Website Metrics Report 1

AdamSlade

6pmonTuesdays

4/26/2016

WebsiteMetricsReport
PartOne:Goalsandprogress

Beforewestartedourwebsite,Paradisesprimarymarketinggoalswereasfollows:

1.Engageourconsumersandachieveanopenrateonbothouremailcampaignsofover

75%inordertobetterspreadawarenessoffmentalillnesses.

2.Haveourwebsitebesoinclusiveandenticingthatweachieveaclickthroughrateof

over25%.

3.Haveeachuser/customerwhovisitsthewebsitecompleteatleastonegoalconversion

(i.e.destinationordurationgoals)

ThenatthebeginningofParadiseswebsitecreationwehadtoaskourselvesfiveimportant

questions.Thesequestionshelpedmoldourwebsiteintothetargeted,dynamic,enticing,and

interactivewebsiteyouseebeforeyoutoday.

Our5questions:

1.Whoisthewebsitefor?

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Paradisewasfoundedontheprincipleofspreadingawarenessandaidtothosewithmental

illnesses.Werecognizedthattheworldisfullofproblemsbutthatmentalillnessesare

somethingthatmosteveryhumanbeinghasencountered,whetheritsafriend,family

member,orcolleague,everypersononEarthatonepointortimemustcometotherealization

ofhowimpactfulanddevastatingmentalillnessescanbe.Withthisinmindwemadeour

websitetargetinganyonewhohassufferedandwhohasknownsufferingofmentalillnesses.

WechosesuchawidedemographicbecauseParadisetrulywantseveryonetoknowandbe

deeplycognizantoftheimpactmentalillnessescanhaveonsomeone.

2.Whatisthewebsitesupposedtodo?

Onapurelyobjectivestandpointourwebsiteismeanttoselltshirtsandraiseawarenessof

mentalillnesses,butitssomuchmorethenthat.Ourwebsiteismeantasaplatformforthose

sufferingtorealizethatsupportiseverywhere.Theycanseethistobetruewhentheyvisitour

Testimonialspageandreadalltheimpactfulstoriesthatourcausehasledto.Moresothey

canlookatourLearnMorepageandreadeitherTheosorCarolinesstorywhichbothgo

intodetailhowmentalillnesseshaveimpactedthemintheirlives.Alloftheseelementsalong

withourpassiontohelpothersissupposedtogiveusersonourwebsiteanewperspectiveon

mentalillnesses.Theviewofsomeonewhohassufferedwhetheritsabrother,sister,mother,

father,uncle,aunt,andgrandparent,Paradiseusestheseoriginsasawaytoevokemore

supportandcaretothosewhotrulyneedourhelp,thosewillmentalillnesses.

3)Whatelementsneedtobeupdated(forcurrency)?

Thereareonlyafewelementsthatweneedtoupdateonourwebsite.Thosewouldbe:newt

shirtsforourcustomerssothatwealwayshaveadiverseandexcitingnewlookforpeopleto

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enjoy,andperhapsanewandmoreupdatedvideo.Asofnowbothoftheseelementssuffice

andaredoingwellinthedatawehavereceivedfromourGoogleanalyticsresearch.

4)Howisthewebsitedoing?

TheParadisewebsitehasbeenahugesuccessinitsfirstfewweeksofbeingpostedandlive.

Hereareafewgraphstobetterexpresshowfantasticweredoing.

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ThisfirstchartdetailsdifferentstatisticsofourGoogleanalyticsresearch.Theinformation

aboveispertainingtoourwebsiteanditstotalvisitorswhichasyoucantellareextremely

investedinsearchingtheentirewebsite.Havinganaverageof

7.47pageviewspersessionisincredible,andasthereareonly5

pagesforthemtoview,thevisitorsmusthaveviewedcertain

pagesmultipletimes.Asforouraveragesessionsdurationwe

killedourgoalby2:17asweoriginallyanticipatedonlyhaving

visitorsviewthesitefor2:30.Anotherinterestingdiscoverywe

foundthroughGoogleAnalyticsisthat25%ofourvisitorsreturnedtooursiteforasecond

look.Fromthestartwedhopedpeoplewouldvisitoursiteagain,butwedidnotexpectsucha

highrateofreturningvisitors,whichisanothertestamenttohowenticingoutsitereallyisto

itsviewers(theycouldntgetenough!).

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ThissecondchartdetailstheanalyticsfromourPrivacyPolicypage.Nowalthoughwedlove

forallourvisitorstoinvestinthisaspectofourwebsitewedoknowandimagineitisntas

excitingtoviewassayourYouTubevideoorourshirt

collection,butnonethelesswewerethrilledwithhowwellit

endedupdoing.Asyoucanseejustabouthalfoftheuserswho

viewedoursite(totaling69,viewchartabove)alsoviewedour

privacypolicy,andnotonlythatbutonaveragetheyspend

almost4minutesreadingit.Thesetwofactsareagreatexample

ofhowinvestedourvisitorswerebutitgoestoshowthatprivacyisstillamainconcerntoat

least50%ofouronlineusers.Aswellasthatalmost15%ofourwebsiteviewersreturnedto

theprivacypolicyandrevieweditagain.Althoughthisisasharpdecreasefromtheprevious

25%returnrate,itwasdefinitelyaforeseeableoutcomeandhaving15%returnrateisstill

quitegoodforaprivacypolicypage.

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AsidefromGoogleanalyticswealsousedYouTubeanalytics.Wedidthisinordertobetter

analyzehowmanyviewsourYouTubevideohadreceivedoverthecourseofourcampaign

andwewerepleasedtoseethatalmost75%ofthepeoplewhowenttoourwebsitealsoviewed

ourvideo.AswellasthatthecustomerswhoviewedourYouTubevideoonaveragespent0:46

untilleaving. Nowalthoughthevideois59secondslongwewereatleastabletograbtheir

attentionforalmost80%ofthevideoduration,whichforastartingbusinessisquiteimpressive.

5)Whataretheconversionmetrics?

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Ourconversiongoalswereaboveandbeyondwhatwefirstexpected.Wewentinpresumingat

leastonegoalconversionpercustomerbutitturnsoutthateachcustomercompleted1.3goals

pervisit.Thesebroughtourtotalgoalvalueto$178dollarswhichifanimpressiveamountfor

onlyhavingrunourcampaignforaweekandahalf.Anotherinterestingaspectwediscovered

inouranalysisofourgoalsegmentwasthatamajorityofourconversionscamefrom

destinationLearnMorepage.Thisisfascinatingbecauseitgoestoshowourviewerswantto

learnmoreaboutmentalillnesses,whichmeansthatourwebsiteisdoingexactlywhatits

supposedto,spreadingawarenessofthosesufferingwithmentalillnesses.

PartTwo:EmailandSocialMediaCampaign

Inordertobetterpromoteourwebsiteandcompanywechosetwoseparateyetuniqueand

involvingplatforms.ThefirstwasMailChimp,whichisanemailmarketingservicethathelped

usbettertargetandsendcoolanduniquetemplates(seeoneofourtempleexamplesbelow).

FromusingthecoolandinvitingemailsubjecttotheneatandeasyuseofaccessMailChimp

reallyallowedustoengageourcustomersinanewandintriguingway.

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FurthermoreMailChimpallowedustoanalyzetheactualopenandclickthroughratesofour

differentcampaigns.Thefirstcampaignwastargetingfriends/familymembersofour

employeesandwasagreatsuccess.Wehadanastonishingopenrateof90.9%withaclick

throughrateof54.5%.Bothofthesestatisticscrushedourgoalsofhavinganopenrateofat

least75%andanopenrateof25%.Wealsohadasecondemailcampaignrunning

simultaneouslywithourfirst,whichtargetedmembersofCNUsAMAandmembersof

AKPsi.Thiscampaignalthoughwasverysuccessfuldidntmeetourexpectations.Theopen

rateonlyreached63.7%,whichwasabout11%belowourgoal.Theclickthroughratedid

happentojustaboutsurpassourgoalsointhatregardthissegmentdidquitewell.Another

aspecttoconsideristhatoursecondcampaignhadamuchlargerlist.Thefirstonlyhad22

memberswhereasthesecondcampaign(theonethatdidntdoaswell)hadover90!

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Anotherstepwetooktohelpsecureasuccessful

emailcampaignwasbyfollowinguponsocial

media.TheplatformwechosewasFacebook,as

wecouldeasilytargetourdifferentsegmentson

thissocialmediaoutlet.Totheleftyoucansee

anexamplewepostedonCNUsAMApage.Of

the55members29peoplesawthepost.We

postedthisfollowupreminderafterouremail

wassentoutinordertoexposurethelinktoour

consumersonmultipleplatforms.Inconclusion

byusingbothMailChimpandFacebookasan

outletforourdifferentsegments,itallowed

Paradisetheallencompassingcoverage,whichallowedittobesosuccessfulfrombothour

conversionratestoouropenandclickthroughrates.

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3) High performing video
website
2) Interactice and involving
1)Good Facebook presense
Strengths:
Weaknesses:
1) Small amount of t-shirt
designs to choose from.
2) No other products options
(i.e Pants, hats, etc)

Opportunities:
SWOT have a large market share.
2) Other clothing companies who
1) Partner with other cause related
companies to help spread issue of mental health.
awarness attracting attention away from the
1) Other cause related business
2) Spread to other social media
platforms such as twitter or Threats:
instagram to help spread
awareness and visibility.

AfterexaminingeveryanalyticoutletfromGoogle,toYouTube,andthentoMailchimp

analyticswemanagedtoassesthatourmarketingcampaignperformedexceptionally.Witha

totalaverageof68%(includingallmarketsegments,or113participants)openrateandaclick

throughrateof31%ourwebsiteperformanceisastoundingwhencomparedtoourcompetitors

(clothingstores)whoonaveragehavea2%clickthroughrate.Inconclusionoursocialmedia

presencealongwithouremailcampaignsreallyallowedourwebsitethevisibilityitdeserved

andyoucanseethattobetrueinthatstaticsshownabove.

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