Web Marketing Week6
- 1. Internet Marketing Practices Week 6: Review Alan Chen, 2011
- 2. Reallusion Product Conversion Rate 2011Q1
- 3. Reallusion Traffic Composition 2011Q1
- 4. Week 1: Introduction Every single point needs to be taken care of
- 5. Use scientific way You may find interesting facts: beer and diapers
- 6. Then take right action
- 7. How detail you want to see? Individual user, unique installation, AP launch #, tab switch, clicks How frequent you want to be updated? Live TV shopping, TV series, Adwords performance, download conversion, census How much you want to pay? Your time of implementation/analysis Do you have enough resource to act upon the finding?
- 8. 網路分析像羅盤和地圖，而不是 GPS 。 如果上山健行 80 小時只做一次確認， 他幫不了你。 統計上來說， 1,067 筆以上的資料，可以讓判斷的誤差縮小在 3% 以內 ; 2,401 筆以上就縮小到 2%; 10,000 筆以上就縮小到 1% ( 不可不知的矽谷網路行銷學 )
- 9. Site tracking dos and don'ts
- 10. Week 2: Acquiring Visitors Traditional Internet Marketing Display (and Interactive) advertising
- 11. E-mail marketing
- 12. Social media optimization Affiliate Marketing Cost per action or Revenue sharing Search Engine Marketing Search engine optimization
- 13. Pay per click advertising … , and so on
- 14. SEO Imagining you are publishing a book
- 15. Try your best to let librarian know your book
- 16. Do not cheat
- 17. New trend: Google Social Search (Feb, 2011) Some links are ranked higher because your friends like it
- 19. Community & PR plays an even important role
- 20. New trend: Google +1 (Mar, 2011) http://searchenginewatch.com/article/2049798/10-Points-About-Google-1
- 22. New trend: Reading Level (Apr, 2011) http://googlesystem.blogspot.com/2011/04/reading-levels-in-googles-sidebar.html
- 23. How easy/hard the page can be understood
- 24. Week 3: Acquiring Visitors, II A/B test to optimize the output
- 25. Differences between Ads Format iClone Cost/download Cost/Registration - Keyword - Network CTA - Keyword - Network
- 27. There is no “super star” in Search Engine Marketing
- 29. Time on site doubled
- 30. Page view increased 43%
- 31. Bounce rate dropped 25% = ?/month additional views (mostly new visitors!) = $? value
- 32. Week 4: Converting Visitors to Customers Price is not the only issue e.g. 7-11 vs. Costco
- 33. e.g. Starbucks vs. 7-11
- 34. e.g. Pchome vs Yahoo! Bid Usability is the key to help users, hence increasing conversion rate
- 35. Visibility: how to interact with the device, and the mapping between actions and operations
- 36. Affordance
- 37. Knowledge in the head/in the world
- 38. Cognitive aids
- 39. Natural mapping Source Source Source: Don't make me think (book)
- 40. Visibility
- 41. Affordance: Let users know how to operate it
- 42. Knowledge in the head/in the world
- 43. Cognitive aids
- 44. Natural mapping Source Source
- 45. Visibility
- 46. Affordance
- 47. Knowledge in the head/in the world: what users have learned, in the virtual world and real world
- 48. Cognitive aids
- 49. Natural mapping
- 50. Visibility
- 51. Affordance
- 52. Knowledge in the head/in the world
- 53. Cognitive aids (memory aids): visual clues on what you are doing, or what to do
- 54. Natural mapping
- 55. Visibility
- 56. Affordance
- 57. Knowledge in the head/in the world
- 58. Cognitive aids
- 59. Natural mapping: the relationship between controls and effects. Labels can be faulty Source: The design of everyday things
- 60. In terms of Development
- 61. Reallusion's and other sites' example
- 62. 97% of new visitors do not convert the first time they arrive at your site.
- 64. (Depending on how you define 'Convert')
- 65. Week 5: Retaining Customers Customer Service
- 66. Personalization & Loyalty Program OLAP (Online Analytical Processing)
- 67. CRM Database Marketing email
- 68. Every reviver counts Maintain email list quality
- 71. Balance too much and too less information
- 72. Considering different mail clients
- 73. Mail body design: landing page
- 74. Convince users in 51 seconds
- 75. However, nothing is more important than “ a pleasant experience with the product” one existing customer = 1,000 visitors
- 76. A pleasant using experience Usefulness
- 77. Effective to use
- 78. Easy to learn
- 79. Easy to use
- 80. Easy to remember
- 81. Efficient to use
- 82. Low error
- 84. What you can do after spending 10 hours here?
- 85. You know increase conversion rate from 10% to 20% is possible
- 86. = 100% increase
- 87. = Sales increase from 10 copies to 20 copies
- 88. Can you create another 100% from your part of job?
- 89. Using a scientific way to evaluate the result, which requires Define the Issue , based on correct data
- 91. Action with controlled variant
- 92. Review , based on correct data
- 93. (And repeat the loop)
- 94. But don't over-trust what you see Too small sample (<1,000)
- 95. Your site or tracking mechanism went wrong Misplaced GA code
- 96. Inaccurate sales report Seasonal user behavior change The value of number depends on how you interpret it, based on your judgment and experience
- 97. That's all for this topic , any question?
- 98. Feedback from Last week
- 99. Subject: 沒有他，就沒有巴菲特 (curiosity)
- 100. 愛旅遊，不需任何理由 (encourage traveling, not directly link to credit card)
- 101. 今日好康 : 超來勁 ! 炭火燒肉吃到飽 x 台灣尚青無限暢飲下殺 59 折 ... (use food & discount to attract clicking)
- 102. 不只是塑化劑，果汁飲料 的真相大揭露 (direct)
- 103. 特價 6 折起！錢變薄、事難成、肥難減…別擔心，跟著這樣做，萬事皆可達！ (direct, topics that people concern)
- 104. Subject can be more critical than
- 105. newsletter design
- 106. (open rate 10% to 20% vs. conversion rate 3% to 6%)
- 107. Body: Clear picture, clear message, and bargaining prices
- 108. Body: Simple and direct (and bright)
- 109. Body: Clear event start/finish date
- 111. Clear section cut
- 112. Customized link for each book
- 113. Body Only one column
- 114. Do not require many scrolling
- 115. Clear background
- 116. Avoiding too many text (use links)
- 117. Use consistent icon in all media
- 118. 1. Simple layout & msg 2. Three topic 3. Meaningful icons
- 119. 1. Simple layout & msg 2. Three major points 3. Meaningful icons
- 120. 1. Simple layout & msg 2. Clear title 3. Meaningful icons
- 121. 1. Use main images to introduce 3 new features . gyroscope . video recording / editing . voice control 2. Additional features in smaller space 3. Clear and easy to catch key points
- 122. What users consider a good mail body?
- 123. Clear message (can be aided by images)
- 124. Benefit to the readers?
- 125. Simple layout
- 126. Bright color is more preferred than dark tone
- 127. Tell users what to do
Editor's Notes
- #6: Putting them in the same section Bundle sales may not so effective (they are not main purchaser)
- #23: - Pull - Push before Pull - Which side? Push or pull?
- #24: - Click logo to go home (home means home page) - Inbox is where mails locates, recycle bin means trash can - Warning & OK
- #25: - You are here - Current location & quick links - Unread and forwarded
- #26: Or use color
- #33: can be used to achieve some desired goal can do what is needed.( 轉檔 ) user can rapidly start getting some work done how well users can use that functionality. easy to remember, high level of productivity is possible. make few errors during the use of the system subjectively satisfied when using it;