Web Redesign by the Numbers

Affiliate Summit West 2011

Web Redesign by the Numbers

Sharon MostynAVP - Ecommerce, 1st Mariner Bank@SharonMostyn and @1stMarinerBank

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?

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?

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?

Numbers To Know: VisitorsDemographics

Source: Alexa, Dec. 2010

Numbers To Know: Visitors

New vs. ReturningLoyalty (Repeat Visits)

Visits (vs. Visitors)

Source: Google Analytics, Dec. 2010

Numbers To Know: VisitorsGeographic Distribution

Numbers To Know: GoalsGoals: Sales, Leads, Forms, White Paper Downloads, etc.

Numbers To Know: GoalsKeywords and How They Convert to Goals

Numbers To Know: PagesPages aka “Top Content”

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

Numbers To Know: Timing

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.

Numbers To Know: Traffic SourcesBlog = #1 Referring Source

Source: Hubspot, Aug. 2009

Numbers To Know: Clickstream

Source: Alexa, Dec. 2010

Numbers To Know: CompetitionHow does your audience compare?

Source: Alexa, Dec. 2010

Numbers To Know: BouncesBounces – Visit ONLY 1 Page of Your Site

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)

Numbers To Know: TechnicalOperating System, Browser, Version

Watch for Mobile and iPad

Numbers To Know: TechnicalScreen Resolution and Colors (16-bit, 24-bit, 32-bit)

Numbers To Know: TechnicalFlash Versions and Java Support

Website Redesign Numbers To Know:1. Visitors2. Goals3. Pages4. Timing5. Traffic Sources6. Clickstream7. Competition8. Technical

Questions?

Sharon MostynBy Day:AVP, Ecommerce1st Mariner BankTwitter: @1stMarinerBankEmail: smostyn@1stmarinerbank.comWebsites: http://www.1stMarinerBank.comhttp://www.VAMortgage.com

Evenings and Weekends:Jack of All Trades, Mom of TwoMotherhood, Marketing, & Medical MayhemTwitter: @SharonMostynEmail: asw11@sharonmostyn.comWebsite:http://sharonmostyn.com

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