Website results process (the detail) - new

Plan

• Business Objectives, Key Success Metrics & Expectations around quantity and speed of results (established baseline to be confirmed after the analysis is done)
• Who is your target market
• What activity you have undertaken to date (Promotion & Persuasion - and the ratio between the two)
• Other ideas, wants and needs you may have

• the information from the planning meeting
• any relevant measurement that has been in place (analytics & other marketing measurement tools)
• your current website (if one exists)
• our own research (competition, industry analysis and other sources)
• user surveys
• user testing

List of areas to invest into

Build a prioritised list of areas to invest into - Start by thinking about the biggest barriers to achieving the objectives of the client (barriers to conversion or the promotional areas that aren't working). We use this information combined with the analysis to create a list of prioritised areas to invest into.  This list forms the structure of the project management document. This covers both improvements to your website and marketing channels.

• this list is then peer reviewed to ensure a sound strategy
• is presented back to you for review and to confirm that you are happy to proceed with the approach

Test, Measure & Tune

Test - Because the project is broken into lots of manageable chunks, there is no waiting around for everything to be complete before pushing the button and hoping for the best. As each item in the action list is completed it goes live on your website, and we start to measure the effects.

Hypothesise - For each area we are looking to improve, we ensure that we know what we are testing and what the intended outcome is.

e.g. We want to increase leads for sales team (objective) by increasing the conversion rate (success metric) of ebook landing page. We currently have a conversion rate of 5% (baseline) and we want to double this (expectation - target) in a month (expectation - time). If we implement some design improvements (tactic) and measure this using google anylitics (measurement) and also gather further information with other tools like heat-mapping (ensuring that we are gathering additional information for the next test) we think that we will achieve this objective of increased leads by increasing the conversion rate.

Implement - Once we have a good idea of what changes we are going to test, we then work with our team of expert designers and developers to implement the changes.

Measure - measure success against the baseline you established in the planning phase. The data resulting from your test, when compared to your baseline, will tell you where to go from here. The more changes we make, the more we learn about your customers, and this quickly leads us towards new ideas for continual improvement.

Tune - At the end of the cycle we have decided with you to test, we will analyse the results and make decisions base off the findings. 

If this test was a success, then great. Now, you can either cross this concern off your list and move on to the next one or continue refining and re-testing this page, making it as awesome as possible.

If this test wasn’t a success, don’t be discouraged. All this means is that it’s time to go back to Phase 4, reexamine the data, and design a new test. You learn as much from a negative outcome as you do from a positive outcome.

Present back to you - We present what we did last cycle & look at the results and make decisions as to what we will do in the next cycle.