Though needs and processes change based on our clients, most often the primary objective of the websites we work on is customer acquisition – whether that customer is searching for a home loan from a retail bank, or is a newly minted independent RIA looking for a new services provider.
Typical analyses that we perform include looking at non-branded keyword ranking to get an assessment of SEO (search engine optimization) performance or examining click paths across a site for user abandonment to see where engagement falls off. This quantitative perspective aids us in decision-making further down the road.
Armed with these kinds of insights, we can develop ROI forecasting models to visualize the impact that improvements in specific metrics could have for business value. These models can be particularly valuable for senior decision makers in evaluating the cost and benefits associated with prioritizing specific initiatives.