Does your website strategy accelerate growth? The success of your business depends on a winning plan. With the website as the center of your business foundation, as well as marketing, customer support, employees, business partners, sales, business partners, and PR.
1. Know what you want – Set Organizational Goals
What are you trying to accomplish? Be mindful of website usability and design from your client’s perspective. How can we use the website to achieve organizational objectives?
Possible organizational website objectives
- Increase sales
- Generate leads
- Reduce support costs
- oster loyalty among customers
- Streamline processes
2. Know Your Audience
Who’s this thing for? Why are people coming to our site? What are they expecting to find? How can we make the site easier for them to use?
Make a list of all potential audiences
- Primary Audience. Prospective customer. Secondary Audience. Customers, potential investors, partners and potential partners, analysts/ press, employees, potential employees.
- Primary Audience Profile. List everything you know about them.
- Key decision drivers
- What’s appealing to them about your product or service?
- What makes them tick?
- All Audiences in General – answer the following questions.
- What does your client Company XYZ do?
- How do the products and services work?
- How does the company compare with what I’m doing now?
- Are services available in my area?
- How much does the product/service cost?
Who are XYZ’s customers? What do customer say about the product or service?
- Are there any deals and special offers available?
- Can I talk to a live person?
- How do I get started?
Treat Your Web Site Like a Business
Spell out your Website Game Plan. What are your Objectives? What are you trying to accomplish?
How are you going to accomplish your goals?
Create a Web Site Strategy
The objective is to grow online sales by 25% over the next 12 months without an increase in ad spending.
What’s Your Strategy?
- Enhance SEO efforts to drive incremental free traffic.
- Refine paid search campaigns to drive higher volumes of qualified traffic at the same or lower CPC.
- Redesign selected areas to increase conversion rate on direct, organics and partner traffic.
- Develop custom landing pages for each primary target audience AND product to increase conversion rate on a banner, email and paid search traffic.
Measure the Right Metrics
5 Metrics that DON”T Matter
- Time on Site and Average Page Views.
- Focus groups.
Industry Average Conversion rates.
|Business Metrics||Site Metrics||User Metrics|
|Revenue||Conversion rate||User Testing Results|
|Transactions||Most Visited Pages||Satisfaction Survey Trends|
|Profit||Time on Site||Focus Group Feedback|
|Gross Margin||Traffic||Customer Support Inquiries|
|Selling Products or Services Online||Revenue, Profit, Conversion Rate, Average Order Value, Average cost per conversion|
|Lead Generation Sites||Lead Volume, Conversion Rate, Revenue originating from web leads, Cost Per Lead, Revenue Per Visit.|
-based content sites
|Revenue, Profit, Average Page Views Per Visit, Average Cost Per Visit, Average Revenue Per Visit.|
Prioritize Design Efforts
As the image above shows, common design priorities are often the home page at the top, then Category, Forms, Landing Pages as a last thought. The winning website design effort for better lead generating websites lies in placing the most efforts in what makes the cash register ring! The checkout page. Actually, it’s the confirmation page that ensures the purchase. You get the idea. Then put thought into the Detail page as potential customers compare your products as well as your products with your competition. The category page then the Home Page. The home page is the table of contents of your website.
Create, Measure, Learn
Your website is never “done”. Think of it as a long term initiative. Technology is always changing. Competitive environments always changing. User expectations are always evolving.