One of media company's top priorities is traffic. Page views and click throughs are money in the bank and my challenge was to grow that traffic and ultimately conversion rates by 20% in six months. This meant not just measuring statistics, but translating those numbers into meaningful, actionable information. I was able to exceed the stated goal by 3X, increasing client traffic by 60% in six months. This was a year over year metric comparing the same six months to ensure that the result was not due to seasonality.
Using a variety of sources, including Google Analytics, I was able to pull dozens of raw data metrics for the client. Traffic in a media site is dependent on many variables, one of them is the number of advertisements running. Having thousands of ads is great for SEO, it increases your page rank and provides many links into your site from various search engines. However, too many listings will also dilute your conversion rate. The raw data, number of ads, number of clicks and number of conversions are useful for baseline measurements, and for goal setting. From the raw data I was able to extrapolate valuable performance information.