Three keys to online success : Findability, Usability & Measurability
- When:
- Oct 10, 2007 from 09:00 to 17:00
Sign up for this course
In today's competitive online marketplace, offering good products or services at attractive rates is not enough. The most successful companies on the web have mastered the three pillars of online success:
1. Visibility – creating a site that turn searchers into customers through effective search engine optimisation and pay per click strategies.
2. Usability – ensuring that users have a good experience from the moment they arrive on the site until they complete
their purchase.
3. Measurability – clearly aligning the performance of the website with the success of the business to identify what is and isn't working to feed back into strategy and planning.
In this one-day seminar we will explore how these three goals can be achieved within a profitable end to end online strategy. Focusing on online retail, travel and financial services, the course will present examples and case studies of companies that have made cost-effective changes to maximise their online success. Attendees will learn the key factors that can make or break the customer journey, including: Search Engine Marketing, Usability and Analytics.
Seminar schedule
Morning
* Register and meet seminar leaders
* Overview of Search Engine Marketing by Grant Whiteside
* Overview of Usability by Chris Rourke
* Overview of Web Analytics by Andrew Hood
Our introductory sessions will give you an overview of the principles and benefits for each individual area. This will then be expanded on with more detailed examples in the afternoon sessions.
Break for lunch
Afternoon
Search Engine Marketing Ambergreen will delve deeper into Search Engine Marketing covering in depth the following areas:
- Keyword Opportunity Analysis – Choosing your website content and the opportunities based on brand, generic and specific keyword clusters
- Competitor Analysis - Many factors affect positions and visibility on search engines, not least the activity of your competitors. Knowing where the opposition receive their traffic and links can be highly beneficial
-Site Analysis – Algorithmic compliance, Spiderability, Coding, Content + Keyword density
- Links Analysis – Internal and External linking analysis and the recommendations that come from it are a vital complement to on-page optimisation and coding
- Paid Search – Traditional PPC, Yahoo! Site Submit, Shopping Feeds – and how it all fits together in the marketing mix
- Social Media Optimisation – Reaching the audience and community that are interested in your products and service can encourage brand loyalty and respect. A whole new vocabulary has appeared in search over the last few years. Ambergreen will run through blogging, social networking and user generated content, video search, tagging, mash ups, wikis and the future of search
You will have the opportunity during this session to participate in a practical activity.
Usability Chris Rourke of User Vision will explore key best practices for usability, discussing the following topics:
- The Homepage – what to include and avoid to draw the user deeper into the site
- Site Navigation – organising and labelling your site so that your customers navigate to what they are seeking with confidence
- Product Listing and Presentation – applying persuasive methods so your customers find the best product by the factors that matter to them
- Purchase and Checkout – how to minimise the number of 'dropouts' during the checkout process
- Rich Internet Applications – how new technologies such as Ajax and Flex can be applied to improve the user experience
During this session you will participate in a workshop on optimising site navigation through card sorting.
Break for light refreshments
Analytics Andrew Hood of Lynchpin Analytics will give practical examples of how analytics can be embedded in your organisation for competitive advantage. Topics will include:
- Making Sense of Metrics – moving away from technical statistics to indicators that are a real measure of online success
- Less Reporting, More Action – avoiding “death by data” and getting marketing and web teams engaged with actionable insights
- Understanding Customer Intent and the Research Buy Cycle – looking at user interactions with your site and your marketing over time and how to learn from them
- Bridging the Offline Gap – how to tie in your offline activities with online analytics
The session will include a practical workshop in identifying optimal sets of key performance indicators. The seminar will conclude with an opportunity to pose your questions to the seminar leaders.
Join us for drinks after the seminar for an informal chat about the concepts and topics discussed throughout the day.
Who this seminar is aimed at:
- Marketing Directors
- Business Analysts
- Interface Designers
- Project Managers
- Marketing Managers
- Website Designers
- E-commerce Developers
- Campaign Planners
- Product Managers
About the trainers The course is jointly provided by three organisations which are leaders in the fields of search engine marketing, usability, and web analytics: Ambergreen Internet Marketing, User Vision, and Lynchpin. All three have worked with some of the UK's leading organisations including; Marks & Spencer Money, Dell Computers, Emirates Airline, HSBC, Orange and My Travel. The course will be led by the lead practitioners from the three companies:
Grant Whiteside – Grant is the founding Technical Director of Ambergreen Internet Marketing. His experience in some of the worlds most competitive sectors of search marketing have led to quite outstanding results. Grant has overseen the training of Ambergreen’s search marketing team, a few key members of the team will be presenting throughout the session
Chris Rourke - Chris is Managing Director of the leading user experience consultancy, User Vision. He has applied practical methods such as usability testing, eye tracking, information architecture and user needs analysis with leading brands to help them gain increased conversions and customer satisfaction
Andrew Hood Andrew is Managing Director of Lynchpin Analytics, an online marketing analysis specialist offering analysis, research, measurement technology and consultancy expertise.
Course Cost The one day course costs £350 + VAT (£300 + VAT for registrations before 14th September 2007) and includes a course book with copies of all slides and reference materials, as well as lunch and refreshments throughout the day.
If you would prefer to pay by invoice please contact Laura on 0131 225 0858.
Sign up for this course http://www.uservision.co.uk/usability_events/usability-three-keys-to-online-success.asp
In today's competitive online marketplace, offering good products or services at attractive rates is not enough. The most successful companies on the web have mastered the three pillars of online success:
1. Visibility – creating a site that turn searchers into customers through effective search engine optimisation and pay per click strategies.
2. Usability – ensuring that users have a good experience from the moment they arrive on the site until they complete
their purchase.
3. Measurability – clearly aligning the performance of the website with the success of the business to identify what is and isn't working to feed back into strategy and planning.
In this one-day seminar we will explore how these three goals can be achieved within a profitable end to end online strategy. Focusing on online retail, travel and financial services, the course will present examples and case studies of companies that have made cost-effective changes to maximise their online success. Attendees will learn the key factors that can make or break the customer journey, including: Search Engine Marketing, Usability and Analytics.
Seminar schedule
Morning
* Register and meet seminar leaders
* Overview of Search Engine Marketing by Grant Whiteside
* Overview of Usability by Chris Rourke
* Overview of Web Analytics by Andrew Hood
Our introductory sessions will give you an overview of the principles and benefits for each individual area. This will then be expanded on with more detailed examples in the afternoon sessions.
Break for lunch
Afternoon
Search Engine Marketing Ambergreen will delve deeper into Search Engine Marketing covering in depth the following areas:
- Keyword Opportunity Analysis – Choosing your website content and the opportunities based on brand, generic and specific keyword clusters
- Competitor Analysis - Many factors affect positions and visibility on search engines, not least the activity of your competitors. Knowing where the opposition receive their traffic and links can be highly beneficial
-Site Analysis – Algorithmic compliance, Spiderability, Coding, Content + Keyword density
- Links Analysis – Internal and External linking analysis and the recommendations that come from it are a vital complement to on-page optimisation and coding
- Paid Search – Traditional PPC, Yahoo! Site Submit, Shopping Feeds – and how it all fits together in the marketing mix
- Social Media Optimisation – Reaching the audience and community that are interested in your products and service can encourage brand loyalty and respect. A whole new vocabulary has appeared in search over the last few years. Ambergreen will run through blogging, social networking and user generated content, video search, tagging, mash ups, wikis and the future of search
You will have the opportunity during this session to participate in a practical activity.
Usability Chris Rourke of User Vision will explore key best practices for usability, discussing the following topics:
- The Homepage – what to include and avoid to draw the user deeper into the site
- Site Navigation – organising and labelling your site so that your customers navigate to what they are seeking with confidence
- Product Listing and Presentation – applying persuasive methods so your customers find the best product by the factors that matter to them
- Purchase and Checkout – how to minimise the number of 'dropouts' during the checkout process
- Rich Internet Applications – how new technologies such as Ajax and Flex can be applied to improve the user experience
During this session you will participate in a workshop on optimising site navigation through card sorting.
Break for light refreshments
Analytics Andrew Hood of Lynchpin Analytics will give practical examples of how analytics can be embedded in your organisation for competitive advantage. Topics will include:
- Making Sense of Metrics – moving away from technical statistics to indicators that are a real measure of online success
- Less Reporting, More Action – avoiding “death by data” and getting marketing and web teams engaged with actionable insights
- Understanding Customer Intent and the Research Buy Cycle – looking at user interactions with your site and your marketing over time and how to learn from them
- Bridging the Offline Gap – how to tie in your offline activities with online analytics
The session will include a practical workshop in identifying optimal sets of key performance indicators. The seminar will conclude with an opportunity to pose your questions to the seminar leaders.
Join us for drinks after the seminar for an informal chat about the concepts and topics discussed throughout the day.
Who this seminar is aimed at:
- Marketing Directors
- Business Analysts
- Interface Designers
- Project Managers
- Marketing Managers
- Website Designers
- E-commerce Developers
- Campaign Planners
- Product Managers
About the trainers The course is jointly provided by three organisations which are leaders in the fields of search engine marketing, usability, and web analytics: Ambergreen Internet Marketing, User Vision, and Lynchpin. All three have worked with some of the UK's leading organisations including; Marks & Spencer Money, Dell Computers, Emirates Airline, HSBC, Orange and My Travel. The course will be led by the lead practitioners from the three companies:
Grant Whiteside – Grant is the founding Technical Director of Ambergreen Internet Marketing. His experience in some of the worlds most competitive sectors of search marketing have led to quite outstanding results. Grant has overseen the training of Ambergreen’s search marketing team, a few key members of the team will be presenting throughout the session
Chris Rourke - Chris is Managing Director of the leading user experience consultancy, User Vision. He has applied practical methods such as usability testing, eye tracking, information architecture and user needs analysis with leading brands to help them gain increased conversions and customer satisfaction
Andrew Hood Andrew is Managing Director of Lynchpin Analytics, an online marketing analysis specialist offering analysis, research, measurement technology and consultancy expertise.
Course Cost The one day course costs £350 + VAT (£300 + VAT for registrations before 14th September 2007) and includes a course book with copies of all slides and reference materials, as well as lunch and refreshments throughout the day.
If you would prefer to pay by invoice please contact Laura on 0131 225 0858.
Sign up for this course http://www.uservision.co.uk/usability_events/usability-three-keys-to-online-success.asp