They Can’t All be Winners: How to Find & Fix Your Worst Pages
Marta Dalton
1. Identifying the problem metrics
2. Finding the root cause(s)
3. Different ways to fix them
Revenue = Users * AOV * Conv Rate
Build Annual Goals Create
Marketing Plan
Define team tasks
Prioritize requirement
s
AVERAGE ORDER VALUE
Segments ProductsTrends
Segments
Who are your biggest spenders?
Did their purchase frequency change?
Did a segment
“drop off”?
Trends
Any big changes in
your market?
Seasonal change?
Popular accessories
that declined?
Product conversionProducts
Change in big-ticket
item views?
Cross-sell/Up-sell drop-off?
Pages reportProduct Sales
CONVERSION RATE
Customers
Categories Products
Where do they drop
out?Customers
Applicable for all
customers?
Segment by:• Spend• Vertical• Geography
Events
Funnel
CategoriesSearch start pages
Category Breadth
High exit %
Pages reportSearch start pagesExit pages
Individual product
conversionProducts Change in
views?Category structure
Pages reportProduct Sales
Product conversionProducts Change in
views?Cross-
sell/Up-sell drop-off?
USERS
SEO SEM Social
Email Direct Referral
SEO INTERNAL & EXTERNAL FACTORS
What new changes
have launched?
What has Google said?
What are others
experiencing?
SEO
Check web analytics notes
Review content calendar
Analyze keyword transitions
Have top landing pages changed?
SEO
Missing 301’s
URL structure updates
Forgetting the load balance
Changing sub-folders
to sub-domains
SEM STRATEGIC VS ACCIDENTAL
Did you decrease spend?
Re-allocate campaign
funds?
Update your CPA target?
SEM
Did you update ad landing
pages?
Change site design or structure?
Close any locations?
Add new campaigns?
SocialUsing the same
content for everything?
Have enough resources?
Timing your content
appropriately?
Hitting the right
audience?
What’s the frequency
across campaigns?
Are there new segments you
can try?
Are your triggers still applicable?
Is your target page still the
best fit?
When was the last time you did
“spring cleaning”?
Direct
Are you sending print mail?
Did you attend any trade shows?
Did you offer holiday promos?
Is the sales team getting
training?
Referral
Paid ads classified
incorrectly?
Loss of many small or few
large referrers?
PR or media coverage decline?
THANK YOU!
MARTA DALTON WWW.LINKEDIN.COM/IN/MARTADALTON @DIGITALMARTA