Optimize. How to interpret your digital review

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1 ! How to interpret your digital review

2 Digital review objective The objective of your digital review is to help you gain a better understanding of the gaps in digital activity and focus that might be preventing you from increasing your volume and quality of leads. Our intention is to help establish a starting point from which to build your digital strategy, and to do this, we ve looked at both your current website and your use of social media and where possible, the connection between the two. Once you know where the gaps are, putting together a strategy to address them becomes easier to conceive, implement, and manage. Ultimately, giving customers a clear and connected journey to follow, with compelling reasons to engage, will ensure that your efforts are driving tangible outcomes such as sales leads.

3 Website usability The goal of any website is to drive a next action from prospective visitors. It achieves this by delivering content that inspires and generates interest. Considering that most people who visit your site know who you are and what you do, it s essential that you re able to deliver content and an experience that helps visitors gain the necessary information that drove them there in the first place. As part of the review, your site was evaluated and rated on a scale of 1-10 from the perspective of an incoming visitor, with 1 being a site that was unable to provide a consistent and connected journey, and 10 representing a site that was joined up, with content that was easy to find, and offered a logical user journey. Keyword analysis As part of the website review, we reviewed the use of SEO throughout your website, analyzing how relevant the metadata is, if in place at all. We rated the use of metadata by reviewing page sources and connecting relevance back to solution positioning on the website itself. A lack of connection between the two resulted in a lower score vs. those sites where the connection was stronger. We also took a look in the metadata to find out whether Google Analytics is present. Once we reviewed the metadata, we analyzed Google and Bing to determine how well the site ranked on an organic search. We took one keyword from the metadata and searched the first ten pages to find out where the site ranked. Microsoft workloads Are you saying what you sell? Does your web content reflect your service portfolio? As part of the review, the content of four different Microsoft based solutions: Windows Server 2012, Microsoft Office 365, Dynamics CRM and Windows Azure; were evaluated. The overall rating for each solution is reflective of how effective the web content of the based solution is, including: Credibility Case studies Capability Web Content Thought Leadership Downloadable Collateral Calls to Action Offer/Hook

4 The presence of each Microsoft solution was rated on a score of 1-10, with 1 being little to no content found on the website, and 10 where there was a significant presence. The presence of Microsoft content was also ranked on how up to date and useful the reference material was. Throughout the reviews, we also evaluated and ranked the quality of any case studies, factsheets or downloads, as well as any solution based calls to action. Social Media Another area of focus that was included as part of the digital review, was the use of Social Media. We evaluated the use of Social Media through four main social platforms: Twitter LinkedIn Facebook YouTube We took a look at how often you re posting through social media, how many followers you have and finally, rating thought leadership and calls to action on a scale of We evaluated the top four social media platforms, and then went into detail to see how often posts were submitted, what calls to action were used, how effective and relevant the content was, as well as how each profile was written and the quality and connection of detail in the posts. We have rated each area of focus on a scale of 1-10, with one being little to no posts, and 10 being a very frequent social engager. Website and Social Media Aggregate Performance

5 As part of the digital review, we took an aggregate scoring of your website and social media results, and mapped those to total aggregate scores for all of the partners that were involved in the digital review. The aggregate scoring was based on evaluating a number of key measures: Your ranking is displayed as the solid blue circle, against: Average rating of product focus This measure was based on how much detail your website went into around the products you sell. If your site contained a focused page, with calls to action, and referenceability then it would score higher than if you rarely mentioned the product or gave web visitors a reason or mechanism to contact you. WEBSITE Website and Social Media Aggregate Performance SOCIAL MEDIA Partner Overall Average Best performer Average social media score Those with a significant social presence would score highly in this area but this is based on more than just the number of platforms used. Scoring was also attributable to how regularly content was distributed. Overall Overall Average partner average Best Partner Average website usability score One of the key components of developing an effective website that encourages interaction is how easy it is to navigate and find content. Clear concise and easy to use sites would score higher than those where the navigation journey was complicated or inconclusive. Your Ranking

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