To help companies meet its program objective of targeting a certain segment of the population, I have outlined a website insights and strategies to help to optimize conversion across the buying continuum process (engagement, educate, convert, enable enrollment, and retain). Its important to understand that generic or topical website names that feature descriptive words of products and services deliver significantly higher click-through rates.
In the website strategy, we have identified the following core components:
- Websites – (2 different websites “branded” branded and a “non-branded” – topical oriented site).
- Search Engine Marketing – Including search engine optimization and supporting landing pages to drive conversion.
- Online media – to promote program visibility, leverage behavior targeting.
- Web Analytics – tools to measure effectiveness and drive optimization of the program.
- Monitor blogs – provide research and ongoing program optimization.
The strategy behind the website is to design a channel to support customers and prospects throughout the entire buying continuum process. The site will be visited multiple times by the prospects and customers and each visit will allow us to capture more information about their needs, the steps in the process they happen to be at and their communication preference. The objective of the website(s) will be to:
- Quickly identify the visitor (visitor, segment a, segment b, segment c, etc.)
- Segment and target the visitor based on where they are along the engagement process.
- Leverage habitual patterns, past behavior, and site navigation
- Present information to move them along the continuum process
- Position the website as an active vehicle for the multichannel program
Based on where they are in the buying continuum process, the site should:
- Enable the ability to request information
- Provide online tools to help them be educated & build relationships
- Distribute information relative to their needs
- Allow them to self select the product offering which best fits
- Streamline the online enrollment
- Manage the communication preference
The website(s) should provide a vehicle to build credibility & brand awareness specific to the core message, streamline the decision cycle and compliment the multichannel program.
The website should position the product offering thru topical sections. This will enable the visitors to view the issues from their perspective and not product centric view. To illustrate this I am proposing that topical conversation and thought provoking questions are used throughout the site to help them make the most informed decision. Also utilize online community area which can distribute local information and resources such as a list of local seminars/events for them to attend and an online dialog area to ask questions to other members and prospects. The website(s) should have multiple methods of communications including: telephone, chat, e-mail, post questions, etc.
Additionally, we should understand that in an market, different segments of the of target population will become an integral part of the decision process. I would envision that website(s) need to be focused on the segment b; giving them information, and help them to make the right decisions.
Website Content Present by the Specific Brand:
Given that the specific products are targeted for a specific consumers; via the online experience, we need to help to narrow down their options; we would create “Brand A” and Brand B, product specific websites and have the ability to target based on their current status of the web site member or prospect. The main objective in the qualification process on the website could be to identify the prospect residency as an example.
Potential Prospect Targeting:
- Target by gender: Learn about the XYZ program
- Target by lifestyle: “Age, Activity, Major event” – which product is right for you
- Target the family member – helpful tools to help others make the right decision
Members Targeting:
- Members – provide a method for login/create profile and drive the messaging based on their member profile and customize with name, state, product, repeat visitor, topic of interest, etc.
- Provide a link – to login to a private are for making changes to their information, access collateral available, and tools to help them to promote product offering.
