web portfolio: development, project management, optimization, analytics, results - dan carroll
DESCRIPTION
My personal case study of a website revamp, including visualizing the layout, content development and analytics. Contact me for a high res version of the slide deck. For example purposes only. Not meant for education purposesTRANSCRIPT
Web Layout Copy Content Optimization Analytics Results
Case Study
Static, one-dimensional site built without a “forward thinking” approach
Use of frames and non-standard web parts, such as custom “hover-over” page scroll
function, negatively impacted user experience
Not multi-browser optimized with large, unusable area surrounding “content window”
No ability for prospects to contact company or a direct call-to-action
Invisible to the crawl: almost zero organic search traffic, no keywords or content tags
No way to identify traffic trends/visitor patterns
Unable to develop new content based on historical search data
www.website.com A personal case
study of website
overhaul: design, user
experience, content
parts, QA and SEO
optimization
Unused area with large background image
Results Optimization Analytics ROI
167% organic web leads
144% visitation
17% pages per visit
5% time spend on site
10% new visits
Year 1 Year 2 vs. year 1 Year 3 vs. year 2
120% organic web leads
40% visitation
25% unique visitors
68% social media referrals
22% published content
253% content shares
*removal of underperforming pages*
24% organic web leads
34% visitation
39% average daily visitors
135% social media referrals
35% published content
60% viral lift
600% use of landing pages
100% Continued Improvement
Data obtained from Google Analytics
How? Layout Copy Content Optimization Analytics Results
Layout Design: Site Build
Site organization: determining site sections (categories) and subpages
Incorporation of a site map for better searching engine crawling
Use best-in-class design, coding and tagging attributes
Content organization: page layouts and copy development
About Us News Services Solutions Innovation Contact us
Subpage 1
Subpage 2
Subpage 3
Subpage 1
Subpage 2
Subpage 3
Subpage 1
Subpage 2
Subpage 3
Subpage 4
Subpage 5
General
Consulting
Submit RFP
Layout Home Page
Content organization: page layouts and copy development
Logo
Static Navigation Bar
Dynamic rotating flash screen: news specials, content
downloads, offers
Easy Menus Options
optimized for visitor flow
Eye candy!!
Dynamic Content Areas
displaying the most recent
published info: news
articles, case studies,
sales brochures, and
events
Cross-browser and mobilize optimization
Element spacing to create better appear and maximize browser display
www.website.com
Layout Home Page
Navigation optimized user
experience and visitor flow
(customized to age demographic)
Big Visuals = Easily
Understood Call To Action
Dynamic Content Areas
displaying the most recent
published info: news
articles, case studies,
sales brochures, and
events
Layout Content Pages
Logo
Static Navigation Bar
In-Page
Sub
Section
Navigation
Dynamic
Area:
Related
News/
Content
Eye Candy
Copy/Content Area (powered by backend content management system)
Optimized with HTML tags, popular keyword placement,
and an easily digestible structured format
Layout Content Pages
Logo
Static Navigation Bar
Dynamic
Area:
Related
News/
Content
Eye Candy
Copy/Content Area (powered by backend content management system)
Optimized with HTML tags, popular keyword placement,
and an easily digestible structured format
In-Page Navigation
enabled the user to easily
move from one section to
the next
(navigation customized to age
demographic)
In-Page
Sub
Section
Navigation
Layout Content Pages
Logo
Static Navigation Bar
Dynamic
Area:
Related
News/
Content
Eye Candy
Copy/Content Area (powered by backend content management system)
Optimized with HTML tags, popular keyword placement,
and an easily digestible structured format
In-Page
Sub
Section
Navigation
Each page displayed
additional content
suggestions relative to the
current page
Copy Content Pages
Logo
Static Navigation Bar
Sub
Section
Navigation
Dynamic
Area:
Related
News/
Content
Eye Candy
Revamped content to reflect the latest
industry terms and trends
SEO: day-forward use of data helped
shape future content and continually
improve all website copy
Copy/Content Area (powered by backend content management system)
Optimized with HTML tags, popular keyword placement,
and an easily digestible structured format
Results Made possible by: Optimization Analytics ROI (just a reminder) 167% organic web leads
144% visitation
17% pages per visit
5% time spend on site
10% new visits
Year 1 Year 2 vs. year 1 Year 3 vs. year 2
120% organic web leads
40% visitation
25% unique visitors
68% social media referrals
22% published content
253% content shares
*removal of underperforming pages*
24% organic web leads
34% visitation
39% average daily visitors
135% social media referrals
35% published content
60% viral lift
600% use of landing pages
100% Continued Improvement
Data obtained from Google Analytics
About Dan Carroll
Dan Carroll is a digital marketer with over seven years of progressive experience and
advanced knowledge of web/email marketing, marketing automation, analytics, CRM
segmentation and scoring, data analysis and systems implementation. Dan is always
looking to assist in a freelance capacity and welcomes permanent placement
opportunities.
Slide deck created by Dan Carroll.
Short Technical Summary
SEO/SEM and web optimization
SharePoint
Wordpress
Google Sites
System-database integration
Salesforce CRM
NetSuite CRM
Microsoft Dynamics CRM
CoreMotives Marketing Automation
Silverpop Engage Marketing Automation
Mailchimp and Constant Contact ESP
Illustrator, Photoshop, Dreamweaver
Excel, Word, PowerPoint (Advanced)
Sales collateral, ad design and copywriting
Google Analytics (Platform Principals certificate)
Adobe Analytics (Ominture)
Web project management QA, and content
management
Email personalization and remarketing
Lead generation and nurturing
HTML/CSS
Landing pages and responsive design (mobile, web)
Hootsuite
Go-to-market strategy
Survey, polling and analysis
Business Intelligence reporting
Voice of the Customer (VOC)
Releases, articles and case studies
April 24, 2014