DEFINITION OF OBJETIVES
To analyze our website, it is essential to have previously clear goals we want to achieve as a company overall and with digital marketing strategy in particular. We can classify the objectives as: - Collection: will be those who define the sources that generate traffic to our website. - Activation: we analyze whether the user is performing what we wanted. - Conversion: designed to achieve the purpose of the page: sell a product, download information etc. - Retención: Define what will cause visitors to stay longer on our website. These objectives will be based on a number of KPI that we identified to obtain an objective measurement.
DATA ANALYSIS AND INTERPRETATION
Once defined the objectives, the next step is analysis. Have documents and presentations full of figures and data alone is useless, you need to turn that information into knowledge to improve management and optimize the website. For this purpose, we rely on the KPIs defined together with the client and objectives of the overall marketing strategy. Interrelating trends, metrics and KPIs help our customers make decisions to improve performance of the website. This is the most critical phase, as the strategy to be implemented will depend on the analysis and interpretation of the data.
IMPLEMENTATION OF ACTIONS
The two previous phases will be meaningless in the strategy if we do not implement actions focused on improving these results. In Bostnan, besides implementing actions based on the data obtained, we use specific tools for the continuous monitoring of each project individually and personalized way. For the optimization of a project does not end with the implementation of actions, it is necessary to keep track of it to go optimizing it based on the objectives.