Data Mining for Profit
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- Clifton Poole
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1 Data Mining for Profit User Driven Design Jonah Stein,
2 Where Data Matters Site Focus Information Architecture Content Development Conversion
3 Keyword Search On Site Search Tool Log Files & Analytics Keyword Research Tools Keyword Clustering
4
5 Initial Keyword List best hosting reseller cheapest reseller hosting Cpanel hosting cpanel reseller dedicated server hosting discount servers freebsd hosting game servers linux dedicated servers Plesk hosting plesk reseller redhat linux redhat server reseller dedicated hosting reseller hosting account reseller shared hosting root access server server reseller top reseller hosting virtual freebsd server virtual linux server virtual server virtual window server virtual windows server Virtuozzo vps server web reseller web site reseller windows server reseller
6 Relevant Keywords dedicated server hosting discount servers game servers linux dedicated servers plesk reseller server reseller virtual windows server Virtuozzo vps server windows server reseller reseller dedicated hosting best hosting reseller cheapest reseller hosting Cpanel hosting cpanel reseller freebsd hosting Plesk hosting redhat linux redhat server reseller hosting account redhat linux redhat server reseller hosting account reseller shared hosting root access server top reseller hosting virtual freebsd server virtual linux server virtual server virtual window server web reseller web site reseller
7 Targeted Keywords bsd dedicated server dedicated hosting dedicated server dedicated server colocation dedicated server host dedicated server hosting dedicated server solution dedicated server web hosting dedicated web server dedicated linux server server colocation server hosting server web hosting servers hosting colocation hosting colocation server enterprise server linux server server linux unix server unix web server web server web server hosting microsoft small business server 2003 server window server for windows window dedicated server hosting windows server windows server 2003
8 Information Architecture
9 Layered Tech, Circa 2007 Hardware Focused Packages
10
11 Data Drive Architecture Keywords into Categories Arrange by Topic Split by Keyword Intent Prioritize by Frequency & Match Quality Draft Architecture
12
13 Data Driven Architecture Topics Match Search Queries Servers Solutions Services Support About Flexible Architecture
14 SERVER SEARCHERS
15 SOLUTION SEARCHES
16 Results Compare: [1/15/07-3/11/07] to [4/23/07-6/18/07] Bounce Rate 35.4% Exit Rate 32.8% Time on Page 30.5% Time on Site 27.1% Unique Page View 33.9% Average Views / Visitor 48.4%
17 Analytics Summary PPC Traffic 30.9% Unique Visitor 9.9% Home Page Visitors 25.1% New Content 2x Home Configure.LT 36.1% Orders 37.71% Conversion 52.6%
18 Content Development
19 Be Relevant to Users Start with Keyword Lists Feedback Loop Expand the areas that get the most hits Improve the areas w/ highest bounce rates Monitor Analytics & PPC Trends
20 Conversion
21 Funnel Analysis
22 Measure Understand Your Metrics Identify Areas to Improve Landing Page Bounce Rate Horizontal Derailment Shopping Cart Completion Page
23 Develop Hypothesis What needs fixing? Campaign User Interface Site Architecture Landing Page Template Call to Action Offer Image
24 A/B Testing One change at a time Run Both Versions Together Pick a Winner & Start Over Easier Short Test Cycle (10-25K impressions)
25 Multivariate Testing Test many elements of a landing page at once Reveals unknown interactions Require more visitors for results to be significant
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