Research Project:
Website Analysis

The Project and Objectives

A professional association client wanted to create a strategic marketing plan that was based on key website metrics. The problem was that the client was choosing numbers without a clear methodology behind them, e.g. "increase page views by 100%."

I wanted to use this client's website analytics to:

Better understand how their members used their website
Identify improvements that the client could make to improve their users' experience on the website
Demonstrate how the client could use their website data to achieve their overall goals
Select key metrics to measure the client's progress moving forward

The Process

Understanding

Identify available data sources

Review current marketing plan and client objectives

Meet with stakeholders to build trust in project

Analysis and Reporting

Dive into Google Analytics

Review top landing pages, search terms, demographic info, and user behavior flow

Create report with recommendations for website improvements and ongoing metrics to watch

Execution

Present ideas to stakeholders

Make simple website changes

Continue to measure website data

Key Findings

1. Take Steps to Decrease Bounce Rate on Key Landing Pages

Client goal: Educate the public on the services their members provide.

Analysis: I used Google Analytics to identify top landing pages that might appeal to the general public and the search terms that led users to those pages. I found that all of the top landing pages had bounce rates of 92-93%, indicating that most people who came to that page from organic search results were not finding what they needed to find.

Suggestions: Since it was an easy change, I added copy to the top of the pages to connect users to a member who would be able to help them with the question that they were typing into the search bar.

Ongoing evaluation: The client should continue to monitor the bounce rate of those pages to evaluate how well they were engaging with the general public.

2. Improve Flow on Member Acquisition Pages

Client goal: Gain new members.

Analysis: Looking at the user behavior flow in Google Analytics, I found that a significant number of users were starting on a landing page with information about a career in the group's area of expertise, going to a sub-page about credentials, then going back to the original landing page, and back to the sub page. Lots of users were dropping off at these steps too.

Suggestions:

Review the content on the pages to make sure that it gives clear next steps to interested potential members.
Add a contact or lead generation form to the page capture users' info.

Ongoing evaluation: The client should continue to monitor behavior flows and key page statistics like bounce rate.

3. Explore New Opportunities Based on Demographics

Client goal: Gain new members.

Analysis: In the demographic sample available on Google Analytics, I found that the majority of the users on the site were ages 25-34.

I was able to compare this data to past years of user surveys conducted using SurveyMonkey, finding that the majority of members in the organization were age 50 and older.

The discrepancy between these two findings would indicate that the client was missing out on engaging younger potential members.

Suggestions:

Interview younger members to understand what motivated them to join.
Create more content to engage that demographic.

4. Measure Member Engagement

Client goal: Engage current members.

Analysis and suggestions: I found that member profiles on the website ranked among the site's top landing pages when the user included high-quality information on the services they performed as well as location-related keywords. Because one of the biggest advantages of joining the association was career advancement, the association would be able to give their members data-based tips on how to improve their member profiles and get more business in their local area.

I also identified additional metrics to measure member engagement on the site, including the number of repeat logins, pageviews of member-focused website content, traffic sources, and time spent on site.

Outcomes and Reflections

Client Experience

I presented my findings to the client during a committee meeting. What I found was:

The project was a good introduction that helped the client understand how they could use data analysis and research to support their overall goals as an organization
It would likely take more work to create a formal practice of continually reviewing user information from Google Analytics and other potential sources to improve their members' experience

Unfortunately, I completed this project near the end of my tenure at the association management company I was working for, so I was not able to truly see the effects of my suggestions. If I had stayed, I would have continued to build relationships with key stakeholders in the marketing committee and worked on additional projects to support their goals.

Personal Experience

This project was a major source of inspiration for me.

I liked being able to analyze data and come up with creative suggestions that could improve the client's website, bring in new members, and engage current members
I identified a lot of ways that I could expand on the work in this project, including:
- Collecting data via interviews with current members
- Setting up ways to monitor key website statistics like Google Data Studio
- Setting up conversion tracking, if it was possible with the way their site was designed

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Research Project:Website Analysis