For this assignment, I am an Internet Marketing Consultant seeking the business of a 3rd party company. This company has decided to include me in their final round of selection. This round, the company has pulled several live Google Analytics reports from their site. They want a complete Analytics Optimization Plan.

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Analytics Optimization Plan
For
The ABC Store
Ronnie Rodriguez
Full Sail University
Project and Portfolio IV: Digital Marketing
Vidal Fonseca
12/04/2021

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Table of Contents
Table of Contents ------------------------------------------------------------------------2
Table of Figures ------------------------------------------------------------------------2
Executive Summary ------------------------------------------------------------------------3
Introduction ------------------------------------------------------------------------5
Background ------------------------------------------------------------------------5
Issue ------------------------------------------------------------------------5
Purpose of Report ------------------------------------------------------------------------5
Definition of SMART Goals ------------------------------------------------------------- 5
Definition of KPI or Key Performance Indicator ------------------------------------5
Optimization Plan ------------------------------------------------------------------------6
Trend 1: Increase International Traffic -------------------------------------------6
Trend 2: Referral Traffic -----------------------------------------------------------7
Trend 3: User Device ---------------------------------------------------------------8
Trend 4: Direct Traffic ------------------------------------------------------------- 9
Conclusion ----------------------------------------------------------------------- 10
References ----------------------------------------------------------------------- 11
Table of Figures
Figure 1: Dashboard Map Overlay -------------------------------------------- 6
Figure 2: Data from Visit Segment report -------------------------------------------- 7
Figure 3: User Device Data -------------------------------------------- 8
Figure 4: Data from Visit Segment report -------------------------------------------- 9

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Executive Summary
ABC Store can use website optimization to increase website traffic. In identifying trends in the
analytics reports and using SMART Goals and KPIs to create action items, ABC Store will be in
line to produce an optimal website and increase website traffic with the opportunity to convert to
sales. The following identifies 4 trends with SMART Goals and KPIs to reach an optimal
website.
Trends with SMART Goals and KPIs
Trend 1: Monthly visitors to the site are primarily from the United States (29,929), while
international visitors are far behind (1,105).
SMART Goal: Increase traffic internationally to 10% (3040) in 30 Days.
KPI: “All Visitors” from countries/territories in “All Visits” segment.
Trend 1 Action items:
1: Expand marketing campaign to target international traffic.
2: Optimize Website to include multiple languages.
Trend 2: Visitors to the site reached 980.55 daily, of these daily visitors only 163.84 (17%) are
from referral traffic.
SMART Goal: Increase referral traffic to 25% (245.14) in 30 Days.
KPI: “Referral Traffic” from Visit segment.
Trend 2 Action items:
1: Increase content provided on social media platforms.
2: Include website link in posts, profiles, and social media biography.

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Trend 3: Monthly visitors to the site are primarily desktop (45388), and mobile users (22,100),
tablet users are only 1.82% (1,249) of visitors.
SMART Goal: Increase traffic internationally to 10% (3040) in 30 Days.
KPI: “Users” Primary Dimensions Device Category of Mobile segment.
Trend 3 Action items:
1: Provide easy-touch navigation of all pages.
2: Avoid/Remove Adobe Flash usage to make sight Apple iPad friendly.
Trend 4: Visitors to the site reached 980.55 daily, of these daily visitors only 201.68 (21%) are
from referral traffic.
SMART Goal: Increase direct traffic to 25% (245.14) in 30 Days.
KPI: “Direct Traffic” from Visit segment.
Trend 4 Action items:
1: Provide Promotional stickers with each sale which includes website URL.
2: Network look professional events with information pamphlets and website URL.
With these trends identified, SMART goals can be created and accurately tracked with key
performance indicators. In taking these recommended actions listed above, ABC Store can see
greater traffic to an optimized website that promotes growth and potential revenue.

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Introduction
Background
ABC Store sells 90’s fashion inspired clothing exclusive to their website with options to ship
from the United States to all other countries around the world.
Issue
ABC Store is looking for a web analytics optimization plan to identify popular trends and
discover ways to produce favorable traffic numbers.
Purpose of Report
The purpose of this report is to provide ABC Store with 4 popular trends in their analytic data.
For each trend, this report will identify one SMART goal and at least one KPI to gain
understanding of the trend. This report will make recommendations to help achieve the SMART
goals listed.
Definition of SMART Goals
SMART is an acronym that stands for specific, measurable, achievable, relevant, and time
bound. This method will help ABC Store set up appropriate goals to improve outcomes. ABC
Store will then be able to implement an effective strategy by continuously improving execution.
Definition of KPI or Key Performance Indicator
Key Performance Indicators (KPIs) are the critical (key) indicators of progress toward an
intended result. KPIs provides a focus for strategic and operational improvement, create an
analytical basis for decision making and help focus attention on what matters most.

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Optimization Plan
Trend 1: Monthly visitors to the site are primarily from the United States (29,929), while
international visitors are far behind (1,105).
SMART Goal: Increase traffic internationally to 10% (3040) in 30 Days.
KPI: “All Visitors” from countries/territories in “All Visits” segment.
Trend 1 Action items:
Action Item 1: Expand marketing campaign to target international traffic.
Challenge: Culture barriers will make an emotional connection difficult.
Solution: The use of Influencer Marketing works well in these situations,
by using a Influencer specific to targeted countries, content can be
properly distributed unique to its culture.
Action Item 2: Optimize Website to include multiple languages.
Challenge: With over 7,099 languages spoken in the world, how do we
accommodate all of them.
Figure 1: Dashboard Map Overlay

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Solution: Using data available to us in All Visitors segment, we can
identify where most of our traffic originates, using this data we can
pinpoint the most common language used within countries targeted.
Trend 2: Visitors to the site reached 980.55 daily, of these daily visitors only 163.84 (17%) are
from referral traffic.
SMART Goal: Increase referral traffic to 25% (245.14) in 30 Days.
KPI: “Referral Traffic” from Visit segment.
Trend 2 Action items:
Action Item 1: Increase content provided on social media platforms.
Challenge: Establishing which platform to use and what sort of content.
Solution: Analytic data provides information of which social media
platforms are performing best to drive traffic to the site, using this
information and gathering what pieces of content connected best with the
audience can help improve content marketing.
Action Item 2: Include website link in posts, profiles, and social media biography.
Challenge: Too much self-promotion may discourage interest.
Solution: Content should be targeted to your audience; a clickable URL
can be sent as part of your current posting schedule. The use of services
Figure 2: Data from Visit Segments Report

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like Hootsuite or use of a Social Media Calendar can help organize the
flow of content to not be an annoyance to followers.
Trend 3: Monthly visitors to the site are primarily desktop (45388), and mobile users (22,100),
tablet users are only 1.82% (1,249) of visitors.
SMART Goal: Increase traffic internationally to 10% (3040) in 30 Days.
KPI: “Users” Primary Dimensions Device Category of Mobile segment.
Trend 3 Action items:
Action Item 1: Provide easy-touch navigation of all pages.
Challenge: The updating of a website may hinder its usage and effect traffic and
sales.
Solution: Do not optimize a live website, instead allow a web design team
to create a website separate from the live site, once tested publish the site
and redirect the URL.
Action Item 2: Avoid/Remove Adobe Flash usage to make site Apple iPad friendly.
Figure 3: User Device Data

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Challenge: Apple iPad only makes up 34.9% of global tablet users, what about all
others?
Solution: Avoiding the use of Adobe Flash and instead focusing on the use
of HTML 5, allows the website to perform on all worldwide tablets.
Trend 4: Visitors to the site reached 980.55 daily, of these daily visitors only 201.68 (21%) are
from referral traffic.
SMART Goal: Increase direct traffic to 25% (245.14) in 30 Days.
KPI: “Direct Traffic” from Visit segment.
Trend 4 Action items:
1: Provide Promotional stickers with each sale which includes website URL.
Challenge: Promotional material may increase waste in packaging and cause the
brand to appear “Wasteful”
Solution: There are many eco-friendly options of stickers and packaging.
The use of these products can help the brands image while also doing our
part to help preserve the Earth.
2: Network professional events with information pamphlets and website URL.
Challenge: Too much self-promotion can make the brand seem desperate.
Figure 4: Data from Visit Segments Report

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Solution: Only attend events within the brands industry, allow networking
to take place naturally. Word of mouth is the best form of marketing.
Conclusion
With identification of these popular trends, we were able to create SMART Goals and their
trackable KPIs. Completing each of the action items above will ensure that each of the SMART
goals are met. With an optimal website, ABC Store can see greater that promotes growth and
potential revenue.

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References
Rocco. (2018, November 23). SMART Goals | The What, Why and How of SMART Goal Setting.
Goal Setting. https://goalsetting.org/smart-goals/
What is a Key Performance Indicator (KPI)? (2019). Kpi.org. https://kpi.org/KPI-Basics