Anything that can be measured can be improved and we all should know that everything can be measured online. Data analysis and continual improvement are at the heart of Online Strategy Solutions methodology. A campaign or website that is not optimised correctly can often be performing at a fraction of its potential. We have seen websites produce 5 times the output after a full online strategy review. Our online strategy framework is broken down into 3 key phases, each with distinct goals.
Foundations
As the name suggests the foundations phase focuses on getting all of the basics right with the website. Which areas are producing the most profitable traffic? Which areas the least? Which Adwords campaigns are working? Which aren’t? What is the optimal amount to spend on Adwords? All of these questions and many more are answered after a thorough analysis of all available data and analytics information.
Customer Centric Design
The next phase focuses on shifting the direction of the web strategy to focus on what the customer wants. First off we start to gather some data on Why visitors are coming to the website in the first place. Often this is not the reason the site owners think. Our process taps into the minds of your customers and we learn a huge amount about the future direction of the website. It tells us which content we should produce more of, which products the customers love, and their overall satisfaction rate. And as we all know, a happy customer is a profitable customer.
Evolve: Forever
The Evolve: Forever phase is all about making sure that the website grows and evolves with the ever changing web. Our process of focusing on data analysis allows us to spot trends as they are happening and not 12 months too late. This Is best explained by a quick example. Without a constant eye of web strategy many businesses missed the emergence of Twitter. The below chart shows the growth of Twitter over the past 18 months. As you can see, If you received a new web strategy anywhere between October 08 and July 09 you would most likely left out twitter, but with an ongoing focus on web strategy you would have spotted the trend early in February 2009 and would be capitalising now.
