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Making a business case for investing in a comprehensive website redesign to ROI-minded, quant-driven cabinet members is vastly different than making a case to marketing leaders who intuitively understand the value of a great website. For quantitatively inclined cabinet members, here are five ROI metrics that we have used to justify the investment in a comprehensive website redesign: 1. Better Student Quality: Fortifying program pages and the “why us” pages motivates better-fit students to raise their hands, dissuading wrong-fits from applying. You should expect to see conversion rates improve by as much as 25%. 2. Reduced Bounce Rate: Improving page architecture results in engaged traffic to your website. This should reduce your website bounce rate so it sits between 20% and 30%. The industry average exceeds 50%. 3. Stronger Google Rankings: Baking search engine thinking into every phase of redesign enhances your website’s Google rankings. One year after relaunch, you should see an increase in search engine traffic by 25% … Continue reading
In redesigning websites for 25 years, we have come to realize that a website is a machine for liberating prosperity and realizing institutional destiny. However making a business case for to ROI-minded, quant-driven business leaders (such as chief operating officers and chief financial officers) is trickier than it sounds, and is vastly different than making a case to marketing leaders who intuitively understand the value of a website. For ROI-minded business leaders, we begin making the case by showing them the following diagram: Next we unpack each point with quantifiable measures as follows: 1. Expected Increase in Right-fit Demand: stemming from improvement in historic website conversion rates, higher rankings on search engines, and reduction in website bounce rates. 2. Expected Increase in Brand Value: realized when the brand is modernized and strengthened as an integral part of the website redesign initiative. Stronger brands not only create brand distinction but also deepen brand equity. For higher education brands, this can be … Continue reading
In our 20+ year history of building websites, almost all our clients were initially skeptical about the return on investment from a website redesign; they underestimated the impact the new website would have on their business. After a year or two of relaunch, almost all the clients became believers. They shared comments with us that had three recurring themes. Here they are: 1. A great website creates a strategic inflection point, whereby a business starts experiencing a major change due to clarity realized during the website strategy development process. 2. A great website changes organizational trajectory, when a business sheds an old skin and puts on a new skin which re-energizes the prospects, customers and internal stakeholders. 3. A great website realizes a new organizational destiny, whereby the organization musters the courage to unapologetically pursue its vision. We often hear stories from skeptical prospects about their previous website redesigns not liberating prosperity. What’s the difference between their past experiences and … Continue reading
If done right, SEO will literally outlive your website. On the internet, we don’t often think of our media as having any intrinsic permanent value. News headlines are expired within minutes; tweets are gone in a flash. Blogs squabble and compete for our momentary attention before disappearing again into obscurity. Even websites rarely stand the test of time: In a survey of over 160 companies, more than one third said they had redesigned their website within the last three months. In recent years, marketers have played along. They’ve taken to social media and “#hashtag” campaigns, with performance measured in durations of days or hours. They’ve pushed press releases onto the digital wires, to watch traffic spike for a day or two at best. An occasional campaign may outlast expectations — a viral video might last a few weeks before falling out of fashion — but then it’s back to the drawing board for another short-lived campaign push. Search engine optimization … Continue reading
Interestingly, senior decision makers look at eMarketing ROI based on their roles. CEOs tend to focus on downstream metrics such as aggregate ROI i.e. if we invested $x into an eMarketing program, what revenue, $y, did we get from it. How many fold is $y of $x. On the other hand, Marketing Directors tend to focus on upstream metrics comprising of details like visitors, cost-per-click, cost-per-acquisition, etc. As eMarketing service providers, we measure both upstream and downstream metrics. We measure upstream metrics for diagnosing problems and upstream metrics for justifying our services.