1. Phan 1
Trang Phan
Kitchen Gardeners International
First Quarter Report (01/01/12 - 03/31/12)
+ Goals for organization and Web Page Analysis +
The goal for the organization is to educate visitors about home garden systems
and how gardening can benefit the visitors’ lives positively while also contributing to the
sustainability of the planet. The web site is a simple format and easy to navigate. The
layout of the web page helps the organization achieve its goal by providing a simple
to navigate page for visitors and provides the visitor with useful educational resources
about gardening.
In April 2012, the organization launched a new web site that promised to provide
more content to users on one page. The web page incorporated more of a social feel
while also providing gardening-related content that visitors might be looking for. The
new site has a live-feed of user generated content in order to enhance interaction and
engagement.
+ Recommendations for Page Improvement +
The new site has its advantages over the old site because it incorporates the
social aspect of the organization. The only setback about the new site is that the
navigation tabs are difficult to figure out. A recommendation would be to create an
easier way to label the tabs so they tell the visitor what is in the tabs. With the launch

2. Phan 2
of the garden planner application, the organization wanted to fully incorporate this new
service into its website. Although this is a fresh new look for the organization, there
are a few recommendations that could help reach the site’s full potential and ultimately
achieve the goals of the organization.
● Reorganize navigation tabs so that the items inside them are more fitting to the
title of the main tab
● Side banners can be reduced, making more space for contact information or links
to social media
● Items at the bottom of the page are a repeat of things already on the top half of
the page, this can be subtracted from the site to make it less confusing and busy.
+ Overview of Visits +
The web page receives a good amount of visitors per day. Over the quarter
reported, the number of visits stayed fairly consistent with some minor peaks. The only
peak that was more noticeable was on January 10th due to the news article about
founder Roger Doiron on TED Talks. This peak was due to the mention of Roger
Doiron’s blog and the Kitchen Gardeners web site on the Beppe Grillo web site.The
bounce rate for the web site is decent, but could be improved. Since this organization
caters to a specific niche audience, the visitors coming in could possibly be going on the
page and find out that it is not the type of site they are looking for. Another possible
reason for the high bounce rate could lie in the fact that the visitors go on the specific
blog post and find what they are looking for and therefore they do not look any further.

3. Phan 3
Audience
The general audience for this website are people who are interested in gardening.
To narrow this audience down even more, the audience for this web site can be the
following: first time gardeners, frequent gardeners, chefs, and advocates for food
sustainability. This can be inferred by the type of content that is presented on the page
and the organization’s mission.
Although the audience may go to the site to obtain information about gardening, they
do not spend much time browsing through the pages. There is a distinct separation
between visitors who browse the page for less than 10 seconds (which can contribute
to the high bounce rate) and the visitors who spend an average of 10 minutes on the
page. One of the goals for the future of the site is to have the audience spend more time
on the site. A recommendation would be to group content that relates to each other and
place them on the page. This will allow the audience to fix their attention to the page
and stay longer to browse through the pages.

4. Phan 4
Traffic Sources
Most of the traffic is coming from Google (organic search) followed by a direct path to
the site. A very large amount of traffic is linked to the Italian food blog Beppo Grillo.
The Italian blog contains links to the Kitchen Gardeners site and therefore is one of
the main sources for visits. Another prominent source for the traffic of the site is due to
the Kitchen Gardeners facebook page. This page posts a variety of links to the Kitchen
Gardeners blog and direct links to their homepage.
+ Referral Traffic +

5. Phan 5
The number one referral site is coming from a world-renowned news and politics blog in
Italy. This blog is most likely responsible visitors who access the site in Europe. A good
amount of referrals from Facebook and Pinterest. The organization updates frequently
on their social media platforms, which allows this referral to be so high on the list. The
TED Talks web site is also a major player in referrals due to Roger Doiron’s lecture
about gardening. All of these sources contribute greatly to the traffic of the site.
Keywords
There are not many branded searches that lead to the web site. Most of the traffic is
caused from organic searches for terms that deal with gardening. Most of the keywords
are usually informational searches and how-to searches. Visitors are stumbling on the
site because they are searching for tips on how to plant something or recipes for a
certain type of vegetable.
+ Organic +
There are 64,518 visits based off of organic searches for the site. One of the top
keyword is a branded search term. This means that the 2,946 people who searched
for the organization knew about it or at least its name before going on the web site.
Most of the search terms are in relation to the content on the page. Each individual
page contains its own topic relating to gardening. Visitors who search these topics (ex:
Canning Tomatoes, Belgian Endives.) will be lead to the specific where the content is
published and ultimately will be exposed to the homepage and organizaiton as a whole.

6. Phan 6
Paid
There are 21,880 paid keywords for the site. The paid searches all deal with gardening
or vegetables. These keywords are good for the organization to have as paid keywords
because they will lead new visitors to the site. The main goal of the organization is
to educate others about vegetable gardens so these specific keywords help achieve
that goal. A recommendation would be to have these paid keywords include the word
recipes because the audience for this site not only wants to learn about gardening,
but also how to cook the goods harvested. The keyword recipes may have high
competition, but it is a word that is worth investing in because it will allow the site to
have a higher recognition in the serp.
+ Pages +
Most of the information about the organization is displayed on the homepage of the
site, which explains the 28% of page views. The site has a very good unique page
view numbers due to their variety of instructional blog posts on topics pertaining to
gardening. The bounce rate is still very high on these pages due to the short content
that is provided on the page.

7. Phan 7
+ Landing pages +
The top landing page is the homepage, which gives an overview and sample of the
content that is being shown throughout the web page. The home page is the most
popular because it is the first one that is shown on the serp. The second landing page
is specifically from Roger Doiron and this is one of the top landing pages because this
specific page comes up when a user searches his name. He is popular because of his
Ted Talk which leads users to search for him and stumble upon the Kitchen Gardeners
site. Other landing pages are mostly recipe pages, which makes sense because a lot of
users search for specific recipes that lead them to the site.
+ Exit Pages +
Although the homepage is popular, it is also the number one exit page. This would
be closely linked to the high bounce rate for the website. A user could land on the
homepage and exit the page after a short amount of time because the page does not
provide the information they want or it is not interesting to them. The rest of the exit

8. Phan 8
pages are individual blog posts and recipes. These pages are exit pages due to their
specific content. The visitor will possibly go on these pages and also exit on these
pages as well because they have found what they are looking for. A good solution for
this would to provide more links on individual blog posts and recipe pages to lead them
to different pages.
+ Visitor Geography +
World
The top five countries that yield the most visitors for Kitchen Gardeners International
are ranked as follows: United States, United Kingdom, Canada, Italy, and Australia.
There is a very high interest in the website for audiences in Europe. One of the biggest
opportunities for KGI is to expand their content internationally to make it more appealing
and relevant to the European audience. The European audience are the who have
a high regard to fresh food is a secondary audience that the site must cater to. This
recommendation will help the organization expand on a global scale.

9. Phan 9
United States
The top five states in the United States that yield the most visitors are ranked as follows:
California, Texas, New York, Florida, and Pennsylvania. These states contain the
highest amount of visitors and lower bounce rates. The states which are in the Midwest
and northern regions are ones that have the smallest amount of visitors. This is most
likely due to their colder climate and harsh soil: therefore, they do not have much
interest in the information being presented by the site.

10. Phan 10
+ Path Analysis +
New Visitors Flow
For new visitors, the most common path through the site would fall into two scenarios.
They start off at the homepage and then explore another page such as the recipes or
they would drop off after the home page. A second scenario would be to enter onto the
site through a page such as FAQ or an instructional post and then exit the page entirely.
There is a high dropoff rate after the home page and an even more significant drop off
rate when they enter through any page besides the home page.

11. Phan 11
+ Comparison +
When comparing this quarter with the previous quarter, This year’s quarter was more
successful in terms of pageviews, but was unsuccessful because the bounce rate
for this quarter increased. This quarter experienced a significant peak in traffic which
helped boost its page view numbers. The last quarter had very steady numbers and a
lower bounce rate which means the visitors were more consistent.

12. Phan 12
SEO & Web Page Recommendations
The new website for Kitchen Gardeners is not built on a user-friendly platform which
made it hard to look at the code behind the web page. When looking at the serp, there
are obvious changes that could be made to improve the SEO. The description could

13. Phan 13
be changed in order to better explain the organization and what the site has to offer.
Currently, there is not a good description for the page and this can deter users from
clicking on the page. There is only two links under the result and it is recommended that
Kitchen Gardeners add more to serp page so users can have a good idea of the type
of content that is being offered on the site. An example of six links Kitchen Gardeners
can feature would be: recipes, about, faq, blog, KGI Garden Planner, and White House
Campaign. Writing the descriptions and rearranging the page results could help the
organization receive more visitors.