Site optimization strategy project on WebTrends.com. Analyze 3 key goals of website with reference to different visitor personas. Proposed recommendations for improvement to achieve goals more efficiently.

1. Site Optimization
Strategy Project
Kunqiao (Queenie) Tong
Chao (Michelle) Yu
Chenhui (James) Zheng

2. Agenda
 Introduction to Webtrends.com
 3 Goals
 “Quality” Visit Metric & Deliverablity
 Metric Distribution
 Proposed Recommendations
 Key Takeaways
 Next Steps

3. Webtrends.com
 B2B digital marketing solution
 Purpose
◦ Content Engagement
◦ Lead Generation
◦ Customer Support

4. #1: Jane, The Avid Learner
 Looking for relevant and
useful content
◦ “Resources”
 KPIs
◦ New Email Newsletter Sign Up
Rate
◦ Resources Open/Download
Rate
◦ Page/Content Depth
(“Resources”)

5. #2: Steve, The Solution
Finder
 Looking to solve segmentation of his
firm
◦ “Products & Solutions”
 KPIs
◦ Lead Conversion Rate
◦ Cost Per Lead (CPL)
◦ Single Access Ratio

6. #3: Mike, The Troubleshooter
 Looking for how to integrate
webtrends tool with his current
website
◦ “Support & Training”
 KPIs
◦ Repeat Visitor
Percentage
◦ Percentage of
Visit under 90s
◦ Top Internal
Search Phrases

7. “Quality” Visit
Metric
 Completed one of
3 goals mentioned
◦ Sign up for email
newsletter
◦ Fill out let’s talk form
◦ Visit under 90s (in
“Support & Training”)
 Webtrends.com
can provide all
metrics
◦ Standardize
open/download rate
Deliverablity of
Metrics

8. Metric Distribution:
You Only Get What You Need
C-Suite
• Overview & Strategy
Mid-Tier Managers
• All 9 KPIs but varies depending
on department
Frontline
• Most actionable KPIs

9. Proposed Recommendations:
Content & Site
Structure
 Targeted call-to-action
based on content
category
◦ CTA now is “Let’s Talk”
 Shorter path to
conversion
◦ Landing page to improve
conversion

10. Key Takeaways
 No matter if you are Jane, Steve, or
Mike
◦ Webtrends.com gets you to the stuff you
are looking for
◦ The way you want it
 Great content alone is
not enough
◦ ORGANIZED content is
the key to success

11. Next Steps
 Establish benchmarks for each of 9
KPIs based on historical data
 Reduce path to conversion to ideally
1-2 clicks
◦ Clear CTA button
◦ Targeted landing page
 Content organization for better UX
◦ Simpler navigation

12. Thank You!
Q&A