Extreme Measures: Web Site Performance and ROI - Kelly Cutler & Grant Gannon
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Extreme Measures: Web Site Performance and ROI Learn how NorthShore University Healthsystem's marketing team used metrics from web site performance to make the case to their c-suite to open up the social media floodgates and the results that followed. * Grant Gannon, Interactive Marketing Coordinator, NorthShore University HealthSystem * Kelly Cutler, CEO, Marcel Media
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Extreme Measures: Web Site Performance and ROI - Kelly Cutler & Grant Gannon
- 1. Online Marketing Summit CHICAGO | JUNE 30, 2010 Extreme Measures: Web Site Performance and ROI Kelly Cutler CEO and Co-Founder Marcel Media Grant Gannon Interactive Marketing Coordinator NorthShore University HealthSystem 1
- 2. Agenda 2
- 4. 75 (and growing) medical office facilities
- 6. Affiliated with University of Chicago
- 7. Fully-integrated Electronic Medical Record (EMR) system3 About NorthShore
- 9. Paid Search
- 10. Social Media
- 11. Web Development
- 13. Web AnalyticsAbout Marcel Media 4
- 15. 6 Pain points for NorthShore
- 17. How is the online space valuable in terms of what we are trying to achieve?
- 18. What are the most important metrics?
- 19. Where do we start?7 Questions from C-Suite
- 21. Promoting and demonstrating the value of NorthShoreConnect
- 22. Generating increased web traffic
- 23. Utilize social outlets to generate brand awareness and position the healthsystem as a resource
- 24. Web redesign in early 2010 based on user behavior and research data
- 25. Increase organic search results through optimized page titles and URLs8 Current Situation
- 29. 12 Tools the “pros” use…
- 35. Form Analytics reveals problem fields in online forms that cause visitors to leave 14 Customer Experience Analytics (CEA)
- 36. Web-based focus groups allow users to perform an action based on a scenario they are given. While users are interacting with the site, their voices and computer screens are recorded. Online User Focus Groups 15
- 37. Provides keyword theme ideas and search volumes Google Keyword Tool 16
- 38. Provides trending forecasts for keyword searches. Compare various date ranges geographic distributions. Google Insights for Search 17
- 39. NorthShore Data & Results 18
- 40. 19 NorthShore.org: Pre Re-design
- 41. 20 Shifts in Analytics: Driving Re-Design
- 42. 6/29/2010 21 NorthShore.org: Post Re-design
- 43. 22 CE Analytics: Post Re-design March 1, 2010 – May 31, 2010
- 44. 23 Traffic: Post Re-design
- 47. 26 Referral Traffic: Facebook
- 49. Twitter Interactions @NorthShoreWeb hey I will be a patient starting 19th when I have surgery hoping to have a tweet up in my room will you support???@NorthShoreWeb Loved the story on Bailey the service dog at the hospital! 28
- 52. Incorporate social media into your overall strategy.
- 53. Help Senior Managers see value of integrating the web to overall business objectives.
- 54. The site will always be a work in progress.“An ounce of data is worth a pound of opinion” 30 Key Takeaways
- 56. Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit 32
Hinweis der Redaktion
- Kelly
- Kelly
- Grant
- Kelly
- Kelly
- Grant
- Grant
- What NorthShore does online (strategy)Can include web 2.0 or not?Kelly
- Here’s what we did to create a strategyKelly
- Here are the important things to watch forOver 60% is below is standard. Below 40% is optimal for bounce rateKelly
- Kelly
- Grant
- Kelly->Grant
- The feedback is extremely valuable, once your site is tested, you can analyze the data, draw comparisons, and beta-test the changes you make to your website.Kelly
- Additional tool (can include or not)Kelly
- Additional tool (can include or not)Kelly
- Grant
- Screenshot of old Homepage
- Made most-trafficed areas, more accessible (one click away from homepage and above the fold)This is the current homepage
- CUSTOMER EXPERIENCE ANALYTICS (CLICKTALE)Heatmap of current homepage – reinforcing most trafficked areas.
- Switched out screenshot with one from GrantKPIs: Time on Site up and Pageviews downFrom Grant’s email:As far as traffic, I think we’ll see increased time on site in recent months, but a decrease in page views, which is planned because we cut out steps for our Find a Doc tool.
- Grant
- From Grant:If you look in our analytics you should be able to find some time frames earlier this year that show Facebook as one of our Top 10 referring sites. This was based on ads that Patrick was running. He can give you specific dates. That might make for good screenshots as well.Kelly & Grant
- Screenshots
- Grant
- Although Twitter is not currently a top referral site, the interactions can are influential/powerfulGrant
- Kelly