This report summarizes the key metrics for a corporate blog launched by Northwestern Technology over a six month period to raise brand awareness. The blog had nearly 10,000 unique visitors per month but the bounce rate was high at 62.75%, indicating visitors did not engage deeply with the content. To improve engagement, the report recommends doubling unique visitors through new marketing channels, adding rich media like videos to increase time on site and page depth, and introducing new discussion sections to encourage more comments.

1. Quality report of Conversion Traffic for Northwestern Technology
By Elaine Puma
At this six month point, can now see by analyzing the metrics of the blog. At this crucial
point in our marketing strategy we know a few key points to review and understand.
The main goal of the Business Situation Objective was to raise brand awareness.
The Goal was to Launch a successful corporate blog. The key performance indicator,
was the visitor engagement. Now that we know what we wanted to accomplish, how do
we measure the results and what do they mean?
The current Web Analytics (per month):
Unique visitors: 9,867.
-This is a metric used to measure the reach of the content by calculating traffic to
a website within a specific time period, new traffic, not repeat visitors. High number of
unique visitors shows that a larger audience is reaching the blog or website.
Unique subscribers: 7,695
-This is a metric used to indicate how many visitors took in a call to action,
whether it be, to subscribed to the blog, or RSS feed, responded to a post, or answered
a poll question. This is a good indication of how many users became engaged with the
brand. In this case, compared to the unique visitors, it still has a good percentage rate,
comparatively speaking.
Average bounce rate: 62.75%
-This is a metric designed to measure a visitor's engagement on the blog. It is
calculated by dividing the total number of visitors who view only one page by the total
number of users. A low number or bounce rate indicates a user was engaged. In this
particular case, 62.75% is over half and indicates that our subjects did not stay on too
long, although they did perform an action, comparatively from the unique subscribers.
Average page depth: 2.75
-This is a metric to measure how many pages a user visited. Basically, how many
pages did a user visit on one single occasion.The more engaged a user is, the higher
rate of page depth will be present, in this cast a total 2.75. There is room for
improvement in this area.
Average time on site: 3m37s
-This is a great metric that lets us know how much time a user spent on the blog,
or particular page. More time indicates an interested engaged user.
Average commenting rate: 10 comments per blog post or 200 comments per month
1.14%
-We can clearly see that visitors are indeed involved in our blog, they show signs
of being engaged and communicative. 10 comments per blog is a good start, and 200
comments overall per month is an indication that they are engaged with our content.
Recommendations:
-Double the Unique Visitors count within a 90 day timeframe by sharing on new
marketing channels.
-Increase Average page depth by adding rich media to engage further: new videos,

2. photos and sharing links.
-Increase Average time on site by encouraging new visitor feedback
-Increase Average commenting rate by introducing new sections of posts: "DIY - how I
solved this problem" and "What makes your business successful". Asking the visitors for
more input and striking up a peer-related conversation.