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