Define, Monitor & Improve Your Website’s Performance


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I hope to lay down a solid foundation for how Starkmedia can help define, monitor and improve your website’s performance, by utilizing Google Analytics and Web Master Tools.

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  • Is this a graph really necessary to show you the growing importance of web? probably not… but it reinforces the notion that consumer behavior has shifted during the past 5 -10 years. The internet has transformed information retrieval from a task, to a keystroke. The convenience, time savings and quality of information the internet provides, has changed consumers behavior entirely. Google or Yahoo’s search box is typically the starting point for any consumer decision or question.
  • Not only is the amount of internet users increasing, but internet consumption is also increasing. 2010 will be first year that the 7 most developed countries consumers spent more time using the Internet than other activity. Your website is without a doubt , the most accessible point of information regarding your company. Yet very few marketers take the time to study their web traffic. So why is that? Well, it’s not because there is a lack of value, there is tremendous value! My best guess is that an education gap exist.
  • The tools to monitor web interactions have changed drastically. Web stats went from a single digit hit counter, to hundreds of reporting metrics in a very short period of time and may have become a little too “techie” for traditional marketing types .
  • Today I hope to lay down a solid foundation for how Starkmedia can help define, monitor and improve your website’s performance, by utilizing two very powerful web tools
  • I’d like to start with a quick example from Inc. magazine. An article regarding Gourmet Gift Baskets was featured in this past Septembers issue. The article detailed how CEO Ryan Abood failed to monitor his website’s presence and it cost the company $4 million dollars in revenue. (slide) The tools I am going to highlight today will prevent you from costing Your company $4 million!
  • The first tool I would like to highlight is Google Analytics. Who here has an Analytics account? Who here uses Analytics to assist strategic decisions? For anyone who has logged in, it’s likely you have struggled with finding value in its data.
  • The specific value of analytics is that it answers a number of critical questions. [ slide ] But it is up to you to determine the WHY!!
  • The WHY! The Why is the most important aspect for leveraging Google Analytics. An immense amount of data is collected, which can often be overwhelming. Without being able to dissect and define what data is actionable, it’s just numbers… but before diving into the data, I would suggest crafting goals. Goals provide benchmarks, something to look for in mountains of data.
  • Defining online goals requires evaluating your web strategy. A clear strategy will make determining your benchmarks and goals possible. Colbert cheese referrence
  • Web success is evaluated by effective execution of your web strategy, which is measured by your online goals. What exactly your measuring will depend on what you’re company is seeking to accomplish on the web. A few goal examples include:
  • Everything I’ve went through so far is available in your standard analytics, but I can also set up a few ad advanced measurements.
  • So far I’ve talked a lot about crafting a web strategy, determining goals, and performance metrics. Setting up these initiatives is the real undertaking. So I am going to through though some of these steps on Analytics with you.
  • At this point I can only lend so much advice. How you apply this data to your marketing efforts is up to you. Possible applications: [slide] I would strongly urge you to work with Starkmedia to take a proactive approach to creating these initiative to define your web success.
  • Google webmaster tool’s retrieves data regarding the meat and bones of your website. Although, as the name indicates, built for Webmasters it has loads of good information for marketers, IF you know the value!
  • So what exact value does “webmaster” tools deliver to a marketer? Well how about:
  • *just list these off and explain in the following slide* Okay- that may have sounded like a list of foreign words, but I'm working my way towards their importance.
  • Measuring and improving site performance is relatively straight forward in Webmaster tools. The key performance indicators detail your exact standings and what needs improvement.
  • Our Webmaster Tools test drive will highlight some of the areas of importance for marketers
  • Again, hopefully you can take a proactive approach in your web presence rather than a reactionary approach. Google wouldn’t be reporting this data if it wasn’t important. How you want to apply the data to your marketing efforts is up to you. A few good examples include:
  • I would now like to share with you the feel good moment of the Inc. magazine article. After being penalized by Google Ryan Abood like any savvy online marketer became involved! [slide] Over the past 3 years, Gourmet Gift Basket’s has experienced 1,288% growth over the next 3 years by learning from their mistakes and developing online marketing efforts.
  • [Slide recap] The WHY is the most important and often missing piece of this puzzle. The tools and data are ready and waiting to be leveraged, but it’s up to you to move forward with your companies online efforts. Starkmedia can provide the evaluation and guidance to improve.   If anybody has any further questions regarding execution, feel free to contact me with questions.
  • Define, Monitor & Improve Your Website’s Performance

    1. 1. Internet Users (1995 – 2010)
    2. 2. Average Number of Hours Consumers Spend on Activities per Week Source: Digital Influence Index
    3. 3. Web Stats Hit Counter Full Scale Reporting
    4. 4. Define, Monitor & Improve Your Website’s Performance
    5. 5. <ul><li> </li></ul><ul><li>Problem: </li></ul><ul><li>- Reactive online marketing efforts </li></ul><ul><li>- Abused SEO best practices. </li></ul><ul><li>- Poor link portfolio </li></ul>
    6. 7. The Value Delivered <ul><li>Who links to your site? and where? </li></ul><ul><li>What does Google think the subject matter of your site is? </li></ul><ul><li>Where is site traffic coming from? </li></ul><ul><li>How much of your site is being indexed? </li></ul><ul><li>Which keywords drive the most qualified traffic? (which do not?) </li></ul><ul><li>what’s missing? </li></ul>
    7. 8. <ul><li>WHY! </li></ul><ul><li>without being able to dissect and define what data is actionable, it’s just numbers… </li></ul>
    8. 9. Web Strategy <ul><li>Defining online goals requires evaluating your web strategy </li></ul><ul><li>What are you trying to accomplish with your website? </li></ul><ul><li>Communicating to your target audience effectively? </li></ul><ul><li>Web strategy in alignment with your offline strategies? </li></ul><ul><li>Competitive benchmarking? SWOT? </li></ul>
    9. 10. Measuring Web Success <ul><li>Success is evaluated be effective execution of your web strategy </li></ul><ul><li>Driving a weekly total amount of visits to a contact form </li></ul><ul><li>Determining your ROI for social media efforts </li></ul><ul><li>Increasing the amount of keywords which drive site traffic </li></ul><ul><li>Branded v. Non Branded Keyword traffic </li></ul><ul><li>Local search term performance </li></ul><ul><li>Contact form submissions </li></ul><ul><li>e-mail newsletter signups </li></ul>
    10. 11. <ul><li>Profiles for measuring first time visitors & returning site activity </li></ul><ul><li>Aggregate all social media traffic </li></ul><ul><li>Tracking internal search queries </li></ul><ul><li>Website Optimizer </li></ul>Advanced Web Measurement Everything I’ve went through so far is available in your standard analytics, but I can also set up a few ad advanced measurements.
    11. 12. <ul><li>Visits </li></ul><ul><li>Unique Visitors </li></ul><ul><li>Page Views </li></ul><ul><li>Unique Page Views </li></ul><ul><li>Avg. Page Views </li></ul><ul><li>Avg. Time on Page </li></ul>Key Performance Indicators <ul><li>Time on Site </li></ul><ul><li>Bounce Rate </li></ul><ul><li>Percent Exit </li></ul><ul><li>New Visits % </li></ul><ul><li>Impressions </li></ul><ul><li>Click Through Rate </li></ul>
    12. 13. Analytics Test Drive <ul><li>Stops Along the Way </li></ul><ul><li>Filtering Data </li></ul><ul><li>Setting up goals </li></ul><ul><li>Comparing traffic trends </li></ul><ul><li>Inbound Links </li></ul><ul><li>Automating reports </li></ul><ul><li>Advanced Filters </li></ul><ul><li> </li></ul>
    13. 14. Business Application <ul><li>Proactivity </li></ul><ul><li>Determine the keyword traffic share your site is capturing </li></ul><ul><li>Informed seasonal decisions </li></ul><ul><li>Insight into what users are searching for on your site </li></ul><ul><li>Website redesign tool </li></ul><ul><li>Research tool for developing SEO strategies </li></ul>
    14. 16. Value Delivered <ul><li>Insight to your day to day keyword rankings </li></ul><ul><li>Google’s evaluation of your site’s content </li></ul><ul><li>Direction to improve your search engine presence </li></ul><ul><li>Specific performance evaluations </li></ul>
    15. 17. Key Performance Indicators <ul><li>Keyword rankings </li></ul><ul><li>Keyword density </li></ul><ul><li>In bound links + Anchor text </li></ul><ul><li>Internal links </li></ul><ul><li>URLs indexed </li></ul><ul><li>Search engine crawl errors </li></ul><ul><li>META data duplication </li></ul><ul><li>Site speed </li></ul>
    16. 18. Measure/Improve Site Performance <ul><li>Total number of inbound links </li></ul><ul><li>Relevant anchor text </li></ul><ul><li>Key pages receive the majority of internal links </li></ul><ul><li>Important keywords resonate near the top of the keyword report </li></ul><ul><li>Minimize page load times </li></ul><ul><li>Eliminate duplicated META content </li></ul>
    17. 19. Webmaster Tools Test Drive <ul><li>Stops Along the Way </li></ul><ul><li>Search query data </li></ul><ul><li>Links to your site </li></ul><ul><li>Anchor text used to link to your site </li></ul><ul><li>Google’s determination of your site </li></ul><ul><li>Internal link structure </li></ul><ul><li>Duplicated META data </li></ul><ul><li>Site page load times </li></ul><ul><li> </li></ul>
    18. 20. Business Application <ul><li>Proactivity </li></ul><ul><li>Monitoring Inbound links </li></ul><ul><li>Direction for amending on page content </li></ul><ul><li>Resolving duplicate META content </li></ul><ul><li>Determining the flow of internal PageRank </li></ul>
    19. 21. <ul><li> </li></ul><ul><li>Solution: </li></ul><ul><li>- Studied comparison shopping </li></ul><ul><li>- Invested in social media and affiliate marketing </li></ul><ul><li>- Search Engine Optimization </li></ul>
    20. 22. Moving Forward <ul><li>1) Evaluate your web strategy </li></ul><ul><li>2) Determine web goals and performance indicators </li></ul><ul><li>3) Evaluate performance </li></ul><ul><li>4) Set up steps to automate/continually monitor performance </li></ul><ul><li>5) Develop strategies to improve your web success </li></ul>
    21. 23. If you have a question or would like to request a site audit contact Jon at [email_address] OR 414-226-2710.