0
'So what do you do exactly?’

In challenging times justifying
the roles of the web teams
'So what do you do exactly?’

   In challenging times justifying
   the roles of the web teams
showing the real value of w...
'So what do you do exactly?’

     In challenging times justifying
     the roles of the web teams
showing the real value ...
Summary
Summary
•   Are institutional web teams showing the value of
    what they do in the most effective way?
Summary
•   Are institutional web teams showing the value of
    what they do in the most effective way?

•   Is the value...
Summary
•   Are institutional web teams showing the value of
    what they do in the most effective way?

•   Is the value...
Summary
•   Are institutional web teams showing the value of
    what they do in the most effective way?

•   Is the value...
Summary
•   Are institutional web teams showing the value of
    what they do in the most effective way?

•   Is the value...
Context

•   Forrester Research:

•   The US IT Market Is Set For 8% Growth In 2010

•   Global IT Purchases In Dollars Wi...
Context
“We can justify increasing expenditure as we have an accurate
breakdown of how the online budget will bring higher revenue...
£5-£15 (£5.84)
•   Your website is multi-faceted. It is an e-commerce
    website AND it is an information website. You are
    weird but...
•   Your website is multi-faceted. It is an e-commerce
    website AND it is an information website. You are
    weird but...
•   Your website is multi-faceted. It is an e-commerce
    website AND it is an information website. You are
    weird but...
•   Your website is multi-faceted. It is an e-commerce
    website AND it is an information website. You are
    weird but...
Are you that different?
Application
Application Open day?
Application Open day? Mere PDF?
Current
Students
Current    Funding/
Students     Fees
Current    Funding/   Mere PDF?
Students     Fees
Putting a value on online activity:
Couple of University examples?
Putting a value on online activity:
Couple of University examples?
 • Aquisition of students.
 • Not how many, but at what...
International Students
You know:

Visitors from India

Basic demographic analysis

Number that went to
international student section

Basic cost ...
•   We attract 50,000 people this month to our main
    site from India aged between 16-30 who are
    interested in becom...
You know how many downloaded an application form
Of these visitors 1,000 downloaded an application. The cost
per application is £0.06
You know the number of successful applicants and the yearly
            fees for the international student
Using the previous years figures we forecast 50 of these
applications will be successful therefore generating a revenue
of ...
International Students

                      Number of
     Action                           Cost/Revenue
               ...
Online vs Offline
Mere
PDF!
Mere
PDF!
       We post you
        a printed
          PDF!
We speak to you
                      and then we will
                     post you a printed
                           ...
Alternative application methods -cost analysis
•     1000 applications where downloaded straight from
      the website in...
Alternative application methods -cost analysis
•     1000 applications where downloaded straight from
      the website in...
Alternative application methods -cost analysis
•     1000 applications where downloaded straight from
      the website in...
Alternative application methods -cost analysis
•     1000 applications where downloaded straight from
      the website in...
Alternative application methods -cost analysis
•     1000 applications where downloaded straight from
      the website in...
Alternative application methods -cost analysis

                   No of           Cost per        Total
   Method
       ...
• Focusing on what is the key fundamental
  aspects of the site and showing the overall
  cost in comparison to other meth...
Leads to a change of emphasis?
International Students

                      Number of
     Action                           Cost/Revenue
               ...
Enable more revenue
Enable more revenue
Enable more revenue
•   If we are able to drive 20% more traffic from India
    we forecast 10 more successful applicants
 ...
Enable more revenue
•   If we are able to drive 20% more traffic from India
    we forecast 10 more successful applicants
 ...
Leads to:

Predictive analysis:

    Segmenting the user- analysing when you can best convert
the visitor -email, social m...
What would be useful standards?
What would be useful standards?
• ABCe “industry owned”analytics industry standards universal
  NOT neccesarily relevant !
What would be useful standards?
• ABCe “industry owned”analytics industry standards universal
  NOT neccesarily relevant !...
•   Monthly applications online. (country wide/region)
•   Monthly applications online. (country wide/region)

•   Segmented traffic (country wide/region)
•   Monthly applications online. (country wide/region)

•   Segmented traffic (country wide/region)

•   Conversion rate na...
•   Monthly applications online. (country wide/region)

•   Segmented traffic (country wide/region)

•   Conversion rate na...
•   Monthly applications online. (country wide/region)

•   Segmented traffic (country wide/region)

•   Conversion rate na...
•   Monthly applications online. (country wide/region)

•   Segmented traffic (country wide/region)

•   Conversion rate na...
•   Monthly applications online. (country wide/region)

•   Segmented traffic (country wide/region)

•   Conversion rate na...
Guidance and help


•   Template dashboards (see later) -international/
    general/current students/staff portal.

•   St...
How are you communicating?
Cars.com DASHBOARDREPORT May 2008
                    ARD REPORT
                                                         ...
Cars.com DASHBOARDREPORT May 2008
                    ARD REPORT
                                                         ...
Cars.com DASHBOARDREPORT May 2008
                                   ARD REPORT
Applications
                             ...
Important to have
                                     comparative data. University
                                      ...
Important to have
                                                                                               Most down...
Important to have                                                                                              Conversion-...
SEM Campaigns                               Demographic Breakdown                                                        T...
SEM Campaigns                               Demographic Breakdown                                                        T...
SEM Campaigns                               Demographic Breakdown                                                        T...
189,251                                                                             35-49    23.00%      14.73%
          ...
189,251                                                                            35-49    23.00%      14.73%
           ...
Essential to start now?
Essential to start now?

• COI report should be used wake up call
• The online is de-centralising important to
  be heard ...
Summary
Summary
• Currently institutional web teams are being
  undervalued as what you do is not
  communicated in context
Summary
• Currently institutional web teams are being
  undervalued as what you do is not
  communicated in context

• The...
Summary
• Currently institutional web teams are being
  undervalued as what you do is not
  communicated in context

• The...
• Ranjit Sidhu
• @rssidhu
• ranjit@sidspace.info
• www.sidspace.info
• Ranjit Sidhu
• @rssidhu
• ranjit@sidspace.info
• www.sidspace.info
What is it you do?
What is it you do?
What is it you do?
What is it you do?
What is it you do?
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What is it you do?
What is it you do?
What is it you do?
What is it you do?
What is it you do?
What is it you do?
What is it you do?
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What is it you do?
What is it you do?
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What is it you do?
What is it you do?
What is it you do?
What is it you do?
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What is it you do?
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What is it you do?
What is it you do?
What is it you do?
What is it you do?
What is it you do?
What is it you do?
What is it you do?
What is it you do?
What is it you do?
What is it you do?
What is it you do?
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What is it you do?

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P5: Ranjit Sidhu's talk at iwmw10, given at Institutional Web Management Workshop 2010, from Monday 12th to Wednesday 14th July 2010.

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  • Transcript of "What is it you do?"

    1. 1. 'So what do you do exactly?’ In challenging times justifying the roles of the web teams
    2. 2. 'So what do you do exactly?’ In challenging times justifying the roles of the web teams showing the real value of what you do
    3. 3. 'So what do you do exactly?’ In challenging times justifying the roles of the web teams showing the real value of what you do statistical examples in this presentation are not based on any particular university data, but simply created to illustrate a point
    4. 4. Summary
    5. 5. Summary • Are institutional web teams showing the value of what they do in the most effective way?
    6. 6. Summary • Are institutional web teams showing the value of what they do in the most effective way? • Is the value of web teams effectively communicated to budget decisions makers?
    7. 7. Summary • Are institutional web teams showing the value of what they do in the most effective way? • Is the value of web teams effectively communicated to budget decisions makers? • If not is this contributing to making the cuts to teams easier?
    8. 8. Summary • Are institutional web teams showing the value of what they do in the most effective way? • Is the value of web teams effectively communicated to budget decisions makers? • If not is this contributing to making the cuts to teams easier? • Have institutional web teams learnt from the past to become enablers rather then wall builders?
    9. 9. Summary • Are institutional web teams showing the value of what they do in the most effective way? • Is the value of web teams effectively communicated to budget decisions makers? • If not is this contributing to making the cuts to teams easier? • Have institutional web teams learnt from the past to become enablers rather then wall builders? • The web is sexy:
    10. 10. Context • Forrester Research: • The US IT Market Is Set For 8% Growth In 2010 • Global IT Purchases In Dollars Will Grow By 7.7 % In 2010
    11. 11. Context
    12. 12. “We can justify increasing expenditure as we have an accurate breakdown of how the online budget will bring higher revenue then other channels: The expenditure is more efficient and accountable”
    13. 13. £5-£15 (£5.84)
    14. 14. • Your website is multi-faceted. It is an e-commerce website AND it is an information website. You are weird but not that weird!
    15. 15. • Your website is multi-faceted. It is an e-commerce website AND it is an information website. You are weird but not that weird! • value can be added to MERELY “just downloading a PDF!”
    16. 16. • Your website is multi-faceted. It is an e-commerce website AND it is an information website. You are weird but not that weird! • value can be added to MERELY “just downloading a PDF!” • This idea of measuring success is automated analytics
    17. 17. • Your website is multi-faceted. It is an e-commerce website AND it is an information website. You are weird but not that weird! • value can be added to MERELY “just downloading a PDF!” • This idea of measuring success is automated analytics • If you use this measuring, the online has no context within your organisation
    18. 18. Are you that different?
    19. 19. Application
    20. 20. Application Open day?
    21. 21. Application Open day? Mere PDF?
    22. 22. Current Students
    23. 23. Current Funding/ Students Fees
    24. 24. Current Funding/ Mere PDF? Students Fees
    25. 25. Putting a value on online activity: Couple of University examples?
    26. 26. Putting a value on online activity: Couple of University examples? • Aquisition of students. • Not how many, but at what cost.
    27. 27. International Students
    28. 28. You know: Visitors from India Basic demographic analysis Number that went to international student section Basic cost of maintaining website
    29. 29. • We attract 50,000 people this month to our main site from India aged between 16-30 who are interested in becoming international students- the cost of bringing these prospective student to the University is £0.003 per visitor • £0.003 per visit (fixed cost of structural IT provision * (any extra campaign expenditure)/number of visitors from that country
    30. 30. You know how many downloaded an application form
    31. 31. Of these visitors 1,000 downloaded an application. The cost per application is £0.06
    32. 32. You know the number of successful applicants and the yearly fees for the international student
    33. 33. Using the previous years figures we forecast 50 of these applications will be successful therefore generating a revenue of £40,400 per year (£121,200 over three undergraduate course) for the university £8,800 per year undergraduate classroom taught course (average per year-UK)(2008-9)
    34. 34. International Students Number of Action Cost/Revenue Applications Visitors to 50,000 -£0.003 website Applications from 1,000 -£0.06 website Revenue from these applications 20 £40,400 (per year)
    35. 35. Online vs Offline
    36. 36. Mere PDF!
    37. 37. Mere PDF! We post you a printed PDF!
    38. 38. We speak to you and then we will post you a printed PDF! Mere PDF! We post you a printed PDF!
    39. 39. Alternative application methods -cost analysis • 1000 applications where downloaded straight from the website in the last 3 months at a cost of £0.003 per application. (£3.00 total cost) statistical examples in this presentation are not based on any university, but educated guesses to illustrate a point
    40. 40. Alternative application methods -cost analysis • 1000 applications where downloaded straight from the website in the last 3 months at a cost of £0.003 per application. (£3.00 total cost) (ongoing structural cost/applications) statistical examples in this presentation are not based on any university, but educated guesses to illustrate a point
    41. 41. Alternative application methods -cost analysis • 1000 applications where downloaded straight from the website in the last 3 months at a cost of £0.003 per application. (£3.00 total cost) • There were 1000 request for the University to send an application through the website- to send this brochures cost £0.403 per application. (£400.03 total cost) (postage and printing) statistical examples in this presentation are not based on any university, but educated guesses to illustrate a point
    42. 42. Alternative application methods -cost analysis • 1000 applications where downloaded straight from the website in the last 3 months at a cost of £0.003 per application. (£3.00 total cost) • There were 1000 request for the University to send an application through the website- to send this brochures cost £0.403 per application. (£400.03 total cost) • There were 1000 visitors using the “contacting us” from the website an application through this process cost on average £1.25 per application. (£1,250 total cost) statistical examples in this presentation are not based on any university, but educated guesses to illustrate a point
    43. 43. Alternative application methods -cost analysis • 1000 applications where downloaded straight from the website in the last 3 months at a cost of £0.003 per application. (£3.00 total cost) • There were 1000 request for the University to send an application through the website- to send this brochures cost £0.403 per application. (£400.03 total cost) • There were 1000 visitors using the “contacting us” from the website an application through this process cost on average £1.25 per application. (£1,250 total cost) (postage and printing) + (operator time) statistical examples in this presentation are not based on any university, but educated guesses to illustrate a point
    44. 44. Alternative application methods -cost analysis No of Cost per Total Method applications application Cost Downloaded 1000 £0.003 £3.00 from website Requested from 1000 £0.403 £403.00 website Contact Us 1000 £1.25 £1,250
    45. 45. • Focusing on what is the key fundamental aspects of the site and showing the overall cost in comparison to other methods • By its very nature there is nothing that is done online that does not have a cost offline- communicating that alternative cost is fundamental in showing your value in context.
    46. 46. Leads to a change of emphasis?
    47. 47. International Students Number of Action Cost/Revenue Applications Visitors to 50,000 -£0.003 website Applications from 1,000 -£0.06 website Revenue from these applications 20 £40,400 (per year)
    48. 48. Enable more revenue
    49. 49. Enable more revenue
    50. 50. Enable more revenue • If we are able to drive 20% more traffic from India we forecast 10 more successful applicants producing an extra £88,000 revenue per year for the University the cost of attaining at £0.003 per application
    51. 51. Enable more revenue • If we are able to drive 20% more traffic from India we forecast 10 more successful applicants producing an extra £88,000 revenue per year for the University the cost of attaining at £0.003 per application • If we were are to convert 2% more students who looked at the website from India into applicants this would create £440,00 revenue per year for the University at a cost of attaining at £0.003 per application
    52. 52. Leads to: Predictive analysis: Segmenting the user- analysing when you can best convert the visitor -email, social media interaction to raise conversion.
    53. 53. What would be useful standards?
    54. 54. What would be useful standards? • ABCe “industry owned”analytics industry standards universal NOT neccesarily relevant !
    55. 55. What would be useful standards? • ABCe “industry owned”analytics industry standards universal NOT neccesarily relevant ! • Industry specified standards that put the university online into CONTEXT with the University generally
    56. 56. • Monthly applications online. (country wide/region)
    57. 57. • Monthly applications online. (country wide/region) • Segmented traffic (country wide/region)
    58. 58. • Monthly applications online. (country wide/region) • Segmented traffic (country wide/region) • Conversion rate nationwide of online applications
    59. 59. • Monthly applications online. (country wide/region) • Segmented traffic (country wide/region) • Conversion rate nationwide of online applications • Av offline cost recruiting a international student
    60. 60. • Monthly applications online. (country wide/region) • Segmented traffic (country wide/region) • Conversion rate nationwide of online applications • Av offline cost recruiting a international student • Av online cost recruiting a international student
    61. 61. • Monthly applications online. (country wide/region) • Segmented traffic (country wide/region) • Conversion rate nationwide of online applications • Av offline cost recruiting a international student • Av online cost recruiting a international student • Av revenue from international student
    62. 62. • Monthly applications online. (country wide/region) • Segmented traffic (country wide/region) • Conversion rate nationwide of online applications • Av offline cost recruiting a international student • Av online cost recruiting a international student • Av revenue from international student • Av cost of offline application (sent brochure/ contact us)
    63. 63. Guidance and help • Template dashboards (see later) -international/ general/current students/staff portal. • Standardised monthly reporting and end of year reporting.
    64. 64. How are you communicating?
    65. 65. Cars.com DASHBOARDREPORT May 2008 ARD REPORT Top Sales Performers (sales | visits) Cars.com Sales Industry Sales Conversion: 0.18% 4.00% -1.24% 3.21% 0.78% Model 1 Model 2 Model 3 1.36% MOM YOY MOM YOY 2,333 | 29,007 893 | 30,822 701 | 21,222 (sales | visits) SEM Campaigns Demographic Breakdown Tra c Breakdown by Visit Impressions: 8.23% URL: http://www.cars.com.au 1. Direct 42.8% 3,020,116 Gender: Male-oriented, with the following breakdown: Click Through Rate: 21.40% 2. SEM 27.6% 1.42% Search Engine Referrals: 25.64% 3. Campaigns 13.1% Female : 29% Male : 71% 66,416 Age: <18 Oriented with the following distribution: 4. Industry 5.9% Website Visits: 5. SEO 5.5% 3.48% General Cars Distribution 230,572 <18 Distribution 09.80% 26.50% Unique Vistors: 18-24 26.80% 20.13% 5. Blog 5.1% 5.25% 25-34 27.20% 20.11% 189,251 35-49 23.00% 14.73% 15.52% 50+ 13.20% New v Returning Visitors: <18 8-24 25-34 35-49 50+ New: 66.50% Returning: 33.50% Google Watch Activity (Page Views) Top Content Performance (by Visit) Top 6 Search Terms - Cars.com.au Referral Rate: 75.24% 1. Cars.com.au (All Visits): 205, 441 1. cars 2. cars australia 3. cars model 1 101,234 76,176 2. Products: 121,156 4. cars model 2 5. cars model 3 3. Splashpage: 82,947 6. cars model 4 Campaigns www.cars.com.au People searched for “cars” also 4. Services: 44,954 searched for: 1. toyota - 7.67% Microsite Visits Model 2: 5518 2. yamaha - 5.52% 5. Used Vehicles: 8,170 SHOPPER/SALES RATIO 3. honda - 3.65% 6. Locate A Dealer: 6,585 0.24% 4. suzuki - 3.64% Model 3: 3923 5. kawazaki - 3.45% 6. nissan - 2.55% Model 1: 2541 7. Fascination: 5,910 Model 4: 22,444 1.66% Engagement 8. Corporate Programme: 5,489 Average time online: 0:06:23 Requested Brochures: 16,231 Top 5 Brochures by Download: 1. Model 4 - 4018 2. Model 2 - 3549 Locate A Dealer 3. Model 3 - 2803 Unique Visits by State 4. Model 1 - 2413 VIC: 8,928 NSW: 8,314 QLD: 3,536 WA: 2,606 SA: 1,330 TAS: 288 ACT: 201 NT: 71 5. Model 5 - 2718 e-nthusiast Sign Ups: 2056 Highlights and Recommendations: Highlights and Observations: Recommendations: 1. Downloads of Brochures have increased for Model 4, Model 3 and Model 1. 1. Undertake testing for the “Order a Brochure” form to de ne the best design 2. Visits to the various product pages remain high, especially for Model 1, to increase brochure orders. Model 2 and Model 4. 2. Consider ways to further promote e-nthusiast sign up throughout the site to increase subscribers and visitation to the Fascination section pages.
    66. 66. Cars.com DASHBOARDREPORT May 2008 ARD REPORT Top Sales Performers (sales | visits) Cars.com Sales Industry Sales Conversion: 0.18% 4.00% -1.24% 3.21% 0.78% Model 1 Model 2 Model 3 1.36% MOM YOY MOM YOY 2,333 | 29,007 893 | 30,822 701 | 21,222 (sales | visits) SEM Campaigns Demographic Breakdown Tra c Breakdown by Visit Impressions: 8.23% URL: http://www.cars.com.au 1. Direct 42.8% 3,020,116 Gender: Male-oriented, with the following breakdown: Click Through Rate: 21.40% 2. SEM 27.6% 1.42% Search Engine Referrals: 25.64% 3. Campaigns 13.1% Female : 29% Male : 71% 66,416 Age: <18 Oriented with the following distribution: 4. Industry 5.9% Website Visits: 5. SEO 5.5% 3.48% General Cars Distribution 230,572 <18 Distribution 09.80% 26.50% Unique Vistors: 18-24 26.80% 20.13% 5. Blog 5.1% 5.25% 25-34 27.20% 20.11% 189,251 35-49 23.00% 14.73%
    67. 67. Cars.com DASHBOARDREPORT May 2008 ARD REPORT Applications Top Sales Performers (sales | visits) made Cars.com Sales Industry Sales through the Conversion: website 0.18% 4.00% -1.24% 3.21% 0.78% Model 1 Model 2 Model 3 1.36% MOM YOY MOM YOY 2,333 | 29,007 893 | 30,822 701 | 21,222 (sales | visits) SEM Campaigns Demographic Breakdown Tra c Breakdown by Visit Impressions: 8.23% URL: http://www.cars.com.au 1. Direct 42.8% 3,020,116 Gender: Male-oriented, with the following breakdown: Click Through Rate: 21.40% 2. SEM 27.6% 1.42% Search Engine Referrals: 25.64% 3. Campaigns 13.1% Female : 29% Male : 71% 66,416 Age: <18 Oriented with the following distribution: 4. Industry 5.9% Website Visits: 5. SEO 5.5% 3.48% General Cars Distribution 230,572 <18 Distribution 09.80% 26.50% Unique Vistors: 18-24 26.80% 20.13% 5. Blog 5.1% 5.25% 25-34 27.20% 20.11% 189,251 35-49 23.00% 14.73%
    68. 68. Important to have comparative data. University Applications online Cars.com DASHBOARDREPORT May 2008 ARD REPORT Applications Top Sales Performers (sales | visits) made Cars.com Sales Industry Sales through the Conversion: website 0.18% 4.00% -1.24% 3.21% 0.78% Model 1 Model 2 Model 3 1.36% MOM YOY MOM YOY 2,333 | 29,007 893 | 30,822 701 | 21,222 (sales | visits) SEM Campaigns Demographic Breakdown Tra c Breakdown by Visit Impressions: 8.23% URL: http://www.cars.com.au 1. Direct 42.8% 3,020,116 Gender: Male-oriented, with the following breakdown: Click Through Rate: 21.40% 2. SEM 27.6% 1.42% Search Engine Referrals: 25.64% 3. Campaigns 13.1% Female : 29% Male : 71% 66,416 Age: <18 Oriented with the following distribution: 4. Industry 5.9% Website Visits: 5. SEO 5.5% 3.48% General Cars Distribution 230,572 <18 Distribution 09.80% 26.50% Unique Vistors: 18-24 26.80% 20.13% 5. Blog 5.1% 5.25% 25-34 27.20% 20.11% 189,251 35-49 23.00% 14.73%
    69. 69. Important to have Most downloaded comparative data. University applications? Applications online Cars.com DASHBOARDREPORT May 2008 ARD REPORT Applications Top Sales Performers (sales | visits) made Cars.com Sales Industry Sales through the Conversion: website 0.18% 4.00% -1.24% 3.21% 0.78% Model 1 Model 2 Model 3 1.36% MOM YOY MOM YOY 2,333 | 29,007 893 | 30,822 701 | 21,222 (sales | visits) SEM Campaigns Demographic Breakdown Tra c Breakdown by Visit Impressions: 8.23% URL: http://www.cars.com.au 1. Direct 42.8% 3,020,116 Gender: Male-oriented, with the following breakdown: Click Through Rate: 21.40% 2. SEM 27.6% 1.42% Search Engine Referrals: 25.64% 3. Campaigns 13.1% Female : 29% Male : 71% 66,416 Age: <18 Oriented with the following distribution: 4. Industry 5.9% Website Visits: 5. SEO 5.5% 3.48% General Cars Distribution 230,572 <18 Distribution 09.80% 26.50% Unique Vistors: 18-24 26.80% 20.13% 5. Blog 5.1% 5.25% 25-34 27.20% 20.11% 189,251 35-49 23.00% 14.73%
    70. 70. Important to have Conversion- those looking Most downloaded comparative data. University at pages and downloaded applications? Applications online applications Cars.com DASHBOARDREPORT May 2008 ARD REPORT Applications Top Sales Performers (sales | visits) made Cars.com Sales Industry Sales through the Conversion: website 0.18% 4.00% -1.24% 3.21% 0.78% Model 1 Model 2 Model 3 1.36% MOM YOY MOM YOY 2,333 | 29,007 893 | 30,822 701 | 21,222 (sales | visits) SEM Campaigns Demographic Breakdown Tra c Breakdown by Visit Impressions: 8.23% URL: http://www.cars.com.au 1. Direct 42.8% 3,020,116 Gender: Male-oriented, with the following breakdown: Click Through Rate: 21.40% 2. SEM 27.6% 1.42% Search Engine Referrals: 25.64% 3. Campaigns 13.1% Female : 29% Male : 71% 66,416 Age: <18 Oriented with the following distribution: 4. Industry 5.9% Website Visits: 5. SEO 5.5% 3.48% General Cars Distribution 230,572 <18 Distribution 09.80% 26.50% Unique Vistors: 18-24 26.80% 20.13% 5. Blog 5.1% 5.25% 25-34 27.20% 20.11% 189,251 35-49 23.00% 14.73%
    71. 71. SEM Campaigns Demographic Breakdown Tra c Breakdown by Visit Impressions: 8.23% URL: http://www.cars.com.au 1. Direct 42.8% 3,020,116 Gender: Male-oriented, with the following breakdown: Click Through Rate: 21.40% 2. SEM 27.6% 1.42% Search Engine Referrals: 25.64% 3. Campaigns 13.1% Female : 29% Male : 71% 66,416 Age: <18 Oriented with the following distribution: 4. Industry 5.9% Website Visits: 5. SEO 5.5% 3.48% General Cars Distribution 230,572 <18 Distribution 09.80% 26.50% Unique Vistors: 18-24 26.80% 20.13% 5. Blog 5.1% 5.25% 25-34 27.20% 20.11% 189,251 35-49 23.00% 14.73% 15.52% 50+ 13.20% New v Returning Visitors: <18 8-24 25-34 35-49 50+ New: 66.50% Returning: 33.50% Google Watch Activity (Page Views) Top Content Performance (by Visit) Top 6 Search Terms - Cars.com.au Referral Rate: 75.24% 1. Cars.com.au (All Visits): 205, 441 1. cars 2. cars australia 3. cars model 1 101,234 76,176 2. Products: 121,156 4. cars model 2 5. cars model 3 3. Splashpage: 82,947 6. cars model 4 Campaigns www.cars.com.au People searched for “cars” also 4. Services: 44,954 searched for: 1. toyota - 7.67% Microsite Visits Model 2: 5518 2. yamaha - 5.52% 5. Used Vehicles: 8,170 SHOPPER/SALES RATIO 3. honda - 3.65% 6. Locate A Dealer: 6,585 0.24% 4. suzuki - 3.64% Model 3: 3923 5. kawazaki - 3.45% 6. nissan - 2.55% Model 1: 2541 7. Fascination: 5,910 Model 4: 22,444 1.66% Engagement 8. Corporate Programme: 5,489 Average time online: 0:06:23 Requested Brochures: 16,231 Top 5 Brochures by Download: 1. Model 4 - 4018 2. Model 2 - 3549 Locate A Dealer 3. Model 3 - 2803 Unique Visits by State 4. Model 1 - 2413 VIC: 8,928 NSW: 8,314 QLD: 3,536 WA: 2,606 SA: 1,330 TAS: 288 ACT: 201 NT: 71 5. Model 5 - 2718 e-nthusiast Sign Ups: 2056
    72. 72. SEM Campaigns Demographic Breakdown Tra c Breakdown by Visit Impressions: 8.23% URL: http://www.cars.com.au 1. Direct 42.8% 3,020,116 Gender: Male-oriented, with the following breakdown: Click Through Rate: 21.40% 2. SEM 27.6% 1.42% Search Engine Referrals: 25.64% 3. Campaigns 13.1% Detailed review Female : 29% Male : 71% 66,416 of where from Age: <18 Oriented with the following distribution: 4. Industry 5.9% and conversion Website of International Visits: 5. SEO 5.5% 3.48% General Cars Distribution students 230,572 <18 Distribution 09.80% 26.50% Unique Vistors: 18-24 26.80% 20.13% 5. Blog 5.1% 5.25% 25-34 27.20% 20.11% 189,251 35-49 23.00% 14.73% 15.52% 50+ 13.20% New v Returning Visitors: <18 8-24 25-34 35-49 50+ New: 66.50% Returning: 33.50% Google Watch Activity (Page Views) Top Content Performance (by Visit) Top 6 Search Terms - Cars.com.au Referral Rate: 75.24% 1. Cars.com.au (All Visits): 205, 441 1. cars 2. cars australia 3. cars model 1 101,234 76,176 2. Products: 121,156 4. cars model 2 5. cars model 3 3. Splashpage: 82,947 6. cars model 4 Campaigns www.cars.com.au People searched for “cars” also 4. Services: 44,954 searched for: 1. toyota - 7.67% Microsite Visits Model 2: 5518 2. yamaha - 5.52% 5. Used Vehicles: 8,170 SHOPPER/SALES RATIO 3. honda - 3.65% 6. Locate A Dealer: 6,585 0.24% 4. suzuki - 3.64% Model 3: 3923 5. kawazaki - 3.45% 6. nissan - 2.55% Model 1: 2541 7. Fascination: 5,910 Model 4: 22,444 1.66% Engagement 8. Corporate Programme: 5,489 Average time online: 0:06:23 Requested Brochures: 16,231 Top 5 Brochures by Download: 1. Model 4 - 4018 2. Model 2 - 3549 Locate A Dealer 3. Model 3 - 2803 Unique Visits by State 4. Model 1 - 2413 VIC: 8,928 NSW: 8,314 QLD: 3,536 WA: 2,606 SA: 1,330 TAS: 288 ACT: 201 NT: 71 5. Model 5 - 2718 e-nthusiast Sign Ups: 2056
    73. 73. SEM Campaigns Demographic Breakdown Tra c Breakdown by Visit Impressions: Number of 8.23% URL: http://www.cars.com.au Action 1. Direct 42.8% Applications Cost/Revenue 3,020,116 Gender: Male-oriented, with the following breakdown: Click Through Rate: 21.40% 2. SEM 27.6% 1.42% Search Engine Referrals: 25.64% Visitors to website 3. Campaigns 13.1% 50,000 -£0.003 Detailed review Female : 29% Male : 71% 66,416 of where from Age: <18 Oriented with the following distribution: 4. Industry 5.9% Applications from and conversion 1,000 -£0.06 Website website of International Visits: 5. SEO 5.5% 3.48% General Cars Distribution students 230,572 <18 Distribution 09.80% 26.50% Revenue from these Unique Vistors: 18-24 26.80% 20.13% 5. Blog 5.1% applications (per 20 £40,400 5.25% 25-34 27.20% 20.11% year) 189,251 35-49 23.00% 14.73% 15.52% 50+ 13.20% New v Returning Visitors: <18 8-24 25-34 35-49 50+ New: 66.50% Returning: 33.50% Google Watch Activity (Page Views) Top Content Performance (by Visit) Top 6 Search Terms - Cars.com.au Referral Rate: 75.24% 1. Cars.com.au (All Visits): 205, 441 1. cars 2. cars australia Method No of Cost per Total 2. Products: 121,156 applications application Cost 3. cars model 1 101,234 76,176 4. cars model 2 Cost and 5. cars model 3 3. Splashpage: 82,947 6. cars model 4 conversion Campaigns www.cars.com.au People searched for “cars” also Downloaded from 4. Services: 44,954 website 1000 £0.003 £3.00 of searched for: applications 1. toyota - 7.67% Microsite Visits Model 2: 5518 2. yamaha - 5.52% 5. Used Vehicles: 8,170 SHOPPER/SALES RATIO 3. honda - 3.65% Requested from 1000 £0.403 £403.00 0.24% 4. suzuki - 3.64% website 6. Locate A Dealer: 6,585 Model 3: 3923 5. kawazaki - 3.45% 6. nissan - 2.55% Model 1: 2541 7. Fascination: 5,910 Model 4: 22,444 Contact Us 1000 £1.25 1.66% £1,250 Engagement 8. Corporate Programme: 5,489 Average time online: 0:06:23 Requested Brochures: 16,231 Top 5 Brochures by Download: 1. Model 4 - 4018 2. Model 2 - 3549 Locate A Dealer 3. Model 3 - 2803 Unique Visits by State 4. Model 1 - 2413 VIC: 8,928 NSW: 8,314 QLD: 3,536 WA: 2,606 SA: 1,330 TAS: 288 ACT: 201 NT: 71 5. Model 5 - 2718 e-nthusiast Sign Ups: 2056
    74. 74. 189,251 35-49 23.00% 14.73% 15.52% 50+ 13.20% New v Returning Visitors: <18 8-24 25-34 35-49 50+ New: 66.50% Returning: 33.50% Google Watch Activity (Page Views) Top Content Performance (by Visit) Top 6 Search Terms - Cars.com.au Referral Rate: 75.24% 1. Cars.com.au (All Visits): 205, 441 1. cars 2. cars australia 3. cars model 1 101,234 76,176 2. Products: 121,156 4. cars model 2 5. cars model 3 3. Splashpage: 82,947 6. cars model 4 Campaigns www.cars.com.au People searched for “cars” also 4. Services: 44,954 searched for: 1. toyota - 7.67% Microsite Visits Model 2: 5518 2. yamaha - 5.52% 5. Used Vehicles: 8,170 SHOPPER/SALES RATIO 3. honda - 3.65% 6. Locate A Dealer: 6,585 0.24% 4. suzuki - 3.64% Model 3: 3923 5. kawazaki - 3.45% 6. nissan - 2.55% Model 1: 2541 7. Fascination: 5,910 Model 4: 22,444 1.66% Engagement 8. Corporate Programme: 5,489 Average time online: 0:06:23 Requested Brochures: 16,231 Top 5 Brochures by Download: 1. Model 4 - 4018 2. Model 2 - 3549 Locate A Dealer 3. Model 3 - 2803 Unique Visits by State 4. Model 1 - 2413 VIC: 8,928 NSW: 8,314 QLD: 3,536 WA: 2,606 SA: 1,330 TAS: 288 ACT: 201 NT: 71 5. Model 5 - 2718 e-nthusiast Sign Ups: 2056 Highlights and Recommendations: Highlights and Observations: Recommendations: 1. Downloads of Brochures have increased for Model 4, Model 3 and Model 1. 1. Undertake testing for the “Order a Brochure” form to de ne the best design 2. Visits to the various product pages remain high, especially for Model 1, to increase brochure orders. Model 2 and Model 4. 2. Consider ways to further promote e-nthusiast sign up throughout the site to increase subscribers and visitation to the Fascination section pages.
    75. 75. 189,251 35-49 23.00% 14.73% 15.52% 50+ 13.20% New v Returning Visitors: <18 8-24 25-34 35-49 50+ New: 66.50% Returning: 33.50% Google Watch Activity (Page Views) Top Content Performance (by Visit) Top 6 Search Terms - Cars.com.au Referral Rate: 75.24% 1. Cars.com.au (All Visits): 205, 441 1. cars 2. cars australia 3. cars model 1 101,234 76,176 2. Products: 121,156 4. cars model 2 5. cars model 3 3. Splashpage: 82,947 6. cars model 4 Campaigns www.cars.com.au People searched for “cars” also 4. Services: 44,954 searched for: 1. toyota - 7.67% Microsite Visits Model 2: 5518 2. yamaha - 5.52% 5. Used Vehicles: 8,170 SHOPPER/SALES RATIO 3. honda - 3.65% 6. Locate A Dealer: 6,585 0.24% 4. suzuki - 3.64% Model 3: 3923 5. kawazaki - 3.45% 6. nissan - 2.55% Model 1: 2541 7. Fascination: 5,910 Model 4: 22,444 1.66% Engagement 8. Corporate Programme: 5,489 Average time online: 0:06:23 Requested Brochures: 16,231 Top 5 Brochures by Download: 1. Model 4 - 4018 2. Model 2 - 3549 Locate A Dealer 3. Model 3 - 2803 Unique Visits by State 4. Model 1 - 2413 VIC: 8,928 NSW: 8,314 QLD: 3,536 WA: 2,606 SA: 1,330 TAS: 288 ACT: 201 NT: 71 5. Model 5 - 2718 Predictive suggestions and proposals e-nthusiast Sign Ups: 2056 Highlights and Recommendations: Highlights and Observations: Recommendations: 1. Downloads of Brochures have increased for Model 4, Model 3 and Model 1. 1. Undertake testing for the “Order a Brochure” form to de ne the best design 2. Visits to the various product pages remain high, especially for Model 1, to increase brochure orders. Model 2 and Model 4. Increase of 2% = £880,00 revenue 2. Consider ways to further promote e-nthusiast sign up throughout the site to increase subscribers and visitation to the Fascination section pages.
    76. 76. Essential to start now?
    77. 77. Essential to start now? • COI report should be used wake up call • The online is de-centralising important to be heard and be relevant • Learn from the past and become enablers rather then wall builders
    78. 78. Summary
    79. 79. Summary • Currently institutional web teams are being undervalued as what you do is not communicated in context
    80. 80. Summary • Currently institutional web teams are being undervalued as what you do is not communicated in context • Therefore real value cannot be communicated to budget decision makers.
    81. 81. Summary • Currently institutional web teams are being undervalued as what you do is not communicated in context • Therefore real value cannot be communicated to budget decision makers. • Online is the most efficient communication and recruitment tool available to the University- challenge is show that and therefore prove your worth.
    82. 82. • Ranjit Sidhu • @rssidhu • ranjit@sidspace.info • www.sidspace.info
    83. 83. • Ranjit Sidhu • @rssidhu • ranjit@sidspace.info • www.sidspace.info
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