define & Discover

Discuss & agree up to three core business goals to guide the strategy

Provision of any existing marketing / buyer personas, industry or user research that could enhance the strategy

Establish whether the analytical set-up is sufficient to
draw meaningful conclusions on current performance

Provide & implement recommendations for the widening and / or deepening of existing data to inform current site performance
Data Review

Provide detailed analysis of the performance of the current site
Identify areas of strong & weak performance to create data-led basis for later analysis

Present an overview of audience types based on quantitative & qualitative data alongside any existing audience information provided
Visitor-Led View

Isolate key visitor types based on onsite-identifiable criteria to focus later sections
Provide overviews of primary drivers & primary needs for those visitors
Assign one of the agreed business goals for each visitor type that matches their primary need most closely
Conversion Flow

Visually & graphically map the flow of traffic through the site, identifying pages as well as the navigation method

If necessary, break down large Conversion Flows into discrete sub-flows to aid analysis & create focus

Identify where flow(s) are creating barriers to conversion
Conversion Narrative

Isolate the key messages that are being delivered to visitors along each step of the Conversion Flow

Identify where those narratives are creating barriers to conversion
Recommendations & Test Ideas

Recommendations are changes to the site that should be made without running a test
These are used to correct any fundamental issues with the Conversion Flow or Narrative
They are usually changes that can be made more quickly & with limited investment

Test ideas are changes that should be tested against the existing site experience (or Control)
These ideas often represent larger-scale changes or hypotheses that need to be proven with data before a firm recommendation can be given