2. Dobrý web introduction
• Leading performance marketing and user
research agency in Czech republic
• Public activities: conferences
• Education: training
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3. Agenda: Online marketing overview
• PPC campaigns
• Search Engine Optimization
• Affiliate marketing
• User research
• Web experimentation
• Web Analytics
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4. What will you learn by the way
• How to support online marketing within the
organization
• Who should you employ for online
marketing
• How to fail faster
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5. Who owns the web?
• Siloed organizations
• Different responsibilities and goals
• Internal communication and cooperation
• Integrated marketing campaigns
IT Marketing Sales
• Traffic • Promotions • Conversions
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10. Performance marketing KPIs
• How much can you afford to pay?
• Do you need some monthly budget?
• MaximumCostPerClick =
= ConversionRate × AverageMargin
» 2 % CR × 250 CZK = 5 CZK maxCPC
• Cost per sale = Costs / Conversions
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12. SEO is not that technical as you may think
SEARCH ENGINGE
OPTIMIZATION
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13. SEO goals
Be on the first position
To be on the SERP for keywords ABC
Easy to be found on the internet
Bring relevant visitors to your site
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19. Who wins? Customer or HiPPO?
IMPORTANCE OF USER
RESEARCH
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20.
21. Some of the impressive results
• None of the testers was using the scroll
wheel of the mouse.
• Only perceived what’s currently visible in
the browser.
• Used the Back button very often.
• Didn’t know the concept of breadcrumb
navigation.
• Managed to fill in form fields successfully.
• Drop-down menu was very comfortable.
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