OPTIMIZE DIGITAL MARKETING SUCCESS WITH YOUR SITE LAUNCH OR REDESIGN

PERFICIENT OVERVIEW

WHO IS PERFICIENT?

PERFICIENT OVERVIEW

WHO IS PERFICIENT? WELCOME TO…

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$500+ Million in revenue*

1997 Founded

PRFT Listed on NASDAQ

90% Repeat Business Rate

Employees2800+

N. America locations23

Global US, EU, China + India

*2016 year projection

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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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

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

HOLISTIC APPROACH

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NO FOCUS ACQUISITION FOCUSED HOLISTIC APPROACH

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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

ESTABLISH GOALS + KPIs

IMAGE AREA

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DETERMINE SITE GOALSUnderstand 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

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 TRACKINGSTRATEGY

INCREASE ENGAGEMENT

GOALIncrease Online Revenue

KPIRevenue, Transactions, Average Order Value

TRACKING REQUIREMENTSCapture transaction data at checkout

TOOLGoogle Analytics

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

MAINTAIN SEARCHENGINE VISIBILITY

THREE KEYS TO A SUCCESSFULMIGRATION

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!

THREE KEYS TO A SUCCESSFULMIGRATION

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.

INCREASE SEO RESULTS

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?

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?

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.

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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ENSURE VISITORS AREENGAGING WITH YOUR CONTENT

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

VALIDATE NEW USER INTERFACES

ITERATIVE WEBSITE REDESIGN

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START A/B TESTING

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VS.

ORIGINAL

VALIDATE WEBSITE IMPROVEMENTS

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VS.

ORIGINAL NEW UX

TESTING HELPS AVOID NEGATIVE RESULTS

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VS.

ORIGINAL NEW UX

-20%CONVERSION

RATE

ITERATIVE A/B TESTING

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DELIVER THE OPTIMAL UX + INCREASE CONVERSIONS

BEGIN WITH THE END IN MIND

- STEPHEN COVEY

CART > TEMPLATES > HOMEPAGE

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1 DECREASE CART ABANDONMENT 2 IMPROVE CUSTOMER JOURNEY

+ UX SATISFACTION 3 IMPROVE BRANDING + INFORMATION ARCHITECTURE

Cart + Checkout

Product Category

Content Blog

Homepage

RIGHT UX FOR EACH DEVICE

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USE A DATA-DRIVEN APPROACH TO CUSTOMER-CENTRICWEB DESIGN

DATA-DRIVEN APPROACH

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QUANTITATIVE QUALITATIVE

DATA ANALYSIS

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DETERMINE AREAS OF OPPORTUNITY

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REAL CUSTOMER INSIGHT

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HYPOTHESES FOR IMPROVEMENTS

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PROBLEM SOLUTION GOAL

STREAMLINE FEEDBACK LOOP

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CUSTOMER-CENTRIC UX

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DEFINE THE IDEAL CUSTOMER JOURNEY

TRACK DIGITAL CAMPAIGNS TO MEASURE SUCCESS

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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 TRACKINGIN ANALYTICS

Goal 1 Goal 2 Goal 3

Organic Paid Search Email Referrals

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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EXTEND YOUR ONLINE PRESENCE ACROSS SOCIAL MEDIA

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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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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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

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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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

Q + A

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