AMA in the AM-An Analytical Approach to Web Redesign & Overhaul 022311

AMA in the AM: An Analytical Approach to

Website Redesign and Overhaul

The Baltimore Chapter of the American Marketing AssociationJanuary (snowed out!) February 2011

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aka Web Redesign by the Numbers

Sharon MostynAVP - Ecommerce, 1st Mariner Bank@SharonMostyn and @1stMarinerBank

1st Mariner Bank is the largest bank headquartered in Baltimore and the 4th largest bank headquartered and operating in Maryland

Largest local mortgage banking business in the Baltimore/DC MSA

• 1st Mariner Mortgage operates as a division of the Bank emphasizing traditional purchase and refinance loans

• The company sources loans through a retail channel of 14 loan offices as well as consumer direct operations headquartered in Baltimore

2@sharonmostyn or @1stmarinerbank

Time To Poll The Audience!

1.) How many of you have redesigned a website?

2.) How many are redesigning your site in 2011?

3.) How many used web analytics to guide your redesign?

6@sharonmostyn or @1stmarinerbankSource: Flickr, GarethR 2388116302

4.) How would you rate your analytics setup at present?

MarketingSherpa Responses

7@sharonmostyn or @1stmarinerbankSource: MarketingSherpa 2008

Redesign Questions To Ask

Who?• Who are your site’s visitors/personas?• Have they visited before (new vs. returning)?• Are there geographic restrictions/limitations?

What?• What are the goals of your site?• What keywords do you want to be found for?• What pages are they visiting?

When?• When are visitors most active (months/days/times)?• Is your business seasonal or cyclical?• Are there events (Black Friday, holidays) to promote?

8@sharonmostyn or @1stmarinerbankSource: FlexSim Images

Redesign Questions To Ask

Where?• Where are they coming to your site from?• Where are they going after they leave your site?

Why?• Why should people use your site vs. competition?• Why are people leaving your site?

How?• Which browser are they using (and which versions)?• Which Operating System (OS)? • Desktop or mobile browsers?• Screen resolution?• Java and/or Flash?


Numbers To Know: VisitorsDemographics

Source: Alexa, Dec. 2010 10@sharonmostyn or @1stmarinerbank

Numbers To Know: Visitors

New vs. ReturningLoyalty (Repeat Visits)

Visits (vs. Visitors)

Source: Google Analytics, Dec. 2010 11@sharonmostyn or @1stmarinerbank

Numbers To Know: VisitorsGeographic Distribution


Numbers To Know: GoalsGoals: Sales, Leads, Forms, White Paper Downloads, etc.

Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10

2010 Website Conversion

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Numbers To Know: GoalsKeywords and How They Convert to Goals


Numbers To Know: PagesPages aka “Top Content”

1st Mariner Bank > PersonalOnline BankingVA Mortgage > HomeBranches1st Mariner Bank > Contact UsATM LocatorChecking Products1st Mariner Bank > Who We Are1st Mariner Bank > BusinessSavings Products

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Numbers To Know: PagesIn-Page Analytics

- Currently in Beta- Visual representation of click (or

goal) percentages- Can be filtered by:

- Visitor Type- Geography- Language- Screen Resolution- Operating System- Browser- Inbound (Referring)

Medium/Source/Keyword/Campaign

- Helps prioritize pages when redesigning site

Source: Google Analytics, Dec. 2010 16@sharonmostyn or @1stmarinerbank

Numbers To Know: Timing

0:00:00

2:00:00

4:00:00

6:00:00

8:00:00

10:00:00

12:00:00

14:00:00

16:00:00

18:00:00

20:00:00

22:00:00

Dec-05

Jan-06

Feb-06

Mar-06

Apr-06

May-06

Jun-06Jul-0

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Aug-06

Sep-06

Oct-06

Nov-06

Re-launch during slow period in order to minimize risk if/when something unexpected happens.

Don’t re-launch during your busy months.Don’t re-launch during your busy months.

Re-launch or test during slow hours.Re-launch or test during slow hours.


Numbers To Know: Traffic SourcesBlog = #1 Referring Source

Source: Hubspot, Aug. 2009 18

Numbers To Know: Clickstream


Numbers To Know: CompetitionHow does your audience compare?


Numbers To Know: BouncesBounces – Visit ONLY 1 Page of Your Site

1stMarinerbank.com

VAMortgage.com

MEDEXAssist.com

SharonMostyn.com

Bounce Rate Possible Reasons:• Existing Site Design/Navigation• Lack of Trust• Site Format (Blog, Landing Pages, etc.)• Content (incl. Copy Mismatch)• Technical Difficulties (incl. Load Time)• Poor Inbound Links or Marketing• Intrusive Site Enhancements (incl.

Pop-ups, Autoplay Audio and/or Video)


Numbers To Know: TechnicalOperating System, Browser, Version

Watch for Mobile and iPad


Numbers To Know: TechnicalScreen Resolution and Colors (16-bit, 24-bit, 32-bit)


Numbers To Know: TechnicalFlash Versions and Java Support


Website Redesign Numbers To Know:1. Visitors2. Goals3. Pages4. Timing5. Traffic Sources6. Clickstream7. Competition8. Technical


Questions?

Sharon MostynBy Day:AVP, Ecommerce1st Mariner BankTwitter: @1stMarinerBankEmail: [email protected]: http://www.1stMarinerBank.comhttp://www.VAMortgage.com

Evenings and Weekends:Jack of All Trades, Mom of TwoMotherhood, Marketing, & Medical MayhemTwitter: @SharonMostynEmail: [email protected]:http://sharonmostyn.com

Thank you! For more details, contact:


mailto:[email protected]

http://www.1stmarinerbank.com/

http://www.vamortgage.com/

mailto:[email protected]

http://sharonmostyn.com/

AMA in the AM-An Analytical Approach to Web Redesign & Overhaul 022311

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