Ten Usability Resolutions To Improve Web Marketing ROI
Sometimes we get so caught up in the publicity, we forget about the party. Success
in Internet marketing comes not only from drawing visitors to your website, but
converting them into customers once there. Usability and accessibility relate to
everything from the code used to build your site to the layout and text colour used
to display the content. Key elements to measure for improved conversion include
bounce rate, load time, content organization, and site navigation. Use this handy
checklist to get started.
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As
a business owner, you’re likely a member of one or more professional associations,
perhaps for conference discounts, networking, or referrals. But now the renewal
has come up, and you’re wondering whether it’s worth the cost.
We look at professional memberships as investments. Like any investment, it’s wise
to carefully analyze the value each association provides to your business. Fortunately,
there is something that can be accurately measured and evaluated – referrals, via
Google Analytics.
Using one of our own memberships as an example,
learn how to measure referrals,
and compare two or more memberships against one another – or against other marketing
channels like Display, PPC, and Social Networks – and make an informed decision
on whether or not to renew.
Learn more.
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article - FREE registration is required.
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Staying in touch with customers is essential
for travel agencies. Providing information that is relevant builds credibility,
and strengthens your relationship with your most valuable assets - your repeat customers.
With so many travel offers available, you need to match relevant ones to your customers
and communicate, clearly, and often. Using travel email marketing best practices,
learn how to segment your database based on demographic and purchasing information
and use targeted email campaigns to stay relevant, build loyalty, and drive sales. Learn more.
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The Internet has become the chief source of
information for travellers. As a DMO or tour operator, being able to analyze, and
act on, activity on your website is crucial in today's highly competitive travel
market. Web traffic is meaningless if it’s not the right kind. Focusing on the quality
of a visitor's experience will help you understand how likely they are to travel.
In this article, learn how to use web analytics to monitor engagement, and identify
and measure "hand-raising" activities will define success for your website... and your
business.
Learn more.
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Most pay-per-click advertisers target large
geographical areas, expecting better results out of higher search volume. But you
wouldn’t pay for print advertising nationwide, so why pay for it online?
Locally targeted campaigns can beat national competitors due to the limited search
volume. If you run a retail travel agency, you can successfully use PPC advertising
to attract more business from your local market. Learn more.
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Higher email conversion rates depend on getting the right offer, to the right person, at the right time. How? The answer is
segmentation. Your lists are your arsenal, your segmentation strategy, your game plan.
Discover how to define your segments, based on interests, behaviour, and demographics; improve your lists, by encouraging subscribers to update their information; and use newsletters to calculate important indicators such as loyalty and engagement.
Don’t let your email marketing ROI rely on mass mailings. Follow these steps,
and you’ll be rewarded with more emails opened, more links clicked, and more
subscribers converted into clients.
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member-only article - FREE registration is required.
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While traditional PR meant hoping for coverage in publications that talked at travelers,
online PR works by using what the Internet is all about: peer-to-peer conversation.
Now, news and messages are spread using search engines, forums, blogs, discussion
threads, social networks, and tools such as RSS feeds.
Whether you’re a hotel, resort, restaurant, or attraction, you can distinguish your
brand, influence consumers, and build traffic to your website using strategic online
PR. Understand why it works, craft a story, and get social - when you’re ready to
start a conversation, these tips will get you there. Learn more.
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member-only article - FREE registration is required.
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These days, having a website that no one can find is like having an unlisted number
in the yellow pages. Whether you’re a tour operator, cruise line, hotelier, airline,
or destination marketing board, knowing what your target audience is searching for
leads to increased traffic, engagement, and sales.
There are a number of techniques and tools available to understand your customer’s
behaviour as it relates to search activity. Find out what they are, use them in
your Internal travel marketing mix, and realize better ROI today. Learn more.
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member-only article - FREE registration is required.
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How much time do you spend on your website analysis? No matter which web analytics program you’re using,
you can dig well beyond the basic reports to get a better picture of your site’s performance - and increase ROI.
Get tips on identifying and fixing poorly performing pages, filtering visitor data to assess behaviour,
monitoring areas of the sales process where people are dropping out, and more. You can’t manage it if you don’t
know about it – so go beyond your dashboard and find out what your visitors really want. Learn more.
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64% of decision-makers view emails on mobile devices. By ensuring your email newsletter is accessible and readable, you’ll increase your reader base and stand out as a savvy marketer who adapts to new environments.
But don’t stop there. Email content can also be published on your website, referenced in blogs, and used to create buzz in social
networks. In this article, learn how to harness the power of email marketing to get your message to more consumers in a cost-effective way,
with helpful best practices for each medium.
Learn more.
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PPC advertising can play an important role in your overall marketing. But it’s not about shooting arrows blindly
To use pay-per-click wisely, you need to consistently monitor and optimize your keywords, ads, and campaigns.
This article offers five tips – from dealing with low click-thru-rates to deciding which match type to use for
your keywords – to drive more relevant customers to your site, at the lowest cost-per-click possible. Learn more.
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Email marketing may be costing you more than you think if your subscribers are ignoring your message. Unresponsive subscribers –
those who do not open your emails or click your links – cost you money. Worse, spam complaints can cost you your reputation.
Because the quality of your email list is more important than its size, you’ll improve ROI by
focusing on subscribers that matter most to your business. Using these straightforward identification and
email segmentation techniques, learn how to win back your unresponsive subscribers, and what to do with those
who continue to remain silent. Read more.
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Keeping your marketing lists clean and up-to-date when emails change so often can be a challenge,
and even put your company at risk. Get the competitive edge with these tips on
enterprise
email marketing - data hygiene and list management techniques that will
improve email delivery, and keep you off those blacklists.
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Successful business owners are aware of how cost-effective email marketing is for customer retention and acquisition. Forbes Media concluded in 2009 that email marketing and SEO are the most affordable marketing tools—SEO topped the survey with 48 percent of the vote, while email marketing was a close second with 46 percent.
In this third instalment of the marketing optimization series we’re introducing an
advanced email marketing technique that’s designed to persuade a higher number of customers to re-order. This technique uses email segmentation to target subscribers based on specific criteria and tailored messaging to deliver strong incentives to the right people at the right time, and works equally well with both B2B and B2C ecommerce websites.
Read on.
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If you are running an ecommerce website, it’s likely you have an ongoing quest
to find better ways to increase sales while managing a shrinking budget.
You also know the importance of site search capabilities—meaning the internal search engine
of a website that is responsible for indexing and querying its product catalogue.
Today we’ll help transform your site’s search functionality to improve user experience,
as well as continuing to have Google (and other major search engines) crawl and index the pages
in your site that focus on long-tail keyphrases. Learn more about eCommerce SEO.
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Marketing optimization,
whether online or off, is the smart approach to gaining new business.
Unfortunately, those who are struggling to stay afloat are tightening their belts and one of the first departments to
go under the knife continues to be marketing. When you cut off the direct link to your customers,
you’re destined to become a statistic of the economy.
Want to learn more about fine-tuning your marketing to perform well in this economy through a marketing acceleration program? Read on.
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In today’s busy online world
it seems nearly impossible to be "out of touch."
No matter where you look people are instant messaging, tweeting, texting, calling, and emailing.
To maintain a competitive edge, businesses need to keep up with the latest trends and technologies - and they need
an affordable solution to maximize their email marketing revenues. The future is branded email marketing.
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Where are you on the Search Engine Ladder? -
While Search Engine Marketing (SEM) is now an item on marketers' agenda in boardrooms everywhere,
we believe that its strategic importance to companies' online visibility is not yet fully appreciated.
View the Search Engine Visibility Poll results, our commentary and a list of strategic steps to help you climb the search engine ladder.
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New to SEO and PPC?
SEO stands for Search Engine Optimization and PPC stands for Pay-Per-Click (Advertising). Both tactics are used to increase the quality and volume of web site traffic originating from search engines.
Much can be written about SEO and PPC and why you should dedicate significant marketing budgets and efforts to these tactics.
Read our brief examination and get two charts providing critical results on search engine rankings from Cornell University, and on cost per acquisition across channels from Piper Jaffray Co.
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