02. cicada online-performance-review

INTERNET MARKETING STRATEGIC REVIEW | TEMPLATE | Mar 2010CICADA ONLINEHamilton House, 1B Howard StreetOxford OX4 3AY

Online Performance ReviewMarch 2010


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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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


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


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)


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


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/


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

Technology

02. cicada online-performance-review