Online Performance Review
                                                            March 2010




INTERNET MARKETING ST...
Online Performance Review

                 1                    Business overview: background and commercial objectives

...
Finding your website: search visibility on google.co.uk
                                   Natural ranking       Paid for ...
Finding your website: traffic snapshot
                                                                              Sampl...
Using your website: conversion snapshot (e-commerce)
                                                                     ...
Using your website: conversion snapshot (service businesses)
                                                             ...
Using your website: ease of use checklist

          1.         Give people what they expect                 6.    Use lan...
Recommendations and next steps

          Making your website easier to use                    Making your website easier ...
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02. cicada online-performance-review

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02. cicada online-performance-review

  1. 1. Online Performance Review March 2010 INTERNET MARKETING STRATEGIC REVIEW | TEMPLATE | Mar 2010 CICADA ONLINE Hamilton House, 1B Howard Street Oxford OX4 3AY
  2. 2. Online Performance Review 1 Business overview: background and commercial objectives Finding your website: Using your website: • Search visibility: how does your website do • Overview: general on the major search engines: characteristics of your website – google.co.uk: 20 - 50 relevant keywords 2 • Conversion snapshot: – bing.com/uk: top 10 keywords what did visitors to you – uk.yahoo.com: top 10 keywords site actually do? – Summary of findings • ‘Ease of use’ review: • Traffic snapshot: where did visitors to your 10-point checklist site come from? 3 Recommendations and next steps: costs, timings, benefits INTERNET MARKETING STRATEGIC REVIEW | TEMPLATE | Mar 2010 CICADA ONLINE Hamilton House, 1B Howard Street Oxford OX4 3AY
  3. 3. Finding your website: search visibility on google.co.uk Natural ranking Paid for Total number of High visibility competitors - High visibility competitors - Search term (google.co.uk) ranking results (approx) natural paid Psychometricadvantage.co.uk Pgc.co.uk 3-11 (over Psychometric testing 9th 186,000 Psychometric-success.com Alexandermannsolutions.com several tests) Prospects.ac.uk Mindmill.co.uk Psychometricadvantage.co.uk opsltd.com/training/ 5th Psychometric-success.com Eras.co.uk Psychometric tests 7th, & top pg 2 (also not at all, 140,000 Prospects.ac.uk touchcambridge.com lunchtime Friday) Mindmill.co.uk psychometricadvantage.co.uk Numerical-Reasoning.com Psychometric test 10th 1st-2nd 110,000 jobtestprep.co.uk SHL.com psychometric-success.com talentqgroup.com Reedglobal.com/consulting Kent.ac.uk Eras.co.uk Psychometric testing Top of page 5 - 225,000 howtobooks.co.uk Talentqgroup.com examples psychometric- success.com Criterion partnership.co.uk Hogrefe.co.uk INTERNET MARKETING STRATEGIC REVIEW | TEMPLATE | Mar 2010 CICADA ONLINE Hamilton House, 1B Howard Street Oxford OX4 3AY
  4. 4. Finding your website: traffic snapshot Sample month / year Total number of visitors to the site in the sample month: And where did they come from? Natural Paid Top 5 inbound links to your site Google search Other search 1. engines 2. Direct visits X 3. Referral sites X 4. 5. Total: INTERNET MARKETING STRATEGIC REVIEW | TEMPLATE | Mar 2010 CICADA ONLINE Hamilton House, 1B Howard Street Oxford OX4 3AY
  5. 5. Using your website: conversion snapshot (e-commerce) Sample month / year Total number of visitors to the site in the sample month: Number of: Value of products purchased • Visitors who exited from the homepage Overall website conversion • Visitors who exited from product category pages Basket abandonment rate • Visitors who exited from product pages Average visitor value (Total purchase value / total number of visitors) • Products placed into the basket Average order value • Visitors who completed a purchase • Products purchased INTERNET MARKETING STRATEGIC REVIEW | TEMPLATE | Mar 2010 CICADA ONLINE Hamilton House, 1B Howard Street Oxford OX4 3AY
  6. 6. Using your website: conversion snapshot (service businesses) Sample month / year Total number of visitors to the site in the sample month: And what did they do? Depends on how conversions are measured, but could include: Number of: Number of: • Telephone enquiries • Webpages visited per visitor • Email enquiries • Minutes spent on the site per visitor • Enquiry form / ‘call me back’ form • Whitepaper downloads completions • Social web conversions: tweets, re- • Email newsletter signups tweets, mentions • Blog responses INTERNET MARKETING STRATEGIC REVIEW | TEMPLATE | Mar 2010 CICADA ONLINE Hamilton House, 1B Howard Street Oxford OX4 3AY
  7. 7. Using your website: ease of use checklist 1. Give people what they expect 6. Use language thoughtfully 2. Keep the navigation simple 7. Make use of images 3. Make webpages easy to scan 8. Use meta-data where you can 4. Don’t hide important content 9. Keep shopping processes simple 5. Follow a ‘pyramid’ layout 10. Measure and improve continually For details, check out the ease of use checklist on http://cicada-online.com/blog/category/ease-of-use-checklist/ the Cicada blog, here: INTERNET MARKETING STRATEGIC REVIEW | TEMPLATE | Mar 2010 CICADA ONLINE Hamilton House, 1B Howard Street Oxford OX4 3AY
  8. 8. Recommendations and next steps Making your website easier to use Making your website easier to find • Top five recommendations • Top five recommendations – Costs – Costs – Timings – Timings – Benefits to your business – Benefits to your business INTERNET MARKETING STRATEGIC REVIEW | TEMPLATE | Mar 2010 CICADA ONLINE Hamilton House, 1B Howard Street Oxford OX4 3AY

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