This document provides an analytics optimization plan for ABC Company to increase revenue. It identifies 4 trends in their analytics reports: 1) organic traffic conversion is higher than paid, 2) organic bounce rate is higher than paid, 3) organic traffic has more pageviews than paid, and 4) referring sites account for only 16.71% of traffic. For each trend, SMART goals and KPIs are defined to track progress. Action items are recommended to achieve the goals and optimize the website to increase revenue.

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Analytics Optimization Plan
Prepared for: ABC Company
Prepared by: Rosemberg Blandon Jr
January 25, 2015
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2. TABLE OF CONTENTS
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ANALYTICS OPTIMIZATION PLAN 1
Table of Contents 2
EXECUTIVE SUMMARY 3
OBJECTIVE 3
GOALS 4
Introduction 4
BACKGROUND 4
ISSUE 4
WHAT IS SMART GOALS? 4
WHAT IS KPI (KEY PERFORMANCE INDICATOR)? 5
optimization plans 6
TREND 1 6
TREND 2 7
TREND 3 8
TREND 4 9
Conclusion 10
References 11
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3. EXECUTIVE SUMMARY
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Objective
ABC Company can apply website optimization to increase revenue. By identifying trends within
the analytics reports and using SMART Goals and KPIs to create action items, ABC Company
will be in line to produce an optimal website which then increases revenue. The following
identifies four trends with SMART Goals and KPIs to reach an optimal website.
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Trends with SMART Goals and KPIs
Trend 1: Organic traffic conversion rates is higher then paid traffic conversion rate.
• Smart Goal: Increase paid traffic conversion rate by 10% in 2 months.
• KPI: Percentage of conversion rates.
1. Action Item: Create ad banner that creates a sense of urgency.
2. Action Item: Place customer testimonials on the right pages.
Trend 2: Organic bounce rate is higher then paid bounce rate.
• Smart Goal: Lower the bounce rate by 5% in one month.
• KPI: Percentage of the bounce rates.
1. Action Item: Selecting affective keyword to lower the bounce rate.
2. Action Item: To ensure the pages has the right call of action.
Trend 3: Organic traffic has more page-views verses paid traffic page-views.
• Smart Goal: Increase the paid traffic page-views by 10% in one month.
• KPI: Percentage of the page-views.
1. Action Item: Selecting affective keywords that will increase search rankings.
2. Action Item: Make sure special offers or incentives are clear and eye catching to
the visitors.
Trend 4: Referring Site accounts for only 16.71% of traffic to the site.
• Smart Goal: Increase referring site by 5% in 2 months.
• KPI: Percentage of referring sites.
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4. 1. Action Item: Make sure all external links are working and the leading page is
appropriate to where the visitors wants to go.
2. Action Item: Check to see if all information is correct on search engines (name,
website, address, and phone number) and also on local search.
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Identifying these trends assisted in creating SMART Goals and their respective KPIs.
Performing each of the action items mentioned above will ensure that each of the SMART
Goals are meet. Creating an optimal website will help ABC to reach its main goal of increasing
revenues.
Goals
The goal of this report is to show ABC Company four popular trends in their analytic data. For
each trend, this report will identify one SMART Goals and KPI to gain understanding of the
trend. This report will then make recommendations that will help achieve the SMART Goals.
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INTRODUCTION
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ABC Company sells natural herbs and spices products mainly online and in select grocery
stores across the Untied States and in other parts of the country.
Background
ABC Company sells natural herbs and spices products online. Their primary goal is to sell
herbs and spices and increase revenue.
Issue
ABC Company is in search of a web analytics optimization plan that will identify popular trends
in their web analytics, and discover ways to produce more favorable numbers.
What is SMART Goals?
SMART Goals are goals that are specific, measurable, attainable, relevant, and timely. This type
of goals will help ABC Company to measure the success of certain aspects of their website.
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5. What is KPI (Key Performance Indicator)?
Key Performance Indicator (KPI) will describe how we will measure the success of each SMART
Goals that was described. KPIs help gain incite into the website.
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6. OPTIMIZATION PLANS
Trend 1
Organic traffic conversion rates are higher then paid traffic conversion rates.
• Smart Goal: Increase paid traffic conversion rate by 10% in two months.
• KPI: Percentage of conversion rates. This will show the amount of conversions
made by visitors that started from clicking on a paid ad or keyword.
1. Action Item: Create ad banners that give the visitor a sense of urgency to
visit the website. This will also gives the opportunity to increase revenue.
A. Challenge: Selecting an affective ad banner that will increase the paid
traffic conversion rate.
• Solutions: Testing ad banners to identify which are more affective. Also
placing ad banners on other websites that are appropriate for the
brand and the company’s product.
2. Action Item: Place customer testimonials on the right pages. This will
create trust for the visitor which then will increase the conversion rate.
B. Challenge: Testimonials are not placed appropriately on the pages
which can cause the visitor not to see them. Causing confusion and
frustration which causes them to leave the page and even the site.
• Solutions: Test multiple forms of testimonials on pages. For example
one page will have testimonials that are in text form and the other will
be in a multimedia form.
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7. Trend 2
Organic bounce rate is higher then paid bounce rate.
• Smart Goal: Lower the bounce rate by 5% in one month.
• KPI: Percentage of the bounce rates. The bounce rates measures the quality of traffic the
site is attracting.
1. Action Item: Selecting affective keyword to lower the bounce rate. Keywords
driving visitors to the site tells a lot about the visitors intent.
A. Challenge: The website is ranked for the wrong the keywords. This could
affect the site ranking on search engines.
• Solutions: Located the keywords that are being ranked wrong and adjust
them. Keep testing with new keywords in order to ensure optimal
optimization.
2. Action Item: To ensure the pages has the right call of action. This will give the
visitors a clear direction to the steps in order to convert on the site easily and
affectively.
B. Challenge: Choosing the right call of action for the pages on the site. The
wrong call of action and cause confusing and mistrust by the visitor.
• Solutions: Test different variations of call of actions on pages through out the
site. Examples would be variations on call of action buttons (color, shape,
and size) and call of action text.
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8. Trend 3
Organic traffic has more page-views verses paid traffic page-views.
• Smart Goal: Increase the paid traffic page-views by 10% in one month.
• KPI: Percentage of the page-views. A high number of page-views can be a good sign for
a content website.
1. Action Item: Selecting affective keywords that will increase search rankings. This
will assist in helping the company’s exposer by being ranked higher.
A. Challenge: Selecting affective keywords that are creative and are successful in
helping to increase search rankings.
• Solution: Keep testing new keywords by locating keywords that are
improving search rankings. Also locate those keywords visitors are clicking
on leading them to the site.
2. Action Item: Make sure special offers or incentives are clear and eye catching to
the visitors. This will easily help the visitors identify any specials offers that my be
running at the time increasing revenue.
B. Challenge: Making sure special offers are easy to understand with the right
call of action.
• Solution: Place special offers or incentives with the right call of action on
each page where it will get the attention of the visitors. Testing can also be
done to analyze which location on the site and call of actions are successful.
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Paid Traffic Organic Traffic

9. Trend 4
Referring Site accounts for only 16.71% of traffic to the site.
• Smart Goal: Increase referring site by 5% in 2 months.
• KPI: Percentage of referring sites. This will allow to identify if external links are successful
or not.
1. Action Item: Make sure all external links are working and the leading pages are
appropriate to where the visitors wants to go. This will allow for a natural
experience for the user and will help the visitors gain trust.
A. Challenge: Some links could leading to the wrong page in the site or could be
broken links. This could result in the visitor leaving the site and to mistrust the
company.
• Solution: Fix any broken links by removing them from the page. If links are
directing visitors to the wrong page, fix the links to redirect them to the right
page.
2. Action Item: Check to see if all information is correct on search engines (name,
website, address, and phone number) and also on local search. Ensuring the
information is correct the visitors have the correct information to go by and trust
will be gained.
B. Challenge: Information could be wrong on sites like Google or on local
searches like yelp.com, leading visitors to the wrong landing site. Which can
result to them leaving the site reducing the opportunity of conversion.
• Solution: Insure all information for the company is spelled correctly and all
other information about the company is correct. Also, making sure all local
search has up to date information about the company and working links.
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CONCLUSION
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Identifying the trends assisted in creating SMART Goals and their respective KPIs. Performing
each of the actions items discussed will ensure that each of the SMART Goals are meet.
Creating an optimal website will help ABC to reach its main goal in increasing revenue.
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11. REFERENCES
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(n.d.). Retrieved January 25, 2015, from https://assethub.fso.fullsail.edu/assethub/
AnalyticsReport-Dashboard_dda9d4d2-0062-4310-afca-43ce352362bb.pdf
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(n.d.). Retrieved January 25, 2015, from https://assethub.fso.fullsail.edu/assethub/
AnalyticsReport-EcommerceOverview_376f9378-6a64-4ed0-9d0e-0639fb2ba612.pdf
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(n.d.). Retrieved January 25, 2015, from https://assethub.fso.fullsail.edu/assethub/
AnalyticsReport-EntranceSources_9b862cf3-badc-4527-96c7-ce4ae1c23502.pdf
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Waisberg, D. (2011, March 1). Web Analytics Process - Measurement & Optimization. Retrieved
January 25, 2015, from http://online-behavior.com/analytics/web-analytics-process-
measurement-optimization
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