Designing a new website, launching international sites, or even starting from scratch in the digital space, are all common challenges facing our customers. Often, budgets are spent crafting the ideal user experience without much attention to maintaining traffic and retaining customers after the project goes live. We covered our best practices for addressing these common challenges and showed you how to look like a rock star within months after launch. The digital marketing ecosystem is complex with many factors impacting site speed, search engine optimization (SEO), paid search effectiveness, advertising, and conversion rates.
We broke down these factors with a 9-step approach to digital marketing success through a redesign that enables you to make the smartest and most cost-effective decisions.
3. PERFICIENT
OVERVIEW
WHO IS PERFICIENT? WELCOME TO…
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$500+Million in revenue*
1997Founded
PRFT Listed on NASDAQ
90% Repeat Business Rate
Employees
2800+
N. America locations
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Global US, EU, China + India
*2016 year projection
4. With unparalleled information technology, management consulting, and creative capabilities, Perficient and its Perficient Digital
agency deliver vision, execution, and value with outstanding digital experience, business optimization, and industry solutions.
Major market locations: Allentown, Atlanta, Ann Arbor, Boston, Charlotte, Chattanooga, Chicago, Cincinnati, Columbus, Dallas, Denver,
Detroit, Fairfax, Houston, Indianapolis, Lafayette, Milwaukee, Minneapolis, New York City, Northern California, Oxford (UK), Southern
California, St. Louis, Toronto.
With dedicated Perficient Digital agency expertise in Ann Arbor, Atlanta, Irvine, Milwaukee, and St. Louis.
ABOUT PERFICIENT
LEADING DIGITAL TRANSFORMATION
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5. Perficient Digital is a user-centric agency driven by the passion to deliver exceptional experiences that
connect our clients with their customers. The creative force within Perficient, we have the ability to
discover and define who our clients’ customers are and what they want. We then design, develop
and deliver just that – compelling experiences that are results-focused, digital-ready and grounded
in research.
ABOUT PERFICIENT DIGITAL
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STRATEGY DESIGN DEVELOPMENT MARKETING
6. Strategy & Business Alignment
DIGITAL MARKETING
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ENGAGE RETAINACQUIRE
SEO
DISPLAY
EMAIL
PPC
AFFILIATE
SOCIAL
USER EXPERIENCE
ANALYTICS
CONVERSION
CREATIVE DESIGN
CONTENT
MOBILE
SOCIAL
EMAIL
MOBILE
CONTENT MARKETING
REMARKETING ADS
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Better Search Traffic
Drive Quality Traffic with ROAS
Generate More Leads
Increase Website Sales
Improve Revenue from Email
Retargeting and Remarking
Quality Content Generation
Personalized User Experience
Maximize ROI for Each Channel
Easy-to-Understand Reporting
PROVEN RESULTS
DISPLAY
ADS
RETENTION
ANALYTICSLEADS
SALES
OPTIMIZE
CALL
CENTER
SOCIAL
MEDIA
PPC
SEO
EMAIL
MARKETING
AFFILIATE
MARKETING
CONTENT
MARKETING
10. IMAGE AREA
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DETERMINE SITE GOALS
Understand your business goals and what success looks like
for your new site.
What is the purpose of the website?
Increase Engagement
Drive Sales
Generate Qualified Leads
Build Loyalty
Improve Brand Awareness
11. Once goals have been established, determine how the relaunched site will facilitate these actions. From there,
develop key performance indicators (KPIs) to measure the actions users take toward those goals on the site.
GOAL ACTIONS BY SITE TYPE
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eCommerce / Retail Sites
Purchases
Revenue
Conversion Rate
Account Registrations
Email Signups
Lead Generation Sites
Lead Form Submissions
Content Viewed
Information Downloaded
Trials or Demos Requested
Informational / Content Sites
Pages Viewed
Time on Site
Video Views
Interactive Content Clicks
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Using the established goals and KPIs as a guideline, create a
tracking strategy that outlines where and how to track key
engagement with the site.
CREATE A TRACKING
STRATEGY
INCREASE ENGAGEMENT
GOAL
Increase Online Revenue
KPI
Revenue, Transactions, Average Order Value
TRACKING REQUIREMENTS
Capture transaction data at checkout
TOOL
Google Analytics
13. SET A BASELINE TO MEASURE SUCCESS
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Establish baseline metrics that will be used as a point of
comparison to evaluate the performance of your new site.
Traffic
Time on Site
Conversion
Email / Registration Sign Ups
Content Engagement
Identify any key events that could have impacted data
before, during or after launch.
Seasonality
Promotions
Communication to Existing Customers
Changes in Digital Channels
15. THREE KEYS TO A
SUCCESSFUL
MIGRATION
Many times, a migration leads to a significant drop in organic
search performance. By following three key action items, it is
possible to make any reductions in performance temporary and
short. Afterwards, you can even expect a lift in performance - but
only if you do your homework and are prepared at each step of
the process.
ORGANIC SEARCH
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1.
PLAN
Understand everything that you want your site to
do after launch and plan for its implementation.
2.
KNOW
Inventory everything that you want to protect and
determine where you want to improve.
3.
TEST
Understand how search engines are going to see
your site before it launches no surprise!
16. THREE KEYS TO A
SUCCESSFUL
MIGRATION
Leveraging paid search is an extremely effective way to maintain
search engine visibility during the slight drop in organic traffic. If
you monitor organic traffic and rankings, you can use paid to
supplement your traffic as search engines figure out your new site.
Using a clear definition and understanding of online objectives,
paid search can turn information seekers into customers as result
of an overarching strategy aligning with or complementing other
media channels and advertising programs.
PAID SEARCH
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1.
CUSTOMIZE
Create a campaign structure with keyword and ad copy
appearing on the devices most relevant to your audience.
2.
OPTIMIZE
Leverage the highest-converting keywords and ad copy
by focusing spend efficiently.
3.
TEST
Implement A/B Landing pages and test ad copy without
campaign disruption.
18. Think of your site’s migration as a long journey. Build yourself a map of where you want to go by documenting all of the requirements
before any build work, design work, or other actual “work” is completed. You may even want to do this before a platform is selected.
Start by asking yourself some of these questions:
BUILD YOUR PLAN NOW
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Do I have a shareable list of
fundamentals for on-page optimization?
How deep do I want search engines to
index my site?
Will my site be available in a number of
languages? Geographies?
How will functions like faceted
navigation be handled?
Where will product data or content
come from?
What does my site lack today that
should be included?
Will there be any limit on the number
of redirects I can put in place?
Will the new site be made mobile-
friendly? Responsive?
Will any JavaScript frameworks be
used that could impact search
engines results?
19. KNOWING WHAT TO PROTECT / GROW
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PROTECT
Begin with an inventory of all URLs.
Gather data for each URL from multiple sources.
Focus your efforts on maintaining revenue, then traffic,
then rankings.
Sort by what matters most to you.
Understand that a small, temporary drop is likely.
Use all of this information to build your plan.
GROW
What are your greatest opportunities for improvement?
Understand what you’re working with.
What enhancements can you make at this time?
Are there new areas or markets that you should be attempting
to target?
20. TEST, TEST, TEST
At this point, you cannot assume anything. Make sure that you take
all possible actions to understand how search engines are going to
see your site once it is live.
ORGANIC SEARCH
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Build solid review plans and documents for each
phase of the build.
Use all tools at your disposal to evaluate things as
they near completion.
Make sure that you fetch and render in both
Google and Bing to see what they see.
Crawl your site regularly and save them to keep
a record of changes.
21. TIPS TO
TEST BETTER
Crawl your redirects on dev if possible.
Understand how to ”inspect element” on JavaScript-driven sites.
Know the limitations of your crawler.
Check site speed on your dev environment if possible.
Use the structured data testing tool on code snippets.
Use extraction or scraping to check Href Lang values across pages
and folders.
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23. MONITOR USER RETENTION DATA
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Before and after launch, monitor user retention and engagement reporting in your analytics tool
Visit Frequency
Bounce Rate
Average Time Spent on Site
Page Depth
Goal Completion Rate / Success Event Counts
Time to Purchase
Maintain awareness of campaigns or initiatives that could drive new or repeat visits, such as display
campaigns to generate awareness and new visits or remarking tactics to bring users back to the site.
New Visitors Returning Visitors
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Gather insight from real customers to determine why
users are or are not completing your website goals.
User Recordings
Heat Maps
Scroll Maps
Surveys and Polls
Live Chat
QUALITATIVE DATA
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Ensure all digital touchpoints that lead to your site have
customized campaign tracking.
This will allow your analytics platform to track:
What channel the visitor came from
What actions they took on the site after arriving
What campaign drove their visit
What version of creative or content drove the visit
CAMPAIGN TRACKING
IN ANALYTICS
Goal 1 Goal 2 Goal 3
Organic Paid Search Email Referrals
45. Including a paid media campaign in your marketing plan for a site redesign can:
Drive traffic and increase overall awareness of your brand.
Capture the attention of new and current customers.
Create buzz about your brand’s new positioning.
Change perception of your brand by introducing the consumer to new information.
Pique consumers’ interest on why the site change or new content is relevant to them.
Increase potential customers and CRM database.
Provide insights on potential new target audiences.
TURNING MEDIA INTO DOLLARS
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47. Integrating social media into your website development provides an important opportunity to increase
engagement with your site.
We recommend the following steps to incorporate social media into your website design and build:
Include Social Share Buttons
Utilize Social Login
Feature Social Videos and Photo Content
Integrate Social Reviews
SOCIAL MEDIA
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48. Adding social share buttons and Facebook Open Graph to your website helps gain exposure for your
content and can ultimately help you in social search and SEO.
Include the icons at the top, bottom or side of your page to make them easy to find.
Focus on featuring the social channels you are actively engaged in. Don’t include platforms where you
have a low presence or a placeholder for your brand.
SOCIAL SHARE BUTTONS
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49. Including a social login can:
Help provide an enhanced user experience and expedite registration processes.
Simplify the registration process, allowing you to increase conversions and collect more data.
Allow you to collect user data points that will help you in personalizing future campaigns and
targeting your audience.
SOCIAL LOGIN
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73% OF INTERNET USERS PREFER TO LOG IN TO
A SITE VIA SOCIAL LOGIN VS. EMAIL REGISTRATION
50. Integrating social video and photo content can help to augment content for your site and allow for
sharing and increased exposure.
Video is most highly recommended, as it is prioritized within social algorithms and will provide
maximum engagement.
Embedded Instagram photos can be effective in allowing you to capture new followers from
your website.
SOCIAL VIDEO + PHOTO CONTENT
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51. Leveraging social reviews on your website allows you to essentially create social testimonials.
Implement social widgets on your website for valuable review content.
Use widgets such as the Facebook “Like” box to identify yourself as a credible brand
and provide increased exposure for your brand.
SOCIAL REVIEWS
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79% OF CONSUMERS TRUST ONLINE REVIEWS
AS MUCH AS PERSONAL RECOMMENDATIONS