During this site audit, Insightbytes works to understand your current marketing strategy and objectives and helps mold these into performance metrics.  The common denominator to all site goals, the single purpose of a web site’s existence is the visitors’ engagement with the business - online or offline - no matter what the particular site goals are. We look at how the overall business strategy nurtures the engagement process in your site.  We look at the composition of your site from the perspective of a visitor and different stages of the purchasing lifecycle they might be at: Information gatherers (Research), Shoppers (Evaluation/ comparison), Learners and Buyers (Decision makers).

The output of this audit is a standalone report that can be used to clearly understand the current status in your site and the gaps to what you want to achieve.

Functionality Requirements
The purpose of functionality requirements is to establish a documented description of the required behavior that is easily understandable by all people involved in the process.

 

Insightbytes builds these requirements from first reviewing any existing business rules and then augmenting it through structured user discussions and other stakeholders throughout your organization. Clients tell us this structured discovery and documentation process, often uncovers previously unknown requirements and drives the entire company towards a common set of objectives. This process is a prerequisite to the design and configuration of Google Analytics for the specific web site we are working on. Following our review of the site goals and feedback from stakeholders, we identify the “insight bytes” the tracking analysis should reveal. We also identify common standards and naming conventions in the functional requirements stage, such as page name convention, goal names, etc. 

 

Defining KPIs

 

Once requirements are set, companies need to determine if they are achieved.  Insightbytes has found that most organizations have countless numbers of measures.   Once these measures are set in place your leadership team can make informed decisions how to help the company achieve results.  The KPIs are set up to provide real-time ongoing results not waiting to a long delayed quarterly report that often is too late to allow good decision making. However, this step is not just about picking certain common performance indicators and applying to your business blindly. We translate your business objectives to actionable metrics, which most often will require the formulation of metrics in terms of ratios measured over time and also the creation of KPI indices that would reveal the performance of each attribute vis-à-vis the others. We also work with our clients to set benchmarks for the KPIs using their historical data, projections and industry trends. KPI definition stage also requires the identification of the particular tracking method for each KPI. Can the KPI be measured with the page-level tag or do we need a control button to be tracked or do we need to track a Web 2.0 component, etc.

 

Solution Design (Variable Mapping)
After completing the Functional Requirements, we advance into the Solution Design which details the behavior and appearance of each feature of the solution.

 

The Solution Design describes the architecture and the design for all features.  This is covered in three phases:
•    Conceptual design, using the perspective of the users and business requirements to define the solution in terms of usage scenarios.
•    Logical design, from the perspective of the project team and define the solution as a set of services.
•    Physical design, from the perspective of the developers defining the technologies, component interfaces, and services of the solution.

Tag Generation
Insightbytes uses a proprietary automated approach to inserting precise tagging code on every page within a website.  By incorporating functional requirements and solution design documents into our automated process, we can guide web analysts and developers on incorporating this planning and design work into the code implementation seamlessly.

 

This allows for complete tracking and reporting of all user activity and reduces tag customization errors to a minimum.  This automated approach is faster, better and cheaper than other manual approaches in that it quickly provides a consistent approach to attaching the best tagging code throughout the entire site.

QA / Testing
As the tags are put into the site, a full testing system is put in place.  This allows the verification of accurate complete tagging.  This extremely important step is over looked by many companies.

 

Insightbytes has found that improper or incomplete test can lead to faulty data ultimately leading to bad decisions.  Our testing approach ensures all tags work properly to feed the key performance indicators accurate data so your team is ensure of making proper decisions. Depending on the availability of data from the application database, we can also integrate a data accuracy check between tracking tags and backend systems. We also perform periodic site scans to ensure tags are not dropped during changes to the pages.

Dashboard design and implementation
Web data is messy, cumbersome and often difficult to work with. Providing data in a visual format is very important to quickly identify trends.

 

Tables with hundreds of columns and rows may be important to the accounting department but is often lost on the team managing your on-line business.  We work to convert the key performance metrics established into visual representations.  This allows decision makers to quickly identify trends and have the time to implement changes.

Highlights & Trends Reporting
The Dashboards are customized based on the different groups of people in your organization and they are real time and available at all times.

 

The dashboard for Leadership Team will tell your President what is the bottomline whereas your Operations Team will get to see which marketing channel generates a better ROI in which visitor segment. At fixed intervals it may be important to your business to have Highlights & Trends Reporting.  Insightbytes works with your team to convert the KPIs into a set of reports that can be used by senior leadership who need the big picture as well as your employees who need to dive deep into data to understand past performance and where the performance is trending in the coming weeks and months.

User Experience Optimization
How you and your company feel about the website ultimately is insignificant.  The only important aspect is the experience that user has while interacting with your company online.

 

From this perspective, it is crucial to understand the purpose of the site content and make necessary adjustments to it so that the visitor is taken through the mindset changes efficiently and brought closer to completing the desired action on the site. Insightbytes works to understand measure and report on the actual user experiences. We closely look at the desired conversion funnel, measure and identify fallout rates and focus on those parts of the forms that trigger these fallouts. We look at how the content is organized, whether high-value content is structured efficiently(content that lead to site goals) or left scattered across the site.

A/B and Multi-Variant Testing / Site Surveys
We will help you establish a testing infrastructure that will allow your online business to continuously strive for better performance on critical site content.

 

We use Google Website Optimizer to perform A/B and Multi-Variant tests, which allows separate aspects of a website to be tested in a production environment. Macrosoft will design the test based on defined visitor segments, tag the pages and set up reporting on test results.

A/B tests allow your company to determine the better of two content variations. Multi-Variant testing determines test the effectiveness of multiple combinations. The number of combinations variables in Macrosoft Multi-Variant tests is the amount of time it required to obtain a statistically valid sample.  Macrosoft testing is used to determine the content or creative variation produces that best achieve the defined goals of your website.

Dynamic Segmentation - Use of Persona Analysis
We use advanced segmentation and develop segment personifications to understand user expereince and help our clients customize campaign creatives and site content based on information scent trails the personification process suggests.

 

User experience changes based on many factors: the channel that drive the traffic in, the demographics of the visitors, time of day, day of week, etc. The common marketing wisdom of "different visitor segments behave differently" apply to online channel as well. However, besides using Google Analytics powerful advanced segmentation tool, we also try to personify these segments and measure site performance from the viewpoint of these personas. We develop "personas" to identify the most likely experiences each persona goes through and make recommendations on how to personalize the user experience further.

You need to be nimble to look at your on-line business from a unique prospective. Segmenting your on-line community is not a static process. Looking at customer groupings allows your company to see specific trends and quickly react. Insightbytes’ unique approach is to create dynamic segmentation to allow your company’s leaders to identify new segments and tailor content specific to create the desired action.