Final Web Analytics Report

Matt Leap Web Analytics 3/20/13

Table of Contents

I. Executive Summary .............................................................................. . 3 II. Bac !r"un# ........................................................................... ................ 3

III.$urp"se ................................................................................. ................ %

I&. 'ata ...................................................................................... ................. %

&. (ec"mmen#ati"ns ................................................................ ................. )

Executive Summary: *+e Instrumentati"n an# M"#el ,acility n"tice# p""r per-"rmance -r"m a pa!e t+at +a# recently un#er!"ne a basic searc+ en!ine "ptimi.ati"n pr"/ect. 'espite t+e assume# increase in tra--ic0 t+e pa!e 1as n"t !eneratin! lea#s. *+e IM, 1ante# t" n"1 t+e reas"n -"r t+e pa!e2s lac "success an# steps t" c"rrect t+e pr"blem. ,urt+er investi!ati"n "- t+e pa!e2s analytics reveale# t+at tra--ic +a# in#ee# increase#3 +"1ever0 visits pr"ve# t" be "- l"1 4uality 5 evi#ence# by a +i!+ b"unce rate0 l"1 time "n pa!e0 an# l"1 pa!es per vie1. Analysis "ey1"r#s s+"1e# t+at visit"rs 1ere by in lar!e c"min! t" t+e pa!e in searc+ "- antibi"tic bea# m"l#s0 but t+ere 1as n" ey1"r# st""# "ut as pre-"rmin! particularly 1ell "r p""rly. A l"cati"n brea #"1n "- all tra--ic reveale# t+at nearly all t+e tra--ic 1as c"min! -r"m "utsi#e "- IM, tar!ete# area. *+e IM, 1"ul# +ave a #i--icult time servin! cr"ss6c"untry "r internati"nal cust"mers an# t+ey 1"ul# li ely +ave better l"cal alternatives. *+is be!an t" explain s"me "- t+e b"unce issues. *+r"u!+ tra--ic -l"1 rep"rts an# in pa!e rep"rts0 t+e pa!e2s c"ntent 1as s+"1n t" be c"n-usin! -"r visit"rs. *+e text 1as "verly 1"r#e# an# imp"rtant -acts c"ul# n"t be pic e# "ut. *+ere 1as als" n" clear call t" acti"n "r in#icati"n "- 1+ere t" m"ve "n -r"m t+e pa!e. *+is lea# t" inc"min! tra--ic -ailin! t" m"ve t+r"u!+ t+e pa!e an# tra--ic t+r"u!+ t+e 1ebsite t" merely scan t+r"u!+ 1+ile br"1sin!. *+e rec"mmen#ati"ns be!an 1it+ supp"rtin! t+e pa!e t+r"u!+ re-errals. *+e 1ebsite as a 1+"le !ains a l"t "- tra--ic -r"m uvm.e#u re-errals0 but t+e antibi"tic bea# m"l# pa!e #"es n"t. *+e sec"n# rec"mmen#ati"n 1as t" better !e" tar!et cust"mers t+r"u!+ services li e 7""!le $laces. *+e t+ir# rec"mmen#ati"n 1as t" restructure "r even brea up t+e pa!e t" ma e -in#in! relevant in-"rmati"n -aster. *+e -inal s"luti"n 1as t" intr"#uce 1eb -"rms t" t+e site. ,"rms s+"ul# be available t" re4uest m"re in-"rmati"n "r "r#er. *+ey 1"ul# be lin e# "n t+e pa!e a !ive intereste# buyers a m"re clear 1ay t" m"ve -"r1ar#. Backgroun :

I am currently internin! at t+e 8niversity "- &erm"nt Instrumentati"n an# M"#el ,acility 9IM,:. As part "- my interns+ip0 I m"nit"r t+e 1ebsite tra--ic "- t+e IM, 1ebsite 9+ttp;//its.uvm.e#u/IM,/:0 usin! t+e 7""!le Analytics c"#e I installe#. *+e IM, in a n"npr"-it subsi#iary "- t+e 8niversity t+at ta es "n cust"m #esi!n an# -abricati"n pr"/ects b"t+ 1it+in 8&M an# -r"m in#epen#ent s"urces in t+e surr"un#in! area. 8sin! tra#iti"nal mac+ines an# a ne1 Laser<et 3' printer0 t+ey 1"r primarily creatin! cust"m instruments0 m"#els0 pr"t"types0 an# intricate replacement parts. *+e IM, is expan#in! t" "--er pre-abricate# versi"ns "- s"me "- t+e better sellin! instruments. *1" suc+ pr"#ucts are t+e micr" vessel pr"-usi"n c+ambers 9my"!rap+s: an# t+e antibi"tic bea# m"l#s. (ecently0 t+e c"mpany n"tice# t+at t+e antibi"tic bea# m"l#s pa!e 1as n"t !ettin! very muc+ tra--ic. Albeit0 IM, 1as a1are t+at antibi"tic bea# m"l#s are a very nic+e mar et0 s" n" "ne 1as expectin! a +u!e v"lume "tra--ic. A very basic searc+ en!ine "ptimi.ati"n pr"/ect !"t t+e pa!e up t" ar"un# 20 visits a m"nt+ 9in relati"n t" t+e 1=2 visits -"r t+e entire site:. *+r"u!+ t+e -l"1 +a# impr"ve#0 IM, 1ante# t" n"1 t+e reas"n -"r t+e lac 9actually c"mplete #eart+: "- lea#s !enerate# in a##iti"n t" met+"#s -"r -urt+er impr"vin! tra--ic -l"1. *+e IM, is n"t currently set up -"r E c"mmerce "r even 1eb interest/"r#er -"rms0 s" t+e "nly c"nversi"n !au!e is t+e lea#s !enerate# t+r"u!+ calls an# emails 9in-"rmati"n -r"m t+e c"ntact secti"n "t+e 1ebsite:. *+ey 1ere particularly c"ncerne# 1it+ t+e lac "- lea#s -r"m t+e "r!anic searc+ tra--ic !aine# t+r"u!+ t+e SE> pr"/ect. ,"r a little bac !r"un# "n t+e pr"#uct0 antibi"tic bea# m"l#s are use# t" create antibi"tic bea#s "ut "- vari"us mixtures "- materials. *+e antibi"tic bea#s are use# in alm"st all +"spitals an# sur!ical centers t" +elp prevent in-ecti"n -"ll"1in! speci-ic sur!eries. *+e bea#s are inserte# be-"re t+e 1"un# is cl"se# an# prevent in-ecti"ns an# bacterial !r"1t+. !urpose: *" #isc"ver t+e reas"n9s: -"r t+e lac "- interest !enerate# in t+e antibi"tic bea# m"l# pr"#ucts by its pa!e "n t+e IM, 1ebsite. >nce #isc"vere# an# analy.e#0 submit rec"mmen#ati"ns -"r c"rrectin! t+e per-"rmance "- t+e pa!e an# !eneratin! lea#s. "ata: My -irst step in analy.in! t+e pa!e 1as t" l"" at t+e baseline rep"rt ""r!anic searc+ tra--ic t" l"" -"r "bvi"us issues. I limite# t+e vie1 t" #ata -r"m bet1een ,ebruary 1? 9a 1ee a-ter t+e SE> pr"/ect 1as c"mplete#: an# en#in! at an even m"nt+ "n Marc+ 1?. As Table 1 bel"1 s+"1s0 t+e pa!e 4

1as in p""r +ealt+. &ie1s 1ere sli!+tly bel"1 #esire# at 13 5 "nly )@ "- t+e t"tal 1ebsite vie1s. W+at 1as m"re c"ncernin! 1as t+e l"1 avera!e visit #urati"n at 2) sec"n#s0 1ell bel"1 t+e site avera!e "- nearly t+ree minutes. A##iti"nally0 t+e pa!e 1as a -ull pa!e bel"1 avera!e at 1.)= pa!es per visit an# t+e b"unce rate 1as als" si!ni-icantly ab"ve avera!e at A2.=%@. *+ese numbers #em"nstrate visit"rs t+at 1ere; 91: 8nen!a!e# 5 #em"nstrate# t+r"u!+ t+e l"1 visit #urati"n an# numbers "- pa!es per visit 5 an# 92: p"ssibly #irecte# t" t+e 1r"n! place 5 #em"nstrate# by t+e +i!+ b"unce rate an# l"1 visit #urati"n. All "- t+is #ata 1as in line 1it+ t+e lac "- lea#s t+at t+e IM, +a# been receivin! ab"ut t+e m"l#s.

Ta ble 1: Baseline Organic Search Data As #em"nstrate# in t+e #ata ab"ve0 t+ere 1as an issue in t+e tra--ic bein! attracte#. ,"r 1+atever reas"n0 visit"rs c"min! t" t+e pa!e #i# n"t m"ve -"r1ar# int" t+e 1ebsite an# #i# n"t stay l"n!. My attenti"n turne# t+e ey1"r#s t+at 1ere brin!in! t+ese users t" t+e pa!e.

Ta ble 2: Keyword Breakdown I ne1 -r"m in-"rmati"n ab"ut t+e SE> pr"/ect t+at t+e pa!e +a# been "ptimi.e# -"r t+e ey1"r# Bantibi"ticC0 Bbea# m"l#sC0 an# Bmuscul"s eletalC. As t+e Table 2 n"tes0 t+ere 1ere t+ree visit"rs t+at came up"n t+e pa!e t+r"u!+ B9n"t pr"vi#e#:C ey1"r#s 9np 6 /im-/pr"#ucts/bea#m"l#.aspx is a -ilter I -"un# t" apply t+e en# "- t+e lan#in! pa!e 8(L in place "- t+e n"rmal Bn"t pr"vi#e#C:. L"" in! at t+e results0 1e see t+e t"p ey1"r# is Bantibi"tic cement bea# m"l#sC0 1+ic+ is exactly 1+at 1e are sellin!. B"ne cement is a material -r"m 1+ic+ t+e bea#s are "-ten m"l#e#. >t+er ey1"r#s t+at #re1 results 1ere Bantibi"tic bea#sC an# Bantibi"tic bea# m"l#sC. *+e relate# Bebi bea# m"l#sC als" #re1 visit"rs. S"me visit"rs speci-ically inclu#e# B8niversity "- &erm"ntC in t+eir searc+ -"r bea#s "r antibi"tic bea#s. By in lar!e0 t+e visit"rs 1+" 1ere !ettin! t" t+e pa!e 1ere t+ere l"" in! -"r relevant in-"rmati"n3 +"1ever n"ne "- t+e ey1"r#s stuc "ut as pre-"rmin! #e-initively better "r 1"rse t+an t+e "t+ers.

Ta ble 3: Visitor Location Breakdown Dn"1in! t+at t+e ey1"r#s 1ere n"t t+e issue0 I m"ve# "n t" t+e l"cati"ns. Table 3 s+"1s t+e visit"rs t" t+e 1ebsite by re!i"n. Because 1"r in! 1it+ t+e IM, usual entails visitin! t+e -acility0 its service is limite# t" t+"se 1illin! t" ma e t+e trip9presumably #rive: t" &erm"nt. *+is ma es t+e primary tar!et &erm"nt0 Eastern Ee1 F"r 0 an# Ee1 Gamps+ire 1it+ a sec"n#ary tar!et "- t+e !reater Ee1 En!lan# area. As s+"1n ab"ve0 "nly t1" "ut "- t+irteen visit"rs 1ere -r"m t+is area0 meanin! t+at t+e site 1as essentially "nly relevant -"r 1=@ "- vie1ers. Areas li e Hali-"rnia0 > la+"ma0 an# Wisc"nsin 1"ul# be #i--icult t" service an# are li ely searc+in! -"r cl"ser "pti"ns. $laces li e *e+ran 1"ul# be nearly imp"ssible t" service bet1een lan!ua!e barriers an# #istance. *+is !"es a l"n! 1ay t"1ar# explainin! s"me "- t+e ne!ative metrics li e b"unce rate an# time "n pa!e. It2s very -easible t+at a cr"ss state vie1er mi!+t see t+e 8niversity "- &erm"nt l"!" at t+e t"p "- t+e pa!e an# reali.e t+is service mi!+t n"t be an i#eal c+"ice.

Ta ble 4: eneral Visitor !low In Table 3, t+e tar!ete# l"cati"ns 9&erm"nt an# H"nnecticut: #i# n"t put -"r1ar# muc+ impr"vement in terms "- time "n pa!e0 b"unce rate0 an# pa!es per visit. *+"u!+ t+e sample si.e 1as small0 t+is may +int t+at t+ere are a##iti"nal issues in a##iti"n t" p""r !e"!rap+ic tar!etin!. Table 4 ab"ve +i!+li!+ts t+e tra--ic t+r"u!+ t+e bea# m"l#s pa!e. As in#icate#0 t+e seventeen uni4ue visit"rs resulte# in seventeen #r"p "--s3 visit"rs are +ittin! a 1all. *+is c"nclusi"n is rein-"rce# by Table 5 bel"1. Table 5 inclu#es tra--ic c"min! t+r"u!+ "t+er parts "- t+e 1ebsite an# s+"1s all tra--ic m"vin! t+r"u!+ t+e bea# m"l# pa!e3 it illustrates 1+ere visit"rs 1ent a-ter vie1in! t+e bea# m"l# pa!e. *+e pa!es visite# a-ter t+e bea# m"l# pa!e are t+e my"!rap+ pa!e0 t+e 3' printin! pa!e0 an# t+e !eneral services pa!e. *+ere is n" real #e-initive -l"1 "- visit"rs. It appears t+at m"st are /ust br"1sin! t+r"u!+ t+e pr"#ucts an# services0 instea# "- investi!atin! an# in#ivi#ual service. It is als" 1"rt+ n"tin! t+at n"ne "- t+e interacti"ns lea# t" t+e c"ntact pa!e0 meanin! t+at t+ere 1ere n" near c"nversi"ns.

Ta ble ": Visitor !low Thro#gh Bead $olds %age

Recommen ations: *" impr"ve b"t+ tra--ic an# lea# !enerati"n -r"m t+is pa!e0 a t1" part plan must be enacte# inv"lvin! b"t+ t+e tar!etin! an# t+e c"ntent "- t+e pa!e. *+e #ata +as #em"nstrate#; 91: t+e bea# m"l# pa!e is n"t eepin! attenti"n0 92: "nly a small percenta!e "- searc+ tra--ic is c"min! -r"m tar!ete# buyers0 93: t+"se 1+" lan# "n t+e pa!e are n"t m"vin! "n0 an# 9%: tra--ic t+r"u!+ t+e pa!e +as n" #irecti"n an# pus+ t"1ar# c"nversi"n. A simple 1ay t" !enerate tra--ic -r"m intereste# visit"rs in t+e tar!ete# area is t" #evel"p re-erral tra--ic similar t" t+at "t+e rest "- t+e site. Table 6 s+"1s t+e "verall tra--ic s"urces -"r t+e 1ebsite. As s+"1n0 re-errals acc"unt -"r t+e lar!est p"rti"n "- !eneral tra--ic0 yet t+ey are essentially a n"n6-act"r -"r t+e bea# m"l# pa!e 9t+e "nly re-erral #urin! t+e peri"# Ta came -r"m my1ebsearc+.c"m:. 8niversity ble &: O'erall Tra((ic So#rces "- &erm"nt 1ebsite is a !reat res"urce -"r IM,3 currently receives a vast ma/"rity "- its re-errals t+r"u!+ t+e 8niversity -r"m a c"mbinati"n "- t+e 8niversity2s site searc+0 t+e IM,2s listin! in t+e #irect"ry0 an# t+r"u!+ 8&M ne1s articles. As s+"1n in Table 7, re-errals -r"m uvm.e#u are lar!ely -r"m tar!et mar ets 9speci-ically &erm"nt:. *+ese visit"rs are en!a!e#0 1it+ a str"n! visit #urati"n "- ab"ut t1" minutes0 "ver t+ree pa!es per visit avera!e0 an# a bel"1 avera!e b"unce rate at 30.23@. It is imp"rtant t" rec"!ni.e t+at t+e 8&M 1ebsite is n"t /ust -"r 8&M researc+ers0 scientists an# ,letc+er Allen Gealt+ Hare Sta-- t" 1+"m m"l#s 9

+ave alrea#y been s"l#3 !ra# stu#ents0 alumni0 an# "t+er c"mmunity members als" searc+ t+e 1ebsite an# may be in nee# "- suc+ m"l#s. *" !enerate re-erral tra--ic t" t+e bea# m"l# pa!e0 t+e e--"rt starts by up#atin! t+e IM, entry t" inclu#e a secti"n ab"ut antibi"tic bea# m"l# services an# a lin t" t+e pa!e. *+e next step is ensurin! t+e t+e bea# m"l# pa!e appears "n t+e uvm.e#u internal searc+0 t"ppin! #esire# ey1"r# sets. Similar strate!ies t" t+"se use# t" b""st 7""!le presence can be empl"ye#. *+e -inal step is t" eep 8&M me#ia up t" #ate 1it+ IM, pr"/ects. *ry t" ma e a presence in me#ical #epartment ne1sletters an# as -"r revie1s0 testim"nials0 an# case stu#ies -"rm satis-ie# cust"mers at 8&M.

Ta ble ): *e(erral Tra((ic Breakdown *" c"rrect t+e issue "- visit"rs bey"n# t+e serviceable area0 -"cus "n "ptimi.in! t+e pa!e -"r l"cal searc+es. *+e simplest met+"# is t" re!ister t+e IM, "n 7""!le $laces. Ma e sure t" list antibi"tic bea# m"l#s in t+e #escripti"n an# -abricati"n un#er t+e business type. ,"ll"1 t+e steps t" veri-y y"ur l"cati"n 1it+ 7""!le. >nce c"mplete0 7""!le 1ill ass"ciate IM, 1it+ its particular area b""stin! its ran in! in l"cal searc+es an# l"1er its ran in! in #istant searc+es. It 1ill als" b""st its results 1it+ relevant l"cati"n ey1"r#s li e B&erm"ntC "r BBurlin!t"nC. A##in! antibi"tic bea# m"l#s in t+e #escripti"n 1ill !ive a re-erence t" t+e bea# m"l# pa!e an# b""st its 7""!le cre#ibility an# t+us searc+ ran . It c"ul# als" lea# t" re-errals -r"m t+"se searc+in! 7""!le $laces -"r similar services. An"t+er met+"# t" b""st l"cal results is t" inclu#e a p+ysical a##ress in t+e +ea#er an# "r -""ter "- t+e 1ebsite0 placin! t+is in-"rmati"n "n every pa!e. *+e a##ress inclu#es city0 state0 an# .ip c"#e t+at searc+ en!ines use t" c"nnect l"cal searc+ers. *+is can be ta en a step -urt+er by a##in! re!i"nal 10

ey1"r#s t" t+e pa!e title0 meta ta! #escripti"n0 an# b"#y c"py "- t+e pa!e. *+e sec"n# set "- c+an!es are t+"se nee#e# t" be ma#e t" t+e visible c"ntent "- t+e pa!e. As Table 8 in#icates0 t+e m"st clic e# lin "n t+e bea# m"l# pa!e0 at 31@ "- clic s0 is t+e lin title# BAntibi"tic Bea# M"l#sC. *+is s+"1s t+at users are l"" in! -"r m"re in-"rmati"n "n t+e bea# m"l#s. *+is pr"blem is create# because pr"#uct in-"rmati"n is split bet1een t+e pa!e an# a .p#- br"c+ure accesse# t+r"u!+ a b"tt"m l"cate# un#er t+e picture. A##iti"nally0 t+e in-"rmati"n t+at is #isplaye# "n t+e pa!e is burie# in a series "- relatively l"n!0 1"r#y para!rap+s. It is simple l"!ic t+at many visit"rs #" n"t +ave t+e #esire t" c"mb t+r"u!+ l"n! b"#y text -"r a speci-ic piece "r t1" "- in-"rmati"n. *+e in-"rmati"n in t+e br"c+ure an# pa!e s+"ul# be c"mbine# int" a sin!le pa!e "r series "- pa!es. As muc+ in-"rmati"n as p"ssible s+"ul# be c"mplie# int" c+arts an# !rap+ics t" c"nvey in-"rmati"n 4uic ly an# e--iciently. Dey pieces "- in-"rmati"n 9ie. prices0 si.in! in-"rmati"n0 usable materials0 cust"mi.ati"n "pti"ns0 care instructi"ns0 etc.: s+"ul# be #iscernible at a !lance. 8se bullete# lists an# b"l# +ea#in!s t" c"nvey imp"rtant items t+at 1"ul# "t+er1ise !et l"st in para!rap+s. S+"rt para!rap+s can be use# in c"n/uncti"n 1it+ t+ese -"rmats t" +i!+li!+t a c"mpetitive a#vanta!e0 pr"vi#e -urt+er #etail0 "r !ive c"ntext.

Ta ble +: ,n %age -lick *e.ort *+e -inal c+an!e t" impr"ve t+is pa!e is t+e implementati"n "- 1eb -"rms. A B(e4uest M"re In-"rmati"nC -"rm an# an "r#er -"rm s+"ul# be a##e# un#er t+e H"ntact 8s tab "- t+e 1ebsite. B"t+ -"rms s+"ul# be lin e# "n t+e antibi"tic bea# m"l# pa!e menu. B"t+ Table 5 an# Table 8 #em"nstrate# t+at visit"rs t" t+e bea# m"l# pa!e +ave a l"t "- c"n-usi"n as t" 1+ere t" m"ve "n -r"m t+e pa!e. Eac+ -"rm pr"vi#es a clear 1ay t" m"ve -"r1ar# 1it+ t+e pr"#uct. *+e re4uest -"rm s+"ul# as -"r name0 email0 #epartment 9pr"#uct "r service:0 an# a bl"c -"r t+e actual 4uesti"n. *+e "r#er -"rm s+"ul# +ave name0 c"mpany0 email0 p+"ne0 #esire# m"#el9s:0 an# payment in-"rmati"n. B"t+ -"rms s+"ul# be ept c"ncise an# simple t" c"mplete. Eac+ pr"vi#es value t" t+e c"mpany3 "r#er -"rms are0 "bvi"usly0 sales an# t+e re4uest -"r in-"rmati"n -"rms pr"vi#e# valuable lea#s. *+e 11

B*+an y"u B pa!e a-ter submittin! "ne "- t+ese -"rms c"ul# t+en be trac e# as a c"nversi"n in 7""!le Analytics0 all"1in! better analysis "- t+e m"st valuable cust"mers an# t+e c+annels 1+ic+ br"u!+t t+em t" t+e 1ebsite.

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