1. Online Performance Review
March 2010
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2. Online Performance Review
1 Business overview: background and commercial objectives
Finding your website: Using your website:
• Search visibility: how does your website do • Overview: general
on the major search engines: characteristics of your
website
– google.co.uk: 20 - 50 relevant keywords
2 • Conversion snapshot:
– bing.com/uk: top 10 keywords
what did visitors to you
– uk.yahoo.com: top 10 keywords
site actually do?
– Summary of findings
• ‘Ease of use’ review:
• Traffic snapshot: where did visitors to your 10-point checklist
site come from?
3 Recommendations and next steps: costs, timings, benefits
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3. Finding your website: search visibility on google.co.uk
Natural ranking Paid for Total number of High visibility competitors - High visibility competitors -
Search term
(google.co.uk) ranking results (approx) natural paid
Psychometricadvantage.co.uk Pgc.co.uk
3-11 (over
Psychometric testing 9th 186,000 Psychometric-success.com Alexandermannsolutions.com
several tests)
Prospects.ac.uk Mindmill.co.uk
Psychometricadvantage.co.uk opsltd.com/training/
5th Psychometric-success.com Eras.co.uk
Psychometric tests 7th, & top pg 2 (also not at all, 140,000
Prospects.ac.uk touchcambridge.com
lunchtime Friday)
Mindmill.co.uk
psychometricadvantage.co.uk Numerical-Reasoning.com
Psychometric test 10th 1st-2nd 110,000 jobtestprep.co.uk SHL.com
psychometric-success.com talentqgroup.com
Reedglobal.com/consulting
Kent.ac.uk Eras.co.uk
Psychometric testing
Top of page 5 - 225,000 howtobooks.co.uk Talentqgroup.com
examples
psychometric- success.com Criterion partnership.co.uk
Hogrefe.co.uk
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4. Finding your website: traffic snapshot
Sample month / year
Total number of visitors to the site in the sample month:
And where did they come from?
Natural Paid Top 5 inbound
links to your site
Google search
Other search 1.
engines
2.
Direct visits X 3.
Referral sites X 4.
5.
Total:
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5. Using your website: conversion snapshot (e-commerce)
Sample month / year
Total number of visitors to the site in the sample month:
Number of: Value of products purchased
• Visitors who exited from the homepage Overall website conversion
• Visitors who exited from product category pages Basket abandonment rate
• Visitors who exited from product pages Average visitor value (Total purchase
value / total number of visitors)
• Products placed into the basket
Average order value
• Visitors who completed a purchase
• Products purchased
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6. Using your website: conversion snapshot (service businesses)
Sample month / year
Total number of visitors to the site in the sample month:
And what did they do? Depends on how
conversions are measured, but could include:
Number of: Number of:
• Telephone enquiries • Webpages visited per visitor
• Email enquiries • Minutes spent on the site per visitor
• Enquiry form / ‘call me back’ form • Whitepaper downloads
completions
• Social web conversions: tweets, re-
• Email newsletter signups tweets, mentions
• Blog responses
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7. Using your website: ease of use checklist
1. Give people what they expect 6. Use language thoughtfully
2. Keep the navigation simple 7. Make use of images
3. Make webpages easy to scan 8. Use meta-data where you can
4. Don’t hide important content 9. Keep shopping processes simple
5. Follow a ‘pyramid’ layout 10. Measure and improve continually
For details, check out the
ease of use checklist on http://cicada-online.com/blog/category/ease-of-use-checklist/
the Cicada blog, here:
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CICADA ONLINE
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8. Recommendations and next steps
Making your website easier to use Making your website easier to find
• Top five recommendations • Top five recommendations
– Costs – Costs
– Timings – Timings
– Benefits to your business – Benefits to your business
INTERNET MARKETING STRATEGIC REVIEW | TEMPLATE | Mar 2010
CICADA ONLINE
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Oxford OX4 3AY