They Can’t All be Winners: How to Find & Fix Your Worst Pages

Marta Dalton

1. Identifying the problem metrics

2. Finding the root cause(s)

3. Different ways to fix them

Revenue = Users * AOV * Conv Rate

Build Annual Goals Create

Marketing Plan

Define team tasks

Prioritize requirement

s

AVERAGE ORDER VALUE

Segments ProductsTrends

Segments

Who are your biggest spenders?

Did their purchase frequency change?

Did a segment

“drop off”?

Trends

Any big changes in

your market?

Seasonal change?

Popular accessories

that declined?

Product conversionProducts

Change in big-ticket

item views?

Cross-sell/Up-sell drop-off?

Pages reportProduct Sales

CONVERSION RATE

Customers

Categories Products

Where do they drop

out?Customers

Applicable for all

customers?

Segment by:• Spend• Vertical• Geography

Events

Funnel

CategoriesSearch start pages

Category Breadth

High exit %

Pages reportSearch start pagesExit pages

Individual product

conversionProducts Change in

views?Category structure

Pages reportProduct Sales

Product conversionProducts Change in

views?Cross-

sell/Up-sell drop-off?

USERS

SEO SEM Social

Email Direct Referral

SEO INTERNAL & EXTERNAL FACTORS

What new changes

have launched?

What has Google said?

What are others

experiencing?

SEO

Check web analytics notes

Review content calendar

Analyze keyword transitions

Have top landing pages changed?

SEO

Missing 301’s

URL structure updates

Forgetting the load balance

Changing sub-folders

to sub-domains

SEM STRATEGIC VS ACCIDENTAL

Did you decrease spend?

Re-allocate campaign

funds?

Update your CPA target?

SEM

Did you update ad landing

pages?

Change site design or structure?

Close any locations?

Add new campaigns?

SocialUsing the same

content for everything?

Have enough resources?

Timing your content

appropriately?

Hitting the right

audience?

Email

What’s the frequency

across campaigns?

Are there new segments you

can try?

Are your triggers still applicable?

Is your target page still the

best fit?

When was the last time you did

“spring cleaning”?

Direct

Are you sending print mail?

Did you attend any trade shows?

Did you offer holiday promos?

Is the sales team getting

training?

Referral

Paid ads classified

incorrectly?

Loss of many small or few

large referrers?

PR or media coverage decline?

THANK YOU!

MARTA DALTON WWW.LINKEDIN.COM/IN/MARTADALTON @DIGITALMARTA