|By Larry Drebes||
|December 2, 2010 05:30 AM EST||
Marketers historically have paid close attention to site traffic, time on site and page view metrics. Success on today's Internet, the social web, is not guaranteed by any of these numbers. The game has shifted, and most savvy marketers are waking up to the fact that new key performance indicators are more relevant:
- Quality of site traffic takes precedence over quantity of site traffic
- Interactions on your site are far more important than just time on site
- Sharing content from your site leads to effective word of mouth marketing, unlike passive page views
The critical foundation underlying these new success metrics is knowledge of your users.
Create a Compelling Reason to Register - The "Give to Get" Paradigm
This give-to-get scenario is a catalyst that prompts and ensures successful user registration because the user perceives the benefits of membership to be worth the time it takes to register. A compelling why is arguably the single most important factor in getting a visitor to become a member. Think about this as a value exchange or a "give to get" relationship. You are asking users to give you something of value - information on themselves and in return you are going to provide something of value such as premium access, promotions, free newsletters or other value-added benefits.
Once you identify the value proposition, display it everywhere: place it beside your registration form, incorporate the reasons into your online advertising rotation, ensure that a user cannot spend more than 30 seconds on your site without knowing why they should become a member.
Member Acquisition Strategies - Benefits to Offer Your Members
This list of potential benefits to offer members is by no means exhaustive, but some options to offer include:
- Access to premium content: Allow your members to view enhanced content such as in-depth features, multimedia, podcasts, case studies and marketing briefs.
- Access to enhanced customization: By creating an account and pulling in profile data you will be able to build personalized features on your site such as recommended reading and suggested products to purchase.
- Access to your online community: Promote the community you have created by allowing your members to interact with each other through personalized profiles, photo sharing, forums and user-generated content.
- Free newsletters: Keep your registered users abreast of new product releases, current articles, and organizational updates.
- Coupons and promotions: Offer coupons and special promotions such as free shipping, daily discounts, contests and sweepstakes only to registered users of your site.
- Insider scoop: Allow your registered users to test beta products, be the first to hear about new products, events and tour dates.
Expand Your Membership Through Online Word-of-Mouth Marketing
Once you have some momentum, take it to the next level by leveraging your members' social networks. Through the addition of social sharing functionality your members will be able to share experiences from your site directly with their friends and online communities, extending your brand reach at minimal cost. For example:
- Commenting on an article or posting a review
- Promotional campaigns that provide incentives for members to win a prize when they invite friends to become members
- Loyalty programs that upgrade the membership level when friends they have invited become members
- E-commerce related triggers encouraging sharing of a purchase on completion of the process
- Mobile campaigns that send messages out to promote both membership and additional downloads of the mobile application
Optimizing the Registration Process
Make the registration process as simple and painless as possible. The answer to growing your members is to provide the key combination of a compelling why coupled with an incredibly simple registration process. There are best practices to simplifying the registration process:
- Shorten the registration form. Take a hard look at your current forms and determine what user profile information you really need. Most sites see an immediate uptick in registration rates when forms are simplified and only present relevant questions.
- Adopt a progressive disclosure model. Request a minimal set of data from the user at the initial registration point, and then at future touch points ask for more information to build a complete user profile over time. For example, if you offer coupons on your site, perhaps you initially only request a name and email address to download the coupon, but to access a second more personalized coupon requires the addition of a zip code.
- Leverage your user's existing identities. Offer login through a Facebook, Twitter, Google, LinkedIn, or other accounts to reduce friction and speed up the process. This method also enables you to instantly collect accurate and rich profile data from your users.
Offering Registration with an Existing Identity
The rapid spread of social networking sites such as Facebook and Twitter, as well as the ubiquity of Internet email accounts through Google, Yahoo or Microsoft Windows Live, has increased the likelihood that the majority of your site visitors already have at least one preferred online identity. Offering registration or login through these identities has been proven to not only increase registration rates, but to increase the quality and reliability of the user data.
In order to increase ROI on the Internet today, marketers have to reconsider the registration entryway and value proposition. Optimizing these two factors will lead to higher member acquisition rates and increased ROI. When converting visitors to members, marketers gain more insight into their users and uncover new marketing opportunities. Providing compelling reasons to become a member, coupled with a streamlined registration process, will drive member acquisition and improved online revenue.
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
Mar. 29, 2017 03:15 PM EDT Reads: 2,211
SYS-CON Events announced today that Technologic Systems Inc., an embedded systems solutions company, will exhibit at SYS-CON's @ThingsExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Technologic Systems is an embedded systems company with headquarters in Fountain Hills, Arizona. They have been in business for 32 years, helping more than 8,000 OEM customers and building over a hundred COTS products that have never been discontinued. Technologic Systems’ pr...
Mar. 29, 2017 02:30 PM EDT Reads: 3,804
SYS-CON Events announced today that Auditwerx will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Auditwerx specializes in SOC 1, SOC 2, and SOC 3 attestation services throughout the U.S. and Canada. As a division of Carr, Riggs & Ingram (CRI), one of the top 20 largest CPA firms nationally, you can expect the resources, skills, and experience of a much larger firm combined with the accessibility and attent...
Mar. 29, 2017 02:30 PM EDT Reads: 673
SYS-CON Events announced today that CA Technologies has been named “Platinum Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business – from apparel to energy – is being rewritten by software. From ...
Mar. 29, 2017 02:30 PM EDT Reads: 2,272
SYS-CON Events announced today that HTBase will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. HTBase (Gartner 2016 Cool Vendor) delivers a Composable IT infrastructure solution architected for agility and increased efficiency. It turns compute, storage, and fabric into fluid pools of resources that are easily composed and re-composed to meet each application’s needs. With HTBase, companies can quickly prov...
Mar. 29, 2017 02:15 PM EDT Reads: 3,252
SYS-CON Events announced today that Loom Systems will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Founded in 2015, Loom Systems delivers an advanced AI solution to predict and prevent problems in the digital business. Loom stands alone in the industry as an AI analysis platform requiring no prior math knowledge from operators, leveraging the existing staff to succeed in the digital era. With offices in S...
Mar. 29, 2017 01:30 PM EDT Reads: 1,746
Buzzword alert: Microservices and IoT at a DevOps conference? What could possibly go wrong? In this Power Panel at DevOps Summit, moderated by Jason Bloomberg, the leading expert on architecting agility for the enterprise and president of Intellyx, panelists peeled away the buzz and discuss the important architectural principles behind implementing IoT solutions for the enterprise. As remote IoT devices and sensors become increasingly intelligent, they become part of our distributed cloud enviro...
Mar. 29, 2017 12:15 PM EDT Reads: 7,898
SYS-CON Events announced today that T-Mobile will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. As America's Un-carrier, T-Mobile US, Inc., is redefining the way consumers and businesses buy wireless services through leading product and service innovation. The Company's advanced nationwide 4G LTE network delivers outstanding wireless experiences to 67.4 million customers who are unwilling to compromise on ...
Mar. 29, 2017 11:45 AM EDT Reads: 2,574
SYS-CON Events announced today that Infranics will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Since 2000, Infranics has developed SysMaster Suite, which is required for the stable and efficient management of ICT infrastructure. The ICT management solution developed and provided by Infranics continues to add intelligence to the ICT infrastructure through the IMC (Infra Management Cycle) based on mathemat...
Mar. 29, 2017 11:00 AM EDT Reads: 3,439
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 20th Cloud Expo, which will take place on June 6-8, 2017 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 add...
Mar. 29, 2017 10:15 AM EDT Reads: 1,731
SYS-CON Events announced today that Cloudistics, an on-premises cloud computing company, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloudistics delivers a complete public cloud experience with composable on-premises infrastructures to medium and large enterprises. Its software-defined technology natively converges network, storage, compute, virtualization, and management into a ...
Mar. 29, 2017 10:00 AM EDT Reads: 2,342
In his session at @ThingsExpo, Eric Lachapelle, CEO of the Professional Evaluation and Certification Board (PECB), will provide an overview of various initiatives to certifiy the security of connected devices and future trends in ensuring public trust of IoT. Eric Lachapelle is the Chief Executive Officer of the Professional Evaluation and Certification Board (PECB), an international certification body. His role is to help companies and individuals to achieve professional, accredited and worldw...
Mar. 29, 2017 08:45 AM EDT Reads: 946
In his General Session at 16th Cloud Expo, David Shacochis, host of The Hybrid IT Files podcast and Vice President at CenturyLink, investigated three key trends of the “gigabit economy" though the story of a Fortune 500 communications company in transformation. Narrating how multi-modal hybrid IT, service automation, and agile delivery all intersect, he will cover the role of storytelling and empathy in achieving strategic alignment between the enterprise and its information technology.
Mar. 29, 2017 08:00 AM EDT Reads: 7,556
Microservices are a very exciting architectural approach that many organizations are looking to as a way to accelerate innovation. Microservices promise to allow teams to move away from monolithic "ball of mud" systems, but the reality is that, in the vast majority of organizations, different projects and technologies will continue to be developed at different speeds. How to handle the dependencies between these disparate systems with different iteration cycles? Consider the "canoncial problem" ...
Mar. 29, 2017 06:00 AM EDT Reads: 9,076
The Internet of Things is clearly many things: data collection and analytics, wearables, Smart Grids and Smart Cities, the Industrial Internet, and more. Cool platforms like Arduino, Raspberry Pi, Intel's Galileo and Edison, and a diverse world of sensors are making the IoT a great toy box for developers in all these areas. In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists discussed what things are the most important, which will have the most profound e...
Mar. 29, 2017 04:00 AM EDT Reads: 15,127
Keeping pace with advancements in software delivery processes and tooling is taxing even for the most proficient organizations. Point tools, platforms, open source and the increasing adoption of private and public cloud services requires strong engineering rigor - all in the face of developer demands to use the tools of choice. As Agile has settled in as a mainstream practice, now DevOps has emerged as the next wave to improve software delivery speed and output. To make DevOps work, organization...
Mar. 29, 2017 03:45 AM EDT Reads: 2,177
My team embarked on building a data lake for our sales and marketing data to better understand customer journeys. This required building a hybrid data pipeline to connect our cloud CRM with the new Hadoop Data Lake. One challenge is that IT was not in a position to provide support until we proved value and marketing did not have the experience, so we embarked on the journey ourselves within the product marketing team for our line of business within Progress. In his session at @BigDataExpo, Sum...
Mar. 29, 2017 03:30 AM EDT Reads: 3,265
Web Real-Time Communication APIs have quickly revolutionized what browsers are capable of. In addition to video and audio streams, we can now bi-directionally send arbitrary data over WebRTC's PeerConnection Data Channels. With the advent of Progressive Web Apps and new hardware APIs such as WebBluetooh and WebUSB, we can finally enable users to stitch together the Internet of Things directly from their browsers while communicating privately and securely in a decentralized way.
Mar. 29, 2017 03:00 AM EDT Reads: 6,104
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.
Mar. 29, 2017 01:15 AM EDT Reads: 2,542
What sort of WebRTC based applications can we expect to see over the next year and beyond? One way to predict development trends is to see what sorts of applications startups are building. In his session at @ThingsExpo, Arin Sime, founder of WebRTC.ventures, will discuss the current and likely future trends in WebRTC application development based on real requests for custom applications from real customers, as well as other public sources of information,
Mar. 29, 2017 01:00 AM EDT Reads: 1,145