Turning Simple Change into Big Profit from SES Chicago '09

Dec 8, 2009 • 5:00 pm | comments (0) by twitter Google+ | Filed Under Search Engine Strategies 2009 Chicago
 

Below is live coverage of the Turning Simple Change into Big Profit from the SES Chicago 2009 (official SES Chicago Site) conference.

This coverage is provided by Brian Ussery - Beu Blog.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

 Turning Simple Change into Big Profit(12/08/2009) 
4:25
Brian Ussery (@beussery): 

Turning Simple Change into Big Profit

If you're a small concern, you are likely leaving business on the table due to easily corrected mistakes in your online marketing plan. Whether it's making your organic and paid search ads more tempting to searchers or correcting the simple mistakes that keep visitors from converting once they reach your site, this panel will provide you with a slew of simple changes that can dramatically increase both your traffic and your conversions. This panel will also share free tips and tools on cheap and easy campaign testing.

* Moderator:
Jennifer Evans Laycock, Editor-In-Chief, Search Engine Guide

* Speakers:
Matt Bailey is instructing a one-hour Express Site Clinic entitled "Small Changes, Big Results" on Tuesday at 10:30am. Click to find out more!

Matthew Bailey, SES Advisory Board & President, Site Logic Marketing

Bill Hunt, President, Back Azimuth Consulting

Kayden Kelly, CEO, Blast Advanced Media



Make sure you understand the buying cycle.

Ask:

Why are folks leaving your site?

What are folks looking for?
Tuesday December 8, 2009 4:25 Brian Ussery (@beussery)
4:25
Brian Ussery (@beussery): 
segment your analytics data
Tuesday December 8, 2009 4:25 Brian Ussery (@beussery)
4:30
Brian Ussery (@beussery): 

Usability tests can be cheap and eye opening.
Tuesday December 8, 2009 4:30 Brian Ussery (@beussery)
4:34
Brian Ussery (@beussery): 

Observe users for barriers in site.

start small, observe improvement and continue

Tuesday December 8, 2009 4:34 Brian Ussery (@beussery)
4:38
Brian Ussery (@beussery): 


optimizer tips

- keep it simple

- conversion within 1 click

- test pages with most potential impact

- it's just an experiment

- be patient

bit.ly/top50sessj
Tuesday December 8, 2009 4:38 Brian Ussery (@beussery)
4:40
Brian Ussery (@beussery): 
Thank Kayden
Tuesday December 8, 2009 4:40 Brian Ussery (@beussery)
4:40
Brian Ussery (@beussery): 

Up next Bill Hunt
Tuesday December 8, 2009 4:40 Brian Ussery (@beussery)
4:41
Brian Ussery (@beussery): 
Turning simple changes into big profit
Tuesday December 8, 2009 4:41 Brian Ussery (@beussery)
4:45
Brian Ussery (@beussery): 

Paid Search Ads
When was the last time you checked you paid search ads?

illustration s60
Tuesday December 8, 2009 4:45 Brian Ussery (@beussery)
4:49
Brian Ussery (@beussery): 
When using content network be sure ads are associated with actual content....

Check translations, lots of mistakes in word for word translation.
Tuesday December 8, 2009 4:49 Brian Ussery (@beussery)
4:53
Brian Ussery (@beussery): 

Visit your homepage using iphone. [Austin Taxi] doesn't provide phone number on mobile which prevents calls.... Number in meta or ppc not image.

Integrate Paid and Organic:
Leverage Paid with organic
Tuesday December 8, 2009 4:53 Brian Ussery (@beussery)
4:56
Brian Ussery (@beussery): 

finally find a niche and create content about something you know.
Tuesday December 8, 2009 4:56 Brian Ussery (@beussery)
4:59
Brian Ussery (@beussery): 

79% of users scan a page.

16% read word for word.
Tuesday December 8, 2009 4:59 Brian Ussery (@beussery)
5:04
Brian Ussery (@beussery): 

Matt suggests links within content in blue. This makes content scans easy...

Now make content easier to understand.

Content scans aren't "reading"

Make things big and readable
Tuesday December 8, 2009 5:04 Brian Ussery (@beussery)
5:06
Brian Ussery (@beussery): 

biggest problem being low contrast. This issue causes visitors to miss the objectives of your site.
Tuesday December 8, 2009 5:06 Brian Ussery (@beussery)
5:06
Brian Ussery (@beussery): 
Avoid red, it's dangerous online.
Tuesday December 8, 2009 5:06 Brian Ussery (@beussery)
5:13
Brian Ussery (@beussery): 
Thanks Matt!

Tuesday December 8, 2009 5:13 Brian Ussery (@beussery)
5:13
 

 
 
 

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