Strategic Planning

Your site design hasn’t changed in 3 years, but what you do has. How do you show your audience that you are current and relevant and that your site represents the growth and forward thinking of your company? You have a new logo, new colors. You have a new business objective. You want to take advantage of the latest online technology. Your site is too narrow for most new monitors. All of the above speak to the need for strategic planning. You have hired an in-house webmaster to control the day-to-day site content. It doesn’t mean you are going to reinvent the wheel entirely, it means you are going to take your site to the next level.

Our experience with long term clients as well as new clients is to take a 360-degree look at where you are today and create a manageable list of actionable items to take you to the future. This involves an in-depth review of where you and your industry are and how that aligns with your business objectives, including competitive advantage.

Change in strategic direction

A large real estate development went from the “building and leasing” stage to the consumer-driven “open and active stage”. This site still needed to appeal to investors, potential leasing tenants and the community at large. However, now it needed to support active tenants, current and potential customers.

To support these additional objectives, we researched what consumers are looking for, as well as the demographics of the surrounding areas. In addition, we reviewed current site statistics, rankings, and form sign-ups. We then fulfilled the following tasks:

  1. Expanded site content on homepage for more current, day to day communication with their target audience.
  2. Supplemented site with additional pages to support current tenants.
  3. Added landing pages to talk about specific retail categories, helping search engine optimization as well as helping the consumer understand the development.
  4. Updating the facility map to be more consumer interactive and not as much leasing-focused.
  5. Created a drop down navigation system so the consumer can quickly navigate throughout the site. Also added supplemental copy to the navigation for the consumer as well as search engines.
  6. Added landing pages to assist in tracking external advertising initiatives.
  7. Focusing on additional conversion points to gauge site success.

Updating to the latest technology

A museum whose mission and objectives remained the same, hadn’t significantly changed the design and functionality of the site in a few years. They wanted to keep the same core content yet freshen the look and functionality of the site as well as utilize technology that wasn’t available when the site originally launched.

To achieve these goals we reviewed current site statistics, the strengths and weaknesses of their business, the existing site map, and new functionality that might be well suited to their audience. We then fulfilled the following tasks:

  1. Updated the existing site map, using what we learned from our research, to condense the number of pages and sections to be more manageable and focused for the user.
  2. Designed an updated look and feel, in keeping new brand colors and fonts.
  3. Integrated social networking content to live within the site.
  4. Utilized current ajax and javascript libraries to improve site functionality and usability.
  5. Created a mobile friendly interface for iOS, Blackberry and Android allowing reuse of existing client-managed content for streamlined updating.
  6. Removed outdated technologies.

Gaining a greater understanding of your visitors = Conversion

All of our clients are concerned about traffic and removing barriers to conversion, whether it be purchasing a product, reserving an item(s), registering for an event or class or making a donation– How did they get here? How many visitors? How many pages did they look at? What did they do when they got here? Finally, why did they leave, and did they take the actions most important to our business? These are the questions that determine marketing budgets and help you gauge success and determine future initiatives. Wave has extensive experience in gathering, delivering and analyzing this kind of data. Some of what we have done to help our clients:

  1. Assist in tracking multiple attribution visitors – those who have come to the site more than once before converting, and possibly through more than one channel (adwords, organic, partners, etc.).
  2. Dynamic replacement of content based on entry path of a visitor. For example, a visitor coming through an adwords click may see a special phone number or consumer promotion displayed that would allow the client to track not only the clicks but the conversions on those clicks, even if the consumer called the number.
  3. Utilize A/B testing to present and control a test group of users, different conversion paths in order to reduce barriers to conversion. A/B testing can be done using 3rd party tools or in some cases where the site is highly dynamic or more than 2 simultaneously testing paths are necessary – create a custom testing infrastructure.
  4. Add additional tracking perimeters such as Button clicks, Menu expansion, etc. for a more complete understanding of visitor interaction with the site.
  5. Integrate a variety of 3rd-party analytics and conversion tracking packages.

For more information or questions about this case study, please contact us today.