Site Optimization Strategy Project Kunqiao (Queenie) Tong Chao (Michelle) Yu Chenhui (James) Zheng
Site Optimization Strategy Project
Kunqiao (Queenie) TongChao (Michelle) Yu
Chenhui (James) Zheng
AgendaIntroduction to Webtrends.com3 Goals“Quality” Visit Metric &
DeliverablityMetric DistributionProposed RecommendationsKey TakeawaysNext Steps
Webtrends.comB2B digital marketing solutionPurpose
◦Content Engagement◦Lead Generation◦Customer Support
#1: Jane, The Avid LearnerLooking 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 FinderLooking to solve segmentation of
his firm◦“Products & Solutions”
KPIs◦Lead Conversion Rate◦Cost Per Lead (CPL)◦Single Access Ratio
#3: Mike, The TroubleshooterLooking 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 MetricCompleted 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 TakeawaysNo 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 StepsEstablish benchmarks for each of
9 KPIs based on historical dataReduce 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