Websites & Return on Investment

Kathy Hokunson Regional Sales Manager, Site-Seeker, Inc.

Dan Salamone Marcom Coordinator, Site-Seeker, Inc.

A Show of Hands How many of you…

•  …are currently successfully generating opportunities online?

•  …think you could be doing a better job generating online opportunities?

•  …are not sure where to start?

Buyer’s Perspective

5 to 20+ hours a week

-- amount of time buyers spend online searching for information

- Source: Outsell, Inc

Based on B2B Survey by:

“We found a heavy reliance on online research in all aspects of the purchase cycle. We also found that as prospects become aware of potential offerings through offline channels, they naturally turn to online sources to find out more about them.”

“… we were struck by how integral online research is and how it virtually mirrors the influence of traditional highly influential factors, such as word of mouth, trade shows and trade publications.”

Of 1,082 Technical buyers who participated in the survey . . .

Buyer’s Perspective

How products used to be purchased . . .

Months

I need a …

Where do I get it?

Shop

Evaluate

Negotiate

Buy

… Today (in the Internet era)

I need a …

Where do I get it?

Shop

Evaluate

Negotiate

Buy

Online

Prospect contact

What does this mean to you?   Prospects don’t call as much

  They are more informed when they do call

  You must place your website in the path of prospects

  Your website must be your best sales person

How Buyers use the internet . . .

Based on the survey performed by Enquiro:

 Google holds a dominant position – 77.7% of respondents start in Google  74.4% choose an organic link  18.7% choose a sponsored link – 12.2% clicked on a top ad while 6.5% clicked on the right rail ads  Top 4 organic listings captured 52.6% of all click throughs with 27.1% going to the #1 position

What buyers expect to find online

Information relevant to their need . . .

Do you have what I searched for? •  Online Catalog or Product Pages •  Searchable Technical Content – easy to navigate •  Product Manuals or Spec Sheets Can you help me? •  Technical Support •  Contact Information – easy to find •  What do other people think about this product or service?

“When asked what the top influences were on the purchase decision, respondents across all phases indicated that the website of the vendor . . . and search engines were the most important influencers.”

Clear Contact Points

Products Organized by Type AND Application

Case Studies Engineering Tools

Engage your visitors with easy to use Contact Forms

What happens when you do engage them?

6/05‐5/06(before) 6/07‐5/08 6/08‐5/09

ContactUsPage 2606–Pageviews 2,527‐Visitors 3,819‐Visitors

YouTubeClicks ‐ ‐ 589

ThankYouPage N/A 190 273

Case Study Riverhawk Company

“Our Internet marketing program is the single best marketing investment we have made.”

– Kevin Sanger, VP Sales & Marketing

Riverhawk Company

www.riverhawk.com

Industry: Hydraulic Mounting

Equipment Manufacturing

Custom Manufacturer &

Engineering Services

The Company

•  4 year old website

•  Not optimized for

organic search

•  No standard terminology

to describe offering

•  Not reaching prospects

with solutions

•  Existing traffic not

converting

•  Poor website navigation

The Problem

•  Optimize for organic search

•  Streamline website navigation

•  Increase brand awareness as engineering resource / solution

provider

•  Improve use of website real estate

•  Develop valued content

•  Establish website performance baseline and competitive analysis

•  Implement web analytics to evaluate improved website

performance

•  ROI as success metric

The Plan

Month Unique Visitors

% Change Compared to Previous Year

May (before) 1,349

May (after) 2,122 57.3%

Jun (before) 1,320

Jun (after) 1,966 48.9%

Approximately 53% more traffic since new site was launched

April new site published

Site baseline: May-June

New site data: May - June

May-June SearchTerms

“Name" Non “Name”

Old Site 394 861 New Site 396 1674

Additional Traffic

(Visitors) 2 813

% Increase 0.5% 94.4%

# of Visitors that searched by NAME – stayed the same

Client found for “name” searches

May-June

Search Terms

“Name" Non

“Name” Old Site 394 861 New Site 396 1674

Additional Traffic

(Visitors) 2 813

% Increase 0.5% 94.4%

95% increase in prospect group traffic

Client found for “non-name” searches

Visitors that searched by name are now finding more value and staying on site longer.

May-June

Sticky Rate Visitors Staying On Site

“Name" Non “Name “Name" Non

“Name” Old 43.40% 20.30% 170 175 New 54.3% 28.7% 215 481

Additional Visitors Staying On Site 45 306

% Over Pervious Year 26.5% 174.9%

When you combine the site’s ability to engage users

and increase traffic the results can be dramatic.

May-June

Sticky Rate Visitors Staying On Site

“Name" Non “Name

“Name" Non “Name”

Old 43.40% 20.30% 170 175 New 54.3% 28.7% 215 481

Additional Visitors Staying On Site

45 306

% Over Pervious Year 26.5% 174.9%

•  53.2% increase in overall site traffic

•  94.4% increase in prospect traffic

•  174.3% more prospects stayed on the new website

•  50 new inquiries per month (phone and email) with a 26%

close ratio

•  First year revenue in excess of $750K

•  ROI = 345%

•  Next steps

The Payoff