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5. CM2# Tactics: Web development and SEO

Awesome template but don't use it with Chrome... Or it may crash ! (sorry)
by

Ewelina Lacka

on 24 February 2016

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Transcript of 5. CM2# Tactics: Web development and SEO

Consumer Management 2
Customer journey-
the sequence of interactions across different media and online presences which a consumer takes as they use, seek information, products or entertainment online.

Design of online presence should consider:

Ease of locating the site through search engines

Services provided by partners online on other websites

Quality of outbound communications such as e-newsletters

Quality of processing inbound e-mail communications from customers

Integration with offline communications and touch points like store and phone as part of multichannel marketing

Planning website design and development
The main development tasks, scheduled as part of the planning process:

1. Pre-development task e.g. domain registration, host choice, objectives and aims setting

2. Analysis & Design considers customer persona, business objectives, prototypes and information architecture

3. Content developing and testing e.g. creation of prototypes, visual design, database integration, usability and performance testing

4. Publishing or launching the site – soft launches, testing before mass launch

5. Pre-launch promotion communications e.g. SE registration, SEO or PR activity

6. Ongoing promotion – post launch activities including Pay-Per-Click, SEO, Competitions, Discounts etc.

Who should be involved in a website development ?
Typical profiles of team members follow:

Site sponsors – senior managers who pay for the site

Site owner – marketing or e-commerce managers who take site ‘ownership’

Project manager – responsible for planning and coordination of the website project

Site designer – responsible for ‘look & feel’ of the site, includes styling and transferring brand value

Content developer – write copy and convert the copy to a web friendly form

Webmaster – ensures quality, speed, availability, connection with company database, graphic design and content development

Stakeholders – internal staff who need knowledge of the web presence

Initiation of the website project provides a framework that ensures:

There is management and staff commitment to the project

Objectives are clearly defined

The costs and benefits are reviewed so that the appropriate amount of investment in the site occurs

The project will follow a structured path, with clearly identified responsibilities for different aspects such as project management, analysis, promotion and maintenance

The implementation phase will ensure that important aspects of the project, such as testing and promotion, are not skimped

The website development
Domain name registration criteria



Register as many ccTLDs (e.g org.uk) and/or domains extension
Incorporate SEO
Improve findability

Selecting a host provider criteria:

Designing the user experience
Design phase
– the design phase defines how the site will work in the key areas of the website structure, navigation and security.


Designing the user experience
User-centered design

Who are the important users?

What is there purpose for accessing the site?

How frequently will they visit the site?

What experience do they have?

What nationality are they?

What type of information are the looking for?

Use of information e.g. download, print or read.

Browser, Speed, Screen sizes?

Evaluating designs

Effectiveness

Productivity (efficiency)

Satisfaction

Elements of site design include:

Site design & structure

Page design

Content design

Information Organising Schemes
Information organisation schemes

Exact – e.g. alphabetical or chronological

Ambiguous – e.g. categorise in topic areas

Hybrid – a combination of Exact and Ambiguous

Site navigation schemes

Consistency e.g. menu options

Simplicity e.g. limited no. of options

Context

Navigation
Narrow and deep
Fewer choices, more clicks to reach required content.

Broad and shallow
More choices, fewer clicks to reach required content

Content design
Content strategy
– management of text, rich media, audio and video content aimed at engaging customers and prospects to meet business goals published through print and digital media.

Elements that need to be planned and managed include:

Content engagement value e.g. product info, games

Content media – plain text, rich media, podcasts, streamed video

Content syndication – feeds, emails, direct submissions

Content participation – enable comments, ratings & reviews

Content access platform - digital access platforms such as desktops & laptops for different screen resolution and mobile devices

Evaluation and improvement of digital channel performance

Performance management

the process of quantifying
efficiency
and
effectiveness
of past actions through acquisition, collection, sorting, analysis, implementation and dissemination of appropriate data.

Effectiveness- meeting process objectives, delivering the required outputs and outcomes

Efficiency- minimising resources or time needed to complete a process

Performance measurement process

1. Creating a performance management systems
Stage 2. Defining the performance metrics framework

Performance measurement framework should:

Assess which strategic goals are achieved

Assess to what extent digital marketing contributes to the business

Assess effectiveness of digital marketing tactics and implementation

Assess the impact of digital marketing on the satisfaction, loyalty and contribution of stakeholders

Enable comparison of performance of direct digital channels with other channels

Assess digital marketing performance against competitors’



Stage 3. Tools and techniques for collecting metrics and summarising results

Site activity data
- information on content and services assessed by e-commerce data (e.g. hit-click, page impressions, unique visitors, page per visit, vsits per visitor .

Design for analysis
- measures designed to better understand the audience of a site and their decision points. (e.g. breaking up a long page to see which parts are of interest for consumers, grouping content by audience type, measure attrition at different points in a consumer journey)




AB testing
– testing of two different versions of the page or a page element such as heading, image or button for effectiveness
Multivariate testing
- advanced form of AB testing, it enables simultaneous testing of pages for different combinations of page elements that are being tested

Clickstream analysis
– detail analysis of visitor behaviour in order to identify improvements to the site.

How to select web analytics tool???

Integration with other data sources

Accuracy

Media attribution

Visualisation

Customisation facilities

Support services

Privacy considerations


Marketing research using the Internet

Internet-based market research
– the use of online questionnaires and focus groups to assess consumer perceptions of a website etc.

Website feedback tools

Site user satisfaction surveys

Crowdsourcing

Single page feedback tool

Other: focus groups, mystery shopping, online survey tools

Tools
Online consumer experience
- the combination of rational and emotional factors of using a company’s online services that influence consumers’ perceptions of brand online

Speed (page download performance)
Availability (ease with which user can connect to the site)

The website project

Analysis phase:
the identification of the requirements of a website. Techniques to achieve this may include focus groups, questionnaires sent to existing consumers or interview with key accounts

User-centred design:
a design approach which is based on research of user characteristics and needs

Business requirements

Marketing-led site design:
site design elements are developed to achieve consumer acquisition, retention and communication of marketing messages.

Marketing-led site design performance drivers:
Consumer acquisition; clear value proposition
Consumer conversion: transformation of visitors into consumers
Consumer retention: repeated visitors, returning consumers
Service quality; site navigation, performance, availability, responsiveness to enquiries
Branding: online interaction with brand

Usability requirements

Usability
– an approach to website design intended to enable the completion of user tasks.

Expert review
– an analysis of an existing site prototype by an experienced usability expert who will identify deficiencies and improvements to a site based on their knowledge of web design principles and best practice.

Steps to usability testing:
Identifying representative users of the site and their tasks
Asking them to perform the task
Observing how they succeed

Web accessibility requirements

Business imperative to ensure site is accessible:
Number of visually impaired people
Legal requirements (UK Disability Discrimination ACT)
Number of users with less popular browsers or variation in screen resolution e.g. Lynx, Opera
More visitors from natural listings on Search Engines



Web accessibility
: an approach to the site design intended to accommodate needs of site users who use different browsers and settings

Localisation requirements
Support customers from a range of countries with:
Different product needs
Language differences
Cultural differences (cultural adaption)


Designing the information architecture

Information architecture
– The combination of organisation, labeling and navigation schemes of an information system.

Involves creating a plan to group information logically – known as a
site map (blueprints);
a graphic or text description of the relationship between different groups of content on a site


Supports
findability
(supporting users to locate the content or offers they are looking for through search engines or when browsing or searching on the site)

Search Engine Marketing (SEM)
Search engine marketing
– Promoting an organisation through search engines to meet its objectives by delivering relevant content in the search listings for searchers and encouraging them to click through to the destination site.

Two distinct methods of SEM:
Search engine optimisation (SEO)– structured approach used to increase the position of a company in Search Engine Ranked Pages (SERPs)

Paid search marketing – also known as Pay-per-click (PPC) delivers results form the sponsored listings within search engines .
Keywords/ Keyphases
Know your target audience

Use automated keyword suggestion tools (e.g. AdWords)

Analyse the competition (e.g. SEO toolset)

Eliminate ‘too general’ keywords/ be specific

Short-tile keywords
- simple one or two-word phases that are typically very general in nature and attract a large volume of individual search requests

Long-tile keywords
- complex queries that contain more words that are specific in nature and attract a lower volume of search traffic


Successful keywords should focus on:

Volume- number of users using the keywords to search
Competitiveness- number of sites using the same keywords
Profitability- based around product and service and their margin

Search Engine Optimisation
Spiders
and
Robots
are software processes, used by Search Engines, to crawl links between sites and Index Web Pages.

Crawling

Identify relevant pages
Assess any changes
Retrieve a reference URL for analysis and indexing

Indexing
An index based on crawling activities and analysis.

Ranking /Scoring
Leads to Search Engine Results Pages
Aims to present relevant data based on the customers search phrase

Query request & results serving

SE accepts query.
Assesses user location via IP address
Passes information to relevant data centre & returns a search results page
Ranking occurs in real time.

Search engine algorithm & ranking factors
Search engine algorithm
- special programmes that use variety of formulas to ‘score’ a sites’ relevance to the uses’ original query

Matching between web page and key phases search (on-page optimisation)
e.g.http://www.strath.ac.uk/business/marketing/

Links into the page (inbound or backlinks)


Page title
Page metadata description
Page navigation
Tagged visual content
CONTENT!

All flash websites
JavaScript navigation
Frames
Image maps and other non-script navigation
Dynamically navigated pages

SEO vs. PPC
Significant traffic driver
Highly targeted
Potentially low cost visitors
Dynamic

Lack of predictability
Time for results to be implemented e.g. new sites may be months
Complexity & Dynamic nature e.g. what is the algorithm used?
Ongoing investment
Poor for developing awareness in comparison with other channels

Advertising cost is minimalized
Highly targeted
Good accountability
Predictable
Simpler than SEO
Speed
Branding

Competitive and expensive
Inappropriate
Requires specialist knowledge
Time consuming
Irrelevant

www.strath.com
Levels of localisation:
Standardised Websites – one site fits all
Semi-localised websites – variations with contact information
Localised websites – includes language translation
Highly-localised websites – includes time, date, post code, currency formats
Culturally customised websites – complete ‘immersion’ in the culture of target customers

PPC
PPC
SEO
Full transcript