June 22, 2016

Let’s Talk About:

Making Better, Data-Informed Decisions

Redesigns and product launches are exciting. Weeks or months of problem solving and hard work lead up to the dramatic unveiling of a fresh online presence. However, those launches can also be scary, especially when there's a lot at stake.

Fortunately, a thoughtful analytics strategy can inform design decisions throughout the process, mitigate risk, and ultimately lead to improved site performance in the long term. Analytics is most effective when it serves as a bridge between business goals and on-site behavior.

See how we applied analytics to our work with the White House Historical Association:

Results of our WHHA redesign

Community Thoughts on Making Better, Data-Informed Decisions...

  1. 1. Digital Marketing and Measurement Model The root cause of failure in most digital marketing campaigns is not the lack of creativity in the banner ad or TV spot or the sexiness of the website. It is not even (often) the people involved. It is quite simply the lack of structured thinking about what the real purpose of the campaign is and a lack of an objective set of measures with which to identify success or failure.
  2. 2. 5 Actions for an Effective Web Analytics Strategy Well-designed KPIs quickly convey how a business activity is performing and how successful an overall website strategy is; therefore, it is crucial for any organization to have a sound methodology to define KPI’s and measurements. A KPI methodology is a logical process designed to facilitate understanding between business and technology teams.
  3. 3. Measuring the Non-Profit: From Planning to Implementation Everything starts with the organizational mission, once we know that we can investigate the strategies and tactics used to execute that mission. All along the way we define pieces of data that helps us measure the performance.
  4. 4. Website Redesign Victory: A Step-by-Step Guide Before you make a plan of the steps you need to take to redesign your website, you need to seriously consider why you need or want to redesign your website…. Outline exactly what your goals are and prioritize them in a numbered list which you will use to plan accordingly, and attach actual data and numbers with these goals.
  5. 5. The Most Effective Website Redesign Strategy Marketers usually go into a redesign without a process in place to test the page templates and landing pages that are being changed. There’s no system put in place to monitor and justify those changes against key conversion metrics. Mitigating these risks can only be done with a rigorous conversion optimization strategy. It requires a process that includes understanding the target audience, prioritizing test hypotheses to solve issues obstructing conversions, setting up controlled split tests, and analyzing insights from data to make informed changes.

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