Web Redesign by the Numbers - A site redesign shouldn't be about making the new website "prettier." Instead, by using web analytics and online marketing best practices, guide your website redesign in order to produce optimal conversions and revenue. Make sense of the who, what, when where, why, and how of your site to create a new, highly-optimized site.

1. AMA in the AM: An Analytical Approach to Website Redesign and OverhaulThe Baltimore Chapter of the American Marketing AssociationJanuary (snowed out!) February 2011 1 aka Web Redesign by the Numbers Sharon Mostyn AVP - Ecommerce, 1st Mariner Bank @SharonMostyn and @1stMarinerBank

3. The company sources loans through a retail channel of 14 loan offices as well as consumer direct operations headquartered in Baltimore2 @sharonmostyn or @1stmarinerbank

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7. 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? 6 @sharonmostyn or @1stmarinerbank 4.) How would you rate your analytics setup at present? Source: Flickr, GarethR 2388116302

8. MarketingSherpa Responses 7 @sharonmostyn or @1stmarinerbank Source: MarketingSherpa 2008

10. Have they visited before (new vs. returning)?

12. What keywords do you want to be found for?

14. Is your business seasonal or cyclical?

15. Are there events (Black Friday, holidays) to promote?8 @sharonmostyn or @1stmarinerbank Source: FlexSim Images

19. Which Operating System (OS)?

20. Desktop or mobile browsers?

21. Screen resolution?

22. Java and/or Flash?9 @sharonmostyn or @1stmarinerbank

23. Numbers To Know: Visitors Demographics Source: Alexa, Dec. 2010 10 @sharonmostyn or @1stmarinerbank

24. Numbers To Know: Visitors Visits (vs. Visitors) New vs. Returning Loyalty (Repeat Visits) Source: Google Analytics, Dec. 2010 11 @sharonmostyn or @1stmarinerbank

25. Numbers To Know: Visitors Geographic Distribution 12 @sharonmostyn or @1stmarinerbank

26. Numbers To Know: Goals Goals: Sales, Leads, Forms, White Paper Downloads, etc. 13

27. Numbers To Know: Goals and How They Convert to Goals Keywords 14 @sharonmostyn or @1stmarinerbank

28. Numbers To Know: Pages Pages aka “Top Content” 15

30. Visual representation of click (or goal) percentages

31. Can be filtered by:

32. Visitor Type

33. Geography

34. Language

35. Screen Resolution

36. Operating System

37. Browser

38. Inbound (Referring) Medium/Source/Keyword/Campaign

39. Helps prioritize pages when redesigning siteSource: Google Analytics, Dec. 2010 16 @sharonmostyn or @1stmarinerbank

40. Numbers To Know: Timing Re-launch during slow period in order to minimize risk if/when something unexpected happens. Re-launch or test during slow hours. Don’t re-launch during your busy months. 17 @sharonmostyn or @1stmarinerbank

41. Numbers To Know: Traffic Sources Blog = #1 Referring Source Source: Hubspot, Aug. 2009 18

42. Numbers To Know: Clickstream Source: Alexa, Dec. 2010 19 @sharonmostyn or @1stmarinerbank

43. Numbers To Know: Competition How does your audience compare? Source: Alexa, Dec. 2010 20 @sharonmostyn or @1stmarinerbank

45. Lack of Trust

46. Site Format (Blog, Landing Pages, etc.)

47. Content (incl. Copy Mismatch)

48. Technical Difficulties (incl. Load Time)

49. Poor Inbound Links or Marketing

50. Intrusive Site Enhancements (incl. Pop-ups, Autoplay Audio and/or Video)21 @sharonmostyn or @1stmarinerbank

51. Numbers To Know: Technical Operating System, Browser, Version Watch for Mobile and iPad 22 @sharonmostyn or @1stmarinerbank

52. Numbers To Know: Technical Screen Resolution and Colors (16-bit, 24-bit, 32-bit) 23 @sharonmostyn or @1stmarinerbank

53. Numbers To Know: Technical Flash Versions and Java Support 24 @sharonmostyn or @1stmarinerbank

54. Website Redesign Numbers To Know: Visitors Goals Pages Timing Traffic Sources Clickstream Competition Technical 25 @sharonmostyn or @1stmarinerbank

55. Questions? Thank you! For more details, contact: Sharon Mostyn By Day: AVP, Ecommerce 1st Mariner Bank Twitter: @1stMarinerBank Email: smostyn@1stmarinerbank.com 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: asw11@sharonmostyn.com Website: http://sharonmostyn.com 26 @sharonmostyn or @1stmarinerbank