Web and New Media

Optimization & Analytics

If your department or office is trying to understand your target audience better, but don't know where to start, the web team can gather analytics and statistics on your site. This data can help you determine what content your audience views and utilizes the most so that you can make well-informed decisions. 

Our services go beyond job completion or delivery; a successful digital campaign isn't just pretty, it's effective.

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We use analytics platforms and testing tools to continuously gauge the effectiveness of our solutions. Determining what does and doesn't work allows us to iterate and test alternative solutions, to hone-in on the right content; that resonates with your target audience.

Today there are endless streams of data coming from digital marketing. It's easy enough to pull up a report of large numbers, it's our job to present the data that is important to your goals and objectives. We analyze the data, form hypotheses, and put them to the test.

We understand that even the best ideas can fall flat. Utilizing testing solutions such as multi-variant and A/B testing, removes the guesswork and permits the user to determine the best messaging or design.

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To utilize any of our services, you'll need to work directly with your department's communication manager.

Connect with your communication manager

Optimization & Analytics Services

Web Reports & Dashboards

Working with you to define your goals and objectives, we curate the data from your website that matters most to you and provide access to these reports or dashboards. Choose to visit them online whenever you want, or get them emailed periodically direct to your inbox. Regardless, your communication manager will work with you to explain what it all means, and to share the analysis we've formed specifically for you and your data.

If you're wondering whether visitors are using specific components on your pages, or simply wondering what the most clicked items are on a page, we can work together and use data to determine what's effective and what's not.

Re-Targeting

In certain circumstances, we can customize the messaging on your website to reach specifically targeted segments of your audience, while still delivering the regular messaging to others.

This works best as part of a comprehensive, planned marketing strategy or campaign.
 

Email Engagement

Emails can be very effective in digital marketing, but ever wonder if your emails stand out from the flood of messages arriving in an inbox? Our job isn't just to create and deliver your email campaigns, but to measure their effectiveness as well. When we handle your email campaigns we can provide reporting for all the key metrics that matter.

Email analytics go beyond just reporting, when used accurately, they can change your entire communication strategy.

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Testing & Optimization

Is your "call to action" not providing the return you're hoping for? Are your emails not being opened? Maybe you're just not sure where to start? Well our testing platform can deliver results.

Utilizing the Adobe Marketing Cloud we can test the content of your website or email strategically. We will help you determine the test variants, then the system will take it from there. Segmenting the audience, delivering each test variant, measuring results, and determining a winner.

Common tests and the metric they affect:

  • Email subject lines (open rate)
  • Email sender name (open rate)
  • Email content & calls-to-action (click-thru rate)
  • Website calls-to-action (conversion)
  • Website design (conversion or engagement)

A/B testing on buttons INCREASED engagement by 53% on academic pages.

Usability Studies

We are nerds for data - but we know that context can be key! There's no substitute for direct feedback from the user and their actions on your site. There are numerous ways to gather this, and these aren't the only methods we use, but here are a few that we love and perform regularly.

Live usability studies with people who are unfamiliar with the BGSU web site help us easily identify pain points for every user that could encounter your site. Watching a real person attempt to accomplish a task makes it very obvious what's working well on your site, and what's not working.

On-page surveys allow us to unobtrusively ask users who are on your pages some questions about who they are, and what they are trying to accomplish. Simply put, you want your digital presence to accomplish the goals of you and your users.

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Updated: 04/29/2022 09:16AM