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

AMA in the AM: An Analytical Approach to Website Redesign and OverhaulThe Baltimore Chapter of the American Marketing AssociationJanuary (snowed out!) February 2011
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aka Web Redesign by the Numbers
Sharon Mostyn
AVP - Ecommerce, 1st Mariner Bank
@SharonMostyn and @1stMarinerBank

1st Mariner Bank is the largest bank headquartered in Baltimore and the 4th largest bank headquartered and operating in Maryland
Largest local mortgage banking business in the Baltimore/DC MSA
1st Mariner Mortgage operates as a division of the Bank emphasizing traditional purchase and refinance loans
The company sources loans through a retail channel of 14 loan offices as well as consumer direct operations headquartered in Baltimore
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@sharonmostyn or @1stmarinerbank

Time To Poll The Audience!
1.) How many of you have redesigned a website?
2.) How many are redesigning your site in 2011?
3.) How many used web analytics to guide your redesign?
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4.) How would you rate your analytics setup at present?
Source: Flickr, GarethR 2388116302

MarketingSherpa Responses
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Source: MarketingSherpa 2008

Redesign Questions To Ask
Who?
Who are your site’s visitors/personas?
Have they visited before (new vs. returning)?
Are there geographic restrictions/limitations?
What?
What are the goals of your site?
What keywords do you want to be found for?
What pages are they visiting?
When?
When are visitors most active (months/days/times)?
Is your business seasonal or cyclical?
Are there events (Black Friday, holidays) to promote?
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Source: FlexSim Images

Redesign Questions To Ask
Where?
Where are they coming to your site from?
Where are they going after they leave your site?
Why?
Why should people use your site vs. competition?
Why are people leaving your site?
How?
Which browser are they using (and which versions)?
Which Operating System (OS)?
Desktop or mobile browsers?
Screen resolution?
Java and/or Flash?
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Numbers To Know: Visitors
Demographics
Source: Alexa, Dec. 2010
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Visits (vs. Visitors)
New vs. Returning
Loyalty (Repeat Visits)
Source: Google Analytics, Dec. 2010
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Geographic Distribution
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Numbers To Know: Goals
Goals: Sales, Leads, Forms, White Paper Downloads, etc.
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Numbers To Know: Goals
and How They Convert to Goals
Keywords
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Numbers To Know: Pages
Pages aka “Top Content”
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Numbers To Know: Pages
In-Page Analytics
Currently in Beta
Visual representation of click (or goal) percentages
Can be filtered by:
Visitor Type
Geography
Language
Screen Resolution
Operating System
Browser
Inbound (Referring) Medium/Source/Keyword/Campaign
Helps prioritize pages when redesigning site
Source: Google Analytics, Dec. 2010
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Numbers To Know: Timing
Re-launch during slow period in order to minimize risk if/when something unexpected happens.
Re-launch or test during slow hours.
Don’t re-launch during your busy months.
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Numbers To Know: Traffic Sources
Blog = #1 Referring Source
Source: Hubspot, Aug. 2009
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Numbers To Know: Clickstream
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Numbers To Know: Competition
How does your audience compare?
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Numbers To Know: Bounces
Bounces – Visit ONLY 1 Page of Your Site
Possible Reasons:
Existing Site Design/Navigation
Lack of Trust
Site Format (Blog, Landing Pages, etc.)
Content (incl. Copy Mismatch)
Technical Difficulties (incl. Load Time)
Poor Inbound Links or Marketing
Intrusive Site Enhancements (incl. Pop-ups, Autoplay Audio and/or Video)
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Numbers To Know: Technical
Operating System, Browser, Version
Watch for Mobile and iPad
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Screen Resolution and Colors (16-bit, 24-bit, 32-bit)
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Flash Versions and Java Support
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Website Redesign Numbers To Know:
Visitors
Goals
Pages
Timing
Traffic Sources
Clickstream
Competition
Technical
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Questions?
Thank you! For more details, contact:
Sharon Mostyn
By Day:
AVP, Ecommerce
1st Mariner Bank
Twitter: @1stMarinerBank
Email: smostyn@1stmarinerbank.com
Websites:
http://www.1stMarinerBank.com
http://www.VAMortgage.com
Evenings and Weekends:
Jack of All Trades, Mom of Two
Motherhood, Marketing, & Medical Mayhem
Twitter: @SharonMostyn
Email: asw11@sharonmostyn.com
Website:
http://sharonmostyn.com
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AMA in the AM-An Analytical Approach to Web Redesign & Overhaul 022311

by Sharon Mostyn on Feb 25, 2011

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

http://amabaltimore.org	4
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