Enhance your website redesign with a digital marketing assessment

Enhance your Website Redesign with a Digital Marketing Assessment

Enhance Your Website Redesign with a Digital Marketing Assessment

Philippe Taza

DIGITAL ANALYST

Higher Education Marketing

[email protected]

To view the 30 minute, live recording of this webinar, go to this link.

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TODAY’S AGENDA

• Define Marketing Goals for your Website Redesign

• The Importance of Benchmarking your Current Site

• The Digital Marketing Assessment – Assess your Information Architecture

– Examine your Site Analytics

– Evaluate your SEO

– Survey your Content

– Analyze your Social Media

• Marketing Priorities and Recommendations for your Redesign


> Define Marketing Goals for your Redesign


> Benchmark your Current Site


> The Digital Marketing Assessment

• Information Architecture

• Analytics/Conversions

• Search Engine Optimization

• Content

• Social Media


> Assess your Information Architecture

• IA is the art and science of organizing the content and flow of your website to produce a structure/design that balances the user’s desires with your business needs.


> Assess your Information Architecture Example: URL Page Depth


> Examine your Site Analytics


> Examine your Site Analytics


> Google Analytics Checklist

• Cross Domain Tracking?

• Profiles and Filters

• Goals and Goal Values

• Webmaster Tools and AdWords linking

• Campaign Tagging


> Google Analytics Goal Value

• Assign a $ value to Goals achieved


> Implement Cross Domain Tracking Facebook Promotion

Prospective Student Microsite www.CollegeMicrosite.com

Main College Website www.College.edu

Website Goals and Registrations


> Implement Cross Domain Tracking

GA Account 1

• Facebook Visitors will be identified in GA1

Facebook Promotion




GA Account 2

• FB visitors will not be identified – traffic will appear to be coming from www.CollegeMicrosite.com in GA 2




http://www.collegemicrosite.com/



GA 1 is installed with Cross domain tracking on ALL webpages

Facebook Visitors are clearly visible in GA 1 and we can measure the number of Website Goals and Registrations that origin from that campaign

Facebook Promotion





> Factoring SEO into your Redesign

SEO is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.


> Evaluate your SEO


> Evaluate your SEO


> Evaluate your International SEO


> Evaluate your SEO – Site Errors


• Identify priority content

• Prioritize conversion events in redesign

• Examine visitor flow through key pages

• Compare your content to your competition’s content

> Survey your Content


> Identify and Prioritize your Key Pages for Redesign


> Examine Visitor Flow through Priority Content


> Prioritize Pages and Elements that Lead to Conversions


> Survey your Competition for Content Weaknesses and Opportunities

• Program pages are extremely thorough but CTA could be clearer

• Incorporate videos in student testimonials


> Analyze your Social Media Landscape


> Analyze your Social Media Traffic


> Analyze your Social Media Conversions


> Put Social Media into the Proper Perspective


Marketing Priorities and Recommendations for your Redesign

• Identify Benchmarks, set new Goals

• Improve Information Architecture

• Improve Content

• Protect and improve SEO

• Integrate and improve Social

Questions?

Philippe Taza [email protected]

.www.higher-education-marketing.com

@PhilippeTaza

Lance Merker [email protected]

www.omniupdate.com

@lancemerker

mailto:[email protected]





http://www.higher-education-marketing.com/






http://www.omniupdate.com/

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Enhance your website redesign with a digital marketing assessment