Analytics Optimization for Talia di Napoli (This is a school project and has no relation to Talia di Napoli)

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Analytics Optimization Plan for Talia di Napoli
Jake LeBendig
Full Sail University

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Table of Contents
Table ofContents .....................................................................................................................................................................2
Table of Figures.........................................................................................................................................................................2
Executive Summary................................................................................................................................................................3
Introduction................................................................................................................................................................................4
Background...............................................................................................................................................................................4
Issue.............................................................................................................................................................................................4
Purpose of Report..................................................................................................................................................................4
Definition of SMART Goals.................................................................................................................................................4
Definition of KPI or Key Performance Indicator......................................................................................................4
Optimization Plan...............................................................................................................................................................5-7
Trend 1: Goal Funnel ............................................................................................................................................................5
Trend 2: Conversion Paid/Non-paid .........................................................................................................................5-6
Trend 3: Bounce Rate.......................................................................................................................................................6-7
Conclusion....................................................................................................................................................................................7
References....................................................................................................................................................................................8
Appendices..................................................................................................................................................................................9
Table of Figures
Figure 1:Goal Funnel Report............................................................................................................................................5
Figure 2:Ecommerce OverviewConversion Rate.................................................................................................5
Figure 3:Dashboard Site Usage.......................................................................................................................................6

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Executive Summary
Talia di Napoli has various options available to improve their website and overall increase
their conversion rates. This document will be pointing out SMART Goals that will be
enacted and KPI’s to track the goal progress as we move along. Action items, challenges,
and solutions will also be noted to help provide more guidance as we move along at
improving and optimizing Talia di Napoli’s websites for increased conversions. 3 identified
trends will be presented following this executive summary. Their accompanying SMART
Goals and KPIs will optimize the website of Talia di Napoli and will help us keep track of
this optimization process for the highest customer retention and conversion rate.

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Introduction
Talia di Napoli sells handmade cryogenically frozen woodfired pizzas from Italy and straight to
your door with both vegan and gluten free options.
Background
Talia di Napoli started with the goal in mind of providing genuine, fresh, and handmade
traditional Italian pizzas straight to your doorstep. Pizzas are crafted with authenticity and
cryogenically frozen and shipped with dry ice all over the U.S.
Issue
Talia di Napoli is searching for a consultant that can analyze web analytics data and provide
optimization that will lead to better site engagement and conversion rates across all products and
increase rewards program sign-ups.
Purpose of Report
This report has been created to provide three actionable trends found within the provided
analytics data. With the presentation of each trend a SMART goal will be presented as well as a
correlating KPI. Action items will be presented for each KPI as well as potential challenges that
could be in place.
Definition of SMART Goals
SMART goals are ones that are specific, measurable, achievable, relevant, and time bound. This
will help clarify what needs to be achieved and allow focus of our efforts into the area that
requires improvement.
Definition of KPI
Key performance indicators or KPI’s will allow us to show how we will quantifiably measure
and evaluate the success of our established SMART goals.

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Optimization Plan
Trend 1 Goal Funnel: Out of 10,119 visitors only 40% of them made it from the Order Page to
the Billing and Shipping Page.
Figure 1: Goal Funnel Report
 SMART Goal: Increase funnel conversion from Order Page to Billing and Shipping by
20% over the next 60 days.
o KPI: Conversion Rate. An increase in customers proceeding from the Order
Page to Billing and Shipping should show an increase in final sales. This existing
Goal Funnel report will be used to follow page movement and sales.
Trend 1 Action Items
 Action item 1: Provide a discount to random customers when trying to leave the Order
Page instead of proceeding to billing and shipping.
o Challenge: Some customers could simply be leaving to add something to their
order and would be more discouraged seeing they missed out on a code from
backing out.
 Solution: Make sure a button to continue shopping is provided and
noticeable to the consumer, hitting the continue shopping button instead of
going backwards would negate this discount offer hit.
 Action item 2: Provide improved call to actions that are not of the generic nature to pull
customers into the next page within the Goal Funnel.
o Challenge: Some people do not read the call to actions and simply click a button
to proceed or exit.
 Solution: Make the call to action enticing or comedic and easy to read to
make sure the greatest number of potential customers see it.
Trend 2 Conversion of Paid/Non-paid Traffic: Paid traffic is netting the company a low
conversion rate for what is spent on Paid Traffic ads.
Figure 2: Ecommerce Overview Conversion Rate
 SMART Goal: Increase the paid traffic conversion rate by 4% over the next 30 days.

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o KPI: Paid Traffic Conversion Rate. Tracking the amount of paid traffic
consumers that purchase our product will provide is with proper insight and allow
for adjustments to be made as needed.
Trend 2 Action Items
 Action item 1: Provide a special discount to those who enter the site from a location
related to paid traffic.
o Challenge: Some people will enter the site name directly in the URL bar instead
of clicking on the link.
 Solution: provide a how did you hear about us checkbox at the order page
that would automatically apply discounts to those who click that they
heard about the company from an paid traffic area (this will only take
place for a set amount of time to reduce potential abuse)
 Action item 2: Make use of a scroll map tool so that we can see where customers are
dropping off our landing page this can help provide the best placement for the call to
action.
o Challenge: Some people will be leaving the pages not because of page length but
because of something else.
 Solution: Combine this tool with a heatmap for further pinpointing of
problematic areas of the website.
Trend 3 Bounce Rate: The bounce rate has room to be reduced. Talia di Napoli is sitting about
average currently and could be easily reduced into excellent numbers. Obviously reducing the
new visitor bounce rate should and will be priority.
Figure 3: Dashboard Site Usage
 SMART Goal: Reduce the Bounce Rate of all visitors by 7% over the next 60 days.
o KPI: Bounce Rate. The bounce rate metric will allow us to monitor the set
goals and make changes as needed over the course of the month.
Trend 3 Action Items
 Action item 1: Provide extra insight into the story of the company or pizza history
throughout the site, people enjoy captivating story telling.
o Challenge: People may be overwhelmed with too much storytelling.
 Solution: Provide these bits of storytelling only in acceptable areas. Such
as on each type of pizza with a short sentence or two on its history and
date of creation.

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 Action item 2: Improvement of existing SEO with high-value traffic targeted keywords.
o Challenge: Finding words that are high value can take time and special attention
is needed.
 Solution: SEO should be monitored on a weekly basis with tweaks and
improvements being made when needed. The first month should be used
for finding the write SEO and the following month should be reaping the
benefits with improved conversion.
Conclusion
Optimizing Talia di Napoli's website is a priority in improving the overall conversion rate of
visitors. This optimization can also help take the companies potential and existing customers and
make them loyal ones. Using the provided SMART goals and KPIs will help guide this
optimization process and guarantee we are making the correct decisions as we move through this
process. This will ensure the highest revenue increase possible.

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References
Mind Tools. (2020). SMART Goals How to Make Your Goals Achievable. Retrieved from
https://www.mindtools.com/pages/article/smart-goals.htm
Lexico. (2020). Definition KPI. Retrieved from
https://www.lexico.com/definition/key_performance_indicator
Patel, N. (2020). 13 Ways to Reduce Bounce Rate and Increase Your Conversions. Retrieved
from https://neilpatel.com/blog/13-ways-to-reduce-bounce-rate-and-increase-your-
conversions/
CrazyEgg. (2020). The 13 Most Effective Ways to Increase your Conversion Rate. Retrieved
from https://www.crazyegg.com/blog/increase-your-conversion-rate/
CrazyEgg. (2020). Clicks but No Conversions? How to Buy Traffic That Converts. Retrieved
from https://www.crazyegg.com/blog/traffic-and-conversions/
Miller, J. (2020). How to Define Critical KPIs Across the Marketing Funnel. Retrieved from
https://www.pr2020.com/blog/how-to-define-critical-kpis-across-the-marketing-funnel
Goal Funnel Analytics Report (Web Analytics Report). (n.d.).
Ecommerce Overview Analytics Report (Web Analytics Report). (n.d.).
Dashboard Analytics Report (Web Analytics Report). (n.d.).

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Appendices
Figure 1: Taken from Goal funnel analytics report; represents that the only 40% of visitors
made it from the order page to the billing and shipping page.
Figure 2: Taken from the Ecommerce Overview analytics report; shows that the paid traffic
conversion rate could be increased to make up for the costs of ad implementation.
Figure 3: Taken from the Dashboard analytics report; shows the bounce rate of all visitors
and broken down into new and returning visitors.