MARCH 2010

2010 Site Audit

understanding visitor traffic to invisalign.com - post site refresh

Objective: analyze visitor traffic, behavior and pathing on invisalign.com to aid redesign of web site.

As reported by Google Analytics Time period: 1/1/2010 through 2/21/2010

– Post redesign time period

– Visitor data significant and representative

Omit professional and internal traffic to not skew analysis

•Over ¼ of all visitors to the site have viewed it 9 or more times over the past 12 months – 10% over 100 times.•This suggests the site being heavily utilized by professionals and Align employees.•In order to accurately analyze viewer behavior, we omit all traffic generated by visitors coming to the site more than 8 times within a year.

understanding who’s coming to the site – frequency of visit

top line observations

•Number of average page views is almost at 3 pages per visits which suggests a highly interested visitor type – even on the first visit.•In addition, the 2:26 time spend supports that observation.•25% of all visitors utilize the doc locator at some point during the visit.•Only about ¼ of all visitor traffic comes from repeat visitors.

All subsequent analysis and observations will focus on visitors with less than 9 visits in the past year.

top content – page views

•The self assessment tool is the top content utilized by visitors.•Visitors are heavily drawn to understanding payment options and cost ranking second as top pages viewed.

•The payment option section is not directly accessible from the home page, increasing the significance of the high utilization.•However, it’s the top highlight on the right rail navigation on secondary pages – a testament to the success of this navigation tactic.

visit depth and length

•Over ¾ of all visitors view less than 4 pages on the site, suggesting a highly concentrated interest in key sections of the site.•Nearly 40% of all visitors spend over 1 minute on the site, with over ¼ spending over 3 minutes on the site.•The key drivers for this behavior are content heavy sections like the self-assessment tool and doctor locator.

•91% of all visitors to the home page visitors enter the site that way.•Also a large number of visitors return to the home page from key sections, outlining an opportunity to better guide visitors.

visitor pathing – home page•Apart from the self

assessment, ‘what is Invisalign’ and ‘will it work

for me’, user navigation from the homepage is

extremely fragmented.•This suggest that no clear

path is served up the visitors entering the site besides the ‘learn more’

CTA in the flash animation which leads to the ‘what is

Invisalign’ section.

•Neither the link to the teen site, nor the Doctor locator appear in the top ten paths after from the home page, suggesting less than .32% of visitors take these avenues.

•Visitors to the self assessment were

significantly less likely to leave the site after completing the self

assessment, and significantly more likely to

use the Doctor locator.•The CTA to the Doctor

locator at the completion of the self assessment is the

key driver of this.

visitor pathing – self assessment

•3.21% of visitors to the self assessment get there directly through OLM.•Visitors reach the self assessment mainly direct from the promo box on the bottom of the home page and from the top highlight in the right rail on the ‘will it work for me’ section.

•The highlight on the right rail drives a significant amount of traffic to the self assessment page.

•12.84% of visitors to the Doctor locator get there directly through OLM.•Visitors reach the Doctor locator mainly after the self assessment, suggesting that the CTA at the end of the survey works well.

•The lack of a clear CTA at the Doctor locator page

contributes to the fragmented traffic from this

sections.

visitor pathing – Doctor locator

•Almost 1/3 of all visitors to the ‘why use an Invisalign preferred provider’ section end up searching for a doctor.

visitor pathing – payment options and cost

•30.97% of visitors to payment options and cost get there directly through OLM.•The traffic to this sections is mainly driven by the highlight in the right rail navigation.

•The payment options and cost section experiences

some the highest exit rate of any page within the site.•This suggest that we are

either no explaining all options appropriately or that

the price points stated are not acceptable.

•Traffic after visiting the sections is very fragmented, a results of a lack of a clear CTA.

visitor pathing – FAQs•3.88% of visitors to the FAQ section get there directly through OLM.•The home page and testimonials section are the main drivers of traffic to the FAQ page.

•Over 52% of all visitors to the FAQ section leave the

site after viewing the page.•Having the FAQ section as

the last page visited is typically a desired outcome,

since most of the information not found on the

rest of the site is served up here.

•The different FAQs are not tagged individually, making it impossible to establish a hierarchy of most requested FAQs.

development details - screen resolution, browser usage and flash version

•The vast majority of users utilize a high screen resolution.•Almost 2/3 of all visitors use IE as their main browser.•Flash v10 is the mostly utilized.