DATA-DRIVEN DECISIONS F O R A S M A R T E R R E D E S I G N

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By: Brad Skeen & Wesley McChristian

WHY SHOULD I

REDESIGN?

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ACHIEVING GOALS

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Goals

• What is your site goal?

• Do you know if you’re achieving it?

• Baseline metrics, benchmarks, analytics

• Traffic Analysis/Engagement

• CTAs

MAINTAIN RELEVANCE

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Today’s Standards

• Content

• Search

• Navigation

• Social Networking

• Personalization

• Mobile

Are You Mobile?

HOW IS DATA USED?

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GOAL TYPES

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• Ecommerce – Sell Products or Services

• Lead Generation – Collect user information

• Content Publishing – Encourage Engagement

• Informational/Support – Enhance Customer Experience

• Branding – Awareness, Engagement, Loyalty

GENERAL GOAL FUNNEL

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• Build Awareness

• Acquire Interest

• Engage Potential Customers

• Drive Conversions (on/offline)

• Retain Customers (Loyalty)

• ROI

STATISTICS

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• Are you measuring?

• Are you measuring the right things?

• The process of Analysis

• A|B Testing

INDUSTRY TRENDS

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• Mobile first

• Shopping Trends

• Localization

• Web-to-Store

• Referral Influence

• Social Scope

WHAT FACTORS DO I NEED

TO CONSIDER?

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TOOLSET

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• Platform Standards

• Available Modules/Extensions

• Custom Modules

• Integrated Tools

• Partners

GRAPHIC DESIGN

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• You don’t like the way it looks

• Objective-based decisions

• User Interfaces

• User Experience

TECHNOLOGY

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• Historical Data

• Programming Language

• CMS

• Server Architecture/Hosting

• Site Search

• Social Tools

• Optimization

MOBILE

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• User Types

• Repetitive

• Bored

• Urgent

• Mobile Surpassing Desktop

• Google Study

• Shop on Mobile: 79%

• In-Store: 70%

SEO

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• Be careful! This isn’t the same site anymore

(and Google knows it!)

• 301 Redirects

• Canonical Tags

HOW CAN WE MAKE THIS

ACTIONABLE?

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WHAT YOU CAN DO

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• Need vs Want

• Current Site

• Proposed/Ideal

• Examine Goals – In which Archetype do You Belong? (Slide 3)

• A|B Testing Available?

WHAT WE CAN DO

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• Key Questions

• Pre-Planning

• Identity

• SWOT – Identify Opportunities

AMERICANEAGLE PROCESS

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• Strategy

• Web Audit, Analytics, Brand, Graphic, Technical, Content, More…

• Roadmap, Timeframe, Budget

• Migration Plan (Content, SEO)

• Implementation

• Announce

PROCESS CONT.

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Questions?

Contact your account manager or email:

strategyinfo@americaneagle.com