don’t Worry

The good news is that the folks at SiteTuners.com, lead by the always brilliant Tim Ash have put together the Conversion Conference.

The attendees will be leading the online charge in each of their industries.

I can think of no better way to get up the many learning curves that your conversion practice needs than this two day conference.

Topics at Conversion Conference include:

You’ve likely read books written by some of the Conversion Conference Speakers, like Landing Page Optimization and Web Design for ROI. There’s no question that the speakers at this conference are the folks you want to be learning from. Check it out. You can even save $250 if you use promo code CCE650 when you register on the Conversion Conference website.

If you won’t be there, I pray that your competitors won’t be either.

P. S. I do a complete writeup of the Online Marketing Strategy Components in The Quintessential  Marketing Automation Guidebook, Conversion  Stack: Marketing Automation for Performance Marketers. It is free and you should find it enlightening.