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Summary Readers
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  • E-Marketing Principles
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  • Hogeschool Utrecht (HU)

All readers assigned to leard for the exam are summarised in this document. These readers are included: - The beginner's Guide to Conversion Rate Optimization (CRO) - Responsive Web Design (RWD) - Google Analytics Guide For Ecommerce Business Owners - The Complete Guide to Email Marketing - The Beg...

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Infos sur le Document

  • 12 janvier 2016
  • 37
  • 2015/2016
  • Resume

Sujets

  • e marketing principles
  • readers

École, étude et sujet

  • Hogeschool Utrecht (HU)
  • International Communication and Media
  • E-Marketing Principles
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Introduction – W1
TCEI model = Traffic, Conversion, Excellence, Innovation

Internet strategy = a digital strategy integrated into the overall strategy of an organization that
wants to add value to others and create value for the organization.
1. Adding value to others.
 Offer more products  Better service
 Better/easier availability  More information
 Cheaper  Etc.…
2. Creating value for organization.
 Selling more  Strengthening brand
 Increasing loyalty  New strategic opportunities
 Finding new target groups  Etc.…
 Brand awareness
3. Integrated into overall strategy

Business models to transfer value created for others into value for the company:
 Trade model your website, each time a user clicks
Products, Services, Information through your promotion and buys the
 Advertising model product/service you earn money.
websites with decent traffic can  Membership model
choose to put up some form of Users are charged a periodic fee to
advertising on their site in exchange subscribe to a service, commonly a
for money in three ways: Cost per content offering.
impression, cost per click, and fixed  Matching model
cost.  Service model
 Lead model (affiliating)  Trending
If you promote a product/service on Freemium, Combining models



The beginner’s guide to conversion rate optimization (CRO) – W2
Conversion rate optimization (CRO) = a method of using analytics and user feedback to improve the
performance of your website. It means figuring out what users are looking for when they arrive at
your site and then giving that to them.

Key Performance Indicator (KPIs) = any metric on your website that’s important to your business.

High conversion rate means a better return on that investment (ROI). It is more effective than finding
more visitors for your website. CRO also defends against limited patience of visitors.

What is Conversion Rate Optimization?
Conversion = when a visitor to your website takes an action that you want them to take.

Conversion rate optimization is finding why visitors aren’t converting and fixing it. It is a structured
and systematic approach to improve the performance of your website. CRO is informed by insights
like analytics and user feedback. It is defined by your website’s KPIs. It takes the traffic you already
have and makes the most out of it.

,  Call to action = the primary user interface element that asks the user to take an action that
leads to(wards) conversion.
 Conversion Funnel = The primary pathway of the user experience where visitors complete a
conversion
 A/B or Split Testing = the testing of
one version of a page or interface
element against another version of
the same thing. In A/B testing only
one thing is tested at a time.
 Multivariate Testing (MVT) = The
testing of multiple variations of
many different page elements in
various combinations to determine
the best performing elements and
combinations
 Total conversions = number of people wo did whatever is defined as converting
 Conversion rate = divide the total conversions by the number of visitors to your site.
 Bounce Rate = The percentage of people who leave after viewing a single page
 Exit Rate = The percentage of people who leave after viewing the page
 Average Time on Site = A general idea how long people are sticking around
 Average Page Views = how many pages the average visitor goes through before leaving.

Why CRO is important
One of the biggest CRO challenges has everything to do with lack of organizational support. To
demonstrate the value of CRO and get our organization on board you should collect feedback that
points to potential confusion in your conversion funnel and run small scale tests to optimize small
elements. Afterwards show the organization the results.

Reasons why CRO is so important:
1. There is always room for improvement. You can always make the conversion process easier.
2. Paid advertising is only getting more costly and competitive
3. Optimization is about getting more of the right kind of customers
4. It’s essentially free. You are not spending more money getting visitors to your site, just doing
a better job of converting them once they get there
5. It lowers your customer acquisition costs (CAC). Doubling your conversion rate means
halving your cost-per-acquisition (CPA).
6. It helps maximize profits
7. More profit means extra money to spend on acquiring new users
8. It makes you more valuable to affiliates and partners
9. It circumvents the limited attention span of the average visitor by giving them what they are
looking for sooner
10. It can mean “the winner takes all”. All you need to be successful is to be slightly better than
your competitor.
11. It creates momentum

The Basics of CRO
Total visitors = the total amount of visitors that came to your website. Multiple visits of one person
are also counted.

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