I created an optimization plan for Rolex based on sample analytical reports.

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Rolex. Analytics Optimization
Alex Pate
Full Sail University

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Table of Contents
Background............................................................................................................3
Executive Summary...............................................................................................4
Optimization Plan...................................................................................................5
Conclusion..............................................................................................................10
References..............................................................................................................11

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Background
Rolex is a business that sells luxury watches to individuals of high economic status. The
company’s website markets/promotes the watches, and it exists to enable consumers to configure
watches to later purchase them at company retail stores.

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Executive Summary
Rolex needs a complete analytics optimization plan for their Google Analytics reports. The
trends I identified from the reports are the following: the bounce rate of new visitors is
significantly higher than the rate of returning visitors, returning visitors’ pageviews are
significantly lower than those of new visitors, and the exit rate from content pages is glaringly
low across all search engines. The SMART Goal for the first trend is to decrease the bounce rate
of new visitors to 42% in one month. Actions Items for the trend are to add a navigation tutorial
and to add customer response boxes. Challenges revolve around consumers’ past site experience
and irrelevant messaging. The second trend’s SMART Goal is to increase returning visitors’
pageviews to 50,000 in two months. Action Items for the trend are to add article/video content
and to post promotional social media content. Challenges are content creation difficulties and
exertion of time and effort. Exit rate (content pages) increase to 30% in three months is the
SMART Goal for the third trend. Action Items for this trend are to enhance call-to-action button
visuals and to add relevant closing statements. Challenges center around consistency. The plan
advances the business to greater heights since consumer satisfaction is upheld and amplified.

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Optimization Plan
Trend 1: The bounce rate of new visitors is significantly higher than that of returning visitors,
for the percentage of new visitors’ bounce rate is 53.08%, and the percentage of returning
visitors’ is only 26.25%. “An abnormally high bounce rate will signal that many people are
leaving your website and aren’t willing to stick around to view any information” (McEwen,
2017, sect. 1).
 SMART Goal: Decrease the bounce rate of new visitors to 42% in one month. The
objective will indicate viewer engagement/participation from unique visitors, and it will
increase the possibility of converting them to returning visitors.
o KPI: Bounce rate will measure the success rate of the goal, for it details viewer
activity or lack of activity.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
New Visitors Returning Visitors
Percentages
Bounce Rate
Bounce Rate

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Trend 1 Action Items
 Action Item 1: Add a quick yet efficient navigation tutorial when visitors first visit the
site.
o Challenge: Visitors may have experienced the site on another device, or they
could have cleared their past encounters. The tutorial would not be beneficial in
these cases.
 Solution: Establish an agreement that enables viewers to decide if they
would like to view the tutorial.
 Action Item 2: Add customer response boxes that allow viewers to communicate their
feelings of a product.
o Challenge: Spam, bot, and malicious comments become possible which could
harm the communication and analysis process.
 Solution: Implement a monitoring system that examines the responses.
Viewer responses must uphold the criteria desired in the system before
publish accessibility.
Trend 2: Returning visitors’ pageviews are significantly lower than those of new visitors, for the
pageviews of returning visitors are 37,672 while new visitors have 120,437 pageviews.

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 SMART Goal: Increase returning visitors’ pageviews to 50,000 in two months. The
objective will highlight consumer satisfaction, and it will validate content and site
attractiveness.
o KPI: Pageview measures the success rate of the goal, for it calculates the
necessary view statistics.
Trend 2 Action Items
 Action Item 1: Add new diverse/unique content to give returning visitors a refreshing
viewer experience. “Posts shouldn’t be all the same. That’s just boring... Keep your
audience on their toes to make sure they get excited with your content” (QuickSprout,
2018, sect. 9).
o Challenge: Difficulties revolve around the creation of useful content that does not
contain a redundant feel.
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Returning Visitors New Visitors
#InThousands Pageviews
Pageviews

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 Solution: Perform social media monitoring to find consumers’ trending
talking points and requests.
 Action Item 2: Post promotional social media information that enlightens consumers of
the new site content.
o Challenge: Time, effort, and funds will have to be exerted more to effectively
communicate.
 Solution: Establish an editorial calendar and budget to ensure management
of the respective elements.
Trend 3: The exit rate from content pages is glaringly low across all search engines, and it is
justified with an average percentage of 15.63%.
 SMART Goal: Increase exit rate from content pages to 30% in three months. The
objective will signify that viewers clicked on the call-to-action buttons that lead to
complementary/collaborative sites.
Exit Rate
Content Pages Other

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o KPI: Exit rate measures the success rate of the goal, for it details the percentage of
viewers that left the website from the content page.
Trend 3 Action Items
 Action Item 1: Enhance visual of the call-to-action buttons for the article content to
progress awareness. “Using color... can make certain buttons stand out more than others
by giving them more visual prominence” (Babich, 2017, sect. 1).
o Challenge: Business must come up with an enhancement plan that aligns with
their current color scheme which takes time and effort.
 Solution: Create a planner to reiterate needs and to manage time.
 Action Item 2: Add closing statements on article content that emphasize the desired
viewer action of clicking on the call-to-action buttons.
o Challenge: The company must find a way to implement the statements without
depicting aggressiveness or desperation, for the traits do not align with the
branding image.
 Solution: Analyze consumer preferences and implement statements
that touch on the subjects and push the yearned action.

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Conclusion
Because of the identification of trends, I was able to generate SMART Goals, KPIs, and
action items that will prove beneficial to the company. Challenges were acknowledged, and I
provided solutions to appease or maneuver around them. The plan will enable the business to
heighten their identity, and it will illustrate awareness and the yearn to satisfy the consumer.
Business progression is inevitable with the execution of the optimization plan.

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References
Babich, N. (2017, October 11). 5 Design Techniques For Better CTA Buttons. Retrieved from
https://www.webdesignerdepot.com/2017/10/5-design-techniques-for-better-cta-buttons/
McEwen, M. (2017, February 23). Top 8 KPI Metrics to Track on Your Website. Retrieved from
https://www.modgirl.consulting/top-website-kpis/
QuickSprout. (2018, June 29). 9 Tips to Create Highly Engaging Content. Retrieved from
https://www.quicksprout.com/tips-to-create-highly-engaging-content/
Rolex. (2020). Site. Retrieved from https://www.rolex.com/