SlideShare a Scribd company logo
Site Optimization
Strategy Project
Kunqiao (Queenie) Tong
Chao (Michelle) Yu
Chenhui (James) Zheng
Agenda
 Introduction to Webtrends.com
 3 Goals
 “Quality” Visit Metric & Deliverablity
 Metric Distribution
 Proposed Recommendations
 Key Takeaways
 Next Steps
Webtrends.com
 B2B digital marketing solution
 Purpose
◦ Content Engagement
◦ Lead Generation
◦ Customer Support
#1: Jane, The Avid Learner
 Looking for relevant and
useful content
◦ “Resources”
 KPIs
◦ New Email Newsletter Sign Up
Rate
◦ Resources Open/Download
Rate
◦ Page/Content Depth
(“Resources”)
#2: Steve, The Solution
Finder
 Looking to solve segmentation of his
firm
◦ “Products & Solutions”
 KPIs
◦ Lead Conversion Rate
◦ Cost Per Lead (CPL)
◦ Single Access Ratio
#3: Mike, The Troubleshooter
 Looking for how to integrate
webtrends tool with his current
website
◦ “Support & Training”
 KPIs
◦ Repeat Visitor
Percentage
◦ Percentage of
Visit under 90s
◦ Top Internal
Search Phrases
“Quality” Visit
Metric
 Completed one of
3 goals mentioned
◦ Sign up for email
newsletter
◦ Fill out let’s talk form
◦ Visit under 90s (in
“Support & Training”)
 Webtrends.com
can provide all
metrics
◦ Standardize
open/download rate
Deliverablity of
Metrics
Metric Distribution:
You Only Get What You Need
C-Suite
• Overview & Strategy
Mid-Tier Managers
• All 9 KPIs but varies depending
on department
Frontline
• Most actionable KPIs
Proposed Recommendations:
Content & Site
Structure
 Targeted call-to-action
based on content
category
◦ CTA now is “Let’s Talk”
 Shorter path to
conversion
◦ Landing page to improve
conversion
Key Takeaways
 No matter if you are Jane, Steve, or
Mike
◦ Webtrends.com gets you to the stuff you
are looking for
◦ The way you want it
 Great content alone is
not enough
◦ ORGANIZED content is
the key to success
Next Steps
 Establish benchmarks for each of 9
KPIs based on historical data
 Reduce path to conversion to ideally
1-2 clicks
◦ Clear CTA button
◦ Targeted landing page
 Content organization for better UX
◦ Simpler navigation
Thank You!
Q&A

More Related Content

What's hot

Emerging Media Seo Concepts
Emerging Media Seo ConceptsEmerging Media Seo Concepts
Emerging Media Seo Concepts
thestressmaster
 
Infognana slideshare
Infognana slideshareInfognana slideshare
Infognana slideshare
infognana
 
Inhavo presentation
Inhavo presentationInhavo presentation
Inhavo presentation
YanivTaieb
 
BrightonSEO 2017: Get More Quality Leads from your AdWords Campaign
BrightonSEO 2017: Get More Quality Leads from your AdWords CampaignBrightonSEO 2017: Get More Quality Leads from your AdWords Campaign
BrightonSEO 2017: Get More Quality Leads from your AdWords Campaign
Jennifer Holt
 
Infognana proposal
Infognana proposalInfognana proposal
Infognana proposal
infognana
 
Why Optimization is Obvious to Excel Your Expectation of Your Site?
Why Optimization is Obvious to Excel Your Expectation of Your Site? Why Optimization is Obvious to Excel Your Expectation of Your Site?
Why Optimization is Obvious to Excel Your Expectation of Your Site?
A. B. M. Atique Ullah
 
Multifamily Edge
Multifamily EdgeMultifamily Edge
Multifamily Edge
jcyphers
 
Febpres 140210130319-phpapp01 new2
Febpres 140210130319-phpapp01 new2Febpres 140210130319-phpapp01 new2
Febpres 140210130319-phpapp01 new2
kevindoc84
 
Goal Setting and KPIs for SEO by Sheila Dela Pena
Goal Setting and KPIs for SEO by Sheila Dela PenaGoal Setting and KPIs for SEO by Sheila Dela Pena
Goal Setting and KPIs for SEO by Sheila Dela Pena
Glen Dimaandal
 
Siobhan Lidon - Tag, You’re It! Track Your ROI with Google Tag Manager
Siobhan Lidon - Tag, You’re It! Track Your ROI with Google Tag ManagerSiobhan Lidon - Tag, You’re It! Track Your ROI with Google Tag Manager
Siobhan Lidon - Tag, You’re It! Track Your ROI with Google Tag Manager
Julia Grosman
 
Top 7 Effective Digital Marketing Strategies for SaaS - The Alien
Top 7 Effective Digital Marketing Strategies for SaaS - The AlienTop 7 Effective Digital Marketing Strategies for SaaS - The Alien
Top 7 Effective Digital Marketing Strategies for SaaS - The Alien
Alien - Global UX Design and Webflow Agency
 
Digital marketing overview
Digital marketing overviewDigital marketing overview
Digital marketing overview
Ashraf Ali
 
ExactTarget Connections Adobe Analytics & ExactTarget Integration
ExactTarget Connections Adobe Analytics & ExactTarget IntegrationExactTarget Connections Adobe Analytics & ExactTarget Integration
ExactTarget Connections Adobe Analytics & ExactTarget Integration
Crown
 
How To Grow Your Audience - Jon Hibbitt and Scott Colenutt
How To Grow Your Audience - Jon Hibbitt and Scott ColenuttHow To Grow Your Audience - Jon Hibbitt and Scott Colenutt
How To Grow Your Audience - Jon Hibbitt and Scott Colenutt
SiteVisibility
 
Top seo tactics
Top seo tacticsTop seo tactics
Top seo tactics
Master Web Creations
 
Digital Marketing for Hearing Aids Industry
Digital Marketing for Hearing Aids IndustryDigital Marketing for Hearing Aids Industry
Digital Marketing for Hearing Aids Industry
Vibes Communications Pvt Ltd
 
State of the Industry Research presented by AddThis: Modern Audience Building...
State of the Industry Research presented by AddThis: Modern Audience Building...State of the Industry Research presented by AddThis: Modern Audience Building...
State of the Industry Research presented by AddThis: Modern Audience Building...
Digiday
 
Channel Crossing: Get creative with PPC data to inform your digital strategy,...
Channel Crossing: Get creative with PPC data to inform your digital strategy,...Channel Crossing: Get creative with PPC data to inform your digital strategy,...
Channel Crossing: Get creative with PPC data to inform your digital strategy,...
Internet World
 
John Jantsch — How to Guide The Perfect Customer Journey
John Jantsch — How to Guide The Perfect Customer JourneyJohn Jantsch — How to Guide The Perfect Customer Journey
John Jantsch — How to Guide The Perfect Customer Journey
Semrush
 
P P C Basic
P P C  BasicP P C  Basic
P P C Basic
Dan London
 

What's hot (20)

Emerging Media Seo Concepts
Emerging Media Seo ConceptsEmerging Media Seo Concepts
Emerging Media Seo Concepts
 
Infognana slideshare
Infognana slideshareInfognana slideshare
Infognana slideshare
 
Inhavo presentation
Inhavo presentationInhavo presentation
Inhavo presentation
 
BrightonSEO 2017: Get More Quality Leads from your AdWords Campaign
BrightonSEO 2017: Get More Quality Leads from your AdWords CampaignBrightonSEO 2017: Get More Quality Leads from your AdWords Campaign
BrightonSEO 2017: Get More Quality Leads from your AdWords Campaign
 
Infognana proposal
Infognana proposalInfognana proposal
Infognana proposal
 
Why Optimization is Obvious to Excel Your Expectation of Your Site?
Why Optimization is Obvious to Excel Your Expectation of Your Site? Why Optimization is Obvious to Excel Your Expectation of Your Site?
Why Optimization is Obvious to Excel Your Expectation of Your Site?
 
Multifamily Edge
Multifamily EdgeMultifamily Edge
Multifamily Edge
 
Febpres 140210130319-phpapp01 new2
Febpres 140210130319-phpapp01 new2Febpres 140210130319-phpapp01 new2
Febpres 140210130319-phpapp01 new2
 
Goal Setting and KPIs for SEO by Sheila Dela Pena
Goal Setting and KPIs for SEO by Sheila Dela PenaGoal Setting and KPIs for SEO by Sheila Dela Pena
Goal Setting and KPIs for SEO by Sheila Dela Pena
 
Siobhan Lidon - Tag, You’re It! Track Your ROI with Google Tag Manager
Siobhan Lidon - Tag, You’re It! Track Your ROI with Google Tag ManagerSiobhan Lidon - Tag, You’re It! Track Your ROI with Google Tag Manager
Siobhan Lidon - Tag, You’re It! Track Your ROI with Google Tag Manager
 
Top 7 Effective Digital Marketing Strategies for SaaS - The Alien
Top 7 Effective Digital Marketing Strategies for SaaS - The AlienTop 7 Effective Digital Marketing Strategies for SaaS - The Alien
Top 7 Effective Digital Marketing Strategies for SaaS - The Alien
 
Digital marketing overview
Digital marketing overviewDigital marketing overview
Digital marketing overview
 
ExactTarget Connections Adobe Analytics & ExactTarget Integration
ExactTarget Connections Adobe Analytics & ExactTarget IntegrationExactTarget Connections Adobe Analytics & ExactTarget Integration
ExactTarget Connections Adobe Analytics & ExactTarget Integration
 
How To Grow Your Audience - Jon Hibbitt and Scott Colenutt
How To Grow Your Audience - Jon Hibbitt and Scott ColenuttHow To Grow Your Audience - Jon Hibbitt and Scott Colenutt
How To Grow Your Audience - Jon Hibbitt and Scott Colenutt
 
Top seo tactics
Top seo tacticsTop seo tactics
Top seo tactics
 
Digital Marketing for Hearing Aids Industry
Digital Marketing for Hearing Aids IndustryDigital Marketing for Hearing Aids Industry
Digital Marketing for Hearing Aids Industry
 
State of the Industry Research presented by AddThis: Modern Audience Building...
State of the Industry Research presented by AddThis: Modern Audience Building...State of the Industry Research presented by AddThis: Modern Audience Building...
State of the Industry Research presented by AddThis: Modern Audience Building...
 
Channel Crossing: Get creative with PPC data to inform your digital strategy,...
Channel Crossing: Get creative with PPC data to inform your digital strategy,...Channel Crossing: Get creative with PPC data to inform your digital strategy,...
Channel Crossing: Get creative with PPC data to inform your digital strategy,...
 
John Jantsch — How to Guide The Perfect Customer Journey
John Jantsch — How to Guide The Perfect Customer JourneyJohn Jantsch — How to Guide The Perfect Customer Journey
John Jantsch — How to Guide The Perfect Customer Journey
 
P P C Basic
P P C  BasicP P C  Basic
P P C Basic
 

Viewers also liked

PuppyAgency.com Business Plan - Master Degree Capstone Project
PuppyAgency.com Business Plan - Master Degree Capstone ProjectPuppyAgency.com Business Plan - Master Degree Capstone Project
PuppyAgency.com Business Plan - Master Degree Capstone Project
Chenhui James Zheng
 
Consumer Behavior - Yahoo!
Consumer Behavior - Yahoo! Consumer Behavior - Yahoo!
Consumer Behavior - Yahoo!
Chenhui James Zheng
 
PuppyAgency.com Pitch Deck - Master Degree Capstone Project
PuppyAgency.com Pitch Deck - Master Degree Capstone ProjectPuppyAgency.com Pitch Deck - Master Degree Capstone Project
PuppyAgency.com Pitch Deck - Master Degree Capstone Project
Chenhui James Zheng
 
Campaign II - Minute Maid Orange Juice
Campaign II - Minute Maid Orange JuiceCampaign II - Minute Maid Orange Juice
Campaign II - Minute Maid Orange Juice
Chenhui James Zheng
 
Campaign I - Freshpet
Campaign I - FreshpetCampaign I - Freshpet
Campaign I - Freshpet
Chenhui James Zheng
 
Integrated Marketing - Nike Fuel Bar
Integrated Marketing - Nike Fuel Bar Integrated Marketing - Nike Fuel Bar
Integrated Marketing - Nike Fuel Bar
Chenhui James Zheng
 
Database Marketing - American Premium Petroleum
Database Marketing - American Premium PetroleumDatabase Marketing - American Premium Petroleum
Database Marketing - American Premium Petroleum
Chenhui James Zheng
 
Digital Marketing - Jewelry Industry
Digital Marketing - Jewelry IndustryDigital Marketing - Jewelry Industry
Digital Marketing - Jewelry Industry
Chenhui James Zheng
 
Psych31_Personality Collage
Psych31_Personality CollagePsych31_Personality Collage
Psych31_Personality Collage
Chenhui James Zheng
 
Assignment 3 Resubmit SD
Assignment 3 Resubmit SDAssignment 3 Resubmit SD
Assignment 3 Resubmit SD
Sarah Dixon
 
Presentació jornada entre iguals 18des
Presentació jornada entre iguals 18desPresentació jornada entre iguals 18des
Presentació jornada entre iguals 18des
Associació SalutiFamília
 
3
33
Nebula: Netflix's OSS Gradle Plugins
Nebula: Netflix's OSS Gradle PluginsNebula: Netflix's OSS Gradle Plugins
Nebula: Netflix's OSS Gradle Plugins
Rob Spieldenner
 
CONOCIMIENTOS BASICOS DEL FUTBOL
CONOCIMIENTOS BASICOS DEL FUTBOLCONOCIMIENTOS BASICOS DEL FUTBOL
CONOCIMIENTOS BASICOS DEL FUTBOL
gressly22
 
Online Teaching Best Practices
Online Teaching Best PracticesOnline Teaching Best Practices
Online Teaching Best Practices
Kristen Sosulski
 
Catch up
Catch upCatch up
Catch up
Eloise10
 
Relaciones internacionales de la Gran Colombia
Relaciones internacionales de la Gran ColombiaRelaciones internacionales de la Gran Colombia
Relaciones internacionales de la Gran Colombia
Marian Bermudez
 
Market and promotion
Market and promotionMarket and promotion
Market and promotion
Eloise10
 
Agile Economics: Budgets, Contracts, Capitalization
Agile Economics: Budgets, Contracts, CapitalizationAgile Economics: Budgets, Contracts, Capitalization
Agile Economics: Budgets, Contracts, Capitalization
Pavel Dabrytski
 
Lean Startups in Japanese Companies takashi tsutsumi_masato_iino
Lean Startups in Japanese Companies takashi tsutsumi_masato_iinoLean Startups in Japanese Companies takashi tsutsumi_masato_iino
Lean Startups in Japanese Companies takashi tsutsumi_masato_iino
Stanford University
 

Viewers also liked (20)

PuppyAgency.com Business Plan - Master Degree Capstone Project
PuppyAgency.com Business Plan - Master Degree Capstone ProjectPuppyAgency.com Business Plan - Master Degree Capstone Project
PuppyAgency.com Business Plan - Master Degree Capstone Project
 
Consumer Behavior - Yahoo!
Consumer Behavior - Yahoo! Consumer Behavior - Yahoo!
Consumer Behavior - Yahoo!
 
PuppyAgency.com Pitch Deck - Master Degree Capstone Project
PuppyAgency.com Pitch Deck - Master Degree Capstone ProjectPuppyAgency.com Pitch Deck - Master Degree Capstone Project
PuppyAgency.com Pitch Deck - Master Degree Capstone Project
 
Campaign II - Minute Maid Orange Juice
Campaign II - Minute Maid Orange JuiceCampaign II - Minute Maid Orange Juice
Campaign II - Minute Maid Orange Juice
 
Campaign I - Freshpet
Campaign I - FreshpetCampaign I - Freshpet
Campaign I - Freshpet
 
Integrated Marketing - Nike Fuel Bar
Integrated Marketing - Nike Fuel Bar Integrated Marketing - Nike Fuel Bar
Integrated Marketing - Nike Fuel Bar
 
Database Marketing - American Premium Petroleum
Database Marketing - American Premium PetroleumDatabase Marketing - American Premium Petroleum
Database Marketing - American Premium Petroleum
 
Digital Marketing - Jewelry Industry
Digital Marketing - Jewelry IndustryDigital Marketing - Jewelry Industry
Digital Marketing - Jewelry Industry
 
Psych31_Personality Collage
Psych31_Personality CollagePsych31_Personality Collage
Psych31_Personality Collage
 
Assignment 3 Resubmit SD
Assignment 3 Resubmit SDAssignment 3 Resubmit SD
Assignment 3 Resubmit SD
 
Presentació jornada entre iguals 18des
Presentació jornada entre iguals 18desPresentació jornada entre iguals 18des
Presentació jornada entre iguals 18des
 
3
33
3
 
Nebula: Netflix's OSS Gradle Plugins
Nebula: Netflix's OSS Gradle PluginsNebula: Netflix's OSS Gradle Plugins
Nebula: Netflix's OSS Gradle Plugins
 
CONOCIMIENTOS BASICOS DEL FUTBOL
CONOCIMIENTOS BASICOS DEL FUTBOLCONOCIMIENTOS BASICOS DEL FUTBOL
CONOCIMIENTOS BASICOS DEL FUTBOL
 
Online Teaching Best Practices
Online Teaching Best PracticesOnline Teaching Best Practices
Online Teaching Best Practices
 
Catch up
Catch upCatch up
Catch up
 
Relaciones internacionales de la Gran Colombia
Relaciones internacionales de la Gran ColombiaRelaciones internacionales de la Gran Colombia
Relaciones internacionales de la Gran Colombia
 
Market and promotion
Market and promotionMarket and promotion
Market and promotion
 
Agile Economics: Budgets, Contracts, Capitalization
Agile Economics: Budgets, Contracts, CapitalizationAgile Economics: Budgets, Contracts, Capitalization
Agile Economics: Budgets, Contracts, Capitalization
 
Lean Startups in Japanese Companies takashi tsutsumi_masato_iino
Lean Startups in Japanese Companies takashi tsutsumi_masato_iinoLean Startups in Japanese Companies takashi tsutsumi_masato_iino
Lean Startups in Japanese Companies takashi tsutsumi_masato_iino
 

Similar to Web Analytics - WebTrends

SMPS Pacific Regional Conference 2016
SMPS Pacific Regional Conference 2016SMPS Pacific Regional Conference 2016
SMPS Pacific Regional Conference 2016
Julie Huval, MBA, CPSM
 
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing ProgramsPlanning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
Pardot
 
Excel with Enterprise SEO
Excel with Enterprise SEOExcel with Enterprise SEO
Excel with Enterprise SEO
Kirill Kronrod
 
Ten Powerful Tips To Get More From Your Analytics
Ten Powerful Tips To Get More From Your AnalyticsTen Powerful Tips To Get More From Your Analytics
Ten Powerful Tips To Get More From Your Analytics
Michele Kiss
 
Analytics in Action - UPCEA Central
Analytics in Action - UPCEA CentralAnalytics in Action - UPCEA Central
Analytics in Action - UPCEA Central
continuingedmarketing
 
10 Ways You're Using AdWords Wrong and How to Correct Those Practices
10 Ways You're Using AdWords Wrong and How to Correct Those Practices 10 Ways You're Using AdWords Wrong and How to Correct Those Practices
10 Ways You're Using AdWords Wrong and How to Correct Those Practices
Kissmetrics on SlideShare
 
Junghwan lee - my achievements in the growth of a digital business
Junghwan lee -  my achievements in the growth of a digital businessJunghwan lee -  my achievements in the growth of a digital business
Junghwan lee - my achievements in the growth of a digital business
mrjunghwanlee
 
Conquer the Interwebs: The Three Pillars of Web Analytics
Conquer the Interwebs: The Three Pillars of Web AnalyticsConquer the Interwebs: The Three Pillars of Web Analytics
Conquer the Interwebs: The Three Pillars of Web Analytics
Andre Rand
 
Live Webinar: Using LinkedIn for Demand Generation
Live Webinar: Using LinkedIn for Demand GenerationLive Webinar: Using LinkedIn for Demand Generation
Live Webinar: Using LinkedIn for Demand Generation
LinkedIn
 
Email Marketing: Best Practices in a Multichannel, Multi-Device World
Email Marketing: Best Practices in a Multichannel, Multi-Device WorldEmail Marketing: Best Practices in a Multichannel, Multi-Device World
Email Marketing: Best Practices in a Multichannel, Multi-Device World
Act-On Software
 
Intro to Web Analytics - Cooperate.NYC - Cohort 3, Summer 2015: Day 3
Intro to Web Analytics - Cooperate.NYC - Cohort 3, Summer 2015: Day 3Intro to Web Analytics - Cooperate.NYC - Cohort 3, Summer 2015: Day 3
Intro to Web Analytics - Cooperate.NYC - Cohort 3, Summer 2015: Day 3
emcubedanalytics
 
Lean marketing master
Lean marketing masterLean marketing master
Lean marketing master
Brett Noyes
 
MTech13: "The Power of Marketing Automation in an Inbound World" - Nick Salva...
MTech13: "The Power of Marketing Automation in an Inbound World" - Nick Salva...MTech13: "The Power of Marketing Automation in an Inbound World" - Nick Salva...
MTech13: "The Power of Marketing Automation in an Inbound World" - Nick Salva...
New England Direct Marketing Association
 
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
MarketingExperiments
 
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
MECLABS Institute
 
What Has Your Donation Page Done for You Lately?: Testing, Optimization & Bes...
What Has Your Donation Page Done for You Lately?: Testing, Optimization & Bes...What Has Your Donation Page Done for You Lately?: Testing, Optimization & Bes...
What Has Your Donation Page Done for You Lately?: Testing, Optimization & Bes...
donordigital
 
Dgr look book-webinar-10-13-16-finaldeck
Dgr look book-webinar-10-13-16-finaldeckDgr look book-webinar-10-13-16-finaldeck
Dgr look book-webinar-10-13-16-finaldeck
G3 Communications
 
LAUNCHSCALE - Growth Quiz + The New Art of Assisted Conversions & Drip Campaigns
LAUNCHSCALE - Growth Quiz + The New Art of Assisted Conversions & Drip CampaignsLAUNCHSCALE - Growth Quiz + The New Art of Assisted Conversions & Drip Campaigns
LAUNCHSCALE - Growth Quiz + The New Art of Assisted Conversions & Drip Campaigns
Craig Zingerline
 
Making your analytics talk business | Big Data Demystified
Making your analytics talk business | Big Data DemystifiedMaking your analytics talk business | Big Data Demystified
Making your analytics talk business | Big Data Demystified
Omid Vahdaty
 
UX Webinar: Always Be Testing
UX Webinar: Always Be TestingUX Webinar: Always Be Testing
UX Webinar: Always Be Testing
Charity Dynamics
 

Similar to Web Analytics - WebTrends (20)

SMPS Pacific Regional Conference 2016
SMPS Pacific Regional Conference 2016SMPS Pacific Regional Conference 2016
SMPS Pacific Regional Conference 2016
 
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing ProgramsPlanning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
 
Excel with Enterprise SEO
Excel with Enterprise SEOExcel with Enterprise SEO
Excel with Enterprise SEO
 
Ten Powerful Tips To Get More From Your Analytics
Ten Powerful Tips To Get More From Your AnalyticsTen Powerful Tips To Get More From Your Analytics
Ten Powerful Tips To Get More From Your Analytics
 
Analytics in Action - UPCEA Central
Analytics in Action - UPCEA CentralAnalytics in Action - UPCEA Central
Analytics in Action - UPCEA Central
 
10 Ways You're Using AdWords Wrong and How to Correct Those Practices
10 Ways You're Using AdWords Wrong and How to Correct Those Practices 10 Ways You're Using AdWords Wrong and How to Correct Those Practices
10 Ways You're Using AdWords Wrong and How to Correct Those Practices
 
Junghwan lee - my achievements in the growth of a digital business
Junghwan lee -  my achievements in the growth of a digital businessJunghwan lee -  my achievements in the growth of a digital business
Junghwan lee - my achievements in the growth of a digital business
 
Conquer the Interwebs: The Three Pillars of Web Analytics
Conquer the Interwebs: The Three Pillars of Web AnalyticsConquer the Interwebs: The Three Pillars of Web Analytics
Conquer the Interwebs: The Three Pillars of Web Analytics
 
Live Webinar: Using LinkedIn for Demand Generation
Live Webinar: Using LinkedIn for Demand GenerationLive Webinar: Using LinkedIn for Demand Generation
Live Webinar: Using LinkedIn for Demand Generation
 
Email Marketing: Best Practices in a Multichannel, Multi-Device World
Email Marketing: Best Practices in a Multichannel, Multi-Device WorldEmail Marketing: Best Practices in a Multichannel, Multi-Device World
Email Marketing: Best Practices in a Multichannel, Multi-Device World
 
Intro to Web Analytics - Cooperate.NYC - Cohort 3, Summer 2015: Day 3
Intro to Web Analytics - Cooperate.NYC - Cohort 3, Summer 2015: Day 3Intro to Web Analytics - Cooperate.NYC - Cohort 3, Summer 2015: Day 3
Intro to Web Analytics - Cooperate.NYC - Cohort 3, Summer 2015: Day 3
 
Lean marketing master
Lean marketing masterLean marketing master
Lean marketing master
 
MTech13: "The Power of Marketing Automation in an Inbound World" - Nick Salva...
MTech13: "The Power of Marketing Automation in an Inbound World" - Nick Salva...MTech13: "The Power of Marketing Automation in an Inbound World" - Nick Salva...
MTech13: "The Power of Marketing Automation in an Inbound World" - Nick Salva...
 
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
 
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
 
What Has Your Donation Page Done for You Lately?: Testing, Optimization & Bes...
What Has Your Donation Page Done for You Lately?: Testing, Optimization & Bes...What Has Your Donation Page Done for You Lately?: Testing, Optimization & Bes...
What Has Your Donation Page Done for You Lately?: Testing, Optimization & Bes...
 
Dgr look book-webinar-10-13-16-finaldeck
Dgr look book-webinar-10-13-16-finaldeckDgr look book-webinar-10-13-16-finaldeck
Dgr look book-webinar-10-13-16-finaldeck
 
LAUNCHSCALE - Growth Quiz + The New Art of Assisted Conversions & Drip Campaigns
LAUNCHSCALE - Growth Quiz + The New Art of Assisted Conversions & Drip CampaignsLAUNCHSCALE - Growth Quiz + The New Art of Assisted Conversions & Drip Campaigns
LAUNCHSCALE - Growth Quiz + The New Art of Assisted Conversions & Drip Campaigns
 
Making your analytics talk business | Big Data Demystified
Making your analytics talk business | Big Data DemystifiedMaking your analytics talk business | Big Data Demystified
Making your analytics talk business | Big Data Demystified
 
UX Webinar: Always Be Testing
UX Webinar: Always Be TestingUX Webinar: Always Be Testing
UX Webinar: Always Be Testing
 

Recently uploaded

Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
AnnySerafinaLove
 
3 Simple Steps To Buy Verified Payoneer Account In 2024
3 Simple Steps To Buy Verified Payoneer Account In 20243 Simple Steps To Buy Verified Payoneer Account In 2024
3 Simple Steps To Buy Verified Payoneer Account In 2024
SEOSMMEARTH
 
Understanding User Needs and Satisfying Them
Understanding User Needs and Satisfying ThemUnderstanding User Needs and Satisfying Them
Understanding User Needs and Satisfying Them
Aggregage
 
-- June 2024 is National Volunteer Month --
-- June 2024 is National Volunteer Month ---- June 2024 is National Volunteer Month --
-- June 2024 is National Volunteer Month --
NZSG
 
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
APCO
 
The Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb PlatformThe Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb Platform
SabaaSudozai
 
Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024
Top Forex Brokers Review
 
BeMetals Investor Presentation_June 1, 2024.pdf
BeMetals Investor Presentation_June 1, 2024.pdfBeMetals Investor Presentation_June 1, 2024.pdf
BeMetals Investor Presentation_June 1, 2024.pdf
DerekIwanaka1
 
Creative Web Design Company in Singapore
Creative Web Design Company in SingaporeCreative Web Design Company in Singapore
Creative Web Design Company in Singapore
techboxsqauremedia
 
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdfHOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
46adnanshahzad
 
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
Lacey Max
 
Call 8867766396 Satta Matka Dpboss Matka Guessing Satta batta Matka 420 Satta...
Call 8867766396 Satta Matka Dpboss Matka Guessing Satta batta Matka 420 Satta...Call 8867766396 Satta Matka Dpboss Matka Guessing Satta batta Matka 420 Satta...
Call 8867766396 Satta Matka Dpboss Matka Guessing Satta batta Matka 420 Satta...
bosssp10
 
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...
my Pandit
 
Company Valuation webinar series - Tuesday, 4 June 2024
Company Valuation webinar series - Tuesday, 4 June 2024Company Valuation webinar series - Tuesday, 4 June 2024
Company Valuation webinar series - Tuesday, 4 June 2024
FelixPerez547899
 
Building Your Employer Brand with Social Media
Building Your Employer Brand with Social MediaBuilding Your Employer Brand with Social Media
Building Your Employer Brand with Social Media
LuanWise
 
Part 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 SlowdownPart 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 Slowdown
jeffkluth1
 
Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024
Adnet Communications
 
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
Stephen Cashman
 
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
SOFTTECHHUB
 
Easily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYCEasily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYC
Any kyc Account
 

Recently uploaded (20)

Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
 
3 Simple Steps To Buy Verified Payoneer Account In 2024
3 Simple Steps To Buy Verified Payoneer Account In 20243 Simple Steps To Buy Verified Payoneer Account In 2024
3 Simple Steps To Buy Verified Payoneer Account In 2024
 
Understanding User Needs and Satisfying Them
Understanding User Needs and Satisfying ThemUnderstanding User Needs and Satisfying Them
Understanding User Needs and Satisfying Them
 
-- June 2024 is National Volunteer Month --
-- June 2024 is National Volunteer Month ---- June 2024 is National Volunteer Month --
-- June 2024 is National Volunteer Month --
 
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
 
The Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb PlatformThe Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb Platform
 
Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024
 
BeMetals Investor Presentation_June 1, 2024.pdf
BeMetals Investor Presentation_June 1, 2024.pdfBeMetals Investor Presentation_June 1, 2024.pdf
BeMetals Investor Presentation_June 1, 2024.pdf
 
Creative Web Design Company in Singapore
Creative Web Design Company in SingaporeCreative Web Design Company in Singapore
Creative Web Design Company in Singapore
 
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdfHOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
 
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
 
Call 8867766396 Satta Matka Dpboss Matka Guessing Satta batta Matka 420 Satta...
Call 8867766396 Satta Matka Dpboss Matka Guessing Satta batta Matka 420 Satta...Call 8867766396 Satta Matka Dpboss Matka Guessing Satta batta Matka 420 Satta...
Call 8867766396 Satta Matka Dpboss Matka Guessing Satta batta Matka 420 Satta...
 
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...
 
Company Valuation webinar series - Tuesday, 4 June 2024
Company Valuation webinar series - Tuesday, 4 June 2024Company Valuation webinar series - Tuesday, 4 June 2024
Company Valuation webinar series - Tuesday, 4 June 2024
 
Building Your Employer Brand with Social Media
Building Your Employer Brand with Social MediaBuilding Your Employer Brand with Social Media
Building Your Employer Brand with Social Media
 
Part 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 SlowdownPart 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 Slowdown
 
Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024
 
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
 
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
 
Easily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYCEasily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYC
 

Web Analytics - WebTrends

  • 1. Site Optimization Strategy Project Kunqiao (Queenie) Tong Chao (Michelle) Yu Chenhui (James) Zheng
  • 2. Agenda  Introduction to Webtrends.com  3 Goals  “Quality” Visit Metric & Deliverablity  Metric Distribution  Proposed Recommendations  Key Takeaways  Next Steps
  • 3. Webtrends.com  B2B digital marketing solution  Purpose ◦ Content Engagement ◦ Lead Generation ◦ Customer Support
  • 4. #1: Jane, The Avid Learner  Looking for relevant and useful content ◦ “Resources”  KPIs ◦ New Email Newsletter Sign Up Rate ◦ Resources Open/Download Rate ◦ Page/Content Depth (“Resources”)
  • 5. #2: Steve, The Solution Finder  Looking to solve segmentation of his firm ◦ “Products & Solutions”  KPIs ◦ Lead Conversion Rate ◦ Cost Per Lead (CPL) ◦ Single Access Ratio
  • 6. #3: Mike, The Troubleshooter  Looking for how to integrate webtrends tool with his current website ◦ “Support & Training”  KPIs ◦ Repeat Visitor Percentage ◦ Percentage of Visit under 90s ◦ Top Internal Search Phrases
  • 7. “Quality” Visit Metric  Completed one of 3 goals mentioned ◦ Sign up for email newsletter ◦ Fill out let’s talk form ◦ Visit under 90s (in “Support & Training”)  Webtrends.com can provide all metrics ◦ Standardize open/download rate Deliverablity of Metrics
  • 8. Metric Distribution: You Only Get What You Need C-Suite • Overview & Strategy Mid-Tier Managers • All 9 KPIs but varies depending on department Frontline • Most actionable KPIs
  • 9. Proposed Recommendations: Content & Site Structure  Targeted call-to-action based on content category ◦ CTA now is “Let’s Talk”  Shorter path to conversion ◦ Landing page to improve conversion
  • 10. Key Takeaways  No matter if you are Jane, Steve, or Mike ◦ Webtrends.com gets you to the stuff you are looking for ◦ The way you want it  Great content alone is not enough ◦ ORGANIZED content is the key to success
  • 11. Next Steps  Establish benchmarks for each of 9 KPIs based on historical data  Reduce path to conversion to ideally 1-2 clicks ◦ Clear CTA button ◦ Targeted landing page  Content organization for better UX ◦ Simpler navigation