Download - 02. cicada online-performance-review
INTERNET MARKETING STRATEGIC REVIEW | TEMPLATE | Mar 2010CICADA ONLINEHamilton House, 1B Howard StreetOxford OX4 3AY
Online Performance ReviewMarch 2010
INTERNET MARKETING STRATEGIC REVIEW | TEMPLATE | Mar 2010CICADA ONLINEHamilton House, 1B Howard StreetOxford OX4 3AY
Online Performance Review
Finding your website:• Search visibility: how does your website do
on the major search engines:– google.co.uk: 20 - 50 relevant keywords– bing.com/uk: top 10 keywords– uk.yahoo.com: top 10 keywords– Summary of findings
• Traffic snapshot: where did visitors to yoursite come from?
Using your website:• Overview: general
characteristics of yourwebsite
• Conversion snapshot:what did visitors to yousite actually do?
• ‘Ease of use’ review:10-point checklist
Business overview: background and commercial objectives
Recommendations and next steps: costs, timings, benefits
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INTERNET MARKETING STRATEGIC REVIEW | TEMPLATE | Mar 2010CICADA ONLINEHamilton House, 1B Howard StreetOxford OX4 3AY
Finding your website: search visibility on google.co.uk
Reedglobal.com/consultingEras.co.ukTalentqgroup.comCriterion partnership.co.ukHogrefe.co.uk
Kent.ac.ukhowtobooks.co.ukpsychometric- success.com
225,000-Top of page 5Psychometric testingexamples
Pgc.co.ukAlexandermannsolutions.comMindmill.co.uk
Psychometricadvantage.co.ukPsychometric-success.comProspects.ac.uk
186,0003-11 (overseveral tests)9thPsychometric testing
psychometricadvantage.co.ukjobtestprep.co.ukpsychometric-success.com
Psychometricadvantage.co.ukPsychometric-success.comProspects.ac.uk
High visibility competitors -natural
Numerical-Reasoning.comSHL.comtalentqgroup.com
110,0001st-2nd10thPsychometric test
opsltd.com/training/Eras.co.uktouchcambridge.comMindmill.co.uk
140,0005th
(also not at all,lunchtime Friday)
7th, & top pg 2Psychometric tests
Total number ofresults (approx)
Paid forranking
High visibility competitors -paid
Natural ranking(google.co.uk)Search term
INTERNET MARKETING STRATEGIC REVIEW | TEMPLATE | Mar 2010CICADA ONLINEHamilton House, 1B Howard StreetOxford OX4 3AY
Finding your website: traffic snapshot
XReferral sites
Total:
XDirect visits
Other searchengines
Google search
PaidNatural
Total number of visitors to the site in the sample month:
And where did they come from?
Sample month / year
1.2.3.4.5.
Top 5 inboundlinks to your site
INTERNET MARKETING STRATEGIC REVIEW | TEMPLATE | Mar 2010CICADA ONLINEHamilton House, 1B Howard StreetOxford OX4 3AY
Using your website: conversion snapshot (e-commerce)
Total number of visitors to the site in the sample month:Sample month / year
Number of:
• Products purchased
• Visitors who completed a purchase
• Products placed into the basket
• Visitors who exited from product pages
• Visitors who exited from product category pages
• Visitors who exited from the homepage
Value of products purchased
Basket abandonment rate
Overall website conversion
Average order value
Average visitor value (Total purchasevalue / total number of visitors)
INTERNET MARKETING STRATEGIC REVIEW | TEMPLATE | Mar 2010CICADA ONLINEHamilton House, 1B Howard StreetOxford OX4 3AY
Using your website: conversion snapshot (service businesses)
Total number of visitors to the site in the sample month:
Number of:
• Email newsletter signups
• Enquiry form / ‘call me back’ formcompletions
• Email enquiries
• Telephone enquiries
And what did they do? Depends on howconversions are measured, but could include:
Sample month / year
• Webpages visited per visitor
• Minutes spent on the site per visitor
• Social web conversions: tweets, re-tweets, mentions
Number of:
• Blog responses
• Whitepaper downloads
INTERNET MARKETING STRATEGIC REVIEW | TEMPLATE | Mar 2010CICADA ONLINEHamilton House, 1B Howard StreetOxford OX4 3AY
Using your website: ease of use checklist
1. Give people what they expect2. Keep the navigation simple3. Make webpages easy to scan4. Don’t hide important content5. Follow a ‘pyramid’ layout
6. Use language thoughtfully7. Make use of images8. Use meta-data where you can9. Keep shopping processes simple10. Measure and improve continually
For details, check out theease of use checklist onthe Cicada blog, here:
http://cicada-online.com/blog/category/ease-of-use-checklist/
INTERNET MARKETING STRATEGIC REVIEW | TEMPLATE | Mar 2010CICADA ONLINEHamilton House, 1B Howard StreetOxford OX4 3AY
Recommendations and next steps
Making your website easier to use• Top five recommendations
– Costs– Timings– Benefits to your business
Making your website easier to find• Top five recommendations
– Costs– Timings– Benefits to your business