Web Portfolio: Development, Project Management, Optimization, Analytics, Results - Dan Carroll

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Information about Web Portfolio: Development, Project Management, Optimization, Analytics,...
Marketing

Published on April 24, 2014

Author: DyinnQuest

Source: slideshare.net

Description

My personal case study of a website revamp, including visualizing the layout, content development and analytics.

For example purposes only. Not meant for education purposes

WebLayout 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.comA personal case study of website overhaul: design, user experience, content parts, QA and SEO optimization  a 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

ExecutionLayout 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 UsNews 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

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 167% organic web leads 144% visitation 17% pages per visit 5% time spend on site 10% new visits Year 1

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 Year 2 vs. year 1 120% organic web leads 40% visitation 25% unique visitors 68% social media referrals 22% published content 253% content shares *removal of underperforming pages* Continuous Improvement

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. ShortTechnical 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 DanielCarroll215@gmail.com

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