digital product analysis: adoption.com

8/18/2019 Digital Product Analysis: Adoption.com

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Media Strategy and TacticsDigital Media Product Analysis

Travis Barker

Product: Adoption SupportPlatform: Internet Website!" link: #ttp:$$adoption%com

Part &: 'ontent

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Website Objective Summary:Adoption.com’s objective is to be the one-stop place for everythingadoption. he !ebsite o"ers almost every #ind of solution$ tool$ orresource in order to learn about adoption or to start the process. heobjective of the !ebsite it be the most complete and professionalfacilitator of adoption.

hree %istinct Attributes:1- Abundance of &esources'- ()pert *rofessionalism+- Accessibility to closely become involved in the adoption process

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,ontent Strategy and ,onsistency: he !ebsite’s content is denitely center around a strategy ofcommunicating happy$ !elcoming$ inviting$ and positive feelings. Allthe content is driven by positive emotions in order to encourage birthfamilies and adopting families ali#e to feel they are invited to learnabout and participate in adoption. Adoption is portrayed in all of thecontent as positive$ hopeful$ and !holesome.

he strategy is very consistent throughout the !ebsite. *ictures andvideos feature !omen and families !ho are smiling and happy. Articles

on the site for e)ample are about adoption benets and besttechniues. he categories of content use positive language indescribing the sections$ for e)ample$ pregnancy$ parent proles$ ho!to adopt$ reunion$ and community. he advertisements on the !ebsiteare for adoption agencies or organi/ation involved in adoption.


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0isual Approach: he visual approach is similarly described as the content approach.0isually the !ebsite is !arm$ very !ell organi/ed$ and veryaesthetically pleasing. he content a visitor sees features families$couples$ children$ babies$ mothers$ and pregnant !omen. n all thevisuals they feature people !ho are smiling or seem to be happy. he!ebsite has o"ers a lot of content$ lin#s$ pictures$ articles$ and adsho!ever it is organi/ed in a !ay that it is not over!helming for avisitor to the site. he visual approach is very e"ective for the targetaudience because it features people in visuals !ho the target audiencecan associate !ith and in situation they desire to have for themselves. he amount of content is large but still very e"ective at displaying allthe options and tools in a simplistic layout in. 0isually the !ebsite isinviting and very !ell organi/ed in order encourage visitors to becomepart of the adoption !orld.

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arget Audience: he target audience !ho the site !ants to attract includes bothe)pecting mothers or families and those loo#ing to adopt a child$

mainly !omen from middle to old age. he target audience could alsoinclude those loo#ing to promote open adoption. t o"ers help andsupport to anyone loo#ing to be a part of the adoption process andcommunity.

Part (: Analytics

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3ost mportant 3etric: he metric !hich is most important for this !ebsite is the audienceand specially the demographics. he !ebsite is loo#ing to be the bestfacilitator in the adoption !orld and therefor they need to #no! if theyare properly serving the target audience. he !ebsite !ants tooptimi/e its e"ectiveness and see !hich demographic ma#es up itsaudience. Serving the audience appropriately is vital in anyadvertising$ ho!ever it is e)tremely delicate in the adoption !orld


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because of some the e)treme sensitive emotions involved in giving achild up for adoption or accepting someone into a family. hedemographic helps the company #no! their !ebsite is attracting$retaining$ engaging the e)act audience the site is tailor to serve.%emographic is bro#en into t!o sections: age and gender.

he most recent reading of age for visitors in the last year !ho visitedthe !ebsite and created sessions are in the 14-52 year ago range64578. According to the metric it currently indicates the !ebsite isattracting and gaining visits from e)actly the desired audience.


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n the last year the over!helming majority of visitors have been female69.;78. he fact that females are the majority of the visitors is also

the intended specic majority an amount of the majority. he !ebsiteisn’t completely unappealing to males but is visited for by !omen !homost of the time assume the role of a nurturer in the family.


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Second 3ost mportant 3etric:After loo#ing at the audience being attracted to the site the ne)timportant metric for adoption.com is the engagement of the visitors!ith your site$ Session %uration compared to Sessions and *agevie!s. he engagement metrics help you to gain insight about ho! yourvisitors are interacting !ith the site once they are there. he sessionsduration and page depth !ill help Adotion.com #no! if their contentand !ebsite is e"ective at gaining participation from the visitors.

Session %uration for most sessions 69


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Overall Website rend: he metrics for Adoption.com have been steady over the past year.(ach month the !ebsite averages 5;'$ 5


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Surprising 3etric:A surprising metric for Adoption.com !as the percentage of sessionsthat !ere on a mobile phone compared to number of session ondes#tops. !ould have assumed Adoption.com !ould be vie!ed moreon des#top computers$ ho!ever 2;7 of all sessions !ere vie!ed on amobile device$ !hich !as the device !ith the most sessions. %es#tops!ere used 2


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some!hat a di"erent demographic$ mobile functionality of the !ebsitemight not be optimal$ or certain content is more e"ective on mobile.

=oo#ing deep to !hy mobile phones have higher @ounce &ate$ less*agesBSession$ and lo!er Avg. Session %uration found some things

that may be causing the trend.

Age: he age group !hich is has a lo!er Avg. Session %uration is people 14-'2. hese may be younger adults possibly loo#ing to adopt or evenbirth mother loo#ing at ho! to put their child up for adoption.

Operating System:@other iOS and Android mobile users have higher @ounce &ates andlo!er Avg. Session %uration. hese operating system are the mostused systems and is most li#ely used by the majority of the youngerdemographic 14-'5.


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Dender:t is not surprising to see that the males on mobiles spend less time onthe site and have the highest bounce rate. 3ales may be contributingto the higher @ounce &ate.


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&egion: hose that use their mobile phones in (ngland may not have li#e thecontent on the site or it might not operate !ell in that region of the!orld.

=anding *age: he landing page that does the best for mobile users is the photo-listing page$ !hich seems to really engage visitors.


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Part ): Strategy

+-1*roduct &ating:Adoption.com earns a rating of ten. he !ebsite and content is veryprofessional done at an e)pert level. ts organi/ation of resources forvisitors combined !ith the tone and feeling communicated are very

e"ective. he audience that comes to the site and interacts there isthe ideal demographic. he amount and uality of engagement on thesite sho!s that it is an e"ective !ebsite. he overall traEc to the!ebsite is consistent. Adoption is a very sensitive subject in thecommunity that comes to the site and the fact that Adoption.com isable to get visitors to participate and spend time on the site indicatesthat site is an outstanding product.

+-' hee Fe! %igital *latforms:3obile AppAdoption.com could feature most of its online content also in an appformat very easily. he app !ould feature the same resources found onthe !ebsite for uic#er access for visitors. One change that !ould helpthe Adoptio.com mobile app to succeed is something that !ouldprompt users to use the app. ?pdates or alerts could notify users ofne! children photos$ ne! parent proles$ adoption in the ne!s$ studieson adoptions$ videos$ and any ne! content. Another things that the


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app should feature !ould be a uic# help guide to adopting or being abirth mother. he app should also be able to locate local adoptingagencies or social !or#ing agencies that can help those interested.

*odcast

An Adoption.com podcast !ould allo! users to listen to adoptionstories from people in any step of the adoption process. he podcastscould feature categories of stories from birth mothers$ adoptedchildren$ parents !ho have adopted$ and social !or#ers that !ereinvolved in an adoption case. Special !ee#ly podcasts could featureeither guest prominent or inGuential in the adopting community or topmanagement at Adootion.com. op management spea#ers could shareho! the company got started and ho! they continue to improve theirservice in order to help those interested nd trust in the company’smanagement.

(mail he platform of direct email mar#eting !ould need to be very selectiveand sensitive. Adoption.com could send out informational email toareas from !here a lot of children are adopted. (mails !ould includeAdoption.com’s service and include bios of birth mothers$ children andfamilies. Adoption.com cold also include local agencies and social !or#agencies in the area that !or# !ith birth mothers. %epending upon!hom the emails are sent to$ there !ould be separate emails targetingbirth mothers and families loo#ing to adopt.

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mprove 3etric: he metric that should be the priority for improvement should be thedemographic of 14-'5 birth mothers. he current ratio is about 1 birthmother to 5< families looing to adopt. he !ebsite metrics sho! that14-'5 year olds are about 17 of the ne! users coming to the site$ butthere are still more adopting families than birth mothers.

n order to attract and birth mothers !ould improve advertising andad placement online. !ould organi/e an AdWord campaign that !ouldfocus on attracting birth mothers to the site.

+-2 hree *roduct mprovements:Attract @irth 3others(stablish the 3obile AppAdvertise on elevision

digital product analysis: adoption.com

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