wired.com - website optimization - adac
DESCRIPTION
The presentation submitted for the Adobe Analytics Competition in 2013. The client was Conde Nast and WIred.com was the online magazine analyzed.TRANSCRIPT
Mellissa Pitts
Omar Shawki
Panos Anadiotis
heisenbergteam
Conde Nast Audience Development
Mellissa itts
Omar hawki
nos Anadiotis
P15
S16
Pa91
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2heisenbergteam
AGENDA
• Project Overview
– Objectives and KPIs
• Key Audience Segments
• Observations and Analysis
• Recommendations
• Conclusion
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3heisenbergteam
WHO ARE WE REACHING OUT TO?Everybody who “needs” information or news about technology and
its impact on the broader world (includes entertainment, business,
science, politics and culture)
To acquire, retain and grow
Acquire people who are not WIRED yet
Retain those who are already WIRED
Grow frequent engagement across all channels
WHY ARE WE DOING THIS?
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4heisenbergteam
OK. BUT WHY ARE WE REALLY DOING THIS?
To position WIRED.com in the eyes of the advertisers
as the most valuable and highly targeted
advertising medium in the technology world
Leading to
Revenue increase for WIRED and Condé Nast
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5heisenbergteam
WHAT WILL WE MEASURE?
Our KPIs
Traffic
# of Visitors
# of Visits
Frequency
Returning Visitors
Visits per Visitor
Frequency of Visits
Engagement
Pages per Visit
Time per Visit
# of Shares
# of Comments
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6heisenbergteam
KEY AUDIENCE SEGMENTS
% of users who spent 8+ mins a month
% of users who visited 4+ times a month
1. Direct/Typed Bookmarked
2. Social Networks
3. Referral Sites
Focal Audience Segments
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7heisenbergteam
OVERALL OBSERVATIONS
• Number of monthly visits during September 2013 decreased from October 2012 figures – 5%
• The way in which visitors reached the site has seen a significant shift:
31%
28%
24%
18%
Typed/Book-markedSearch EnginesSocial NetworksOther Web Sites
40%
26%
21%
14%
Typed/Book-markedSearch EnginesSocial NetworksOther Web Sites
Oct 2012 Sept 2013
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8heisenbergteam
FREQUENT VISITORS (those with 5+ visits per
month)
The majority of frequent visitors – 60% – came via Typed URL/Bookmarks. They were the most engaged readers with 3.87 page views per visit.
Typed/Book-
marked
Social Networks Other Web Sites Search Engines0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
Oct-12
Sep-13
Referrer Type for Frequent Visistors
Page Views per Visit
Frequency return rate for visitors from social networks increased by 25.5%
They also consumed more content with an increase of 30.8% in pages viewed per visit
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WHERE DO OUR FREQUENT VISITORS GO?
mob
ify
wireds
cien
ce
gadg
etla
b
unde
rwire
desig
n
rawfil
e
dang
erro
om
auto
pia
wirede
nter
prise
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
% of Visits
Sections our Frequent Visitors Visit Most
• WIRED Science and Gadget Lab are high target sections for our frequent visitors.
• Transparency on the Mobify pages would enhance the ability to analyze the behavior of visitors via mobile/tablet devices.
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10heisenbergteam
USER EXPERIENCE
• 80% Bounce Rate for http://www.wired.com/search out of 1.3M Unique Visitors
Misleading information for visitors.
Most likely due to clicking directly on search key instead of “hovering over.”
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11heisenbergteam
WHAT ABOUT THE NEWSLETTER?
Miniscule compared to total number of visits: 783,540,743
6,321 Visits at thank
you page
9,814
Visits at demographics
page
31,417
Visits at signup page
Non-prominent location of link in footer is detracting from potential newsletter signups
Newsletter visits over last 12 months
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12heisenbergteam
FITTING THIS BACK TO OUR READERS
• Content is King– Quality, searchable content that meets readers’ interests and
positions WIRED.com as a leader for information on trends in consumer technology.
• With the rise in social media and the “consumer critic,” it is essential to make it easy for readers to engage with content by asking for readers’ opinions and having writers respond to comments.
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13heisenbergteam
RECOMMENDATION - 1
• Offer Native Advertising: – Provides an opportunity for advertisers to position themselves
as thought leaders in identified high value content. This will impact all metrics areas by attracting new visitors, increasing the frequency of returning users and also engage readers.
• Roadblocks: – It can be a sizeable investment to sell-in the platform, but once
implemented and companies sign up (paying WIRED $300-000-$500,000/year for hosting* per advertiser), the earned media will be beneficial for both parties.
Impact:
Traffic3%
Frequency 4%
Engagement 4%
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14heisenbergteam
RECOMMENDATION - 2
• Increase content sharing via social media:– Test auto-scrollable
social media bar for readers to share content on social networks
– Use Adobe Social to keep readers WIRED and interact with them via social platforms. Impact:
Traffic5%
Frequency 2%
Engagement 5%
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RECOMMENDATION - 3
• Increase targeted content via newsletters: – Can provide higher value to readers—and ultimately
advertisers – by serving up content that they trend toward. Suggestion is to narrow down the categories of content readers are interested in when they sign up.
Currently the newsletter interests are not geared towards the sections and topics covered on WIRED.com
Impact:
Traffic5%
Frequency 5%
Engagement 1%
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RECOMMENDATION - 4
• Site Navigation:– Test a pinned menu bar
(including instant search tool text box) on WIRED.com with the intention to increase page views per visit. Currently to access the navigation bar, this requires readers to constantly scroll to the top to access the search tool and find specific website sections. WIRED.com can easily optimize this on all pages with little investment.
Mashable has pinned navigation bar as you scroll
Techcrunch has an Instant search tool
Impact:
Traffic2%
Frequency 2%
Engagement 5%
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17heisenbergteam
CONCLUSION
• By implementing the aforementioned recommendations, WIRED.com will be uniquely positioned to connect with readers.
• A seamless website and customer optimization will increase: repeat visitors, time spent and traffic —thus improving WIRED.com’s ranking and domain value – and ultimately leading to an increase in ad impressions.
• A native advertising platform guarantees WIRED an upfront subscription fee.
THANK YOU