Auditing your Tendenci Website: Checkups, Analytics, and Benchmarks for Live Tendenci Sites

Auditing Your Tendenci Website

Checkups, Analytics, and
Benchmarks for Live Tendenci
Sites

Caitlin Kaluza | ckaluza@schipul.com | @qcait
Tendenci Open Source CMS | tendenci.com | @tendenci

Wednesday, April 24, 13

The Question

My website is live!
Now what?
ﬂickr.com/photos/oakleyoriginals/3526895658

@tendenci | www.tendenci.com | blog.tendenci.com


What We’ll Cover

1. Checkups and Checklists

2. Content and Keywords

3. Analytics Benchmarks

4. Mobile

5. Tendenci Features you may not be using (yet!)



Caitlin Kaluza

Marketing Team

SEM Team

schipul.com/qcait



Part 1: Checkups & Checklists



Annual Homepage Audit

Squint Test

Headline

Imagery

Rich Media blog.schipul.com/
2013-homepage-audit
Dynamic Content



Squint Test - What do you do?



Is it Time for a New Headline?

• Three Types:
• Beneﬁt Headlines
• News Headlines
• Curiosity Headlines
• Brainstorm
• Test, Test Test!



More Headline Resources

• Think of each story
title as a headline
• Resources:
• schipul.com/articles/your-
web-site-needs-a-strong-
marketing-headline/
• copyblogger.com/magnetic-
headlines/



Stickiness

• Simple
• Unexpected
• Concrete
• Credible
• Emotional
• Stories Sell
heathbrothers.com



Imagery

Does it ﬁt your
industry/market
space?

Does it show real
people?

Does it build
credibility?

Is it consistent?



Rich Media & Dynamic Content



Navigation Checklist

What is the Goal of Your Website?
Use speciﬁc, concise labels
Keep it to about 7 items
Order by importance to the user
What are the 5 things someone
needs before acting?
Is new content easy to ﬁnd?



Part 2: Content & Keywords



Content Reports

Google Analytics
Top Content
Page Path Report
Tendenci Event Logs

google.com/analytics



Tendenci Event Logs

Tracks activity
on your website,
color-coded by
module

/event-logs/reports/summary/



What Do I Do With this Data?

• Is it what you expected?
• Can you add more
content around popular
topics?
• Can you make other
content more ﬁndable/
interesting?



Keyword Density Analyzer

Focus on two and
three word phrases.
You Should See:
Your Brand Name
Primary Service or
Product
Geography
schipul.com/sem-tools



Google Analytics Keyword Report

Non-branded
Terms

By Traﬃc and
Conversions

Look for Surprises



What Do I Do With this Data?

• What keywords are
missing? Can you add
content around those
topics?
• What keywords are
sticking?
• What new keywords
are emerging?



Content Brainstorming

• Top 10 Ways to...
• Hot Topics/In the News
• Infographics
• How to/FAQs
• Tag People
• Local Content
• Revisit/Update Popular
Content



Content Creates Credibility

blog.tendenci.com/online-fundraising-ntc-2013



Incorporate Keywords Into Your
Content

Title Tag/Meta

Content Text

Alt Tags on Images

Cross Links

Photo/Video Tags &
slideshare.net/Tendenci/optimizing-your-
Descriptions tendenci-site-for-seo-seo-for-cms



Part 3: Analytics Benchmarks



Traﬃc Trends

Look at Month/Month
& Year/Year
Online visitor trends
should match oﬄine
activity
Get in the habit of
adding notes




Engagement Benchmarks


Bounce Rate < 50%

Pages per visit > 2



Traﬃc Sources Benchmarks

Organic
Search Traﬃc
60% - 75%

Look at
Referral Sites




Part 4: Mobile



Mobile

Everything is Mobile

Mobile Users want
the same experience

85% of mobile users
say they watch TV
with their devices



Separate Mobile Site vs.
Responsive Design

Separate Mobile Site Responsive Design
• Cheaper to implement • Update content in
after the fact one place
• Two sites to keep • Recommended by
updated Google
• Two sites for search • More programming
engines to crawl required



Example Responsive Design



Part 5: Tendenci Features!



Rich Media

Photos Module

Videos Module

Tips:
• Use unique Titles, Descriptions
• Use Creative Commons
Licensing



Reports!

Tendenci 5.1
Invoices Reports

Membership
Reports

Top Spenders

404 Reports



Questions?

Caitlin Kaluza
blog.tendenci.com ckaluza@schipul.com
@qcait

Tendenci Open Source CMS
tendenci.com
@tendenci

tendenci.com/events



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Auditing your Tendenci Website: Checkups, Analytics, and Benchmarks for Live Tendenci Sites