ama in the am-an analytical approach to web redesign & overhaul 022311
DESCRIPTION
Web Redesign by the Numbers - A site redesign shouldn't be about making the new website "prettier." Instead, by using web analytics andonline marketing best practices, guide your website redesign in order to produce optimal conversions and revenue. Make sense of the who, what, when where, why, and how of your site to create a new, highly-optimized site.TRANSCRIPT
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AMA in the AM: An Analytical Approach to
Website Redesign and Overhaul
The Baltimore Chapter of the American Marketing AssociationJanuary (snowed out!) February 2011
1
aka Web Redesign by the Numbers
Sharon MostynAVP - Ecommerce, 1st Mariner Bank@SharonMostyn and @1stMarinerBank
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1st Mariner Bank is the largest bank headquartered in Baltimore and the 4th largest bank headquartered and operating in Maryland
Largest local mortgage banking business in the Baltimore/DC MSA
• 1st Mariner Mortgage operates as a division of the Bank emphasizing traditional purchase and refinance loans
• The company sources loans through a retail channel of 14 loan offices as well as consumer direct operations headquartered in Baltimore
2@sharonmostyn or @1stmarinerbank
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Time To Poll The Audience!
1.) How many of you have redesigned a website?
2.) How many are redesigning your site in 2011?
3.) How many used web analytics to guide your redesign?
6@sharonmostyn or @1stmarinerbankSource: Flickr, GarethR 2388116302
4.) How would you rate your analytics setup at present?
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MarketingSherpa Responses
7@sharonmostyn or @1stmarinerbankSource: MarketingSherpa 2008
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Redesign Questions To Ask
Who?• Who are your site’s visitors/personas?• Have they visited before (new vs. returning)?• Are there geographic restrictions/limitations?
What?• What are the goals of your site?• What keywords do you want to be found for?• What pages are they visiting?
When?• When are visitors most active (months/days/times)?• Is your business seasonal or cyclical?• Are there events (Black Friday, holidays) to promote?
8@sharonmostyn or @1stmarinerbankSource: FlexSim Images
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Redesign Questions To Ask
Where?• Where are they coming to your site from?• Where are they going after they leave your site?
Why?• Why should people use your site vs. competition?• Why are people leaving your site?
How?• Which browser are they using (and which versions)?• Which Operating System (OS)? • Desktop or mobile browsers?• Screen resolution?• Java and/or Flash?
9@sharonmostyn or @1stmarinerbank
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Numbers To Know: VisitorsDemographics
Source: Alexa, Dec. 2010 10@sharonmostyn or @1stmarinerbank
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Numbers To Know: Visitors
New vs. ReturningLoyalty (Repeat Visits)
Visits (vs. Visitors)
Source: Google Analytics, Dec. 2010 11@sharonmostyn or @1stmarinerbank
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Numbers To Know: VisitorsGeographic Distribution
12@sharonmostyn or @1stmarinerbank
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Numbers To Know: GoalsGoals: Sales, Leads, Forms, White Paper Downloads, etc.
Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10
2010 Website Conversion
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Numbers To Know: GoalsKeywords and How They Convert to Goals
14@sharonmostyn or @1stmarinerbank
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Numbers To Know: PagesPages aka “Top Content”
1st Mariner Bank > PersonalOnline BankingVA Mortgage > HomeBranches1st Mariner Bank > Contact UsATM LocatorChecking Products1st Mariner Bank > Who We Are1st Mariner Bank > BusinessSavings Products
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Numbers To Know: PagesIn-Page Analytics
- Currently in Beta- Visual representation of click (or
goal) percentages- Can be filtered by:
- Visitor Type- Geography- Language- Screen Resolution- Operating System- Browser- Inbound (Referring)
Medium/Source/Keyword/Campaign
- Helps prioritize pages when redesigning site
Source: Google Analytics, Dec. 2010 16@sharonmostyn or @1stmarinerbank
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Numbers To Know: Timing
0:00:00
2:00:00
4:00:00
6:00:00
8:00:00
10:00:00
12:00:00
14:00:00
16:00:00
18:00:00
20:00:00
22:00:00
Dec-05
Jan-06
Feb-06
Mar-06
Apr-06
May-06
Jun-06Jul-0
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Aug-06
Sep-06
Oct-06
Nov-06
Re-launch during slow period in order to minimize risk if/when something unexpected happens.
Don’t re-launch during your busy months.Don’t re-launch during your busy months.
Re-launch or test during slow hours.Re-launch or test during slow hours.
17@sharonmostyn or @1stmarinerbank
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Numbers To Know: Traffic SourcesBlog = #1 Referring Source
Source: Hubspot, Aug. 2009 18
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Numbers To Know: Clickstream
Source: Alexa, Dec. 2010 19@sharonmostyn or @1stmarinerbank
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Numbers To Know: CompetitionHow does your audience compare?
Source: Alexa, Dec. 2010 20@sharonmostyn or @1stmarinerbank
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Numbers To Know: BouncesBounces – Visit ONLY 1 Page of Your Site
1stMarinerbank.com
VAMortgage.com
MEDEXAssist.com
SharonMostyn.com
Bounce Rate Possible Reasons:• Existing Site Design/Navigation• Lack of Trust• Site Format (Blog, Landing Pages, etc.)• Content (incl. Copy Mismatch)• Technical Difficulties (incl. Load Time)• Poor Inbound Links or Marketing• Intrusive Site Enhancements (incl.
Pop-ups, Autoplay Audio and/or Video)
21@sharonmostyn or @1stmarinerbank
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Numbers To Know: TechnicalOperating System, Browser, Version
Watch for Mobile and iPad
22@sharonmostyn or @1stmarinerbank
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Numbers To Know: TechnicalScreen Resolution and Colors (16-bit, 24-bit, 32-bit)
23@sharonmostyn or @1stmarinerbank
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Numbers To Know: TechnicalFlash Versions and Java Support
24@sharonmostyn or @1stmarinerbank
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Website Redesign Numbers To Know:1. Visitors2. Goals3. Pages4. Timing5. Traffic Sources6. Clickstream7. Competition8. Technical
25@sharonmostyn or @1stmarinerbank
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Questions?
Sharon MostynBy Day:AVP, Ecommerce1st Mariner BankTwitter: @1stMarinerBankEmail: [email protected]: http://www.1stMarinerBank.comhttp://www.VAMortgage.com
Evenings and Weekends:Jack of All Trades, Mom of TwoMotherhood, Marketing, & Medical MayhemTwitter: @SharonMostynEmail: [email protected]:http://sharonmostyn.com
Thank you! For more details, contact:
26@sharonmostyn or @1stmarinerbank