Web Redesign by the Numbers

Affiliate Summit West 2011 Web Redesign by the Numbers Sharon Mostyn AVP - Ecommerce, 1 st Mariner Bank @SharonMostyn and @1stMarinerBank

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Time To Poll The Audience! 1.) How many of you have redesigned a website? 2.) How many are redesigning your site in 2011? 3.) How many used web analytics to guide your redesign?

Redesign Questions To Ask
Who?
Who are your site’s visitors/personas?
Have they visited before (new vs. returning)?
Are there geographic restrictions/limitations?
What?
What are the goals of your site?
What keywords do you want to be found for?
What pages are they visiting?
When?
When are visitors most active (months/days/times)?
Is your business seasonal or cyclical?
Are there events (Black Friday, holidays) to promote?

Redesign Questions To Ask
Where?
Where are they coming to your site from?
Where are they going after they leave your site?
Why?
Why should people use your site vs. competition?
Why are people leaving your site?
How?
Which browser are they using (and which versions)?
Which Operating System (OS)?
Desktop or mobile browsers?
Screen resolution?
Java and/or Flash?

Numbers To Know: Visitors Demographics Source: Alexa, Dec. 2010

Numbers To Know: Visitors New vs. Returning Loyalty (Repeat Visits) Visits (vs. Visitors) Source: Google Analytics, Dec. 2010

Numbers To Know: Visitors Geographic Distribution

Numbers To Know: Goals Goals: Sales, Leads, Forms, White Paper Downloads, etc.

Numbers To Know: Goals Keywords and How They Convert to Goals

Numbers To Know: Pages Pages aka “Top Content”

Numbers To Know: Pages In-Page Analytics
Currently in Beta
Visual representation of click (or goal) percentages
Can be filtered by:
Visitor Type
Geography
Language
Screen Resolution
Operating System
Browser
Inbound (Referring) Medium/Source/Keyword/Campaign
Helps prioritize pages when redesigning site
Source: Google Analytics, Dec. 2010

Numbers To Know: Timing Re-launch during slow period in order to minimize risk if/when something unexpected happens. Don’t re-launch during your busy months. Re-launch or test during slow hours.

Numbers To Know: Traffic Sources Blog = #1 Referring Source Source: Hubspot, Aug. 2009

Numbers To Know: Clickstream Source: Alexa, Dec. 2010

Numbers To Know: Competition How does your audience compare? Source: Alexa, Dec. 2010

Numbers To Know: Bounces Bounces – Visit ONLY 1 Page of Your Site
Possible Reasons:
Existing Site Design/Navigation
Lack of Trust
Site Format (Blog, Landing Pages, etc.)
Content (incl. Copy Mismatch)
Technical Difficulties (incl. Load Time)
Poor Inbound Links or Marketing
Intrusive Site Enhancements (incl. Pop-ups, Autoplay Audio and/or Video)

Numbers To Know: Technical Operating System, Browser, Version Watch for Mobile and iPad

Numbers To Know: Technical Screen Resolution and Colors (16-bit, 24-bit, 32-bit)

Numbers To Know: Technical Flash Versions and Java Support

Website Redesign Numbers To Know:
Visitors
Goals
Pages
Timing
Traffic Sources
Clickstream
Competition
Technical

Questions? Sharon Mostyn By Day: AVP, Ecommerce 1 st Mariner Bank Twitter: @1stMarinerBank Email: [email_address] Websites: http://www.1stMarinerBank.com http://www.VAMortgage.com Evenings and Weekends: Jack of All Trades, Mom of Two Motherhood, Marketing, & Medical Mayhem Twitter: @SharonMostyn Email: [email_address] Website: http://sharonmostyn.com Thank you! For more details, contact:

Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.

Web Redesign by the Numbers

by Affiliate Summit on Jan 05, 2011

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Web Redesign by the Numbers — Presentation Transcript