Rosetta Stone – Traffic and Conversion

Initiative 2009

Initial Draft for [name deleted]

at Rosetta Stone

September 2009

Index

� SEO – suggestions for rosettastone.com

� Initial Conversion initiatives

� Additional online marketing options

� Suggestions / Roadmap

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Each page should target its own keywords

� SEO aims towards placing each web page as best search result for the individual search

� Each page contains different content and targets different topics, therefore each page should have individual SEO elements

� Example:

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� Example:� rosettastone.com/learn-german contains an overview of ‘Learn German’ programs and should target users looking for general ‘Learn German’ solutions

� rosettastone.com/learn-german/level-1 contains a beginner level product for learning German. SEO should focus on beginner solutions

Current pages compete against each other

� RosettaStone should differentiate the product pages:� Level One:

� <title>German Level 1 | Rosetta Stone</title>

� <meta name="description" content="Learn German with award-winning language-learning software from Rosetta Stone. It's fast, easy, and effective!" />

� Level Three:

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� Level Three:

� <title>German Level 3 | Rosetta Stone</title>

� <meta name="description" content="Learn German with award-winning language-learning software from Rosetta Stone. It's fast, easy, and effective!" />

� Showing above, Level 1 and three do not focus on individual target groups, both pages compete with each other for the same terms.

SEO – suggestions for rosettastone.com

� The highest priority being the differentiation of category and individual product pages in content, keywords and therefore: SEO, the following recommendations will provide exponential results towards top ranking in

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exponential results towards top ranking in search engines:

� Individual h1 tags

� Individual URL

� Individual Title Tag

SEO – suggestions for rosettastone.com

� Additional On-Site improvements:

� Custom sitemaps with keyword-loaded URLs pointing to product pages will contribute to more SE traffic

� Social Bookmarks will support inbound links (which add to high ranking in SE’s) and generate referral traffic and revenue

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traffic and revenue

� Off-Site SEO tasks

� Link building: registration in directories, PR with links to web pages, ambassador programs with links

Initial Conversion initiatives

� Increasing Search Engine traffic will increase non-qualified traffic – the conversion rate (CR) will suffer

� Implementing features to sustain or grow the CR is necessary

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is necessary

� Dynamic elements within the web site can be adjusted to show (using http referrer identification) targeted elements only to SE-generated visits

Dynamic SE conversion elements

� Assuming that casual web visitors using search engines have a lower sales focus, the landing pages should contain targeted

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contain targeted conversion elements� Call to Action

� Try & buy

� Money Back Guarantee

� Call Center support

� …

Potential area

for dynamic

sales elements

Product page conversion suggestions

Add to Cart is the only

When on product page, ‘Buy Now’ could

prompt question to either buy product shown or ‘view all’

Video is great, targeted screen will increase click

rate and conversion (currently showing 50%

screen capture)

Navigation is confusing: three horizontal menues.Alternative: list 3rd menu as bullet points on right

or below

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Add to Cart is the only Call to Action on product page, add more towards the end of page and on

right

Video is great, targeted screen will increase click

rate and conversion (currently showing 50%

screen capture)

User Review is clickable, ‘Rosetta Stone

Guarantee’ is not.A dedicated page can

outline low risk elements.

Shortening or scrolling Tips allows room above screen

break to list benefits:‘Speak German in 45 days’

or‘Make your Berlin vacation a

lasting memory’

Additional conversion suggestions

� Besides the product info pages, additional pages can also receive more conversion elements

� ‘Organizations’ page has no Call-to-Action elements

� Shopping Cart does little Up or Cross-Selling

� Product suggestions do not vary; if a customer does

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� Product suggestions do not vary; if a customer does not react to one offer after seeing it twice, offer something else

� Checkout pages should highlight benefits and show popularity of the product ‘sold 1,234 times’

� Install Payment plan: for as low as $39 per month

Additional online marketing options

� RosettaStone users build a strong relationship to product and brand, they also spend significant amount of time on their computer

� Using the common traits, RosettaStone can evaluate

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evaluate

� Online learning groups

� Online forums, boards, feedback centers

� Online challenges: ‘Speak 5 languages by Christmas 2010’

� RosettaStone travel stores: Online stores for travellers, translation tools, gear, guides etc.

Suggestion / Roadmap

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