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@IAMAI Digital Marketing: Traffic to Website & Conversions - Getting traffic is easy but conversion is the key!
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After 1, 2, 3 and 4 panel discussions the last panel discussion at IAMAI Digital Marketing Conference (Bangalore) was on “TRAFFIC TO WEBSITE AND CONVERSIONS”.
The moderator of this last panel was K Vaitheeswaran, Co founder & Chief Operating Officer, Indiaplaza who started the panel on a humorous note by stating that audience and organizer wariness has set in and then reciting the story of how aishwaraya rai before her marriage to abhishek was instrumental in teaching him about traffic and conversions. He stated that she was the most expensive keyword and buying inventory of her made them lose a lot of money!
The reason was people were searching for her wallpapers and other things (censored ;)) and traffic was coming to their site. When they moved on to buying inventory for aishwarya rai movie dvds though traffic changed but conversion was abysmally low.
He concluded: Getting traffic is easy but conversion is the key!
Bruno Goveas, Head Marketing & Product Management, Akamai Technologies started by explaining how rich interactive applications are now the norm and key expectation of todays users. He also touched upon the fact that ecommerce is today an important channel vis a vis an also ran one earlier.
He gave some statistics on the abandonment threshold for sites that don’t load well:
- 1999 its was 8 seconds
- 2006 it was less that 4 seconds
- 2009Â its expected to be 1 second
For website to achieve conversion speed is of utmost importance and the key aspect limiting speed is the infrastructure bottleneck today. He pointed out that the middle mile is the key area of infrastructure bottle neck
- First mile - Tier 1 ISP
- Middle mile - 60 % loss due to Local ISP
- Last mile - Urgent need to fulfill the promise of internet
Anurag Gupta, Managing Director, DGM India Internet Marketing made the statement ‘Most client typically say give me all the traffic u can get as long as a customer acquistion cost is at x rupees’
He stated that Impressions, Clicks, and Action is an inverted pyramid therefore x impressions will lead to x/1000 clicks and that will lead to x/10000 action.
Even the above model isn’t as easy as it looks what makes it complex is many distinct channels, different pricing models and different technologies.
Kashyap Vadapalli, Director – Marketing & Operations, eBay India spoke about the Ebay sellers 1.3 million of whom are making a living primarily by selling on ebay. He noted that traffic in india is getting expensive day by day. Which increases the need to attract only relevant traffic.
One can do so by following the steps given below:
1) Know whom u want -> segment and microsegment your users
2) Reaching the segment of choice -> Identifying relevant channels
3) Concentrate on breaking away from the clutter
4) Typical online customer on can be classified based on ebay experience as follows:
- Energetic early adopter
- Social follower
- Introvert
- Risk averse conservative
- Rational evaluator of offline and online channel
5) Message based on your target segment
6) Showcase his trigger point prominently
7) Address his barriers by fixing his painpoints
The panel was followed by a set of interesting QnA Session. Excerpts of which is given below:
A) The panel said they don’t want to talk about it but pointed out by sidestepping the question that rediff now offers measurement on open emails and audits can be done as they use third party server to serve ads and clicks can be measured on top of it. The need for more such steps to determine engaged users on offer are required but no site is willing to open up.
One good conversion rates - nobody knows what the benchmark for this is , go by trial and error method
Q) Just because Digital can give ROI does it mean that should be the only focus? Aren’t Digital Marketers cutting the pie even smaller by limiting the focus to leads and acquisitions? Where as the medium which is highly interactive can be high impact branding tool?
(We would like to thank Deva our guest blogger in bangalore for the coverage)
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Great info for website traffic and blogging. Cheers!