Digital Marketing - Session 3 - UCD Dublin PDF

DIGITAL MARKETING MKT30120 Digital Marketing Session 3 SESSION 3 Dr. Katie Nguyen  Administrative tasks Work on your group project DIGITAL MARKETING...

DIGITAL MARKETING MKT30120 Digital Marketing Session 3 SESSION 3 Dr. Katie Nguyen  Administrative tasks Work on your group project DIGITAL MARKETING 01 Deadline: Week 5 Policy about AI 02 Participation SESSION 3 Only discussion in class counts No grade for participation  Session 3: Agenda 01 The importance of websites DIGITAL MARKETING Website development framework 02 Homepage Website elements A/B testing SESSION 3 03 Landing page  Review Question: A company is reviewing its digital marketing channels and wants to understand how to optimize its strategy. The company uses several digital channels, including SEO, paid search ads, and email marketing. After analyzing their performance, they find that paid search ads are consistently generating high returns with minimal ongoing investment, while SEO is DIGITAL MARKETING underperforming, despite efforts to improve rankings. Email marketing has moderate success, but it requires more investment to increase its reach and effectiveness. The company is considering how to allocate resources across these channels to maximize long-term profitability. Which of the following is the most likely categorization of the company’s paid search ads in the Boston Consulting Group (BCG) matrix? A) Star SESSION 3 B) Cash Cow C) Dog D) Question Mark  Why is having a well-designed and user-friendly website important? First Impressions & Brand Identity: Improved User Experience & Engagement: DIGITAL MARKETING A well-designed site builds trust and Easy navigation and clear layout enhance reflects brand personality. user experience. Positive first impressions encourage Engaging content keeps visitors exploring return visits. and coming back. Strengthening Enhancing operational Expanding into high- customer engagement efficiency through growth markets. Mobile Compatibility & Adaptability: Better SEO &through personalized Increased Traffic: technology. experiences. SESSION 3 Responsive design ensures good User-friendly, optimized websites rank performance across devices. higher in search results. Easily scalable to meet future needs Good design boosts visibility and and changes. attracts more visitors.  Why is having a well-designed and user-friendly website important? Increased Conversions & Analytics & Insights: Competitive Advantage & Customer Service: Track user behavior to Cost-effectiveness: Clear calls-to-action and optimize design and marketing A well-designed site stands out DIGITAL MARKETING seamless navigation drive sales. strategies. against competitors. Self-service tools improve Data-driven decisions More affordable than customer satisfaction and reduce enhance site performance and traditional advertising, reaching costs. business growth. a wider audience. Strengthening Enhancing operational Expanding into high- customer engagement efficiency through growth markets. through personalized technology. experiences. SESSION 3  Web Design Frameworks DIGITAL MARKETING Design for Usability Conversion-centered Design Three Questions Segments Mobile first SESSION 3  | Follow website conventions Users do not need to spend much time and effort DIGITAL MARKETING Design for Usability Strengthening Expanding into high- customer engagement growth markets. through personalized experiences. SESSION 3 || Create effective visual hierarchies Important things should be larger and higher Similar items should be grouped  III Break pages up into clearly defined area Browsing products Review account information DIGITAL MARKETING IV Make it obvious what’s clickable Design for Usability Clickable texts in a different color Can be ambiguously Strengthening Expanding into high- customer engagement growth markets. through personalized experiences. SESSION 3  V Eliminate distraction Prone to clutter Include only the most important information DIGITAL MARKETING VI Format content to support scanning Design for Make paragraph short Usability Use plenty of headlines Include bulleted lists whenever appropriate Strengthening Expanding into high- customer engagement growth markets. through personalized experiences. SESSION 3  Homepage Design Conventions DIGITAL MARKETING Visual hierarchies Clearly defined areas What’s clickable Eliminate distractions Support scanning SESSION 3  Mobile Design Conventions DIGITAL MARKETING Visual hierarchies Clearly defined areas What’s clickable Eliminate distractions Support scanning SESSION 3  Attention Context DIGITAL MARKETING Conversion- Clarity Centered Design Congruence Credibility Closing Continuance SESSION 3  Conversion-Centered Design What is the action you Where are site visitors coming from? Attention would like potential Context Does the message and content of the homepage match the DIGITAL MARKETING customers to take? expectation of customers SESSION 3  Conversion-Centered Design Do all the words on the web Clarity Is it clear from a quick scan? Congruence page encourage the DIGITAL MARKETING conversion? SESSION 3  Conversion-Centered Design Do potential customers Use positive Does consumers know Credibility have ample reason to Closing messaging Continuance they’ve completed the DIGITAL MARKETING believe you can deliver action? Any next conversion? your promise? SESSION 3  Conversion-Centered Design Example Attention DIGITAL MARKETING Context Clarity Congruence Credibility Closing Continuance SESSION 3  Conversion-Centered Design Example DIGITAL MARKETING Attention Context Clarity Congruence Credibility Closing Continuance SESSION 3  Three Questions What are you DIGITAL MARKETING offering? 2% Why should I pick you? SESSION 3 What do you want to do next?  Three Questions Example DIGITAL MARKETING What are you offering? Why should I pick you? What do you want me to do next? SESSION 3  Conversion, or the next step in the conversion process, should appeal to a variety of customers DIGITAL MARKETING Segments Segmentation can have many dimensions ○ Search versus category navigation ○ Browse versus directed shopping ○ Product category ○ New versus returning customer ○ Preference for online versus in-store shopping SESSION 3 ○ Many more  Segments Example How does Best Buy appeal to multiple shopper segments? DIGITAL MARKETING Search versus category navigation Browse versus directed shopping Product category shopping New versus returning customers Preference for online versus in-store shopping Product comparison shoppers versus SESSION 3 brand-loyal shoppers  Segments Mobile Example This mobile site appeals to many of the segments DIGITAL MARKETING appealed to by the desktop site, including: Searchers Category navigators Returning customers In-store shoppers SESSION 3 Browsers (featured product & promotion)  Mobile First DIGITAL MARKETING Mobile traffic has overtaken desktop traffic in volume Some states that website should be designed primary for mobile devices and adapted to larger SESSION 3 screens.  Mobile First Use Responsive Web Design DIGITAL MARKETING Coding elements like text, images, and navigation adjust automatically based on the visitor’s screen size. Ensures optimal display and usability across devices. Reroute mobile users to mobile specific URL SESSION 3 Detect device type and serve different contents  Be aware of the differences in needs DIGITAL MARKETING between mobile and desktop users Browsing Purchase Review Etc. SESSION 3 Mobile First  Conversion Rate Optimization Conversion rate optimization (CTA) DIGITAL MARKETING Mostly through A/B testing To the right is the homepage of Grip6 showing a pop-up form offering 15% off when they provide their email address. SESSION 3  Conversion Rate Optimization (CRO) 2 DIGITAL MARKETING In this version of the website, Grip6 does not display the email discount, with the idea that by not covering up the SHOP button, the conversion rate SESSION 3 will improve.  Conversion Rate Optimization (CRO) 3 DIGITAL MARKETING In this third version, Grip6 displays the email discount in a different location. SESSION 3  La règle A/B orsecondes des 5 multivariate testing tool An A/B test consists of testing DIGITAL MARKETING different web pages between them. Each representing a difference in one or of several elements. The goal being to determine a version winner that maximizes SESSION 3 profits.  How does it work? La règle des 5 secondes Create two variants (A and B) with small differences, such as different headlines, DIGITAL MARKETING images, or calls-to-action. Split your audience into two random groups, showing each group a different version. Track user behavior (e.g., clicks, conversions, bounce rates) to determine SESSION 3 which version is more effective.  La règle A/B orsecondes des 5 multivariate testing tool Key benefits DIGITAL MARKETING Provides data-driven insights for better decision-making. Helps optimize website elements for higher engagement and conversion. Can lead to improvements in user SESSION 3 experience and overall site performance.  How to improve your digital experiences? Elements to be tested DIGITAL MARKETING SESSION 3  How to improve your digital experiences? Elements to be tested Strategic DIGITAL MARKETING New tagline, price New communcation way New title, image or New layout SESSION 3 CTA Operational  La règle desA/B testing best practices 5 secondes Test one element at a time to Make changes based on data DIGITAL MARKETING isolate results. Employ user experiences tests Run tests long enough to collect when web analytics data is significant data. insufficient Use a large sample size to Make changes based on web ensure reliable results. design principle SESSION 3  Comment tester vos expériences digitales ? La règle Les plateformes des 5 secondes de test A/B ou multivariables Un test A/B consiste à tester DIGITAL MARKETING différentes pages web entre elles. Chacune représentant une différence au niveau d’un ou de plusieurs éléments. Le but étant de déterminer une version gagnante qui maximise les profits. SESSION 3 36  Original Variant 1 Variant 2 Sessions 60,000 7,000 33,000 Conversions 2,400 350 1,485 Conversion Rate 4.0% 5.0% 4.5% DIGITAL MARKETING AOV $34 $40 $34 Revenue $81,400 $14,000 $50,490 A/B Test Revenue per Session $1.36 $2.00 $1.53 Results Emails Collected 12,000 500 6,000 Email Value $60,000 $2,500 $30,000 SESSION 3 Value per Session $1.00 $0.36 $0.91 Total Value per $2.36 $2.36 $2.44 Session  Multivariate Tests A multivariate test for Grip6 website would test up to 6 versions of the pop-up, email promotion, and main image. DIGITAL MARKETING SESSION 3  Web Page Elements Color Scheme Buttons DIGITAL MARKETING Images Navigation Trust Symbols Video Forms Phone Numbers SESSION 3  Web Page Elements Navigation DIGITAL MARKETING SESSION 3  Web Page Elements Hero Image Trust symbol DIGITAL MARKETING SESSION 3 Any symbol, icon, image or small Large image, often containing call-to- statement communicating that the site is action button. legitimate  Web Page Elements Color scheme Buttons DIGITAL MARKETING SESSION 3 Color choice Include a key button with a CTA Use of contrast  Web Page Elements Images Video Forms Contacts DIGITAL MARKETING First indication of the Have more Primary lead credibility of a website information generation method Can be more Encourage Often in upper right important than text engagement corner Need professionals Multiple call tracking software available SESSION 3  Homepage vs landing page The standalone page created for a The main page of the website specific marketing campaign or goal DIGITAL MARKETING Provide a general overview of Focused action (like lead generation or your site sales More diverse content Focused content aimed at one specific Focus on navigation and action multiple paths Limited options, often no navigation SESSION 3 SESSION 3 DIGITAL MARKETING  Landing Pages DIGITAL MARKETING Single product Multi product Lead generation Subscription Long copy Single purpose SESSION 3  Single Product Landing Page Product image DIGITAL MARKETING Unique value proposition Call to action How to proceed Familiar color scheme and logo SESSION 3  Multi-Product Landing Page Advertise a product DIGITAL MARKETING categories vs a single product Avoid information overload Should include a product search feature SESSION 3  Lead Generation Landing Page DIGITAL MARKETING Encourage immediate action Show phone number/ form prominently with a call to action SESSION 3  Subscription Landing Page Use site overlay (pop-up windows) DIGITAL MARKETING Run ad with a prevalent call to action SESSION 3  Single-purpose Landing Page DIGITAL MARKETING Very little information For low-commitment conversion SESSION 3 SESSION 3 DIGITAL MARKETING Thank you