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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
1st Mariner Bank is the largest bank headquartered in Baltimore and the 4th largest bank headquartered and operating in Maryland Largest local mortgage banking business in the Baltimore/DC MSA ,[object Object]
The company sources loans through a retail channel of 14 loan offices as well as consumer direct operations headquartered in Baltimore2 @sharonmostyn or @1stmarinerbank
3
4
5
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
MarketingSherpa Responses 7 @sharonmostyn or @1stmarinerbank Source: MarketingSherpa 2008
Redesign Questions To Ask Who? ,[object Object]
Have they visited before (new vs. returning)?
Are there geographic restrictions/limitations?What? ,[object Object]
What keywords do you want to be found for?
What pages are they visiting?When? ,[object Object]
Is your business seasonal or cyclical?
Are there events (Black Friday, holidays) to promote?8 @sharonmostyn or @1stmarinerbank Source: FlexSim Images
Redesign Questions To Ask Where? ,[object Object]
Where are they going after they leave your site?Why? ,[object Object]
Why are people leaving your site?		How? ,[object Object]
Which Operating System (OS)?
Desktop or mobile browsers?
Screen resolution?
Java and/or Flash?9 @sharonmostyn or @1stmarinerbank
Numbers To Know: Visitors Demographics Source: Alexa, Dec. 2010 10 @sharonmostyn or @1stmarinerbank
Numbers To Know: Visitors Visits (vs. Visitors) New vs. Returning Loyalty (Repeat Visits) Source: Google Analytics, Dec. 2010 11 @sharonmostyn or @1stmarinerbank
Numbers To Know: Visitors Geographic Distribution 12 @sharonmostyn or @1stmarinerbank
Numbers To Know: Goals Goals: Sales, Leads, Forms, White Paper Downloads, etc.  13

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AMA in the AM-An Analytical Approach to Web Redesign & Overhaul 022311

Editor's Notes

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