SLIDE 1 Nobody Wants A Website. They Want Results!
dwayne@pantheon.io @mcdwayne on Twitter Slides at mcdwayne.com
SLIDE 2 Developer Advocate At Pantheon Since 2014 Working in sales/marketing since 2005 Some things I enjoy:
- Webcomics and Comic Books
- Finger Knitting and Crochet
- Karaoke!!!
dwayne@pantheon.io @mcdwayne on Twitter
Slides at: mcdwayne.com
SLIDE 3 Marketers and developers build, host, and manage their most important websites on Pantheon
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Poll time
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Why This Topic?
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But Before We Get To That
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Who Wants A Sandwich?
SLIDE 12 A sandwich is a food typically consisting of vegetables, sliced cheese or meat, placed on or between slices of bread, or more generally any dish wherein two or more pieces of bread serve as a container or wrapper for another food type.
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ATIONS
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SLIDE 18 Developers do not take their fiduciary responsibilities
- seriously. We pay them good money to figure out how
to make the best website to meet our needs. It is up to them to figure out those goals.
- - Actual CMO (name withheld)
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SLIDE 21 We are not designing a chair, but a human suspension system
- - Kandace Brigleb, WooConf 2017
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Lead Qualified Lead Proposal Delivery Project Funnel Qualify Discovery Procurement Maintenance
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Lead Qualified Lead Proposal Delivery Project Funnel Qualify Discovery Procurement Maintenance
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Qualify
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Do you have your KPIs defined?
Qualification Question:
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Lead Qualified Lead Proposal Delivery Project Funnel Qualify Discovery Procurement Maintenance
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What Are We Measuring?
Qualification Question:
SLIDE 39 Web team:
- Performance
- Google Analytics
i. Pageview Data ii. User Metrics iii. And so on
What Are We Going To Measure?
SLIDE 40 What Are We Going To Measure?
Marketing:
- Cost Per Lead
- Inbound Marketing ROI
- Traffic-to-Lead Ratio (New Contact Rate)
- Landing Page Conversion Rates
- Social Media Reach and Engagement
- Mobile Traffic, Leads, and Conversion Rates
SLIDE 41 What Are We Going To Measure?
Sales:
- Sales Revenue
- CAC (cost to acquire a customer)
- Sales by month/week/year
- Customer attrition rate (how often are customers leaving?)
- Average order/purchase value
- Average monthly sales per customer
SLIDE 42 What Are We Going To Measure?
Business Owner:
- Sales Funnel Drop-Off Rate
- Revenue Growth Rate
- Inventory Turnover
- Relative Market Share
- Customer Retention Rate
- Customer Lifetime Value
SLIDE 43 SOME MIXTURE OF YOUR WEBSITE STATS CAN HELP POINT TO measure Any of THESE, BUT DOES THAT SOLVE THE ISSUE? Formula slide Expecting them to know this conversion and how these map is an ideal, pie in the sky
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Web Team Metric A + Web Team Metric B Web Team Metric C ≈ Marketing KPI
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Web Team Metric A + Marketing Metric B + Sales Metric C + ( Other Metrics ) ≈ Business Owner Goals
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Do You Want To Change Hats?
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What Is Your Plan Around _____?
Qualification Question:
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Content Strategy
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Design Services
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Project Management?
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Nobody Wants A Website They Want Results*! *KPI targets hit
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SLIDE 57 Developer Advocate At Pantheon Since 2014 Working in sales/marketing since 2005 Some things I enjoy:
- Webcomics and Comic Books
- Finger Knitting and Crochet
- Karaoke!!!
dwayne@pantheon.io @mcdwayne on Twitter
Slides at: mcdwayne.com
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Thanks
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Conversation Time
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