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Web Redesign by the Numbers

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Using web analytics and online marketing best practices to redesign your website for optimal conversions and revenue.

Experience level: Beginner, Intermediate, Advanced
Target audience: Affiliates/Publishers, Merchants/Advertisers
Niche/vertical: Analytics

Sharon Mostyn, Assistant Vice President, eCommerce, 1st Mariner Bank (Twitter @sharonmostyn)

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Web Redesign by the Numbers

  1. 1. Affiliate Summit West 2011 Web Redesign by the Numbers Sharon Mostyn AVP - Ecommerce, 1 st Mariner Bank @SharonMostyn and @1stMarinerBank
  2. 2. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.
  3. 3. Time To Poll The Audience! 1.) How many of you have redesigned a website? 2.) How many are redesigning your site in 2011? 3.) How many used web analytics to guide your redesign?
  4. 7. Redesign Questions To Ask <ul><li>Who? </li></ul><ul><ul><li>Who are your site’s visitors/personas? </li></ul></ul><ul><ul><li>Have they visited before (new vs. returning)? </li></ul></ul><ul><ul><li>Are there geographic restrictions/limitations? </li></ul></ul><ul><li>What? </li></ul><ul><ul><li>What are the goals of your site? </li></ul></ul><ul><ul><li>What keywords do you want to be found for? </li></ul></ul><ul><ul><li>What pages are they visiting? </li></ul></ul><ul><li>When? </li></ul><ul><ul><li>When are visitors most active (months/days/times)? </li></ul></ul><ul><ul><li>Is your business seasonal or cyclical? </li></ul></ul><ul><ul><li>Are there events (Black Friday, holidays) to promote? </li></ul></ul>
  5. 8. Redesign Questions To Ask <ul><li>Where? </li></ul><ul><ul><ul><li>Where are they coming to your site from? </li></ul></ul></ul><ul><ul><ul><li>Where are they going after they leave your site? </li></ul></ul></ul><ul><li>Why? </li></ul><ul><ul><li>Why should people use your site vs. competition? </li></ul></ul><ul><ul><li>Why are people leaving your site? </li></ul></ul><ul><li>How? </li></ul><ul><ul><li>Which browser are they using (and which versions)? </li></ul></ul><ul><ul><li>Which Operating System (OS)? </li></ul></ul><ul><ul><li>Desktop or mobile browsers? </li></ul></ul><ul><ul><li>Screen resolution? </li></ul></ul><ul><ul><li>Java and/or Flash? </li></ul></ul>
  6. 9. Numbers To Know: Visitors Demographics Source: Alexa, Dec. 2010
  7. 10. Numbers To Know: Visitors New vs. Returning Loyalty (Repeat Visits) Visits (vs. Visitors) Source: Google Analytics, Dec. 2010
  8. 11. Numbers To Know: Visitors Geographic Distribution
  9. 12. Numbers To Know: Goals Goals: Sales, Leads, Forms, White Paper Downloads, etc.
  10. 13. Numbers To Know: Goals Keywords and How They Convert to Goals
  11. 14. Numbers To Know: Pages Pages aka “Top Content”
  12. 15. Numbers To Know: Pages In-Page Analytics <ul><li>Currently in Beta </li></ul><ul><li>Visual representation of click (or goal) percentages </li></ul><ul><li>Can be filtered by: </li></ul><ul><ul><li>Visitor Type </li></ul></ul><ul><ul><li>Geography </li></ul></ul><ul><ul><li>Language </li></ul></ul><ul><ul><li>Screen Resolution </li></ul></ul><ul><ul><li>Operating System </li></ul></ul><ul><ul><li>Browser </li></ul></ul><ul><ul><li>Inbound (Referring) Medium/Source/Keyword/Campaign </li></ul></ul><ul><li>Helps prioritize pages when redesigning site </li></ul>Source: Google Analytics, Dec. 2010
  13. 16. Numbers To Know: Timing Re-launch during slow period in order to minimize risk if/when something unexpected happens. Don’t re-launch during your busy months. Re-launch or test during slow hours.
  14. 17. Numbers To Know: Traffic Sources Blog = #1 Referring Source Source: Hubspot, Aug. 2009
  15. 18. Numbers To Know: Clickstream Source: Alexa, Dec. 2010
  16. 19. Numbers To Know: Competition How does your audience compare? Source: Alexa, Dec. 2010
  17. 20. Numbers To Know: Bounces Bounces – Visit ONLY 1 Page of Your Site <ul><li>Possible Reasons: </li></ul><ul><li>Existing Site Design/Navigation </li></ul><ul><li>Lack of Trust </li></ul><ul><li>Site Format (Blog, Landing Pages, etc.) </li></ul><ul><li>Content (incl. Copy Mismatch) </li></ul><ul><li>Technical Difficulties (incl. Load Time) </li></ul><ul><li>Poor Inbound Links or Marketing </li></ul><ul><li>Intrusive Site Enhancements (incl. Pop-ups, Autoplay Audio and/or Video) </li></ul>
  18. 21. Numbers To Know: Technical Operating System, Browser, Version Watch for Mobile and iPad
  19. 22. Numbers To Know: Technical Screen Resolution and Colors (16-bit, 24-bit, 32-bit)
  20. 23. Numbers To Know: Technical Flash Versions and Java Support
  21. 24. Website Redesign Numbers To Know: <ul><li>Visitors </li></ul><ul><li>Goals </li></ul><ul><li>Pages </li></ul><ul><li>Timing </li></ul><ul><li>Traffic Sources </li></ul><ul><li>Clickstream </li></ul><ul><li>Competition </li></ul><ul><li>Technical </li></ul>
  22. 25. Questions? Sharon Mostyn By Day: AVP, Ecommerce 1 st Mariner Bank Twitter: @1stMarinerBank Email: [email_address] Websites: http://www.1stMarinerBank.com http://www.VAMortgage.com Evenings and Weekends: Jack of All Trades, Mom of Two Motherhood, Marketing, & Medical Mayhem Twitter: @SharonMostyn Email: [email_address] Website: http://sharonmostyn.com Thank you! For more details, contact:
  23. 26. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.
  • sharonmostyn

    Jan. 1, 2012
  • johnwhalen

    Jun. 15, 2011

Using web analytics and online marketing best practices to redesign your website for optimal conversions and revenue. Experience level: Beginner, Intermediate, Advanced Target audience: Affiliates/Publishers, Merchants/Advertisers Niche/vertical: Analytics Sharon Mostyn, Assistant Vice President, eCommerce, 1st Mariner Bank (Twitter @sharonmostyn)

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