Agile MarketingBook of Swagger<br />Client developed an amazing stream of visitors to their Web site. Providers came, memb...
Learning About Our VisitorsIn early 2010, we had little idea how many visitors frequented [client]. But all that changed i...
Fine Tuning Web Analytics<br />What We Knew<br /><ul><li>Audience 1 were going off to the Provider Portal
Audience 2 were visiting the Member Services area
Audience 3 were clicking away to the careers application</li></ul>Analytics Told Us<br /><ul><li>Audience 1 make up just 6...
Audience 2 make up some 6% of visits.
Audience 3 make up less than 10% of the site’s visits.
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Aviso Book of Swagger Example

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Aviso Communications, in collaboration with Conversion Sciences has created the concept of the "Book of Swagger."

Published in: Career, Technology, Business
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Aviso Book of Swagger Example

  1. 1. Agile MarketingBook of Swagger<br />Client developed an amazing stream of visitors to their Web site. Providers came, members visited and hopeful job seekers settled onto the Web site like bees to honey…<br />Only, we didn’t know it.<br />
  2. 2. Learning About Our VisitorsIn early 2010, we had little idea how many visitors frequented [client]. But all that changed in June 2010. <br />With the introduction of a new Web site, analytics were introduced and between X of 2010 and X of 2011<br /><ul><li> [client] had 540,787 Web Visits</li></ul>Dips represent weekend traffic<br />
  3. 3. Fine Tuning Web Analytics<br />What We Knew<br /><ul><li>Audience 1 were going off to the Provider Portal
  4. 4. Audience 2 were visiting the Member Services area
  5. 5. Audience 3 were clicking away to the careers application</li></ul>Analytics Told Us<br /><ul><li>Audience 1 make up just 60% of the site’s visits.
  6. 6. Audience 2 make up some 6% of visits.
  7. 7. Audience 3 make up less than 10% of the site’s visits.
  8. 8. Prospective audience 2 (X%) were lost in the crowd.</li></li></ul><li>The Addition of an Online FormMany Visitors Wanted a Way to Contact [client] on the Web<br /><ul><li>A Form added to site in X 2011
  9. 9. X# visitors completed the form over six weeks
  10. 10. 0.X% of all site traffic completed the form. This is our Baseline Conversion Rate
  11. 11. This is our baseline conversion rate – 0.62%</li></li></ul><li>Fine Tuning Web AnalyticsTraffic Had to be Segmented<br /><ul><li>Our Contact Us Form is a magnet for prospects</li></li></ul><li>Executive Summary<br /><ul><li>[client] has done a good job of building Web traffic to [client]
  12. 12. In June 2010 we began measuring the site traffic with Analytics
  13. 13. [client] gets over 800,000 visits per year
  14. 14. X# (34%) of these visits are from potential prospects. Each visit is an opportunity.
  15. 15. Placing Forms on the site allows visitors to connect with [client] . Each is called a Conversion.
  16. 16. Incremental increases in the Conversion Rate of the site will generate tens of thousands of new inquiries each year.</li></li></ul><li>The Future of [client] Incremental Testing Will Tell Us More About Our Visitors<br />Our goal going forward is to find new ways to retain audience 2 and make it easy for prospects to contact us so they are not lost to the competition.<br />We will use the evidence found through data analysis and incremental testing to make [client], and by extension [client company], a satisfying way for prospects to get their questions answered.<br /><ul><li>More and more potential audience 2 will find the solutions to their problems at [client].</li>
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