Strategy

source: http://www.neptuneweb.com/digital-consulting/analytics-and-roi-tracking.html

In order to maximize the return on our clients' Web investments, it is crucial that we commit to a thorough analysis of needs and develop an integrated strategic plan. Our seasoned professionals work closely with clients to ensure that their web goals are in line with their marketing and overall strategic business objectives. It is important to make sure every short-term decision falls in line with a long-term plan. Failing to do so can result in costly losses of both time and money.

From our experience, here are a few key components to a successful strategy:

• Clearly Define your Web Goals & Metrics for Success
• Understand your Target Audience
• Engage your Visitors
• Drive your Audience to your Website
• Nourish Visitor Relationships
• Capture Strategic Data
• Track & Measure the Results

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Analysis

• Review with client:
  • Business goals
  • Site goals – lead gen, check-out, etc.
• Traffic Analysis (Google Analytics)
• SEO Analysis (Google Analytics, Site Audit)
• Current site analysis – what is working, what isn’t
• Likes/dislikes of competitors, other sites

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Visitor Personae

• Target audience overview/analysis – who is using the site, what are their characteristics, and what are their goals
• Audience Segmenting

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Content Development

• General messaging/core concepts
• Copywriting
• Asset-generation
• Branding
• Sitemap
• User paths

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Ongoing strategy

• Review of data – traffic, CTRs, etc.
• Develop additional paths, content, etc.