We have considered the Email/Newsletter audience as the “Niche” – high value consumers. Our analysis focused on the large audience sizes that are coming in to the site and that also spend more time on the site.
For consistency reasons we chose to use October 2012 data in order to compare it with the September data due to the introduction of the different data gathering in Site Catalyst that started in October 2012.
In this analysis, we removed the homepage to classify which sections of the website the visitors visit most.
*Based off existing native advertising platforms. Forbes.com charges similar amounts per year.
Wired.com - Website Optimization - ADAC
Conde Nast Audience Development
Mellissa P itts
Omar S hawki
Pa nos Anadiotis
• Project Overview
– Objectives and KPIs
• Key Audience Segments
• Observations and Analysis
WHO ARE WE REACHING OUT TO?
Everybody who ―needs‖ information or news about technology and
its impact on the broader world (includes
entertainment, business, science, politics and culture)
WHY ARE WE DOING THIS?
To acquire, retain and grow
Acquire people who are not WIRED yet
Retain those who are already WIRED
Grow frequent engagement across all channels
OK. BUT WHY ARE WE REALLY DOING
To position WIRED.com in the eyes of the advertisers
as the most valuable and highly targeted
advertising medium in the technology world
Revenue increase for WIRED and Condé Nast
WHAT WILL WE MEASURE?
Pages per Visit
# of Visitors
Time per Visit
Visits per Visitor
# of Shares
# of Visits
# of Comments
KEY AUDIENCE SEGMENTS
3. Referral Sites
% of users
8+ mins a
% of users who visited
4+ times a month
• Number of monthly visits during September 2013
decreased from October 2012 figures – 5%
• The way in which visitors reached the site has seen a
Other Web Sites
Other Web Sites
FREQUENT VISITORS (those with 5+ visits per month)
The majority of frequent visitors – 60% – came via Typed
URL/Bookmarks. They were the most engaged readers with 3.87
page views per visit.
Frequency return rate
for visitors from social
Page Views per Visit
Typed/Bookmarked Social Networks
Other Web Sites
They also consumed
more content with an
increase of 30.8% in
pages viewed per visit
Referrer Type for Frequent Visistors
WHERE DO OUR FREQUENT
Sections our Frequent Visitors Visit Most
% of Visits
• WIRED Science and Gadget Lab are high target sections for our
• Transparency on the Mobify pages would enhance the ability to
analyze the behavior of visitors via mobile/tablet devices.
• 80% Bounce Rate for http://www.wired.com/search out
of 1.3M Unique Visitors
Most likely due
WHAT ABOUT THE NEWSLETTER?
Newsletter visits over last 12 months
Non-prominent location of link in footer is
detracting from potential newsletter signups
Visits at thank
Miniscule compared to total
number of visits: 783,540,743
FITTING THIS BACK TO OUR READERS
• Content is King
– Quality, searchable content that meets readers’ interests and
positions WIRED.com as a leader for information on trends in
• With the rise in social media and the ―consumer critic,‖
it is essential to make it easy for readers to engage
with content by asking for readers’ opinions and having
writers respond to comments.
RECOMMENDATION - 1
• Offer Native Advertising:
– Provides an opportunity for advertisers to position themselves
as thought leaders in identified high value content. This will
impact all metrics areas by attracting new visitors, increasing
the frequency of returning users and also engage readers.
– It can be a sizeable investment to sell-in the platform, but once
implemented and companies sign up (paying WIRED $300000-$500,000/year for hosting* per advertiser), the earned
media will be beneficial for both parties.
RECOMMENDATION - 2
• Increase content
sharing via social
– Test auto-scrollable
social media bar for
readers to share
content on social
– Use Adobe Social to
keep readers WIRED
and interact with them
via social platforms.
RECOMMENDATION - 3
• Increase targeted content via newsletters:
– Can provide higher value to readers—and ultimately
advertisers – by serving up content that they trend toward.
Suggestion is to narrow down the categories of content
readers are interested in when they sign up.
Currently the newsletter
interests are not geared
towards the sections and
topics covered on
RECOMMENDATION - 4
• Site Navigation:
Techcrunch has an Instant search tool
– Test a pinned menu bar
(including instant search
tool text box) on
WIRED.com with the
intention to increase page
views per visit. Currently to
access the navigation
bar, this requires readers to
constantly scroll to the top
to access the search tool
and find specific website
sections. WIRED.com can
easily optimize this on all
pages with little investment.
Mashable has pinned navigation bar as you scroll
• By implementing the aforementioned
recommendations, WIRED.com will be uniquely
positioned to connect with readers.
• A seamless website and customer optimization will
increase: repeat visitors, time spent and traffic —thus
improving WIRED.com’s ranking and domain value –
and ultimately leading to an increase in ad impressions.
• A native advertising platform guarantees WIRED an
upfront subscription fee.