AMA in the AM-An Analytical Approach to Web Redesign & Overhaul 022311


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Web Redesign by the Numbers - A site redesign shouldn't be about making the new website "prettier." Instead, by using web analytics and
online marketing best practices, guide your website redesign in order to produce optimal conversions and revenue. Make sense of the who, what, when where, why, and how of your site to create a new, highly-optimized site.

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  • Why are website visitors important? Because more visitors mean more people to convert to leads and sales.Why are inbound links important? Because they signal authority to search engines, thus increasing your chances of getting found in those search engines.Read more:
  • AMA in the AM-An Analytical Approach to Web Redesign & Overhaul 022311

    1. 1. AMA in the AM: An Analytical Approach to Website Redesign and OverhaulThe Baltimore Chapter of the American Marketing AssociationJanuary (snowed out!) February 2011<br />1<br />aka Web Redesign by the Numbers<br />Sharon Mostyn<br />AVP - Ecommerce, 1st Mariner Bank<br />@SharonMostyn and @1stMarinerBank<br />
    2. 2. 1st Mariner Bank is the largest bank headquartered in Baltimore and the 4th largest bank headquartered and operating in Maryland<br />Largest local mortgage banking business in the Baltimore/DC MSA<br /><ul><li>1st Mariner Mortgage operates as a division of the Bank emphasizing traditional purchase and refinance loans
    3. 3. The company sources loans through a retail channel of 14 loan offices as well as consumer direct operations headquartered in Baltimore</li></ul>2<br />@sharonmostyn or @1stmarinerbank<br />
    4. 4. 3<br />
    5. 5. 4<br />
    6. 6. 5<br />
    7. 7. Time To Poll The Audience!<br />1.) How many of you have redesigned a website?<br />2.) How many are redesigning your site in 2011?<br />3.) How many used web analytics to guide your redesign?<br />6<br />@sharonmostyn or @1stmarinerbank<br />4.) How would you rate your analytics setup at present?<br />Source: Flickr, GarethR 2388116302<br />
    8. 8. MarketingSherpa Responses<br />7<br />@sharonmostyn or @1stmarinerbank<br />Source: MarketingSherpa 2008<br />
    9. 9. Redesign Questions To Ask<br />Who?<br /><ul><li>Who are your site’s visitors/personas?
    10. 10. Have they visited before (new vs. returning)?
    11. 11. Are there geographic restrictions/limitations?</li></ul>What?<br /><ul><li>What are the goals of your site?
    12. 12. What keywords do you want to be found for?
    13. 13. What pages are they visiting?</li></ul>When?<br /><ul><li>When are visitors most active (months/days/times)?
    14. 14. Is your business seasonal or cyclical?
    15. 15. Are there events (Black Friday, holidays) to promote?</li></ul>8<br />@sharonmostyn or @1stmarinerbank<br />Source: FlexSim Images<br />
    16. 16. Redesign Questions To Ask<br />Where?<br /><ul><li>Where are they coming to your site from?
    17. 17. Where are they going after they leave your site?</li></ul>Why?<br /><ul><li>Why should people use your site vs. competition?
    18. 18. Why are people leaving your site? </li></ul>How?<br /><ul><li>Which browser are they using (and which versions)?
    19. 19. Which Operating System (OS)?
    20. 20. Desktop or mobile browsers?
    21. 21. Screen resolution?
    22. 22. Java and/or Flash?</li></ul>9<br />@sharonmostyn or @1stmarinerbank<br />
    23. 23. Numbers To Know: Visitors<br />Demographics<br />Source: Alexa, Dec. 2010<br />10<br />@sharonmostyn or @1stmarinerbank<br />
    24. 24. Numbers To Know: Visitors<br />Visits (vs. Visitors)<br />New vs. Returning<br />Loyalty (Repeat Visits)<br />Source: Google Analytics, Dec. 2010<br />11<br />@sharonmostyn or @1stmarinerbank<br />
    25. 25. Numbers To Know: Visitors<br />Geographic Distribution<br />12<br />@sharonmostyn or @1stmarinerbank<br />
    26. 26. Numbers To Know: Goals<br />Goals: Sales, Leads, Forms, White Paper Downloads, etc. <br />13<br />
    27. 27. Numbers To Know: Goals<br /> and How They Convert to Goals<br />Keywords<br />14<br />@sharonmostyn or @1stmarinerbank<br />
    28. 28. Numbers To Know: Pages<br />Pages aka “Top Content”<br />15<br />
    29. 29. Numbers To Know: Pages<br />In-Page Analytics<br /><ul><li>Currently in Beta
    30. 30. Visual representation of click (or goal) percentages
    31. 31. Can be filtered by:
    32. 32. Visitor Type
    33. 33. Geography
    34. 34. Language
    35. 35. Screen Resolution
    36. 36. Operating System
    37. 37. Browser
    38. 38. Inbound (Referring) Medium/Source/Keyword/Campaign
    39. 39. Helps prioritize pages when redesigning site</li></ul>Source: Google Analytics, Dec. 2010<br />16<br />@sharonmostyn or @1stmarinerbank<br />
    40. 40. Numbers To Know: Timing<br />Re-launch during slow period in order to minimize risk if/when something unexpected happens.<br />Re-launch or test during slow hours.<br />Don’t re-launch during your busy months.<br />17<br />@sharonmostyn or @1stmarinerbank<br />
    41. 41. Numbers To Know: Traffic Sources<br />Blog = #1 Referring Source<br />Source: Hubspot, Aug. 2009<br />18<br />
    42. 42. Numbers To Know: Clickstream<br />Source: Alexa, Dec. 2010<br />19<br />@sharonmostyn or @1stmarinerbank<br />
    43. 43. Numbers To Know: Competition<br />How does your audience compare?<br />Source: Alexa, Dec. 2010<br />20<br />@sharonmostyn or @1stmarinerbank<br />
    44. 44. Numbers To Know: Bounces<br />Bounces – Visit ONLY 1 Page of Your Site<br />Possible Reasons:<br /><ul><li>Existing Site Design/Navigation
    45. 45. Lack of Trust
    46. 46. Site Format (Blog, Landing Pages, etc.)
    47. 47. Content (incl. Copy Mismatch)
    48. 48. Technical Difficulties (incl. Load Time)
    49. 49. Poor Inbound Links or Marketing
    50. 50. Intrusive Site Enhancements (incl. Pop-ups, Autoplay Audio and/or Video)</li></ul>21<br />@sharonmostyn or @1stmarinerbank<br />
    51. 51. Numbers To Know: Technical<br />Operating System, Browser, Version<br />Watch for Mobile and iPad<br />22<br />@sharonmostyn or @1stmarinerbank<br />
    52. 52. Numbers To Know: Technical<br />Screen Resolution and Colors (16-bit, 24-bit, 32-bit)<br />23<br />@sharonmostyn or @1stmarinerbank<br />
    53. 53. Numbers To Know: Technical<br />Flash Versions and Java Support<br />24<br />@sharonmostyn or @1stmarinerbank<br />
    54. 54. Website Redesign Numbers To Know:<br />Visitors<br />Goals<br />Pages<br />Timing<br />Traffic Sources<br />Clickstream<br />Competition<br />Technical<br />25<br />@sharonmostyn or @1stmarinerbank<br />
    55. 55. Questions? <br />Thank you! For more details, contact:<br />Sharon Mostyn<br />By Day:<br />AVP, Ecommerce<br />1st Mariner Bank<br />Twitter: @1stMarinerBank<br />Email:<br />Websites: <br /><br /><br />Evenings and Weekends:<br />Jack of All Trades, Mom of Two<br />Motherhood, Marketing, & Medical Mayhem<br />Twitter: @SharonMostyn<br />Email:<br />Website:<br /><br />26<br />@sharonmostyn or @1stmarinerbank<br />