Running a campaign can be a stressful affair and it is essential that businesses are able to really understand how their customers are responding. In this guide, we speak to Webtrends about how its services could shine a light on what’s happening online
Please tell me about your business
Webtrends helps brands realise value across their digital channel by providing digital marketing expertise and services that measure and optimise online, mobile and social campaigns. Its experts are at the forefront of the evolution of the opportunities the web brings, working with some of the world’s most advanced online brands to maximise their web presence.
More than a tech provider, Webtrends provides digital marketing experts and services working with marketers to provide on-tap consultancy advice on improving the optimisation of online, mobile and social and measuring the success of campaigns.
Webtrends also provides real-time data to enable brands to deliver the most relevant messages and experiences that drive the best results across web, mobile and social.
Who is the product aimed at?
Webtrends Optimize is aimed at organisations looking to maximise online conversions by improving their visitors’ experience, refining usability and targeting relevant content across multiple channels. Everything from standard websites to mobile, tablet and Facebook content is being optimised.
Our solution and services are very popular with organisations who treat website optimisation as another channel (like paid search, SEO, email or social) – they attribute growth and revenue targets in the millions to website optimisation.
What are the benefits of using it to an eCommerce business?
When looking to increase ROI on acquisition channels, the temptation is to focus effort and attention on improving the campaign creative, message or special offer to be competitive. More and more e-commerce businesses are realising campaign performance can only be as effective as the website is engaging. For example, if you refine and perfect your email strategy, A/B test again and again to increase click-through rates, but your visitors drop their visit after two pages. Webtrends Optimize can have an effective change on your campaign ROI by improving website engagement. Website optimisation is a means to increase conversion, revenue, and get a 360 degree understanding of your visitors likes and dislikes.
However, it’s not just campaigns that benefit, multivariate testing (MVT), website optimisation helps extensively with website redesign providing data to back up decisions. Gone are the days of the HIPPO (Highest Paid Persons Opinion) effect; everyone’s ideas and recommendations get a chance to be tested and with MVT we get the opinions of thousands of visitors based on subconscious behaviour.
How much does it cost?
It depends on how much web optimisation you want to do. We have a license and services structure designed to benefit smaller organisations, but also include economies of scale for larger enterprises.
How does it work?
Our solution consists of two parts: 1) platform and 2) services. Our approach to ensure customer success is to include fully managed services with our platform. This mean we can bring the expertise and development resources to the relationship and work closely with our clients to ensure the long term optimisation strategy is executed in line with growth expectations throughout the year.
The light touch approach to deployment means the implementation is simple but effectively gives flexibility to try both simplistic and radical optimisation techniques.
Take me step-by-step through how I buy and install it
1) Initial meeting to understand requirements and share expectations from the relationship
2) Execute commercial framework
3) Business kick-off followed by technical kick off meetings – objectives here is to have an optimisation plan agreed for the first three months whilst executing the deployment of our JavaScript tag simultaneously
4) First tests/targets go live. In parallel planning and execution of the next round of tests/targets will take place
5) Your optimisation consultant provides a detailed analysis and presents back to your team the results and key learning’s from step four
6) On-going optimisation….
What do I need to do once it is set up?
Depending on how much self-service you want to do. We support both self service and fully managed service approaches. For fully managed service clients, whilst we own the majority of the work we require input from your business for any optimisation projects you may want to prioritise and we require a weekly call to discuss roadmap and live project updates and quarterly onsite business reviews to present back results.
Is there anything else I should know?
Our client base includes some of the largest brands in the UK such as Marks and Spencer, Play.com, MoneySupermarket, AXA, AirFrance-KLM and Lastminute.com. What does this mean to you? It means we have the experience and proven track record so a good choice if you are looking for a partner in the web optimisation space.
Speak Your Mind