Wired.com - Website Optimization - ADAC

Mellissa Pitts

Omar Shawki

Panos Anadiotis

heisenbergteam

Conde Nast Audience Development

Mellissa itts

Omar hawki

nos Anadiotis

P15

S16

Pa91

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AGENDA

• Project Overview

– Objectives and KPIs

• Key Audience Segments

• Observations and Analysis

• Recommendations

• Conclusion

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WHO ARE WE REACHING OUT TO?Everybody who “needs” information or news about technology and

its impact on the broader world (includes entertainment, business,

science, politics and culture)

To acquire, retain and grow

Acquire people who are not WIRED yet

Retain those who are already WIRED

Grow frequent engagement across all channels

WHY ARE WE DOING THIS?

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OK. BUT WHY ARE WE REALLY DOING THIS?

To position WIRED.com in the eyes of the advertisers

as the most valuable and highly targeted

advertising medium in the technology world

Leading to

Revenue increase for WIRED and Condé Nast

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WHAT WILL WE MEASURE?

Our KPIs

Traffic

# of Visitors

# of Visits

Frequency

Returning Visitors

Visits per Visitor

Frequency of Visits

Engagement

Pages per Visit

Time per Visit

# of Shares

# of Comments

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KEY AUDIENCE SEGMENTS

% of users who spent 8+ mins a month

% of users who visited 4+ times a month

1. Direct/Typed Bookmarked

2. Social Networks

3. Referral Sites

Focal Audience Segments

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OVERALL OBSERVATIONS

• Number of monthly visits during September 2013 decreased from October 2012 figures – 5%

• The way in which visitors reached the site has seen a significant shift:

31%

28%

24%

18%

Typed/Book-markedSearch EnginesSocial NetworksOther Web Sites

40%

26%

21%

14%

Typed/Book-markedSearch EnginesSocial NetworksOther Web Sites

Oct 2012 Sept 2013

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FREQUENT VISITORS (those with 5+ visits per

month)

The majority of frequent visitors – 60% – came via Typed URL/Bookmarks. They were the most engaged readers with 3.87 page views per visit.

Typed/Book-

marked

Social Networks Other Web Sites Search Engines0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

Oct-12

Sep-13

Referrer Type for Frequent Visistors

Page Views per Visit

Frequency return rate for visitors from social networks increased by 25.5%

They also consumed more content with an increase of 30.8% in pages viewed per visit

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WHERE DO OUR FREQUENT VISITORS GO?

mob

ify

wireds

cien

ce

gadg

etla

b

unde

rwire

desig

n

rawfil

e

dang

erro

om

auto

pia

wirede

nter

prise

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

% of Visits

Sections our Frequent Visitors Visit Most

• WIRED Science and Gadget Lab are high target sections for our frequent visitors.

• Transparency on the Mobify pages would enhance the ability to analyze the behavior of visitors via mobile/tablet devices.

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USER EXPERIENCE

• 80% Bounce Rate for http://www.wired.com/search out of 1.3M Unique Visitors

Misleading information for visitors.

Most likely due to clicking directly on search key instead of “hovering over.”

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WHAT ABOUT THE NEWSLETTER?

Miniscule compared to total number of visits: 783,540,743

6,321 Visits at thank

you page

9,814

Visits at demographics

page

31,417

Visits at signup page

Non-prominent location of link in footer is detracting from potential newsletter signups

Newsletter visits over last 12 months

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FITTING THIS BACK TO OUR READERS

• Content is King– Quality, searchable content that meets readers’ interests and

positions WIRED.com as a leader for information on trends in consumer technology.

• With the rise in social media and the “consumer critic,” it is essential to make it easy for readers to engage with content by asking for readers’ opinions and having writers respond to comments.

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RECOMMENDATION - 1

• Offer Native Advertising: – Provides an opportunity for advertisers to position themselves

as thought leaders in identified high value content. This will impact all metrics areas by attracting new visitors, increasing the frequency of returning users and also engage readers.

• Roadblocks: – It can be a sizeable investment to sell-in the platform, but once

implemented and companies sign up (paying WIRED $300-000-$500,000/year for hosting* per advertiser), the earned media will be beneficial for both parties.

Impact:

Traffic3%

Frequency 4%

Engagement 4%

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RECOMMENDATION - 2

• Increase content sharing via social media:– Test auto-scrollable

social media bar for readers to share content on social networks

– Use Adobe Social to keep readers WIRED and interact with them via social platforms. Impact:

Traffic5%

Frequency 2%

Engagement 5%

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RECOMMENDATION - 3

• Increase targeted content via newsletters: – Can provide higher value to readers—and ultimately

advertisers – by serving up content that they trend toward. Suggestion is to narrow down the categories of content readers are interested in when they sign up.

Currently the newsletter interests are not geared towards the sections and topics covered on WIRED.com

Impact:

Traffic5%

Frequency 5%

Engagement 1%

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RECOMMENDATION - 4

• Site Navigation:– Test a pinned menu bar

(including instant search tool text box) on WIRED.com with the intention to increase page views per visit. Currently to access the navigation bar, this requires readers to constantly scroll to the top to access the search tool and find specific website sections. WIRED.com can easily optimize this on all pages with little investment.

Mashable has pinned navigation bar as you scroll

Techcrunch has an Instant search tool

Impact:

Traffic2%

Frequency 2%

Engagement 5%

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CONCLUSION

• By implementing the aforementioned recommendations, WIRED.com will be uniquely positioned to connect with readers.

• A seamless website and customer optimization will increase: repeat visitors, time spent and traffic —thus improving WIRED.com’s ranking and domain value – and ultimately leading to an increase in ad impressions.

• A native advertising platform guarantees WIRED an upfront subscription fee.

THANK YOU