Showing posts with label Superplay Cafe. Show all posts

Conversion Tracking - Superplay

Posted on Sunday, February 20, 2011 by

The conversions and methods for tracking them on the website for the Superplay Cafe.


If you look back at my Determine Conversions post for Superplay you'll notice that a number of the conversions require an offline activity which makes them more difficult, although not impossible, to track. This post deals with onsite conversions that we can track.

Conversion 1: Kids Party/ Function Contact Form is Completed

The completion of the contact form generates a lead for booking a children's party or function. I used Google Analytics Goals with the goal being the thankyou page that the visitor is delivered to once they fill out the form and click 'send message.'

Conversion 2: Someone Views the Address or Contact Information

For the 'viewing' conversions I used the javascript OnMouseOver function that records a 'virtual pageview' each time the cursor moves over a certain part of the page. The 'virtual pageviews' are recorded using Google Analytics. I set up separate mouse over conversions for the address, phone number and email address at the different locations they appear on the website.

Moving the mouse over a particular section of the page is a rough indication of where a person's attention is focused. However it is certainly not a hard and fast rule.

[This article is part of the Superplay Cafe Case Study. See the latest articles in the case studyhere or head over to the case study index for all the articles.]



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Web Development - Superplay

Posted on Wednesday, February 16, 2011 by

The web development and design for Superplay Cafe including content, technology and design. You can see the finished website here: Superplay.com.au.

A lot of what I've done for the website is evident by going and visiting it (link above). I have made some notes below outlining the various aspects of the development process alongside the corresponding Web Development steps from the internet marketing plan.

  • Content
    • Articles- We used short sharp and shiny articles (copy), consisting of short paragraphs, tables and dot points, to allow scanning and get the point across quickly and easily.
    • Structure
      • Navigation- Top navigation, clickable logo
    • Features
      • Party Contact Form
      • Analytics
      • Conversion Tracking
    • Onsite SEO- We included keywords from our research in the titles, headings and copy.
    • Usability & Accessibility- Simple and clean design
  • Technology
    • Web Properties
      • Website
      • Social Media
        • Facebook- to come later.
        • Blog- to come later
      • Email Marketing Campaign- to come later
      • Other Pages
    • Onsite
      • Scripts
        • Contact Form- We used a free, externally hosted service from Snaphost.com for the contact form
        • Analytics- Google Analytics
        • Conversion Tracking- Google Analytics Goals & Funnels
      • Coding- Html, CSS and some javascript
    • Back End
      • Hosting- Netregistry Economy Hosting
      • Domain Name- superplay.com.au
    • Design
      • Look & Feel- Simple design with colours from the logo repeated in the page design.
    • Testing & Improving
      • Usability Research & Testing- to be completed at a later date.


      [This article is part of the Superplay Cafe Case Study. See the latest articles in the case study here or head over to the case study index for all the articles.]



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    Competitor Research- Superplay

    Posted on Thursday, February 10, 2011 by

    Competitor research for the Superplay Cafe case study.

    Most of the work I've done for this is in the Google Spreadsheet: Superplay Cafe Competitor Research. This post contains a summary and analysis of the data collected in the spreadsheet.

    Competitor Research- Determine who your online competitors are in order to analyse them.

    Method: I searched in Google for several phrases relating to the business and noted the competitors.
    Results: The competitors are listed in the 'products' tab.

    Benefits Analysis- What are the key benefits of their (your competitors) products that they are highlighting?

    Method: Looked at some of the key points made on the home page, the key links and anything than was highlighted in a summary that might suggest it is one of the key benefits of the product or service.
    Results: The 'Product' tab has a section listing the main benefits.

    Pricing Analysis- What are the prices of their products and services?

    Method: Go to each competitors website and look up their prices.
    Results: The prices are listed in the 'Product' tab.

    Content Analysis- What kind of content do they have? Is there anything important missing?

    Method: Had a look at each website and picked out some of the marketing methods or tools they were using.
    Results: The results can be seen in the 'Marketing Tech' sheet.

    Targeted Search Term Analysis- Which keywords are they targeting?

    Method: I looked at each website and used Keyword Density Analysis tools (see tools page) and PageRank and domain age tools (see tools page).
    Results: The results can be seen in the 'SEO' sheet.

    SEO Analysis- How well are they Search Engine Optimised?

    Method: This analysis was done in conjunction with the 'targeted search term analysis,' (see above).
    Results: In general I noted a medium to low about of Search Engine Optimisation. See the 'SEO' tab for more results.

    Technology/Tool Analysis- What technologies and tools are they using?

    This analysis was done in conjunction to the content analysis (see above).

    Usability Analysis- What are the usability strengths and weaknesses of their web properties?

    I have not completed any usability analysis at this stage.

    Functionality Analysis- What are the primary functions of their web properties? Is their any important functionality missing?

    This analysis was done in conjunction to the content analysis (see above).

    Overall Strategy Analysis- An overall look at your competitor's online strategy

    I didn't go as far as to do an overall strategy analysis. I will have to follow up on this in the future.

    [This article is part of the Superplay Cafe Case Study. See the latest articles in the case studyhere or head over to the case study index for all the articles.]



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    Keyword Research- Superplay

    Posted on Wednesday, February 2, 2011 by

    The process and results of keyword research and analysis done for the Superplay case study.


    The keyword research conducted for this project has been compiled into a Google docs spreadsheet available here: Superplay Keyword Research

    Methodology
    1. Open Google's Adwords Keyword Tool
    2. Click on 'Advanced Options' and select Australia instead of the US
    3. Type in 'Play Cafe Adelaide' and transfer the data into a new spreadsheet tab
    4. Type in 'Childrens Parties Adelaide' and transfer the data into a new tab
    5. Prune the irrelevant terms and the monthly data columns
    6. Collect all the terms from the two tabs that include the word 'Adelaide' and move them into a list in another tab
    7. Create an 'SEO Score' for each term by dividing the local monthly searches by the competition
    8. Order the terms in each tab by SEO Score, from largest to smallest
    9. Highlight the most relevant terms in yellow
    10. Group terms made up of the same or very similar words by drawing a box around them
    11. List the top groups of terms for each tab on the results tab
    12. Highlight the groups of terms in yellow that you are going to target

    Results

    The terms the research showed we should target are highlighted in yellow on the results page with preference given to those closer to the top. I discarded some of the terms on the results page as I thought they were too general and too competitive for a new website to have a chance ranking for.

    [This article is part of the Superplay Cafe Case Study. See the latest articles in the case study here or head over to the case study index for all the articles.]



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    Determine Conversions- Superplay

    Posted on Sunday, January 30, 2011 by

    Determining the conversions that I consider as measurable steps towards achieving the objectives for the Superplay Cafe project.


    Objective 1: Increasing the number of customers visiting the play cafe
    • Someone views the play cafe address on the website, Google place page, blog or Facebook page and then visits the cafe
    • Someone views the play cafe email address or phone number on the website, Google place page, blog or Facebook page and then makes an inquiry about the play cafe
    • An existing customer returns after viewing on the of the web properties or receiving an email or promotion
    Objective 2: Increasing the number of kids party and function bookings
    • Someone views the contact details on one of the web properties then contacts to make an inquiry about a party or function
    • Someone views the function and party details on one of the web properties and then makes an inquiry at the cafe
    Many of these conversions can only be measured so far using electronic means so a system will have to be put in place in the cafe where the staff ask people how they heard about the cafe or parties in order to track the conversion.

    [This article is part of the Superplay Cafe Case Study. See the latest articles in the case study here or head over to the case study index for all the articles.]



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    Objectives & Strategies for Superplay

    Posted on Wednesday, January 26, 2011 by

    An outline of the objectives, and strategies to achieve those objectives, for the Superplay Cafe project.


    About the Business

    The Superplay Cafe is an indoor play centre and cafe located at Mount Barker in the Adelaide Hills. The play cafe is open every day from 9:30am till 5:00pm. Children pay a fee upon entry and may stay as long as they like. Parents and caregivers enter for free. The cafe offers drinks, snacks and light meals, including a kids menu and healthy options are available. They also specialise in kids parties and the facilities can be hired out for private functions, fundraisers and community events. More details here.

    The objectives for the internet marketing of the business are:
    • Increase the customers coming to the play cafe
    • Increase the party and function bookings
    The strategies we devised to achieve the objectives are as follows:
    • Create a website optimised for local search engine traffic
    • Create a Google Places page and encourage reviews
    • Create a Facebook page to keep in touch with existing customers, attract new customers and to advertise the kids parties and functions packages and options
    • Create a blog to advertise the kids parties and functions packages and options
    • Collect email addresses to eventually start an email newsletter to maintain relationship with existing customers and encourage party and function bookings
    [This article is part of the Superplay Cafe Case Study. See the latest articles in the case study here or head over to the case study index for all the articles.]



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    Superplay Cafe Case Study

    Posted on Wednesday, January 12, 2011 by

    A case study covering all aspects of the development of Superplay.com.au, a Play Cafe in the Adelaide Hills.

    This is the home page for the case study, featuring the Internet Marketing Plan below. You can access the most recent posts in the case study using the category link:

    Superplay Cafe Case Study

    Or you can click on a category below to see posts relating to that specific part of the internet marketing plan.

    1. Define Objectives & Strategies
    2. Determine Conversions
    3. Research
    4. Development
      • Content
      • Technology
      • Design & Layout
      • Testing & Improving
    5. Increase Traffic
      • Offsite SEO (Link Building)
      • Referral
        • Social Media
        • Websites & Blogs
        • Directories
      • Direct
        • Loyalty Cards
    6. Record/ Monitor
    7. Increase Conversions
      • More Research
      • More Development
      • More Traffic




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