Learn by Example
Throughout this book, we use two fictitious companies to illustrate how to implement certain elements to improve your website and its marketing:
- Happy Puppy, a small service-based business that sells puppy- and dog-training classes
- TropiCo, a large conglomerate in the tropical fruit reselling business
Let's meet them both with a couple of quick Internet marketing scenarios.
B2C Example: Happy Puppy
The two small business owners running Happy Puppy are struggling with starting a paid search campaign from scratch. They're savvy enough to have created a keyword-rich website, but have focused on their preferred cutesy terms (doggie daycare instead of dogsitter, for example).
They found out about Google's Keyword Tool, and after playing around with it identified several keywords that were more likely to get results from people looking for their training classes and services.
Some of the discoveries, as shown in Figure 1.4, included that people were likely to search for specific training problems, such as crate training, housebreaking, or handling problem behaviors like chewing or pulling on a leash.
Figure 1.4 Working through potential new keywords for the Happy Puppy website.
This prompted them to turn back to their website and rework their existing content to use terms like dogsitter and include dog behavior problems for their daycare and training services pages.
They also decided to start a blog, where they could include posts targeting specific training for different behaviors, keeping the website relevant and fresh. They even decided to rename some of their training classes, before moving forward with their new paid search advertising campaign.
B2B Example: TropiCo
A recent review of their weblog data revealed that the new landing page graphic design launched last month actually slightly reduced their response rate. The question is, why?
After conducting an informal usability test with a handful of prospective website visitors, they quickly saw that people accessing their landing pages (after clicking their paid search ad) were carefully reviewing the content on the page. Yet, in doing so, they were scrolling down, and the call to action, which was located in the new page header, was scrolling away as well.
A-ha! People in the test were going directly into their main website to look for more information, instead of just picking up the phone or contacting the company online to place an order. No wonder the online lead conversions were dwindling instead of improving.
After a quick fix to the new landing page template, the prominent call to action within the page copy started to pay off, and they slowly saw an increase in their conversion rates.