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Web Portfolio: Development, Project Management, Optimization, Analytics, Results - Dan Carroll
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Web Portfolio: Development, Project Management, Optimization, Analytics, Results - Dan Carroll

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My personal case study of a website revamp, including visualizing the layout, content development and analytics. …

My personal case study of a website revamp, including visualizing the layout, content development and analytics.

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  • SEO – header tags, keywords, repeat-rinseApparent call to actionDan Carroll is a digital marketing with over seven years of progressive experience, with advanced knowledge in email marketing, CRM-marketing automation, analytics, segmentation and scoring, systems implementation and HTML/CSS email-web design. Dan is available for freelance, contract and permanent placement.All examples were actual email campaigns created by Dan Carroll.
  • SEO – header tags, keywords, repeat-rinseApparent call to actionDan Carroll is a digital marketing with over seven years of progressive experience, with advanced knowledge in email marketing, CRM-marketing automation, analytics, segmentation and scoring, systems implementation and HTML/CSS email-web design. Dan is available for freelance, contract and permanent placement.All examples were actual email campaigns created by Dan Carroll.
  • SEO – header tags, keywords, repeat-rinseApparent call to actionDan Carroll is a digital marketing with over seven years of progressive experience, with advanced knowledge in email marketing, CRM-marketing automation, analytics, segmentation and scoring, systems implementation and HTML/CSS email-web design. Dan is available for freelance, contract and permanent placement.All examples were actual email campaigns created by Dan Carroll.
  • SEO – header tags, keywords, repeat-rinseApparent call to actionDan Carroll is a digital marketing with over seven years of progressive experience, with advanced knowledge in email marketing, CRM-marketing automation, analytics, segmentation and scoring, systems implementation and HTML/CSS email-web design. Dan is available for freelance, contract and permanent placement.All examples were actual email campaigns created by Dan Carroll.
  • SEO – header tags, keywords, repeat-rinseApparent call to actionDan Carroll is a digital marketing with over seven years of progressive experience, with advanced knowledge in email marketing, CRM-marketing automation, analytics, segmentation and scoring, systems implementation and HTML/CSS email-web design. Dan is available for freelance, contract and permanent placement.All examples were actual email campaigns created by Dan Carroll.
  • SEO – header tags, keywords, repeat-rinseApparent call to actionDan Carroll is a digital marketing with over seven years of progressive experience, with advanced knowledge in email marketing, CRM-marketing automation, analytics, segmentation and scoring, systems implementation and HTML/CSS email-web design. Dan is available for freelance, contract and permanent placement.All examples were actual email campaigns created by Dan Carroll.
  • SEO – header tags, keywords, repeat-rinseApparent call to actionDan Carroll is a digital marketing with over seven years of progressive experience, with advanced knowledge in email marketing, CRM-marketing automation, analytics, segmentation and scoring, systems implementation and HTML/CSS email-web design. Dan is available for freelance, contract and permanent placement.All examples were actual email campaigns created by Dan Carroll.
  • SEO – header tags, keywords, repeat-rinseApparent call to actionDan Carroll is a digital marketing with over seven years of progressive experience, with advanced knowledge in email marketing, CRM-marketing automation, analytics, segmentation and scoring, systems implementation and HTML/CSS email-web design. Dan is available for freelance, contract and permanent placement.All examples were actual email campaigns created by Dan Carroll.
  • SEO – header tags, keywords, repeat-rinseApparent call to actionDan Carroll is a digital marketing with over seven years of progressive experience, with advanced knowledge in email marketing, CRM-marketing automation, analytics, segmentation and scoring, systems implementation and HTML/CSS email-web design. Dan is available for freelance, contract and permanent placement.All examples were actual email campaigns created by Dan Carroll.
  • SEO – header tags, keywords, repeat-rinseApparent call to actionDan Carroll is a digital marketing with over seven years of progressive experience, with advanced knowledge in email marketing, CRM-marketing automation, analytics, segmentation and scoring, systems implementation and HTML/CSS email-web design. Dan is available for freelance, contract and permanent placement.All examples were actual email campaigns created by Dan Carroll.
  • SEO – header tags, keywords, repeat-rinseApparent call to actionDan Carroll is a digital marketing with over seven years of progressive experience, with advanced knowledge in email marketing, CRM-marketing automation, analytics, segmentation and scoring, systems implementation and HTML/CSS email-web design. Dan is available for freelance, contract and permanent placement.All examples were actual email campaigns created by Dan Carroll.
  • Transcript

    • 1. WebLayout Copy Content Optimization Analytics Results
    • 2. Case Study Static, one-dimensional site built without a “forward thinking” approach Use of frames and non-standard web parts, such as custom “hover-over” page scroll function, negatively impacted user experience Not multi-browser optimized with large, unusable area surrounding “content window” No ability for prospects to contact company or a direct call-to-action Invisible to the crawl: almost zero organic search traffic, no keywords or content tags No way to identify traffic trends/visitor patterns Unable to develop new content based on historical search data www.website.comA personal case study of website overhaul: design, user experience, content parts, QA and SEO optimization  a Unused area with large background image
    • 3. Results Optimization Analytics ROI 167% organic web leads 144% visitation 17% pages per visit 5% time spend on site 10% new visits Year 1 Year 2 vs. year 1 Year 3 vs. year 2 120% organic web leads 40% visitation 25% unique visitors 68% social media referrals 22% published content 253% content shares *removal of underperforming pages* 24% organic web leads 34% visitation 39% average daily visitors 135% social media referrals 35% published content 60% viral lift 600% use of landing pages 100% Continued Improvement Data obtained from Google Analytics
    • 4. ExecutionLayout Copy Content Optimization Analytics Results
    • 5. Layout Design: Site Build Site organization: determining site sections (categories) and subpages Incorporation of a site map for better searching engine crawling Use best-in-class design, coding and tagging attributes Content organization: page layouts and copy development About UsNews Services Solutions Innovation Contact us Subpage 1 Subpage 2 Subpage 3 Subpage 1 Subpage 2 Subpage 3 Subpage 1 Subpage 2 Subpage 3 Subpage 4 Subpage 5 General Consulting Submit RFP
    • 6. Layout Home Page Content organization: page layouts and copy development Logo Static Navigation Bar Dynamic rotating flash screen: news specials, content downloads, offers Easy Menus Options optimized for visitor flow Eye candy!! Dynamic Content Areas displaying the most recent published info: news articles, case studies, sales brochures, and events Cross-browser and mobilize optimization Element spacing to create better appear and maximize browser display www.website.com
    • 7. Layout Home Page Navigation optimized user experience and visitor flow (customized to age demographic) Big Visuals = Easily Understood Call To Action Dynamic Content Areas displaying the most recent published info: news articles, case studies, sales brochures, and events
    • 8. Layout Content Pages Logo Static Navigation Bar In-Page Sub Section Navigation Dynamic Area: Related News/ Content Eye Candy Copy/Content Area (powered by backend content management system) Optimized with HTML tags, popular keyword placement, and an easily digestible structured format
    • 9. Layout Content Pages Logo Static Navigation Bar Dynamic Area: Related News/ Content Eye Candy Copy/Content Area (powered by backend content management system) Optimized with HTML tags, popular keyword placement, and an easily digestible structured format In-Page Navigation enabled the user to easily move from one section to the next (navigation customized to age demographic) In-Page Sub Section Navigation
    • 10. Layout Content Pages Logo Static Navigation Bar Dynamic Area: Related News/ Content Eye Candy Copy/Content Area (powered by backend content management system) Optimized with HTML tags, popular keyword placement, and an easily digestible structured format In-Page Sub Section Navigation Each page displayed additional content suggestions relative to the current page
    • 11. Copy Content Pages Logo Static Navigation Bar Sub Section Navigation Dynamic Area: Related News/ Content Eye Candy Revamped content to reflect the latest industry terms and trends SEO: day-forward use of data helped shape future content and continually improve all website copy Copy/Content Area (powered by backend content management system) Optimized with HTML tags, popular keyword placement, and an easily digestible structured format
    • 12. Copy Content Pages Logo Static Navigation Bar Sub Section Navigation Dynamic Area: Related News/ Content Eye Candy Revamped content to reflect the latest industry terms and trends SEO: day-forward use of data helped shape future content and continually improve all website copy Copy/Content Area (powered by backend content management system) Optimized with HTML tags, popular keyword placement, and an easily digestible structured format 167% organic web leads 144% visitation 17% pages per visit 5% time spend on site 10% new visits Year 1
    • 13. Copy Content Pages Logo Static Navigation Bar Sub Section Navigation Dynamic Area: Related News/ Content Eye Candy Revamped content to reflect the latest industry terms and trends SEO: day-forward use of data helped shape future content and continually improve all website copy Copy/Content Area (powered by backend content management system) Optimized with HTML tags, popular keyword placement, and an easily digestible structured format Year 2 vs. year 1 120% organic web leads 40% visitation 25% unique visitors 68% social media referrals 22% published content 253% content shares *removal of underperforming pages* Continuous Improvement
    • 14. Results Made possible by: Optimization Analytics ROI (just a reminder) 167% organic web leads 144% visitation 17% pages per visit 5% time spend on site 10% new visits Year 1 Year 2 vs. year 1 Year 3 vs. year 2 120% organic web leads 40% visitation 25% unique visitors 68% social media referrals 22% published content 253% content shares *removal of underperforming pages* 24% organic web leads 34% visitation 39% average daily visitors 135% social media referrals 35% published content 60% viral lift 600% use of landing pages 100% Continued Improvement Data obtained from Google Analytics
    • 15. About Dan Carroll Dan Carroll is a digital marketer with over seven years of progressive experience and advanced knowledge of web/email marketing, marketing automation, analytics, CRM segmentation and scoring, data analysis and systems implementation. Dan is always looking to assist in a freelance capacity and welcomes permanent placement opportunities. Slide deck created by Dan Carroll. ShortTechnical Summary  SEO/SEM and web optimization  SharePoint  Wordpress  Google Sites  System-database integration  Salesforce CRM  NetSuite CRM  Microsoft Dynamics CRM  CoreMotives Marketing Automation  Silverpop Engage Marketing Automation  Mailchimp and Constant Contact ESP  Illustrator, Photoshop, Dreamweaver  Excel,Word, PowerPoint (Advanced)  Sales collateral, ad design and copywriting  Google Analytics (Platform Principals certificate)  Adobe Analytics (Ominture)  Web project management QA, and content management  Email personalization and remarketing  Lead generation and nurturing  HTML/CSS  Landing pages and responsive design (mobile, web)  Hootsuite  Go-to-market strategy  Survey, polling and analysis  Business Intelligence reporting  Voice of the Customer (VOC)  Releases, articles and case studies April 24, 2014 DanielCarroll215@gmail.com

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