Web Analytics and Search Engine Optimization
Successful web development is an on-going process: You launch the site, study how people use it, and make continual changes to improve its performance. This is the advantage of the web over other media: Everything can be measured, and then changed to reflect what’s been learned. The measurability and flexibility of the web proves important to just about every industry, because it helps businesses understand their customers and better serve their needs.
Studying your site allows you to figure out how to improve it. As an example, you can run experiments and see which headline of two different e-newsletters has a higher click through rate. You can run the same photo with different headlines on a landing page and see what triggers a better response or whatever combination necessary to find out what clearly makes your customer base respond. You end up with this ever-building cumulative picture of what works and what doesn’t work on a web site, and the beauty of the web over print is you can take that learning and act on it tomorrow.
This is the one thing all successful web sites have in common: They pay close attention to what’s happening on their sites. By watching what people do – where they come from, where they click, how long they spend in one place – they learn what works on their sites, and how to provide more of it.
Performance Measures and Data Generation
While identifying Key Performance Indicators (KPI’s) is part of digital strategy development, getting from raw data to measurable KPI’s requires careful consideration of what is actually useful to measure. We’ll make sure that your digital assets are generating the right source data to support the measurements you need to make.