Crunch online inbound_marketingproposal

Website Analysis
presented by:

Jennifer L. Pricci
646.246.5176
jennifer@jenniferpricci.com

Jennifer L. Pricci 
330 Shore Drive Unit F6 
Highlands NJ 07732 
646.246.5176 
jennifer@jenniferpricci.com 
www.jenniferpricci.com

Analyzing Usability

Performing a complete website review is rarely easy. I've found that you can
start a site analysis intending to spend just a few minutes looking over it only
to find that it quickly spirals into a multi-hour marathon of research. Complete
website reviews can be time consuming and often produce many more hours
of work beyond that.
One of the problems is that people tend want to
skip right to search engine optimization forgetting that users matter. Many
Website Analysis
people want to rush into the marketing without realizing that the website itself
is part of the marketing process.
You don't have to have a perfectly usable site in order to rank well in search
engines, but it is increasingly difficult to rank a site without a strong usability
presented by:
focus. Jennifer L. Pricci
646.246.5176
Let’s do a quick usability scan…

646.246.5176 

Key Observations

• Website Design
Crunch.com is user-friendly and the overall design is clean. There is a lot of valuable content
on Crunch.com which makes overcoming the challenge of clutter difficult. Crunch.com
successfully does this.
However, because there is so much good content some of it has become buried by multi-tiered
navigation. The goals of this website should be clearly defined and the online tools which
accomplish these goals should be highlighted.

• Website navigation
Site wide navigation, including top, bottom and side navigation, is user-friendly and allows
visitors to find what they are looking for. To increase readability I recommend increasing point
size where possible.

• Content
The content of your website is your #1 sales tool. Content weighs heavily both in terms of how
users interact with your website as well as how visitors are able to determine what you offer
and what each page of your website is about.
The site is clearly written for visitors and provides detailed information about what the Crunch
membership experience is.

646.246.5176 

Key Observations continued

• Home Page
Your home page is the single most crucial page of your site. It is essentially your store front.
Your home page should identify your site and direct your visitors to the most important
information, the information they are most likely coming to your site for.
The site can benefit from a bit more focus driving users more readily to conversion areas. In
addition the Crunch NO JUDGEMENTS motto should somehow be incorporated.

• About Us Page
Visitors that find their way to your About Us page tend to have a higher conversion rate than
those that don‘t.
The About Us page is buried in the footer navigation. The site could benefit bringing About Us
into the top nav bar. This is particularly important to drive the NO JUDGEMENTS brand
positioning.

• Contact Us Page
The Contact Us page could be considered the absolutely most important page on your site.
Even if the rest of your site succeeds in the goals, if visitors fail to find the information they
need to contact you then you will bring their experience to a screeching halt.

646.246.5176 

Key Observations continued

Where Crunch.com successfully incorporates a highly visible locations map on the homepage as
well as several links to contact information, there is no Contact Us nav item which is best
practices and something users expect.
I recommend including a Contact Us nav item that links to http://www.crunch.com/Locations.aspx

•FAQs Page
Building a FAQs page enhances your visitor's experience, giving them much needed information and
possibly saving them a phone call. Keep these pages focused on providing information that isn't
available anywhere else and make sure they are easy to find and easy to read.

•Site Maps
Site maps provide a dual purpose: They provide search engine spiders easy access to all of your site
pages and they provide site visitors easy access to all of your site pages. Incorporate a site map that
is current and easy to find.

•Audience Engagement
Customer engagement goes beyond just getting the customer's attention, you must keep their
attention. This can be done by providing your visitors near immediate gratification.
Use of flash, video and blogs is excellent

646.246.5176 

Analyzing Marketing Efficacy

Website marketing recognizes that the greatest likelihood of selling your
products/services exists with a targeted, well-qualified, motivated buyer.
Your website offers the most cost effective, direct route to a qualified
lead/sales opportunity. However, the Internet is a very fluid landscape on
which to build your marketing. On a very regular basis, search engines,
directories, and linking partnerships are consolidated, change their method of
inclusion or disappear entirely.
Let’s explore marketing efficacy…

646.246.5176 

Marketing Goals

Get Found

• Begin optimizing for better keywords to drive more qualified traffic to Crunch.com

• Find and join the web conversations related to Crunch and Fitness

Convert

• Turn Crunch.com traffic into qualified leads for sales

• Cultivate qualified leads with warming strategies over time

Analyze

• Track the progress of your efforts

• Compare Crunch progress against how competitors are doing

646.246.5176 

Get Found
Making it easy for the best prospects to find Crunch online

646.246.5176 

Let’s Get Found!

Getting found is all about creating, optimizing and promoting remarkable content.
Why do it?
• So that Crunch shows up when prospects search for products or services like yours via
Google, Bing, Social Media or other channels.
• Whether someone searches for a service, advice or even entertainment, these tools will help
put Crunch, Crunch Team Members and the Crunch Brand front and center in the results
of their online research.

The Crunch Get Found Checklist
Keyword Research
Blogging
Social Media
On-page SEO

646.246.5176 

Keyword Research

• Identify keywords that are easier to rank for and highly related Crunch

• Avoid keywords that are difficult to rank for or are unrelated to Crunch

• Track your progress for your favorite keywords

646.246.5176 

Exploring Crunch Keywords

When performing Keyword Research, explore these metrics…
• Relevance A subjective metric based on all keywords identified and how they relate to
Crunch.com efforts
• Monthly Searches Number of times each month the keyword/keyword phrase is searched for
in major Search Engines; Google, Yahoo, MSN and Bing
• Difficulty Based on monthly searches and competitor activity, how difficult it would be for
Crunch.com to significantly increase SER for the specified keyword/keyword phrase
• Visits Use analytics to determine how many visits each month the keyword/keyword phrase
drive to Crunch.com
• Crunch Rank Current SER for specified keyword/keyword phrase
• Cost Per Click Informs PPC strategy
• Rank Change Monitor Crunch Get Found strategy by watching your changes in SER
• Previous Rank Date Similar to Rank Change; informs progress monitoring. Useful for
assessing efficacy of complementary marketing initiatives

646.246.5176 

Keywords that are easier to rank for…

646.246.5176 
How relevant are these keywords to Crunch? Informs progress monitoring

Keyword Research

646.246.5176 

646.246.5176 

Blog Strategy

• Create an attractive, easy-to-maintain blog for Crunch

Crunch has effectively created blogs that speak to varied target audience interests:

– Will Exercise for Food
– Group Dynamics
– The Training Ground

• Integrate social media share-buttons into your blog

Crunch has effectively integrated a Share Tool on each and every blog page
Recommendation:
– Embeddable Tweet and Share buttons increase visibility

• Optimize your blog posts with keywords
Recommendation:
– Create optimized hyperlinks within your blog content that link to interior pages

646.246.5176 

120
tweets

BEFORE
I’m not standing in the group fitness studio and there aren’t any pieces of fitness equipment, exotic or
mundane at my feet. For a group fitness class, in my experience anyway, this is fairly novel.
What I am doing, is standing on a treadmill in the area of the gym that I always refer to as the ‘cardio
area’ (I’m not sure if there’s another name for it, a better name for it, a more descriptive name for it,
but it’s the place where all the machines that make you go sweat, sweat, sweat, pant, pant, pant live)
and, as such, not specifically designated for group fitness. That’s okay, however, because Crunch is
about taking your thinking outside of the box when it comes to working out and this is no different.
The class is Tread N’ Shred and as we prepare to get underway, our instructor has each of us mount
a treadmill within a general cluster. Once everyone is aboard, we’re off, warming up at a moderate
pace for a few minutes before kicking things into a higher gear. ‘Higher’ being the operative word as
we move right into a climb, slowly nudging both our speed and incline ever upward. Each minute that
goes by, we’re instructed to – if we can – make things steeper. Ultimately we max out at 12 (mind you
we started at 2), which, Spinal Tap fan that I am, is one higher than I ever thought you could go.
With our climb over, we move into ‘side steps’, which are exactly what they sound like. We turn first to
our right and, with both the incline and speed brought back down to humane levels, run in a motion
that’s lateral. Which takes a little getting used to. Again, just to keep things fun, we ratchet the incline
back up at 60 second intervals. We’re encouraged to use the treadmill’s rails if need be, and I find that
need does be. Once we’ve worked our right sides for about five minutes we then work our left sides.
We finish the workout with sprints, which involve 15 seconds of a sort of resting pace and 45 seconds
of going all out, which we’re told should be anywhere from 6 mph to 8 mph. I used to us the treadmill
a lot and 6 mph was a speed I’d stay at for the bulk of my workout. It got me good and sweaty, but I
was feeling ambitious. So, when it was time to spike up the speed, I went for the big 8. At first I felt
Gazelle-like, however, that euphoria was short lived and, coming into the final seconds of the workout,
I was absolutely spent. But in a good way.
In closing: Obviously, if you enjoy running on a treadmill, this workout is right up your alley. But,
conversely, if you’ve always avoided treadmills, say because you find they don’t, inanimate as they
Jenniferare, engage330 Shore Drive Unit F6 Highlands NJ 07732 646.246.5176 workout some
L. Pricci you enough, I think you might like having an instructor there to give the jennifer@jenniferpricci.com
    
razzle-dazzle. And, given that this class is only thirty minutes long, it’s easy to squeeze into your day.

120
tweets

AFTER
I’m not standing in the group fitness studio and there aren’t any pieces of fitness equipment, exotic or
mundane at my feet. For a group fitness class, in my experience anyway, this is fairly novel.
What I am doing, is standing on a treadmill in the area of the gym that I always refer to as the ‘cardio
area’ (I’m not sure if there’s another name for it, a better name for it, a more descriptive name for it,
but it’s the place where all the machines that make you go sweat, sweat, sweat, pant, pant, pant live)
and, as such, not specifically designated for group fitness. That’s okay, however, because Crunch is
about taking your thinking outside of the box when it comes to working out and this is no different.
The class is Tread N’ Shred and as we prepare to get underway, our instructor has each of us mount
a treadmill within a general cluster. Once everyone is aboard, we’re off, warming up at a moderate
pace for a few minutes before kicking things into a higher gear. ‘Higher’ being the operative word as
we move right into a climb, slowly nudging both our speed and incline ever upward. Each minute that
goes by, we’re instructed to – if we can – make things steeper. Ultimately we max out at 12 (mind you
we started at 2), which, Spinal Tap fan that I am, is one higher than I ever thought you could go.
With our climb over, we move into ‘side steps’, which are exactly what they sound like. We turn first to
our right and, with both the incline and speed brought back down to humane levels, run in a motion
that’s lateral. Which takes a little getting used to. Again, just to keep things fun, we ratchet the incline
back up at 60 second intervals. We’re encouraged to use the treadmill’s rails if need be, and I find that
need does be. Once we’ve worked our right sides for about five minutes we then work our left sides.
We finish the workout with sprints, which involve 15 seconds of a sort of resting pace and 45 seconds
of going all out, which we’re told should be anywhere from 6 mph to 8 mph. I used to us the treadmill
a lot and 6 mph was a speed I’d stay at for the bulk of my workout. It got me good and sweaty, but I
was feeling ambitious. So, when it was time to spike up the speed, I went for the big 8. At first I felt
Gazelle-like, however, that euphoria was short lived and, coming into the final seconds of the workout,
I was absolutely spent. But in a good way.
In closing: Obviously, if you enjoy running on a treadmill, this workout is right up your alley. But,
conversely, if you’ve always avoided treadmills, say because you find they don’t, inanimate as they
Jenniferare, engage330 Shore Drive Unit F6 Highlands NJ 07732 646.246.5176 workout some
L. Pricci you enough, I think you might like having an instructor there to give the jennifer@jenniferpricci.com
    
razzle-dazzle. And, given that this class is only thirty minutes long, it’s easy to squeeze into your day.

Social Media Strategy

Find conversations about Crunch and the Fitness, Health and Wellness industries

Crunch has effectively created profiles on:
•Facebook
•Twitter
•LinkedIn
•Foursquare

Recommendation:
•Track relevant conversation throughout the social media-sphere
•Join these conversations to earn respect and create buzz
•Comment on interesting articles, then post the article to Twitter or Facebook

646.246.5176 

Social Media Search

Social Mention is a social media search and analysis platform
that aggregates user generated content from across the web
into a single stream of information.
It allows you to easily track and measure what people are saying
about Crunch, Crunch services, Crunch member experience, or
any topic across the web's social media landscape in real-time. Social
Mention monitors 100+ social media properties directly including:
Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.
Visit www.socialmention.com to get started!

646.246.5176 

Drill down by forum

Drill down your search by sentiment
Excellent for reputation management

Drill down your search by keyword
Excellent for enhancing visibility surrounding
topics you choose and keywords you’re targeting

Drill down by “handle”

Drill down by hashtag
Designator for main topic
A truly targeted metric
646.246.5176 

Basic On-Page SEO Checklist

• Keywords in <title> tag
• Keywords in URL
• Keyword density in document text
NOTE: Keyword density of over 10% is suspicious and looks more like keyword stuffing, than a
naturally written text.
• Keywords in anchor text
• Keywords in headings (<H1>, <H2>, etc. tags)
• Unique content and frequency of content change
• Keyword-rich URLs and filenames
• Sitemap
• Site size
NOTE: Spiders love large sites, so generally the bigger, the better. However, big sites become
user-unfriendly and difficult to navigate, so keep user experience in mind.

646.246.5176 

Thought Starters…
The majority copy on
this page is flash based.

Where you will always Confirm anchor text,
want to
headlines, bold/strong
Rank #1 for the term Crunch.
text, img alt tags, and
This is one of the simplest ways to are all
even title tags
increase your SER… included in Flash code.
Optimize your Page Title with
other Keywords you’re targeting.
SEO is an ongoingCrunch – state-of-the-art something you do once and ignore,
Try
process, it is not
rather efforts must be New York, Los for the life of the website. SEO rules and
gyms in maintained
rank are constantly changing San Francisco of SEO is a fine, congenital process.
Angeles, Miami,
and the art
Confirm:
Webmasters should always make sure that all website pages are alt
Confirm <H1>:
Optimized optimized
Properly coded?
for the web. tag in your
interactive
anchor text?
Here are somesitemap
Add thought-starters for Crunch.com…

A sitemap is the easiest
way to rank for your
various content.
All hyperlink text is
optimized and the search
engines know immediate
what your site is about.

Jennifer L. Pricci
Jennifer L. Pricci

 330 Shore Drive Unit F6
330 Shore Drive Unit F6

 Highlands NJ 07732
Highlands NJ 07732

 646.246.5176
646.246.5176

 jennifer@jenniferpricci.com

 www.jenniferpricci.com

Convert
Crunch.com should generate the most leads of all marketing platforms

646.246.5176 

Turning Traffic Into Leads

Converting the increased traffic that has resulted from implementing strategies that
help Crunch.com Get Found will yield qualified leads for sales.
But how?
• Once a visitor comes to Crunch.com, offer something of value in exchange for contact info

Then what?
• Use Landing Pages to collect Lead data

Crunch has effectively created profiles on a Landing Page to collect Lead data
Recommendation:

•Migrate Lead data into your CRM system
•Engage with your qualified leads over time
– Development follow-up – Facility Tours
– Online Marketing and Lead Nurturing – Additional value-adds
i.e. eNewsletters i.e. Complimentary Personal Training session
Social Media promotions “Bring a Friend for FREE”

646.246.5176 

Your offer of value
FREE Trial
Membership
Consider blowing it out so it is the first thing site visitors notice

646.246.5176 

Your Landing Page

Online Marketing and Lead Nurturing

Development Follow-Up
Facility Tours
Your offer of value
Additional Value-Adds FREE Trial
Consider blowing it out so it is the first thing site visitors Complimentary Personal Training session
i.e. notice Membership
“Bring a Friend for FREE”

Migrate Lead Data into CRM

646.246.5176 

Lead Nurturing Campaign

Keep in touch with potential customers until they are ready to become a
Crunch member.

•Series of emails automatically delivered to leads

•Personalized and relevant to your leads’ interests

– Leads arrived by submitting a form on a landing page. Use different landing pages
to summon different areas of interest; compose emails that speak to those
interests.

•Not a one-off, design intensive, info-heavy newsletter

646.246.5176 

Incorporate Lead Scoring

• Improve conversion rates by predicting a lead's likelihood to purchase

• Prioritize leads on the fly with on-demand scores that predict which leads are likely to have a
higher lifetime value

• Customize follow-up communications by knowing what message or offer will be most relevant
to a given lead

Lead scoring tools and resources:

– TARGUSinfo www.targusinfo.com
– Silverop www.silverpop.com
– Optify www.optify.net
– Marketo www.marketo.com
– Eloqua www.eloqua.com

646.246.5176 

Analyze
All About ROI
Win more customers with less

646.246.5176 

Progress Trackers

• View what keywords, websites, and campaigns are driving traffic to Crunch.com and their
lead conversion rates

• Track the impact of complementary marketing initiatives against incoming traffic and lead
conversions

• See which pages are most popular among your visitors

• Track the changes in your blog subscribers and social media following over time

646.246.5176 

Competitive Market Metrics

Compare Crunch.com to competitors' sites on various key metrics, such as:

•Website Grade Percentile score against the average website in terms of marketing effectiveness

•MOZ Rank Ten point measure of link authority and popularity. Though not affiliated officially with
any one search engine, MOZ Rank is a good indicator of off-page SEO.
Provided by SEOmoz

•Traffic Rank Alexa traffic rank

•Inbound Links One of the most important measures for a website is how many other websites
are linking to it. The credibility of those websites count as well but the general rule is the more
links the better.

•Google Indexed Pages The approximate number of pages of the site that have been indexed by
Google. The more pages a website has within the Google cache, the better.

•Keywords in Top 100

646.246.5176 

646.246.5176  Review Competitor Keyword Rank


Increase Traffic Now!

Jennifer L. Pricci
Interactive Marketing Manager Candidate
646.246.5176

646.246.5176 

Crunch online inbound_marketingproposal

Recommended

Recommended

More Related Content

More from Jennifer Pricci

More from Jennifer Pricci (20)

Recently uploaded

Recently uploaded (20)

Crunch online inbound_marketingproposal