Wired.com - Website Optimization - ADAC


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The presentation submitted for the Adobe Analytics Competition in 2013. The client was Conde Nast and WIred.com was the online magazine analyzed.

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  • These are the metrics
  • 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

    1. 1. Conde Nast Audience Development team heisenberg 15 Mellissa Pitts Mellissa P itts Omar Shawki Omar S hawki Pa nos Anadiotis Panos 16 91
    2. 2. AGENDA • Project Overview – Objectives and KPIs • Key Audience Segments • Observations and Analysis • Recommendations • Conclusion 2 team heisenberg 2
    3. 3. 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 3 team heisenberg 3
    4. 4. OK. BUT WHY ARE WE REALLY DOING THIS? To position WIRED.com in the eyes of the advertisers as the most valuable and highly targeted advertising medium in the technology world Leading to Revenue increase for WIRED and Condé Nast 4 team heisenberg 4
    5. 5. WHAT WILL WE MEASURE? Our KPIs Traffic Frequency Engagement Returning Visitors Pages per Visit # of Visitors Time per Visit Visits per Visitor # of Shares # of Visits Frequency of Visits # of Comments 5 team heisenberg 5
    6. 6. KEY AUDIENCE SEGMENTS Focal Audience Segments 1. Direct/Typed Bookmarked 2. Social Networks 3. Referral Sites % of users who spent 8+ mins a month 6 % of users who visited 4+ times a month team heisenberg 6
    7. 7. OVERALL OBSERVATIONS • Number of monthly visits during September 2013 decreased from October 2012 figures –  5% • The way in which visitors reached the site has seen a significant shift: Oct 2012 Sept 2013 13% 18% 40% 31% Typed/Bookmarked Search Engines 21% Social Networks Typed/Bookmarked Search Engines Social Networks 23% Other Web Sites Other Web Sites 28% 26% 7 team heisenberg 7
    8. 8. 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 networks increased by 25.5% 4.50 4.00 3.50 3.00 Page Views per Visit 2.50 2.00 1.50 Oct-12 Sep-13 1.00 0.50 0.00 Typed/Bookmarked Social Networks Other Web Sites Search Engines They also consumed more content with an increase of 30.8% in pages viewed per visit Referrer Type for Frequent Visistors 8 team heisenberg 8
    9. 9. WHERE DO OUR FREQUENT VISITORS GO? Sections our Frequent Visitors Visit Most 18.0% 16.0% 14.0% 12.0% 10.0% % of Visits 8.0% 6.0% 4.0% 2.0% 0.0% • WIRED Science and Gadget Lab are high target sections for our frequent visitors. • Transparency on the Mobify pages would enhance the ability to analyze the behavior of visitors via mobile/tablet devices. 9 team heisenberg 9
    10. 10. USER EXPERIENCE • 80% Bounce Rate for http://www.wired.com/search out of 1.3M Unique Visitors Misleading information for visitors. Most likely due to clicking directly on search key instead of ―hovering over.‖ 10 team heisenberg 10
    11. 11. WHAT ABOUT THE NEWSLETTER? Newsletter visits over last 12 months 9,814 Visits at demographics page 31,417 Visits at signup page Non-prominent location of link in footer is detracting from potential newsletter signups 6,321 Visits at thank you page Miniscule compared to total number of visits: 783,540,743 11 team heisenberg 11
    12. 12. 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 consumer technology. • 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. 12 team heisenberg 12
    13. 13. 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. • Roadblocks: – 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. Impact: Traffic 3% Frequency Engagement  4%  4% 13 team heisenberg 13
    14. 14. RECOMMENDATION - 2 • Increase content sharing via social media: – Test auto-scrollable social media bar for readers to share content on social networks – Use Adobe Social to keep readers WIRED and interact with them via social platforms. Impact: Traffic 5% Frequency Engagement  2%  5% 14 team heisenberg 14
    15. 15. 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 WIRED.com Impact: Traffic 5% Frequency Engagement  5%  1% 15 team heisenberg 15
    16. 16. 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 Impact: Traffic 2% Frequency Engagement  2%  5% 16 team heisenberg 16
    17. 17. CONCLUSION • 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. 17 team heisenberg 17
    18. 18. THANK YOU