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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  • Press F5 or use the tool bar to enter presentation mode in order to see the poll. http://www.polleverywhere.com/free_text_polls/MjA3NDAwMjE0NA If you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone. In an emergency during your presentation, if the poll isn't showing, navigate to this link in your web browser:
  • Why are website visitors important? Because more visitors mean more people to convert to leads and sales . Why are inbound links important? Because they signal authority to search engines , thus increasing your chances of getting found in those search engines. Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Small-Businesses-That-Blog-Get-55-More-Website-Visitors.aspx#ixzz19N2lcqBE
  • Press F5 or use the tool bar to enter presentation mode in order to see the poll. http://www.polleverywhere.com/free_text_polls/MjA3NDAwMjE0NA If you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone. In an emergency during your presentation, if the poll isn't showing, navigate to this link in your web browser:
  • 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.

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