Amazon.com Website Marketing & Digital Strategy - PDF

Amazon.com, Inc Amazon.com M ajor e-commerce retailer Amazon.com is Some of the reasons Amazon.com is so an example of how important websites successful include innovative...

Amazon.com, Inc Amazon.com M ajor e-commerce retailer Amazon.com is Some of the reasons Amazon.com is so an example of how important websites successful include innovative and competitive are in the field of marketing. From a delivery options, easy purchasing, easy online garage-based business shipping books from the returns, search ability, built-in recommendations, local post office, Amazon.com has grown to be and integration of its website marketing with other one of the largest e-commerce retailers. It marketing strategies for an exceptional customer embraces four principles: “customer obsession experience. rather than competitor focus, passion for inven- tion, commitment to operational excellence, and long-term thinking.” Sources: “About Amazon,” Amazon, https://www.aboutamazon.com/; “Why Amazon Is a Leader in Customer Experience,” Qualtrics, https://www.qualtrics.com/blog/amazon-customer-experience-leader/. 94 CHAPTER FOUR WEBSITE MARKETING STRATEGY LO 4-1 Summarize the evolution Website Evolution and Value and value of website It is difficult to find an organization without a website nowadays. It is estimated that there marketing. are some 1.88 billion websites.1 At some level, all organizations create websites to create value—but relatively few master the art of doing this effectively. The nature of websites has changed over time. For example: In the 1990s websites commonly had numerous pop-up advertisements and messages ranging from legitimate to malicious. Flash was used frequently, and animation and 3D text were key design considerations. Many websites had a “counter” that would increase with every visitor to the website. In 1994, companies such as AT&T, IBM, and Volvo paid about $30,000 to run an ad for roughly 12 weeks on Hotwired.2 In the 2000s, popular websites included myspace.com and popular search engine altavista.com. In the 2010s, google.com, Amazon.com, and youtube.com ruled, along with various social media sites such as Facebook and Twitter. Websites became viewable on a wide variety of devices.3 Websites of the 2020s are expected to continue to incorporate many more existing and emerging technologies. If you continue to study digital marketing, and eventually work in the field, you may have the opportunity to contribute to the changing face of website marketing. Organizations create websites, whether relatively primitive or cutting-edge, with the intent of providing value relating to different aspects of an overall marketing strategy. As part of an over- all digital marketing strategy, websites can be a source of substantial value to customers, the organization, and society. Exhibit 4-1 lists various ways in which websites can contribute value. Digital marketers should not focus solely on generating traffic to a website. Marketers should strive to provide an exceptional customer experience through all touch points at a Exhibit 4-1 Ways in Which Websites Can Contribute Value Provide information to assist in consumer decision making Be a source of sales Provide 24/7 automated customer service Enhance brand image Be part of an organization’s integrated marketing communication (IMC) strategy Gather customer insights to help make better marketing decisions Be a source of competitive advantage and differentiation Build digital trust through disclosures, detailed content, and interesting design Provide broad consumer choice and variety Facilitate social interaction Enable digital marketers to engage in socially responsible actions Sources: Michael Solomon, Consumer Behavior: Buying, Having, and Being (Upper Saddle River, NJ: Pearson Education, 2016); Roger A. Kerin and Steven W. Hartley, Marketing (New York: McGraw Hill Education, 2019), p. 134; Phillip Kotler and Gary Armstrong, Principles of Marketing (Upper Saddle River, NJ: Pearson, 2018); Paramaporn Thaichon and Thu Nguyen Quach, “From Marketing Communications to Brand Management: Factors Influencing Relationship Quality and Customer Retention,” Journal of Relationship Marketing 14, no. 3 (September 2015): 197–219, https://doi.org/10.1080/15332667.2015.1069523; Marcia R. Johnston, “Create a Buyer Persona: 9 Essentials,” Content Marketing Institute, last modified May 12, 2016, https://contentmarketinginstitute.com/2016/05/buyer-personas-essential-parts/; “Optimizely,” Optimizely, accessed January 2, 2022, www.optimizely.com/; Henry Brown, “5 Ways to Build Trust with Your Website’s Visitors,” PageCloud, last modified November 20, 2017, www.pagecloud.com/blog/build-trust-with-your-website.  WEBSITE MARKETING OBJECTIVES 95 website.4 The goal should be to build an optimized website, one that both provides value and is in line with guidelines on getting traffic to the website.5 Creating value through website mar- keting involves numerous considerations and the implementation of various marketing con- cepts designed to fulfill digital and overall marketing objectives, the topic we address next. Website Marketing Objectives LO 4-2 List website marketing It is important to have specific objectives for an organization’s website (or for each of the objectives. websites within an organization’s portfolio). These objectives must draw from a digital mar- keting strategy that is aligned with broader marketing objectives. So it is imperative to look at not only the current marketing focus but also where the organization is headed for the future. For example, it might seem obvious that an e-commerce site will provide an avenue for online purchasing. That objective makes sense if the organization’s overall business goal and marketing model is to enhance retail sales through the website, along with other chan- nels in an omni-channel strategy. But not all websites will be primarily based on a sales approach. The purpose of some websites will be to provide information; the purpose of others will be to enhance the value of a brand. Many websites have multiple website-marketing goals. Next, we expand upon the possible website marketing objectives. Most of these will be somewhat familiar to you because they mirror the overall key digital marketing objectives discussed in Chapter 1. Here, they are applied specifically to website marketing. Exhibit 4-2 displays examples of possible overall marketing objectives for an organiza- tion. Tied to these are related digital marketing objectives specific to website marketing. This is further linked to the value that the customer or consumer would receive. These website marketing objectives are discussed more fully in the sections that follow. Conversion A website can be an effective tool for increasing conversion. Often the conversion is a sale, such as for an e-commerce website or the number of new members that have signed up through the site. For example, Amazon’s primary conversion metric would be a sale, and various aspects of the site are designed to ultimately lead a consumer to buy. Key text on the website includes terms such as New Releases, Shop women-owned busi- nesses, Try, Learn more, Shop, and Top Deal. These are all designed to attract consumer Exhibit 4-2 Overall and Website Digital Marketing Objectives and Value Overall Marketing Objective Related Website Digital and Value for Organization Marketing Objective Value for Consumer/Customer Increase sales by 6.5% this Increase website conversion Improved access to information and fiscal year by 11% ordering of valuable products and services Increase brand exposure Increase brand exposure by 23% Easy to make choices about brands in target market through use of the website Improve customer service Increase resolved customer Easy customer service such as returns, service issues by 28% through without telephone support required, use of the website resulting in increased satisfaction Improve rate of subscription Increase subscribers on the Customer receipt of a subscription with website by 5% high perceived value 96 CHAPTER FOUR WEBSITE MARKETING STRATEGY Amazon website to increase conversion Amazon.com, Inc attention and increase conversion. Also, the possibility to Try a service such as Prime Membership can lead to a conversion measured by the number of new subscribers trying that specific service. If consumers feel that the service has value, they might not cancel within the permissible period and might even become a long-term customer. As part of the conversion process, it is important to display the value, which can vary by consumer. For example, Zenni.com highlights new glasses that have just been made avail- able. They reinforce that these glasses “feature fresh styles and colors” and are “at prices” the consumer will love. They also offer 30-day returns and a 100 percent satisfaction guar- antee. Additionally, New Arrivals may allure those interested in trendy new options. Each of these approaches are designed to lead customers to conversion and can help advance con- sumers through the conversion funnel. One of the many techniques to enhance conversion is to have a very effective landing page. This is the webpage that consumers will arrive at when they click on ads; it may be different from an organization’s homepage. The landing page should show relevant and up-to-date content, based on a researched understanding of what consumers value. It also Zenni shows range of value Zenni  WEBSITE MARKETING OBJECTIVES 97 should be designed in such a way that visitors will take the desired action of converting.6 We’ll discuss more about such design later in this chapter. Gain Customer Insights Websites can offer a wealth of consumer data, which is crucial to gaining customer insights. Several website tools and data sources must be properly used or analyzed to obtain such insights. One such tool is Google Analytics, which includes tools to help organizations understand how visitors are using their website and how to improve visitors’ experience. When creating a website, it is important first to install Google Analytics by adding the tracking code to the website. That code is a tracking ID that will enable website marketers to scan data on each page of the website and send it to various Google Analytics reports. Google Analytics offers a large number of reports that can provide the insights the website operator is seeking, including data about consumers and their website activity. These reports are discussed fur- ther in the section on Website Analytics in this chapter (see Learning Objective 4-5).7 With these tools, and others available from other sources, it is possible to gain insights about customers that can help to improve customer website experiences, leading to conversion. For example, it can be useful to track consumer interactions, which are the responses and actions a user takes while engaging with a website or other digital marketing.8 Data relating to website visits, visits to specific pages, purchases, returns, time spent with specific pages, and data in customer accounts on the site can provide customer insights. Certain data will be available from analytics tools (such as Google Analytics), whereas other data will be stored in a database associated with the website. An electronic database consists of data stored in an organized fashion. It may include customer details such as name, contact details, products purchased, time of purchase, customer comments, questions, contacts, web visits, website activity, and other data, any of which can be later retrieved for various digital marketing efforts.9 Dollar Shave Club’s customized approach Enhance Retention and Loyalty Dollar Shave Club Organizations need to determine best website strate- gies for retaining customers. One way to monitor reten- tion and loyalty is to measure how often customers return and buy. Another way is to measure how much they purchase, as seen through customer accounts and by tracking web behavior patterns. Websites based on a subscription model especially lend themselves to ensur- ing effective retention strategies. For example, Dollar Shave Club markets a variety of shaving products and accessories. Offers of free shipping, a 30-day money- back guarantee, and cancellation any time all contribute to enhanced conversion, a goal discussed earlier. Because the business is based on a subscription model, retention is a key aspect of the marketing strategy. Cus- tomers can choose from a variety of subscription options, including choosing price points, product options, and frequency of delivery. Such an ability to customize assures customers that they will receive a package tailored to their needs, which helps tie the cus- tomer to the brand and increases the probability that they will continue to purchase from the website. 98 CHAPTER FOUR WEBSITE MARKETING STRATEGY Expedia loyalty-program explanation Expedia Through website analytics, it is possible to measure customer retention on the website. Looking at sales data, including repeated purchases and extent of purchases, can inform marketing strategies such as pricing and strategies to increase customer satisfaction. In addition, offering points with purchases may enhance loyalty. For example, as seen nearby, Expedia clearly provides access to rewards, how to redeem them, and VIP Access Hotels. Once logged in, it offers a clear picture of the available points a customer has, the associated value (in terms of money), and the customer’s status; so in this way, Expedia.com displays a promising picture to the customer of how loyalty is rewarded. As the points and their value increase, customers feel better about continuing to use the service, and as needs arise, they remember that they can use their available points, which can be a driving factor in their returning to the website to make a purchase. A clear guide to the benefits of loyalty can enhance the value that customers see, to the extent that some customers may strive to attain higher levels of loyalty programs just to American Tree expertise reap what they perceive to be rewards of great value. American Tree Experts Establish Expertise Websites can function as tools to establish expertise. For example, even small family-owned businesses can market themselves as experts and spe- cialists through website marketing. Organizations can display expertise through industry-recognized certifica- tions and adherence to industry stan- dards. Providing a high class of service could result in a potential customer feeling high regard for the company.  WEBSITE MARKETING OBJECTIVES 99 Provide Interactive Sales and Exceptional Customer Service Another key objective for websites is to provide interac- tive sales and customer service. Effective websites pro- cess orders, provide responses to customers, and process returns. The ability to purchase (or return) a product at any time of day or night (in many cases) is a source of convenience. Artificial intelligence (AI), although a relatively new technology for use in websites, is moving ahead full force. For example, AI is being used to provide product recommendations and to provide services to customers. Chat functionality has long been part of website market- ing strategy. AI-powered chatbots, conversational soft- ware based on AI, are being used to converse with consumers, provide a personalized experience, and answer questions. They can also frequently resolve issues without human interaction, if employed effec- tively. For example, Amtrack.com uses a chatbot to help Amtrak virtual assistant guide consumers who have questions or want easy access to specific pages on the website. Amtrak Using natural language processing, the chatbot will understand what consumers are saying in plain language. Where necessary, AI chatbots may refer the customer to a live customer service representative to handle the issue. Levi.com uses an AI chatbot to provide a “virtual stylist.”10 This feature can provide information to a consumer at any time, day or night, without live support. A website may be one among various possible touch points in the customer journey from inquiry to purchase and beyond. Creating interactive experiences—opportunities for custom- ers to engage with a website—can enhance the customer’s overall website experience. These experiences may be on the website or associated with it. For example, Prime Wardrobe’s “stylist service” includes recommendations for clothing “curated just for you” plus the ability to preview the items online and to try on clothes at home with free returns. Prime Wardrobe’s stylist service Levi.com virtual stylist Amazon.com, Inc 100 CHAPTER FOUR WEBSITE MARKETING STRATEGY Virtual try-on websites are gaining traction, possibly because they reduce the customer’s need to visit a retail location. Some services permit live ­virtual try-on or taking or uploading a photo. By including a “take a photo” option, consumers do not have to look for a photo that “might work” for the purpose. Other options allow the use of a model. Model options can help cater to those more private consumers who don’t want their picture uploaded L’Oreal virtual try-on to the site or are not feeling like using L’Oreal International or taking a photo at the moment when they are interacting with the site. Examples of virtual try-on options and services are found at lorealparisusa.com and sephoravirtualartist.com. Build Brand Image, Reputation, Trust, and Credibility A well-designed website can also help build a brand’s image and enhance its reputation. Positioning the brand vis-à-vis the competition is ever crucial, and websites can be used to do so. A website should clearly communicate the differenti- ation that a brand offers. Website marketers will also need to set the Sephora virtual model brand’s purpose which will help to Sephora define the promise made by the brand, and which the digital mar- keting should deliver.11 Websites of reputable and established brands display various specific benefits and differentiate new features of new products. For example, Apple.com described the features and benefits of Apple TV+, the Home app, and the Home Pod mini, and a video demonstrated the experiences provided by Apple TV+, Apple Music, Apple Fitness+, and Apple Arcade. Building on its top-tier brand image, Apple continuously strives to display the purpose of the brand, which relates to consis- tent innovation. It used to be that some organizations launched websites to establish their credibility. These days, merely having a website is not enough to establish credibility, but websites can be especially helpful for building trust. Some factors that help build digital trust include using the assistance of platforms such as Shopify (an e-commerce platform), cus- tomer ­testimonials, strong security and privacy, and strong website design and content strategies.  WEBSITE MARKETING CONSIDERATIONS, STRATEGIES, AND TACTICS 101 Display of Apple branding—constant innovation Apple Inc. Provide Information Websites often provide consumers with detailed information about products and services the consumer is interested in.12 Websites are able to provide much more information than most retail environments can provide, not just about products and services but also about a company or a brand. In summary, organizations must set objectives for their website marketing. These objec- tives will drive the considerations, strategies, and tactics for website marketing, which con- sists of three areas, as discussed in the next section. Website Marketing Considerations, LO 4-3 Discuss key website Strategies, and Tactics marketing considerations, strategies, and tactics. Once an organization has set its website marketing objectives, it will need to address three areas of consideration: website creation, strategies, and tactics as shown in Exhibit 4-3. The topics included in website creation are broad and wide-ranging. Understanding and careful planning of each of these topics will enable an organization to build an effective website for its digital marketing. Website-Creation Strategy Considerations When planning its website marketing, an organization will need to assess skills and resources in relation to website creation. The first consideration is who will create the orga- nization’s website. 102 CHAPTER FOUR WEBSITE MARKETING STRATEGY Exhibit 4-3 Website Website Marketing creation Considerations, Strategies, and Tactics Website Website design promotion In-House versus Professional Creation? Deciding who will create an organiza- tion’s website can be a tricky first step. A great deal of the organization’s marketing efforts will depend on the effectiveness of the website. Some digital marketers have expertise in both marketing and the technical aspects of website creation, whereas others have a more refined focus on one or the other. It often will be preferable to rely upon the services of expert external web designers and instruct them on the marketing objectives, especially if the orga- nization does not have in-house expertise or the resources to create their own website. Small businesses are more likely to need to hire outside web designers. Larger organizations might have people on staff who have all the relevant talent and skills for website design. Whether the organization uses in-house or external services, basic websites can be built with user-friendly website-building tools such as WordPress, Weebly, or Wix.13 The benefits of using these services are their ease of use and the short time frame from conception to website launch. While some users prefer one site-building tool over the others, each service has its own unique benefits, such as pre-designed templates and easy steps for adding con- tent. These services also offer tools to add images and content and to manage changes to the website developed using these services. Depending on their circumstances, small busi- nesses and not-for-profit organizations may find it beneficial to opt for these services. A range of websites, from basic to very advanced, can be built using a variety of pro- gramming languages such as HTML/CSS, C++, Java, Python, and Ruby, among many others. Development platforms and tools such as HubSpot, WordPress, Drupal, Doodle Mobile, Siteminis, and Adobe Dreamweaver can be used for different purposes. Some large organizations may have a number of websites, in which case enterprise applications and services may be necessary to support the portfolio of website assets. Mobile-First Strategy When creating a website, it often is advisable to start with a mobile-first strategy. As discussed in Chapter 2, a mobile-first strategy involves thinking about mobile marketing from the start, rather than as a later add-on to traditional devices. It involves building a website focused on the experience on mobile devices before consider- ing other devices. This will allow the website to be viewed on mobile devices, allow activity and transactions that are mobile-friendly, and cultivate relationships with mobile consum- ers, some of whom rarely use non-mobile devices.14 In creating a mobile-first website, it is important to take into consideration screen sizes as well as various browsers. More design aspects of a mobile-first strategy are discussed in Website Design Strategies and Tactics. Website Domain Names Strategy It is important to start thinking early about a domain name for a website. Shorter domain names are often preferred because they are  WEBSITE MARKETING CONSIDERATIONS, STRATEGIES, AND TACTICS 103 easy to remember and type out. Long domain names, hyphenated names, or names made up of several terms are not recommended, as these can be harder to remember and can even confuse consumers if the terms are not related to the brand. As described in Chapter 1, search engine optimization (SEO) considerations also apply to domain names. Use of key- words in the domain name can help websites get ranked high on search engines. (SEO will be discussed more fully in Chapter 5.) Domain names can usually be purchased from a domain name registrar such as domain.com or godaddy.com. Some coveted domain names that have been registered by others may be put on sale at high prices. The WHOIS database can be used to check the owner of a domain name (unless it is kept private). The last letters (after the dot) in a domain name are referred to as the top-level domain (TLD). Popular TLDs for websites are the following:.com for companies.org for organizations.edu for educational institutions.gov for government country-code web addresses such as.co.uk for the United Kingdom or.co.in for India New TLDs now available include such endings as.ai,.cloud, and brand-specific domains such as.amazon. Before registering for one of these domain names, the organization should carefully consider whether the name fits the brand image and the products/services offered by the organization. For example, registering an.ai domain may seem appealing, but if the organization is not in the AI field or service, that registration might not be a good choice because it does not represent the products or services the organization provides.15 Domains should also not be or include the trademarks of others. However, an organiza- tion should try to protect its own trademark or brand name. If registering a yourbrandname.com domain, it may be prudent also to register other domains such as yourbrandname.us and other similar domains so that others cannot register them. These domain names may be redirected to the organization’s main website, and visitors will be sent automatically to the domain the brand chooses. Website creators should also be aware that some unethical people may register related domains and use them against an organization’s brand. In this context, registering yourbrandnamesucks.com or domains that misspell the brand name may also be a good idea, even if these domain names will not be used. Such issues will be discussed further in Chapter 11. Adding Website Services and Emerging Technologies Brands may consider adding to their websites useful features and services such as online bill-pay, accepting pay- ment on the site, or chat functionality through AI chatbots. AI is even being used to create websites.16 Exhibit 4-4 shows popular services and technologies for consideration in website marketing. Website Accessibility Standards Website accessibility involves characteristics of websites that enable people of all abilities to use the website. Such websites are designed for consumers “whatever their hardware, software, language, location, or ability.”17 For exam- ple, a consumer with color blindness would benefit from browser contrast settings or from the website labeling color rather than just showing it. Likewise, a consumer who has visual impairments could benefit from websites designed for use with screen readers.18 For these consumers, voice is paramount for receiving the message being provided through a 104 CHAPTER FOUR WEBSITE MARKETING STRATEGY Exhibit 4-4 Types of Services Website Services and Technologies Examples and Technologies to Payment services Online bill-pay, payment acceptance Consider in Website Marketing Click-to-call feature Dials a phone number when consumers click on a button or link Text messaging Sends text messages about promotions, sales, or updates to consumers Search functionality Enables consumers to find important information on a website, thereby increasing engagement and conversion Chat features Live chat or AI chatbots to answer questions and provide customer service Augmented reality (AR) Helps consumers further perceive or view products and services in specific settings Virtual reality (VR) Places products into settings that consumers can experience virtually Analytics services Monitor, measure, and report key analytics related to the website Sources: “How to Apply Machine Learning to Your Digital Marketing Strategy,” Digital Marketing Institute, last modified March 14, 2018, https://digitalmarketinginstitute.com/en-us/blog/how-to-apply-machine-learning-to-your-digital-marketing-strategy; Salman Saleem, “Augmented Reality Marketing—The Ecommerce Future Is Here!,” Cloudways, last modified December 8, 2021, www.cloudways.com/ blog/augmented-reality-in-marketing/.; “7 Examples of Successful Virtual Reality Marketing,” Digital Marketing Institute, last modified January 19, 2018, https://digitalmarketinginstitute.com/en-us/blog/7-examples-of-successful-virtual-reality-marketing. website. Examples of accessibility standards come from organizations such as the ISO and the World Wide Web Consortium (W3C).19 To maximize value for all consumers, website marketers are encouraged to implement accessibility standards. Global Marketing Website Considerations It also is important to think about global marketing considerations when creating a website and when a site is expected to be used to target consumers internationally. A one-size-fits-all approach may not be adequate. Different versions of a website might be required based on language, culture, and other related considerations. International tax, duties, quotas, and related financial consider- ations may also apply. The box Thinking about Global Digital Marketing shows an exam- ple of how one company, CAROL Bike, designed its website for different countries. Building In Website Privacy and Security Privacy and security are of para- mount importance for websites and should not be an afterthought. They should be consid- ered during the creation of the website, from the very beginning. For example, writing software code when designing a website should be done in a secure manner, adopting pri- vacy and security best practices. One of the main privacy and security considerations is the collection of consumers’ personal data (PII, personally identifiable information) such as a Social Security number or credit card information.20 If a site is set to collect such data, additional privacy and security measures are needed. In addition, if the website uses cookies, which are files that can be used to keep a consumer’s website preferences or provide relevant content, the  WEBSITE MARKETING CONSIDERATIONS, STRATEGIES, AND TACTICS 105 Thinking about Global Digital Marketing CAROL Bike Country Settings London-based CAROL Bike implements a feature that detects the country from which a website user may be visiting. The site provides an avenue by which a cus- tomer selects a geographic region to tailor the service to the consumer. CAROL Bike Country Selection CAROL Bike Privacy and Security Considerations in Digital Marketing Securing Transactions It is now common to add a Secure Sockets Layer (SSL) Certificate to websites as one security measure, although various privacy and security measures also are needed. An SSL Certificate digitally authenticates the identity of a web- site and provides an encrypted connection for a more private and secure transaction. SSL Certificate Marketing Graphics/Shutterstock Source: “What Is an SSL Certificate—Definition and Explanation,” Kaspersky, accessed January 2, 2022, www.kaspersky.com/resource-center/definitions/what-is-a-ssl-certificate. consumer’s consent may be necessary, depending on the jurisdiction.21 The box Privacy and Security Considerations in Digital Marketing describes one common way to assure customers that their personal information is secure. More information on privacy and security is discussed in Chapter 11. 106 CHAPTER FOUR WEBSITE MARKETING STRATEGY Website Audit and Testing After creating a website, it is important to conduct a regular website audit, a formal examination of the effectiveness of the website. The purpose of a website audit is to assess and optimize the website. Audits can be performed using many different measures: loading speed, content issues, crawlability, internal linking, SEO effectiveness, usability, performance, security, CRO, CTAs, and others.22 For better user experience, it is important for a website’s pages to load fast, especially with respect to the factors under the digital marketer’s control. Tools such as GTmetrix or Google’s PageSpeed Insights, for instance, test page-load speed.23 Using Google PageSpeed Insights is as simple as entering a URL into the tool and then analyzing the results. The results will display an overall speed score and will compare this score against those of other web pages. Various other tools, including SEM Rush Site Audit, SEOptimer, and Google Lighthouse, can be used to conduct a website audit.24 Another type of website testing is A/B testing, which involves comparing two versions of a webpage to determine which is better.25 Specific pages on the website can be tested, as can specific elements on pages such as call-to-action buttons. A/B testing may be done using tools such as Google Optimize, Optimizely, Adobe Target, or others. For example, Optimizely can be used to test variations of a website page or specific elements to see which is expected to provide a better outcome. Regular comprehensive website auditing or testing may include several mini-audits, which, together, will assist in continuous improvement of the website. Each type of testing or audit can lead to enhancing certain website marketing goals, to determine problems and areas that need improvement. Website Design Strategies and Tactics Many digital marketers find that the most “fun” part of website creation is the design of the site itself, whether they’re designing the site themselves or giving instructions to the designer. This text section discusses many of the design principles that make up the broad category of website design strategy and tactics. User-Experience (UX)–Focused Design As defined in Chapters 2 and 3, user experience (UX) is “the feel” aspect of a website’s design and how engaging and usable the site is.26 Why does such feel matter in website marketing? Just as the feel matters for a product, substantial performance is attached to the website feel. Consumers may make serious decisions based on an organization’s website if it contrib- utes to the overall customer experience (CX). The goal of designing for user experience is to develop a website that is “accessible, usable, and engaging.”27 One aspect of such design is to create a perception of superior service quality or brand image, such as by offering visitors ample opportunity to ask ques- tions, or ensuring that the colors and content match the brand. In addition, a website design should increase the chances of obtaining a desired response. A response is any action a consumer may take when presented with digital marketing. It may include pur- chasing a product or signing up for updates or a newsletter. A call-to-action, an item that promotes a desired action, can be used to evoke such a response. It is essential that digital marketers understand what consumers need when visiting an organization’s website. Focus- ing the website design on what consumers value will lead to a much greater chance of achieving the website marketing objectives. Various researchers have offered principles that govern user-experience design. (These principles were first introduced and discussed in Chapter 3.) Exhibit 4-5 summarizes some of these UX principles and their effects on website design. Exceptional UX design can provide substantial digital marketing value.  WEBSITE MARKETING CONSIDERATIONS, STRATEGIES, AND TACTICS 107 Exhibit 4-5 User-Experience Design Principles and Their Effects on Website Design UX Design Principle Effects on Website Design Aesthetic usability effect (one Perception of pleasant web design and interface can result in a feeling that the site is of Yablonski’s laws of UX) “usable.” Unpleasant experiences can lead the visitor to bounce (leave the website). Doherty threshold Slow-loading websites can result in higher bounce rates and overall dissatisfaction. Productivity will increase if the consumer and the website do not have to wait on each other. Hick’s law The time it takes for a consumer to make a decision increases with increased “complexity of choice.” Keeping choices simple, by categorizing products or filtering unnecessary results, improves decision time. Clearly defined boundaries Grouping items within clearly defined boundaries enhances visitor experience. Pareto principle Only 20% of website inclusions may be credited for 80% of conversions. Focus on key elements of UX is more important than trying to perfect every single element. Zeigarnik effect Consumers remember incomplete or “interrupted tasks” more than ones that were completed. Bad website experiences can override good ones. Sources: “Laws of UX,” Jon Yablonski, accessed January 2, 2022, https://jonyablonski.com/work/laws-of-ux/; https://lawsofux.com/aethetic-usability-effect/; “Doherty Threshold,” O’Reilly, accessed January 2, 2022, www.oreilly.com/library/view/laws-of-ux/9781492055303/ch10.html; “Hick’s Law,” Laws of UX, accessed January 2, 2022, https://lawsofux.com/hicks-law/; “The Pareto Principle and Your User Experience Work,” Interaction Design, accessed January 2, 2022, https://www.interaction-design.org/ literature/article/the-pareto-principle-and-your-user-experience-work. While it is useful to know the positive things to do when planning the user experience of a website, it can also be instructive to know “what not to do,” as discussed in the box Digital Marketing Value Creation. Digital Marketing Value Creation The World’s Worst Website Ever The World’s Worst Website Ever website is a great display of what not do on a web- site. Large, annoying text, varied fonts, repeated words, unnecessary images, random colors, informal run-on text, a bit of visible computer code, and a variety of other fac- tors make this website look like it has come from the early days of websites. The World’s Worst Website Ever shows what not to do worldsworstweb 108 CHAPTER FOUR WEBSITE MARKETING STRATEGY Consumers valuing simplicity would relate to the feeling of simplicity provided by ­ illette, which indicates a three-step procedure with a simple, pleasant, clean white G ­background. The website also is designed to reduce complexity and puts the consumer in charge of the optimal schedule for delivery. Gillette offers a simple, clean website Gillette Those valuing a discount in exchange for an email address may convert based on a pro- motion such as the one Gillette offered. As soon as a seemingly valid email address is entered, a “submit” button appears to proceed. Gillette offer in exchange for email address Gillette In addition, as discussed in Chapter 3, UX design must also consider various “facets” of the user experience. The website must be designed to be:28 Useful, by, for instance, providing information useful to the consumer. Usable, in the sense of being easy to use. Desirable, in the sense of “image, identity, brand, and other elements of emotional design.” Objects must be findable, including ease of navigation, such as with a clear naviga- tion menu at the top of a webpage.  WEBSITE MARKETING CONSIDERATIONS, STRATEGIES, AND TACTICS 109 Accessible, incorporating the needs of those with all abilities such as those that may not be able to see or hear. Credible, capable of building trust with consumers. Valuable, performing the function that the consumer sees as the purpose. An example of ease of navigation is on bestbuy.com, where shopping may be done by Feature, Category, or search.29 Best Buy site shows ease of navigation Best Buy Co. Inc. USER INTERFACE (UI) DESIGN From a website marketing angle, user interface means understanding what consumers will do on a website and ensuring that the site is easy to use and not difficult to understand. A website should consider what the purpose of the website visit is and identify how to address those needs. Good UI design will include appropriate use of buttons, search fields, drop-down lists, progress bars, notifications, and so on.30 For example, websites that use a progress bar may provide an indication to a consumer of how much more work or time might be expected to SurveyMonkey’s use of a complete a task. progress bar The survey templates on SurveyMonkey.com use this SurveyMonkey Inc. approach with a numerical indicator. INTERACTION DESIGN (IXD) Interaction design (IxD) seeks to create aesthetically pleasing websites to enhance the interaction with the consumer. Words are of course a crucial aspect of a website, as text can be used to relay important messages to consumers.31 In addition, website designers should consider the use of motion (basic animation, moving graphics, changing values or numbers, or a transforming object).32 Sound, including the use of background music, also can be used effectively. For example, relaxing music for a yoga studio may be appropriate. Visual representations of products are important in showing consumers the items 110 CHAPTER FOUR WEBSITE MARKETING STRATEGY they’re considering buying, possibly from different angles. Tactics and strategies for creating beautiful web- sites are discussed below, in the section “Graphic Design and Related Considerations.” Digital marketers have also used heat maps to identify “popular” elements of web pages.33 These maps identify areas of a website that visitors often click on or, when eye-tracking is used, where consumers have often looked. This can help marketers know where consumers viewing a website focus their attention and where important infor- mation should be concentrated. For example, in the heat map shown here, viewers focus their attention predomi- nantly at the top left portion of the screen where the initial Google search results are displayed. The red represents where consumers are focusing most of their attention fol- lowed by the orange and yellow. This helps website mar- Heat maps show where keters to determine where to place content and objects. viewers focus their attention INFORMATION ARCHITECTURE (IA) DESIGN Information architecture (IA) is the mockingfish structural design of shared information environments.34 To make a digital marketing web- site most useful as an information environment for the organization, its designers should broadly consider the “context, content, and users of the information being presented.”35 Design should focus not only on the content of the specific message, but also on the context in which the message is being provided and the expected target market user. On the bestbuy.com website shown earlier, for example, the context may include that a consumer may be in a rush to pick up the intended purchase the same day, and such an option is made available through the website. A consumer also may be looking for a particular design or price range, and this context is catered to. With an IA focus, designers should use the imagery, colors, and other design considerations that would be most effective for the buyer personas. RESPONSIVE WEB DESIGN (RWD) Responsive web design (RWD) involves designing a website to adapt to whatever device or platform loads the site.36 With the ever-increasing number of devices and numerous screen sizes and formats available, various elements used for a desktop site may not work for other devices. On a website created with RWD, the “layout, text size, content, navigation, and images” will adjust automatically based on the device a consumer is using.37 Thus, a mobile site designed for a particular type of RWD anticipates use on device will look different from the desktop version but should not take away from the multiple devices. objective and value intended. Netflix.com and many others use this approach to ensure McLittle Stock/Shutterstock there is a web version of a site for various mobile devices. Detecting a screen size usually involves coding the site using tags or other methods, depending on how the site is built. Progressive design involves user experience. Progres- sive web apps (PWAs) use current technologies to provide experiences on desktop browsers that are simi- lar to those on mobile apps. PWA websites are able to be supported in a desktop context, for example. There are various tools available to test whether websites provide mobile-like experiences, such as Google’s Lighthouse or CloudQA.38  WEBSITE MARKETING CONSIDERATIONS, STRATEGIES, AND TACTICS 111 Graphic Design and Related Considerations Chapter 3 addressed some design considerations for digital marketing websites. Here, because this chapter may lead you to create a digital marketing website as part of your coursework, we focus more intently on the graphic design considerations. Many of the topics are the same, but the focus is slightly different. MICROANIMATION AND MICROINTERACTION As discussed in Chapter 3, microan- imation is the use of small images on a digital marketing website. Microinteractions are small actions that a website encourages a visitor to take. Use of both microanimation and microinteraction can be effective in encouraging and furthering visitor involvement:39 Microanimation can be used to enable website visitors to see different angles of products. It can also give the site a feeling of playfulness. Microinteractions can be used to encourage engagement in small ways, such as let- ting consumers track the progress of a download. A download button, once clicked, could turn into an indicator showing download progress, and finally change to an open file message when the download is complete. The ultimate goal of using either or both of these strategies is—as always—to help the consumer find value and to help the organization achieve its objectives, such as conversion and improving brand image. MINIMALISM, COLOR, AND SHAPE The use of minimalism, color, and shape in digi- tal marketing was introduced in Chapter 3. Recall that minimalism is the concept of sim- plicity in design. Many websites have moved to a minimalistic approach.40 A simple background and relatively little, but valuable, content and imagery are encouraged under this approach. For many websites, a clear and clean-looking background has become a popular option. This approach is exemplified by many sites, including the popular search engine site google.com. Diligent use of colors on the website also can contribute to the branding goals of the Amazon.com’s use of organization and create the desired perception. However, color also plays a crucial role in orange buttons Amazon.com, Inc website marketing beyond branding aspects. As discussed in Chapter 3 (see Exhibit 3-3), color can convey certain emotions or perceptions. For example: Red can symbolize great prices or a sale. Green is often associated with healthy options, the environment, or money. A clear white background may symbolize cleanli- ness and purity. As Chapter 3 indicated, feelings and perceptions relat- ing to color may be culturally based. Certain colors should be avoided in certain cultures and digital marketers need to take into account their target market as it relates to color. Contrasting colors may provide extended ways of portraying a brand or a product. Some marketers, for example, prefer yellow or orange for call-to-action or other action-related buttons. See, for example, the orange but- tons on Amazon.com, including the search button, sign-in button, and the number of items in a consumer’s cart.41 112 CHAPTER FOUR WEBSITE MARKETING STRATEGY Geometric shapes still have their place on certain websites, though fluid shapes can convey a more natural appeal.42 The shape of a call-to-action button can also make a differ- ence: A smooth-looking button may have more of a chance to evoke an action than a less- smooth one, as seen in the Amazon.com example where a rectangular-shaped sign-in button has smooth rounded edges. IMAGES AND VIDEO Designers of digital marketing websites should use images and graphics wisely. This decision will depend on the purpose and objective of the site. Images of real people are generally preferred over images of people created with graphics pro- grams, although this depends on the context.43 Small images of products can also be more effective than text in highlighting product features and details. Showing different angles of a product may also be informative to a consumer. However, filling a page with images and graphics, just because the organization has access to them, is generally undesirable. It is also important to choose the best size for the image file. Images that are many megabytes in size will slow down the website, which can frustrate the consumer. Short, quality, and impactful video is usually a good approach. Video enables consumers to learn about the product, services, or other information. A video can increase engage- ment and allow for the consumer to interact with the web page. One way to add video is by embedding it into a website rather than simply supplying a link to it; being able to play the video with just a simple click is much more engaging than having to follow links to the video. The most effective videos are “engaging, educational, and shareable.”44 When used appropriately, video can have tremendous impact and can enhance the experience of the visitor. Sometimes, free stock video is available from sites such as pexels.com/video, how- ever, it is important to check to ensure specific stock content is legal to use. Sound, background, and imagery can be used to make an impressive video focused on the website objective. For example, a video could be used to show the value of a product or how the brand engages in the community, or to obtain emotional responses from consumers or provide instructions on how to use a difficult product. Effective product videos can lit- erally enable consumers to see what they would be getting by purchasing the product.45 Videos can also have important call-to-action options. Marketers can ask customers to upload their own videos of themselves using products or sharing their experience with services. Testimonial videos let consumers hear what others who have bought the product are saying.46 Such videos can greatly enhance conversion and build brand image. Video background, which is video added behind a website’s other content, can also be used to enhance a website’s image if it does not become distracting and if it contributes to the overall marketing communication purpose. Smart video, which expands the functions of online video, is starting to appear as a choice to control aspects of buffering, quality, and playing options. Also, AI-based smart video can help move consumers through the conversion process.47 Smart video is expected to enhance websites in ways that will improve the website marketing customer experience. Although video can be a powerful tool on marketing websites, it is not for all situations. If the website is intended for a target market that does not engage with video, other forms of website marketing should be utilized instead. For many websites, however, video will provide an enhanced CX and UX. Website Promotion Strategies Reserving a website name and launching a website onto the World Wide Web do not mean visitors will immediately start to arrive. To help guide customers to the website, a number of promotional strategies and tactics exist, as shown in Exhibit 4-6. These include various  WEBSITE CONTENT STRATEGIES 113 Exhibit 4-6 Email marketing and signature lines linking to website Website Marketing and Promotional Social media and video links to website Strategies and Tactics Adapted from “10 Effective Ways to Promote Your Website for Free,” Wix, Blog links to website https://www.wix.com/blog/2018/06/ promote-website-free/; “10 Proven Ways to Market Your Website,” Forbes, https://www.forbes.com/sites/ Online directories ilyapozin/2012/04/11/10-proven- ways-to-market-your-website/ ?sh=260bbdb43983. Online forums Search engine optimization (SEO) Search engine marketing (SEM) Retargeting Public relations forms of paid online and offline marketing to enhance the visibility of, and increase the number of visitors to, the website. Email marketing, social media marketing, and writing blogs or participating in guest blog- ging all may include links to a website. Using these activities strategically will typically increase visits to the website. Online directories and forums are another way to increase traffic to a website, as consumers search through directories or participate in forums. As defined in Chapter 1, SEO involves employing techniques and content on a website that helps it rank highly in search engines. SEM is use of paid marketing to promote a web- site. There is more discussion of SEO and SEM in Chapters 5 and 6. Retargeting means promoting a website again to a consumer. For example, someone who visited the website but didn’t advance in the conversion process might be retargeted with an ad related to an item searched on the site. Public relations activities such as press releases may allow for a website to be promoted without using a direct sales approach. Website Content Strategies LO 4-4 Discuss key website Website content can influence a consumer’s experience, contribute to SEO, and may be a content principles. source of value. Here, we discuss various facets of website content strategy. Value for the Target Market Website content is important to providing value and building trust. Having a landing page is crucial to narrow in on the specific value being sought. Value is provided on the 114 CHAPTER FOUR WEBSITE MARKETING STRATEGY landing page and elsewhere on the website by addressing key aspects of the specific objective. For example, if product or service sales conversion is the objective, the website must answer not only what products and services are available and the features they offer but also what value they ultimately provide and how consumers may obtain these prod- ucts and services. Thus, it is not enough just to list products or services; the website content must enhance products and services by making clear all that these can do for the consumer, beyond the physical product itself. Providing value in this way also strength- ens trust in the brand. Additionally, visitors to a website may form part of the target market for an organiza- tion. To be effective, the website content should appeal to and address the target market. The relevant part of that target market who will visit the organization’s website will benefit from the content they find there. It will be crucial to understand the digital consumer, including those using other digital channels alongside the website, and website analytics can help determine whether the website is successfully hitting the target market. Language, Voice, Tone, and Style Website content should be understandable and pleasant to read.48 Here’s where decisions about language, voice, tone, and style come into play. The language should reflect what the Mailchimp.com voice and tone intended audience will understand and be comfortable with. In general, “plainspoken” will MailChimp fit the goals of many websites. The “voice” used should be based on a brand’s personality and should show in the content. Voice, like per- sonality, is relatively constant. Tone describes emotive expression—it’s how you express personality and is changeable, depending on mood and the situation. For example, an “educational” voice may be appro- priate for informational websites, whereas an “authoritative” voice may be more appropriate for some types of news websites. A formal tone may be more appropriate for some informational websites, while an informal tone might be more appropriate for most others. For comedic websites, a funny tone may even be appropriate.49 Mailchimp.com, a marketing plat- form company, uses a “conversational voice,” with some “offbeat” dry humor, as the tone for its website con- tent. For example, it uses the words you, your brand, your own, and so on. Instead of indicating that it offers a trends report, the website uses a dry humor question-answer approach. Its tone is informal yet clear.50  WEBSITE CONTENT STRATEGIES 115 Interactive, Dynamic, and Personalized Content and Media To engage consumers and have them interact with content, digital marketers should use interactive ­content—content that requires consumers to take certain actions. Unless a deliberate strategy Hulu.com personalization based on a recommender of using excessive interactive content is envisioned for some good and valuable purpose, system interactive content should be used sparingly. A website is not a video game (unless it is a Hulu gaming or related site) and content should reflect the brand. Dynamic content, otherwise known as adaptive content, is content that changes based on user behavior. For example, dynamic content enables the website to be personalized to the visitor. Use of this type of content can help to increase conversions. If connected to the customer relationship management (CRM) system, adaptive content can seriously enhance the ability of the website to provide enhanced CX, UX, retention, and loyalty while also saving a consumer’s time and building a brand.51 Hulu.com and other streaming services often use recommender systems, which make recommendations and display options based on a consumer’s usage, preferences, and/or history with the service. For example, comedy movies might be shown based on the viewer’s past activity. Such systems further personalize content and help build retention and loyalty. SEO Content Strategy A content strategy also must have search engine optimization (SEO) in mind in order to rank on search engines and for consumers to find the organization’s website. Although it is true that content should not be written just for SEO purposes, it is important to ensure that SEO guidelines are met. Details of SEO content strategy will be discussed in Chapter 5. Content Currency Website content should be written to be fresh and current. An out-of-date website reflects poorly on the brand.52 Evergreen website content may help to ensure that a website does not look out- dated. However, such content should not be a reason to avoid updating websites, and time-­ sensitive and time-relevant content should be updated. It is a huge turn-off for a consumer to see content that is dated and no longer relevant. This can reflect badly on the brand and result in a visitor leaving the site, causing a high bounce rate. Failure to keep content current can damage the impression of expertise the site may be trying to convey. On the other hand, current content can reflect positively, build a brand, and exhibit current knowledge and expertise. To add value for repeat visitors to a website and also for SEO, it is important to regularly update content. It is useful to set an updating schedule, but a website should not be updated just for the sake of updating it. Providing meaningful content updates that are tied to the value being sought is crucial. Legal and Ethical Content Content on websites should be legal and ethical, abiding by all applicable rules. This includes all written content, images, video, and other content elements. It is important not to violate others’ intellectual property, such as others’ trademarks and copyrights. Others’ trademarks should be used only with consent. Quoting others’ copyrighted material should be done under fair-use law or with consent, depending on the amount and type of content being quoted. 116 CHAPTER FOUR WEBSITE MARKETING STRATEGY Legal and Ethical Issues in Digital Marketing Google Images Consider images found on Google. Google Search for Marketing Google LLC For example, in the above screenshot of a Google search for the term “marketing,” the images displayed are sourced from various websites. A consumer can clearly see which website used the image, but discovering who holds the copyright can require additional research. More often than not, images found through Google are the prop- erty of other websites. Some images from websites are legally free to use. More often, though, images appearing on a Google search should not be used without permission or legal exception. The website from which the image appears is usually shown in an image search, and that website would be the place to start a permissions request. QUESTIONS TO CONSIDER 1. Can images found on Google be used on a website? 2. Is it ethical or legal to take an image found on Google Images? Digital marketers usually have access to a set of stock images or databases of images to draw on. Images that are copyrighted by others should not be used for a site. Some websites offer free use of images, others charge a fee. Pixabay.com and Pexels.com are examples of websites to consider for free images, though there are many others and all should be checked to ensure the images are legal to use. Paid options and resources, such as through Shutterstock.com, may provide enhanced services or options. The box Legal and Ethical Issues in Digital Marketing discusses the use of images found on Google. More details regarding legal and ethical issues related to website content can be found in Chapter 11. LO 4-5 Website Marketing Analytics Discuss key website marketing analytics. In Chapter 1 we defined analytics in digital marketing as the processes and technologies that enable organizations to evaluate the performance of digital marketing activities. Tak- ing a more focused view, website analytics is “the collection, reporting, and analysis of website data.”53 Organizations may be interested in a variety of types of data related to websites, including conversion, customer satisfaction, retention, and brand performance.  WEBSITE MARKETING ANALYTICS 117 Some of these activities, such as conversion, can be measured directly; analytics can pro- vide the number of site visitors that have converted into customers. Other activities related to websites, such as customer satisfaction, may need to be inferred; these might be measured by looking at resolved complaints and repeat purchases from customers who had raised concerns. Activities related to websites can be analyzed through various website analytics tools. The types of website analytics that are available through various tools include visits to a website, popular keywords drawing traffic, sources of traffic, whether goals are being met, landing-page statistics, which pages are being visited, what actions visitors are taking, geo- graphical visitor data, heat maps, patterns of behavior, and where on pages visitors are clicking.54 These data can be analyzed to gain insights about web traffic and to adapt and adjust a digital marketing strategy accordingly. There are many web analytics tools and services, including but not limited to Optimizely, Crazy Egg, Adobe Analytics, Hotjar, Full Story, and Salesforce Marketing Cloud. Google Analytics is a popular tool that can pro- vide a host of data for an organization’s websites. An Example: Google Analytics Google Analytics is a popular web analytics tool; it is part of the Google Marketing Plat- form. Google Analytics can assist with assessing website marketing performance and pro- vide insights on how to reach consumers with increased chance of success. There are different versions, including Universal Analytics (UA) and an updated Google Analytics 4 (GA4). The service is free, although advanced features require a fee. This tool, as with many others, should be used with an adequate privacy policy, as will be discussed in Chapter 11.55 The various reports available in Google Analytics can help digital marketers assess how website marketing efforts are going and provide key marketing intelligence information. Exhibit 4-7 gives an overview of key reports available in Google Analytics. These reports Exhibit 4-7 Key Reports Available in Google Analytics (GA4) Google Report What It Shows Reports Snapshot Key charts and graphs for a website, such as number of users, total revenue, users in the last 30 minutes, and users by country. Realtime Overview Reports Customized current data about website usage. User-Acquisition Overview Data about the acquisition of new users through a website, including the touch Reports points through which consumers make their way to conversion. Engagement Overview Data about various measures of the length of time that visitors engage with a website. Measures user stickiness, calculated as Daily activities users ÷ Monthly active users. Conversions Report The number of first visits, purchases, and users who have begun checkout. Monetization Overview Total revenue over a period of time, as well as total purchasers and average purchase revenue per user. Retention Overview Metrics relating to customer retention: New versus returning users, user engagement, and lifetime value (the average value of purchases per new user for the time increment being used). Tech Overview Percentage of users by platform, operating system, browser, device, and screen resolution. Sources: “[GA4] Understanding Google Analytics Reports,” Google, https://support.google.com/analytics/answer/9212670?hl=en; “Reports,” Google, https://support.google.com/analytics/topic/9303476?hl=en&ref_topic=9228654. 118 CHAPTER FOUR WEBSITE MARKETING STRATEGY Google Reports snapshot Google LLC are discussed in more detail in the following sections, using a hypothetical demo account based on a Google Merchandise Store website as a sample. GA4 is used for the analytics below. These are just some of the many reports and functions available in GA4. Reports Snapshot The Reports snapshot provides key charts and graphs represent- ing the important data for the website. This includes the number of users, total revenue, users in the last 30 minutes, and users by country, among other data. These reports are also available in other sections of GA4 but are shown in snapshot view for quick reference. Realtime Overview Reports The Realtime overview report presents selected (cus- tomized) current data about website usage. The Realtime overview for the hypothetical demo account shows that there were 110 users in the last 30 minutes, out of which 70.5 per- cent were desktop users, 25.9 percent were mobile users, and 3.6 percent were tablet users. It also shows, among other data, a view of users’ geographical locations. This information can help website marketers assess the best website design for users of different devices and from different parts of the world. In addition, knowing where most users are visiting from may inform which campaigns are directing traffic to the website or where the most interest is. User-Acquisition Overview Reports The User Acquisition overview report pre­ sents data about the acquisition of new users through the website. The acquisition overview for the hypothetical demo account shows that there were 73,000 users and 64,000 new users. This data can enable website marketers to understand how many are new versus returning users.  WEBSITE MARKETING ANALYTICS 119 Google Realtime overview Google LLC Low website numbers can signal that a change is needed in digital marketing efforts. Such a change might include increasing those marketing efforts that are off-site, such as search and social media advertising, or there may be a problem with the website design. A high level of one-day traffic that drops off dramatically may mean there was initial interest that was not sustained in the long run.56 In that case, retaining interest, not capturing ini- tial interest, is the issue needing attention. The user-acquisition overview shows that in the past 30 minutes, there were 114 users, out of which 53 were from the United States. This report also shows lifetime value, a finan- cial measure that Google calculates as the average value of purchases per new user for the time increment being used (e.g., day, week, month). The user-acquisition overview report shows new users based on how this data is reported. Before reading this report, it is important to understand attribution models. Attribution is how credit for website responses is assigned to the touch points (channels) through which consumers make their way to a conversion action on a website. In gathering attribution data, digital marketers wish to know what activity led to a conversion, in order Google Acquisition overview Google LLC 120 CHAPTER FOUR WEBSITE MARKETING STRATEGY to track (“attribute”) what aspects of digital marketing were successful. Various attribution models come up in the context of various types of digital marketing:57 The last-interaction attribution model gives credit to the last touch point—that is, to the last channel the customer used to get to the website and make a conversion. For example, if the consumer conducted a search, then clicked on a search ad, and ultimately landed on the website and made a purchase, the search ad will be given the credit for the conversion. The first-interaction attribution model gives credit to the first touch point. For example, assume a consumer clicked on a social media ad, arrived at the website, left the site, then later received a banner ad, clicked on it, arrived at the website, and made a pur- chase. Attribution credit will go to the social media ad as the first touch point. The last non-direct-click attribution model gives credit to the last touch point but no credit for directly typing the website address into a browser to get to the website. If a consumer opened an email, clicked to arrive at a website, and made a purchase, the credit will go to the email. The linear-attribution model gives credit to each touch point in the consumer’s pro- cess, which might include, for example, a search ad, a social media ad, or an email; each touch point would share a proportion of the credit. In the time-decay attribution model, greater credit is given to those channels that are “closest in time” to the conversion activity. If the last activity before purchasing was a social media ad, that ad would be given the most credit. If the consumer first clicked through to the website through an email marketing campaign, that campaign would be given the least credit. The position-based attribution model gives credit based on the position of the interac- tion, with the first and last interactions being given 40 percent of the credit, and those in between given 20 percent credit. So, what is the best attribution model? The answer depends on a number of factors, including but not limited to the types of digital marketing, the number of campaigns, and the importance attached to each digital marketing activity. Various organizations and digital marketing teams are likely to choose different attribution models. Engagement Overview The Engagement overview presents data about the various measures of the length of time that visitors engage with the website. For the hypothetical demo Google Engagement overview Google LLC  WEBSITE MARKETING ANALYTICS 121 Google Conversions report Google LLC Google Monetization overview Google LLC account, for example, average engagement time with the website is 2 minutes 13 seconds. There were 802,000 views, and the Homepage was the most viewed, followed by the Shopping Cart. User stickiness is a key metric that measures how often users return to a website. It is calculated by dividing the daily active users (DAU) by monthly active users (MAU).58 Conversions Report The Conversions report shows the number of first visits, pur- chases, and visitors that have begun checkout. These numbers are important to under- standing the activity of users. They may alert website marketers to issues such as a large percentage of consumers who do not convert or who begin checkout and do not complete. In this case, 2,329 purchases were made, generating revenue of $157,419.69. Monetization Overview The Monetization overview shows the total revenue over a period of time, as well as total purchasers and average purchase revenue per user. In this case, total revenue was $157,000 and there were 2,000 purchasers, of which1,800 were first- time purchasers. The average purchase revenue per user was $2.15. Specific items purchased are available in another report: the Ecommerce purchases report. It can be selected to show results for specific item names. For example, it can pro- vide information on the number of user views of specific items. It also shows how many add-to-carts there were for specific items. Retention Overview The Retention overview shows several measures relating to cus- tomer retention: new versus returning users, user engagement, and lifetime value. As dis- cussed earlier, Google Analytics calculates lifetime value as the average value of purchases 122 CHAPTER FOUR WEBSITE MARKETING STRATEGY Google Retention overview Google LLC per new user for the time increment being used (e.g., day, week, month).59 For the hypothet- ical demo account, on day 112,