Online Marketing Summit<br />CHICAGO | JUNE 30, 2010<br />Extreme Measures: <br />Web Site Performance and ROI <br />Kelly...
Agenda<br />2<br />
NorthShore University HealthSystem (NorthShore),  headquartered in Evanston, Illinois, is a comprehensive, fully-integrate...
75 (and growing) medical office facilities
2,000 physicians
Affiliated with University of Chicago
Fully-integrated Electronic Medical Record (EMR) system</li></ul>3<br />About NorthShore<br />
Founded in 2003, Marcel Media is an interactive advisory firm providing strategic direction and customized online marketin...
Paid Search
Social Media
Web Development
Custom Web Integration
Web Analytics</li></ul>About Marcel Media<br />4<br />
5<br />The Partnership<br />
6<br />Pain points for NorthShore<br />
<ul><li>What kind of results can be expected from web marketing?
How is the online space valuable in terms of what we are trying to achieve?
What are the most important metrics?
Where do we start?</li></ul>7<br />Questions from C-Suite<br />
Goals<br /><ul><li>Honing in on medical specialties
Promoting and demonstrating the value of NorthShoreConnect
Generating increased web traffic
Utilize social outlets to generate brand awareness and position the healthsystem as a resource
Web redesign in early 2010 based on user behavior and research data
Increase organic search results through optimized page titles and URLs</li></ul>8<br />Current Situation<br />
Search Engine Optimization (SEO)<br /><ul><li>Generating traffic through natural placement on search engines</li></ul>Soci...
Data-Driven Strategy<br />10<br />
Pages per Visit <br /><ul><li>Average number of pages viewed during a site visit – (repeat single pageviews included)</li>...
12<br />Tools the “pros” use…<br />
Google Analytics is a free, cookie-based, page-tagging web analytics solution.<br /><ul><li>Colorful
Clean reports (over </li></ul>	30,000)<br /><ul><li>Clear labels
Fully customizable
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Extreme Measures: Web Site Performance and ROI - Kelly Cutler & Grant Gannon

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Extreme Measures: Web Site Performance and ROI

Learn how NorthShore University Healthsystem's marketing team used metrics from web site performance to make the case to their c-suite to open up the social media floodgates and the results that followed.

* Grant Gannon, Interactive Marketing Coordinator, NorthShore University HealthSystem
* Kelly Cutler, CEO, Marcel Media

Published in: Technology, Business
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  • Kelly
  • Kelly
  • Grant
  • Kelly
  • Kelly
  • Grant
  • Grant
  • What NorthShore does online (strategy)Can include web 2.0 or not?Kelly
  • Here’s what we did to create a strategyKelly
  • Here are the important things to watch forOver 60% is below is standard. Below 40% is optimal for bounce rateKelly
  • Kelly
  • Grant
  • Kelly-&gt;Grant
  • The feedback is extremely valuable, once your site is tested, you can analyze the data, draw comparisons, and beta-test the changes you make to your website.Kelly
  • Additional tool (can include or not)Kelly
  • Additional tool (can include or not)Kelly
  • Grant
  • Screenshot of old Homepage
  • Made most-trafficed areas, more accessible (one click away from homepage and above the fold)This is the current homepage
  • CUSTOMER EXPERIENCE ANALYTICS (CLICKTALE)Heatmap of current homepage – reinforcing most trafficked areas.
  • Switched out screenshot with one from GrantKPIs: Time on Site up and Pageviews downFrom Grant’s email:As far as traffic, I think we’ll see increased time on site in recent months, but a decrease in page views, which is planned because we cut out steps for our Find a Doc tool.
  • Grant
  • From Grant:If you look in our analytics you should be able to find some time frames earlier this year that show Facebook as one of our Top 10 referring sites. This was based on ads that Patrick was running. He can give you specific dates. That might make for good screenshots as well.Kelly &amp; Grant
  • Screenshots 
  • Grant
  • Although Twitter is not currently a top referral site, the interactions can are influential/powerfulGrant
  • Kelly
  • Extreme Measures: Web Site Performance and ROI - Kelly Cutler & Grant Gannon

    1. 1. Online Marketing Summit<br />CHICAGO | JUNE 30, 2010<br />Extreme Measures: <br />Web Site Performance and ROI <br />Kelly Cutler<br />CEO and Co-Founder<br />Marcel Media<br />Grant Gannon<br />Interactive Marketing Coordinator<br />NorthShore University HealthSystem<br />1<br />
    2. 2. Agenda<br />2<br />
    3. 3. NorthShore University HealthSystem (NorthShore), headquartered in Evanston, Illinois, is a comprehensive, fully-integrated healthcare delivery system that serves the greater north shore and northern Illinois communities.<br />Details<br /><ul><li>Four hospitals
    4. 4. 75 (and growing) medical office facilities
    5. 5. 2,000 physicians
    6. 6. Affiliated with University of Chicago
    7. 7. Fully-integrated Electronic Medical Record (EMR) system</li></ul>3<br />About NorthShore<br />
    8. 8. Founded in 2003, Marcel Media is an interactive advisory firm providing strategic direction and customized online marketing solutions. Our team delivers results-driven solutions through superior implementation and enduring customer service.<br />Services<br /><ul><li>Search Engine Optimization
    9. 9. Paid Search
    10. 10. Social Media
    11. 11. Web Development
    12. 12. Custom Web Integration
    13. 13. Web Analytics</li></ul>About Marcel Media<br />4<br />
    14. 14. 5<br />The Partnership<br />
    15. 15. 6<br />Pain points for NorthShore<br />
    16. 16. <ul><li>What kind of results can be expected from web marketing?
    17. 17. How is the online space valuable in terms of what we are trying to achieve?
    18. 18. What are the most important metrics?
    19. 19. Where do we start?</li></ul>7<br />Questions from C-Suite<br />
    20. 20. Goals<br /><ul><li>Honing in on medical specialties
    21. 21. Promoting and demonstrating the value of NorthShoreConnect
    22. 22. Generating increased web traffic
    23. 23. Utilize social outlets to generate brand awareness and position the healthsystem as a resource
    24. 24. Web redesign in early 2010 based on user behavior and research data
    25. 25. Increase organic search results through optimized page titles and URLs</li></ul>8<br />Current Situation<br />
    26. 26. Search Engine Optimization (SEO)<br /><ul><li>Generating traffic through natural placement on search engines</li></ul>Social Media Marketing (SMM)<br /><ul><li>Establishing discussion and interaction between brand (NorthShore) and users</li></ul>Paid Search<br /><ul><li>Garnering search engine traffic through highly targeted, paid ads (sponsored links)</li></ul>9<br />Online Marketing Solutions<br />
    27. 27. Data-Driven Strategy<br />10<br />
    28. 28. Pages per Visit <br /><ul><li>Average number of pages viewed during a site visit – (repeat single pageviews included)</li></ul>Average Time on Site <br /><ul><li>Average duration of a site visit</li></ul>Percentage of New Visits <br /><ul><li>Percentage of new site visitors within a specific date range</li></ul>Bounce Rate<br /><ul><li>Percentage of single-page visits (user leaves site from entrance page without interaction)</li></ul>11<br />Key Performance Indicators (KPIs)<br />
    29. 29. 12<br />Tools the “pros” use…<br />
    30. 30. Google Analytics is a free, cookie-based, page-tagging web analytics solution.<br /><ul><li>Colorful
    31. 31. Clean reports (over </li></ul> 30,000)<br /><ul><li>Clear labels
    32. 32. Fully customizable
    33. 33. Easy campaign </li></ul> creation<br /><ul><li>Advanced capabilities </li></ul>Google Analytics: The Coloring Box<br />13<br />
    34. 34. Visitor browsing sessions<br /><ul><li>Heatmaps show where visitors click, look, and </li></ul> scroll<br /><ul><li>Link Analytics show interactions, hovers, and hesitation time
    35. 35. Form Analytics reveals</li></ul> problem fields in online<br /> forms that cause visitors <br /> to leave<br />14<br />Customer Experience Analytics (CEA)<br />
    36. 36. Web-based focus groups allow users to perform an action based on a scenario they are given. While users are interacting with the site, their voices and computer screens are recorded. <br />Online User Focus Groups<br />15<br />
    37. 37. Provides keyword theme ideas and search volumes<br />Google Keyword Tool<br />16<br />
    38. 38. Provides trending forecasts for keyword searches. <br />Compare various date ranges geographic distributions.<br />Google Insights for Search<br />17<br />
    39. 39. NorthShore Data & Results<br />18<br />
    40. 40. 19<br />NorthShore.org: Pre Re-design<br />
    41. 41. 20<br />Shifts in Analytics: Driving Re-Design<br />
    42. 42. 6/29/2010<br />21<br />NorthShore.org: Post Re-design<br />
    43. 43. 22<br />CE Analytics: Post Re-design<br />March 1, 2010 – May 31, 2010<br />
    44. 44. 23<br />Traffic: Post Re-design<br />
    45. 45. More focus on videos to let patients and physicians tell the story.<br />24<br />Using Video to Tell the Story<br /><ul><li>125 videos – 24,000 views
    46. 46. High level of engagement</li></li></ul><li>25<br />Top 10 Referring Sites<br />
    47. 47. 26<br />Referral Traffic: Facebook<br />
    48. 48. 27<br />Facebook Interactions<br />
    49. 49. Twitter Interactions<br />@NorthShoreWeb hey I will be a patient starting 19th when I have surgery hoping to have a tweet up in my room will you support???@NorthShoreWeb Loved the story on Bailey the service dog at the hospital!<br />28<br />
    50. 50. What other ideas do you have about how this site could be improved?<br /><ul><li>“Listing doctors randomly would ensure that doctors with last names that occur late in the alphabet would not be at a disadvantage when it comes to getting new patients. I could easily see how most new visitors would tend to choose doctors on the first page or two of the search results.” </li></ul>29<br />Online User Focus Groups – Sample Data<br />
    51. 51. <ul><li>Use analytics to make smart decisions.
    52. 52. Incorporate social media into your overall strategy.
    53. 53. Help Senior Managers see value of integrating the web to overall business objectives.
    54. 54. The site will always be a work in progress.</li></ul>“An ounce of data is worth a pound of opinion”<br />30<br />Key Takeaways<br />
    55. 55. Grant Gannon<br />NorthShore University HealthSystem<br /><ul><li>ggannon@northshore.org</li></ul>Kelly Cutler<br />Marcel Media<br /><ul><li>kelly@marcelmedia.com</li></ul>Thank You/Credits<br />31<br />
    56. 56. Thank You<br />Visit<br />www.onlinemarketingsummit.com<br />for more information<br /> Follow us @OMSummit<br />32<br />

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