We've worked with major corporations to help them to rethink their web strategies in order to make them more relevant to visitors. Our work includes:
- Visitor Needs Identification and Segmentation
- Web Experience Mapping by Segment
- Web Trigger Marketing Strategy Development
- Website Restructuring Based on User Needs and Differences
- How to Leverage Your Entire Organization in Planning for a Revised Website
- Capturing individual visitor information in your 1to1 database
- Maximizing the return on Personal URL (PURL) strategies in email marketing
- Website Redesign
- Coordinating Organizational "Buy-In" and Participation in Creating Your Next Generation Website
1to1 Website Case Studies
Not-For-Profit
E-Commerce
Business Services
Industry: Not for Profit Healthcare
Overview: We worked with a major not-for-profit health care provider to revamp their website and approach. This included considering the many different stakeholders that visit the website (patients, family, consumers, physicians, employees, donors, etc.) and creating a unique experience for each group.
Getting started: We established internal owners/leaders for each external stakeholder group. This included asking the Chief Operating Officer to represent Physicians, The Vice President for Human Resources to represent Employees, The leader for the Donor Foundation to represent Donors, and the Vice President of Marketing to represent consumers. Teams were established under each internal leader, a schedule was created and team meetings were scheduled and coordinated.
Changing marketing: As part of the new approach to the website we introduced key word search, a blog, videos, and an ability for customers to dialogue with the health care provider.
Impact: The overall web strategy was created based on team leader recommendations and overall organizational needs. The fact that key internal stakeholders were able to play significant roles in the web redesign speeded up the overall process and provided an end-product that each area was proud to have been part of.
The team approach resulted in a new web design and implementation ahead of schedule.
A key elective service was highlighted during the web strategy development, and it was showcased in the new site where key keyword paid search was also implemented for the service. Potential patients were asked to complete an online form resulting from their search results. Overall revenue from this elective service increase by 40% year-over-year after the launch of the new web strategy.
Industry: ECommerce (Space.com)
Overview: The launch of Space.com provided a landing point for many different consumers with an interest in space. This included everyone from science fiction buffs, to teachers, to investors, to students, to scientists.
Getting Started: We worked with the leadership and web data to define the different customer segments that visit Space.com. Our analysis showed that the different groups needed a new way of interacting with the site to meet their needs in a faster more efficient way. A web study was implemented.
Impact: We identified seven separate needs based segments. As we started to understand each of the segments visiting the site, Space.com quickly realized that these different groups had little in common, yet were being served the same web experience. The result was a restructuring of the website to allow for different experiences for different groups. For example, the teacher would be shown example lesson plans on astronomy, the science fiction buff was introduced to the latest movies and titles, and the investor was provided the latest business news around the space program and exploration.
The impact was a complete change in the way that visitors were treated. In addition, it created major changes to their overall strategy as they considered the needs of visitors in creating future content and partnerships.
Industry: Global Consumer & Business Services
Overview: Our client, a global service provider had the most visited website in the U.S. We helped them to revamp the site, maintaining their leadership position.
Getting Started: We identified web usage and worked to show how current visitors were utilizing the website. Because they sold to both businesses and consumers we developed a new map for how visitors could quickly identify themselves to more rapidly complete their visit. Identifying needs segments changed the way that the website helped customers to feel that the organization was providing information that they were seeking. These changes were a major departure from the previous site design.
We provided the overall strategy and worked closely with a large web developer to stage and revamp the site.
We changed the customer's journey through the site, balancing the needs of product champions who would regularly ask that new services be positioned on the home page with a new understanding of the need to focus on key prospects. This major shift in strategy created much happier visitors and increased overall web traffic and sales.