One of the major channels of any digital strategy is in the Data. A methodical approach, centered on the analysis of data, makes it possible to make a site and more generally of a digital ecosystem a machine to reach the objectives – of sales, of a generation of leads, of notoriety … – by identifying and activating the most effective levers to generate more qualified traffic, engage it and maximize transformation rates.
Whether it’s to increase online sales, identify prospects, encourage visits to stores or increase the number of page views to promote the site to advertisers, the levers to focus will not be the same. Clarifying the objectives is, therefore, a prerequisite for any campaign design, creation or redesign of a digital platform, whose aim is to maximize performance and return on investment.
Think ‘performance’ since conception
In the case of a redesign of a digital base, the analysis of user journeys on the existing is valuable because it allows identifying everything that goes against the objective pursued, including breaking points and the elements not generating the expected commitment. The Google Analytics suite provides the tools and data needed to conduct this analysis objectively and accurately map everything that will need to be reworked with User Experience (UX) experts in the future to the logic of the future digital platform is really centered on the user. It is also important to note that thinking about performance from the design stage is not particularly antithetical with a Design Thinking design method. It is very complementary; the analytical elements that enrich and objectify the personal/course vision specific to Design Thinking. For a redesign as for creation, to define upstream an SEO strategy is a necessity. By crossing the company’s offer and its objectives, it is a question of establishing the keyword matrix on which it is necessary to position oneself to acquire qualified traffic from the search engines, Google in the first place *. It is on this matrix that the UX and SEO experts rely on creating a tree structure that is both user-friendly and robot-friendly. The good coordination between UX and SEO is essential to integrate all the technical constraints and to design a digital platform whose hierarchy of contents corresponds to the searches of the Net surfers and not to the internal terminology of the company. Once again, it is important to reason ‘user-centric’!
Enable good performance channels
Without brand awareness already acquired at the level of the brand, no site will spontaneously generate traffic, let alone qualified traffic. The machine must be launched and restarted regularly through acquisition campaigns. The techniques to be mobilized are defined according to the context and objectives of each campaign. None is self-sufficient, we will give more or less weight to different levers of acquisition, depending on the resources available, budgets, or the digital maturity of the company. None of these channels however replace SEO. A well-optimized site remains the most sustainable way to be well positioned in search engine results – hence the importance of the initial work on the SEO strategy. Attracting visitors is not enough. It is then necessary to transform this traffic, ie to drive as many visitors as possible to fulfill the conversion objectives: to place an order, to leave their contact details, to make an appointment or to consult the pages where are placed advertisements of the advertisers. Thus, the regular and systematic analysis of the routes makes it possible to continuously optimize the ergonomics of the site by creating engaging landing pages for each type of request and by introducing devices aimed at:
- Reassure the user – the presence of customer notice in the product pages, access to a community of users, securing the site …
- Facilitate its research on the site – self-completion in the internal search engine, chatbot, FAQ, display of products already consulted …
- Incite to interact – diversification of the means of contact (phone, contact form, web chat, chatbot, Click to Call, Web Call Back …)
The appropriate combination of these different means, as well as the ability to customize the site to show the visitor that it is known and recognized, significantly increases the commitment and the conversion rate.
Know the audience to better convert
Driving a digital platform in a logic of performance is to know who comes, who buys what and when to always better segment the audience, target campaigns and increase the rate of transformation. On a site or application, all actions and interactions are traceable, and Google provides in parallel relevant demographic data (age, sex, interests of Internet users …). A tagging plan made with Google Tag Manager makes it possible to trace this information (non-nominative) in Google Analytics in order to establish a fine typology of the audience. For example, the analysis of the data will reveal that the ‘Cuisine’ section of an e-commerce site is very visited by men aged 35-45, who are not the basic target. A new business opportunity is then detected. Thanks to this knowledge of the behaviors and the profiles, it is then possible to segment the audience and to activate for each segment the appropriate conversion levers: e-mail of revival visitors who filled their basket but did not finalize the transaction, invitation to discover a new product for those who have consulted several times this or that heading, etc. Visual dashboards built with ad-hoc tools make it possible to monitor the performance of each action/campaign, rectify those that do not give the expected results, identify activity or traffic hollows and plan new actions. to smooth the activity of the site.
A virtuous dynamic
Optimal digital performance is achieved by continuously analyzing and optimizing the digital ecosystem. The behavior of Internet users evolve and knowing how to question what was true yesterday but is no longer today allows to propose the most appropriate response to users. These optimizations are fundamentally based on data analysis. It is this iterative approach that makes it possible to make good decisions at any time to put the site in a virtuous dynamic and reach ever more ambitious goals.
Any business can see its web and mobile performance increase in these proportions. The condition ? Be methodical and rely on the data to leave nothing to chance, from the design stage.