Phase I Assessment

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Phase I Assessment
Recommendations and Release
Planning

PowerDSL.com

28 APRIL 2005

Assessment Process

Identify Quick Hits


The contents of this presentation are
recommendations based upon the information
collected during the initial assessment of
PowerDSL.com


These recommendations are based upon
agreement on Business Goals and User Objectives
for the PowerDSL.com site


The priority of each item, regarding release
planning is based upon data found during the
discovery and assessment


Finally, this document is meant to facilitate a
preliminary discussion

Distribution


Tracking


Select and implement a tracking solution


Ensure each potential channel is tracked uniquely to remove “data
confusion” resulting from competing claims


This issue occurs when channels, campaigns and creative identifiers are mixed as a
result of the unique click stream each user may follow


Develop reporting requirements for each channel


Develop offline tracking methods


Multiple phone numbers (to track web vs. non web origination)


Modify sales scripts to determine origination


Create data warehouse to unify prospect and customer data with web data


Channel shift methods


On hold messaging (potentially offer a discount, or value add if
subscription occurs online vs. phone)


Collect e
-
mail and send purchase confirmation with account login
information to move phone buyer to web for account status and bill
payment


Provide “free” dial
-
up service to connect to PowerDSL site only to
order subscription

Distribution


Provider Partners (i.e. Qwest)


Visitor


Ensure provider brand appears on first visit page


Potentially offer a customized landing page for each provider partner (this may be
useful in boosting SEO rankings as well)


At minimum, ensure visitor receives a sense of continuity and recognizes you
represent the provider brand


Provider


Allow the provider partner to receive reporting on the traffic and
subscriptions received from PowerDSL.com (demonstrate value of referring
traffic)


Implementation of an “affiliate” solution provides for tracking, reporting and
compensation (if desired) on a cost per click (CPC), cost per quote (CPQ), cost per
acquisition (CPA) and/or cost per transaction (CPT) model.


Service Partners (Reseller of PowerDSL)


This review will be handled separately

Distribution


Search Engine Marketing


Based on the following assumptions


Average subscriber represents $95.76 of Gross Margin to PowerDSL


Target CPA is 7.5%


Site converts (currently) at 2.8%

»
Maximum CPC bid is: $0.22


Site converts (with modifications) at 10%

»
Maximum CPC bid is: $0.72


May be necessary to modify CPA target until site achieves SEM, Partner,
Affiliate and Conversion balance


Develop keyword and bid plan, execute, track, review and optimize


Search Engine Optimization


Ensure dynamic pages are exposed through “friendly” URLs


Ensure links are not broken through future maintenance


Provide content contribution and templates that support SEO
and is useful to visitor/user


Ensure tiered, unique content offerings (through templates)
provide maximum relevance to search engines


Enable publishing of content through alternate feeds

Distribution


E
-
Advertising


General methodology (Indigio uses for clients)


Develop pricing and ROI for direct, associated and general sites


Select candidates from each (direct, associated and general sites)


Develop creative (utilize A/B if possible)


Process insertion orders


Track and review performance


Attempt modifications to creative based upon performance


Track and review performance


Present termination recommendations for under performing ads (assume a
target of 7.5% total CPA)


Test Targets (typical order in which we plan, test and assess)


CPM based (site)


CPC based (site)


CPM based (e
-
mail)


CPC based (e
-
mail)


CPA based (site)


CPA based (e
-
mail)

Conversion
-

Visitor


Home page


A/B testing


Landing pages based upon referrer


A/B testing


Landing pages based upon keyword/phrase


A/B testing


Content targeting for “visitor”


Communication Priorities for (end
-
user)


Great service (hi
-
speed/fast internet, quick/easy installation)


Great value (feature/benefit, comparative stats, testimonials)


Availability (Ensure the prospect always has some option, even it’s a dialup
product)


Get started now (User engagement tools prominent)

Conversion
-

Visitor


Offer multiple process entry points


Completely non
-
technical visitor and user (Uninformed shopper)
multiple page views before conversion to “user”


Wizard/survey style interface


Provide question and answers in
-
line


Interview and offer assurances to enable the visitor to become a user and buyer


Provide testimonials and credibility building content along the way


Provide value statements


Provide simple, “this is what you will be able to do when you have DSL” statements and examples


Somewhat technical visitor and user (Informed shopper) may engage
from home page/landing page, may require an additional page view
before engaging as a user


Structured navigation and content


More of a shopping cart or reservation model, allowing the visitor to step through offerings,
understand and begin selecting options, building their subscription


Highly technical visitor and user (Impatient, is a buyer) user
engagement must occur after single page view


Can I get it?


If I can get it, how much is it?


If I like the price, how long will it take to install?


Great, here is my credit card.


Assure me of the install

Conversion
-

User


Home page


Modified based upon the type of shopper/buyer


Content targeting for “user”, varied based upon
shopper/buyer type (passive to active)


Communication Priorities for (end
-
user)


Great service (levels of service available to user, first possible install date)


Great value (specific features/benefits, speed stats, price, value adds)


Availability (Qualification messaging)


Get started now (Buy process prominent)


E
-
mail confirming above communication priorities
based upon shopper/buyer type (the send times
for each should vary, again passive to active)


Potential second
-
close (value add) offers after xx
days of no return (must connect with offline) and
should vary for shopper/buyer type


Conversion
-

User


Phone # lookup


Service available


What packages are available


Alternate services if no DSL


Potentially referrals?


Notification of service request


Coverage maps


Show current (all services, including alternates and referred)


Planned


Enable zooming and address lookups


Product pricing and configuration


Packages


Pricing (by phone #)


Installation timing


Saved configuration


E
-
Commerce


Subscription processing and payment

Conversion
-

Buyer


Home page


Modified based upon the buyer segment and product
configuration


Content targeting for “buyer”, varied based upon
buyer type (level of technical savvy)


Communication Priorities for (end
-
user)


Great service (new, better levels of service available)


Great value (continued testimonials, press, awards, competitive data)


Availability (What else can you get at your #)


Get started now (Other products and services a click away)


E
-
mail marketing of products and services to reinforce
messaging above


E
-
mail refer a friend


Conversion
-

Buyer


Installation Scheduling


Post order status


Account Management (Authenticated Site)


Installation Status


Subscription Details


Payment Scheduling


Upgrade Center


FAQ Center


Download Center


Live Chat


Rewards Center


E
-
Mail


Thank you for you subscription


On line account enabled, welcome e
-
mail


Initial installation scheduled, please pick a time and confirm


Installation date reminder, w/ reschedule capability (loops back to installation schedule
e
-
mail to pick a new date/time)


Post installation survey


Billing notifications


Due notice


Thank you for your payment receipt


Refer a friend solicitation


Post use survey


Newsletter

Repeat Buyer


Merchandising (Segmented by buyer type and
services, don’t show anything the buyer already
has purchased or is using)


Direct products


Special and discounts


Browse


Related products


Special and discounts


Browse


Unrelated products


Special and discounts


Browse


Add to my bill purchasing with payment plans


Rewards programs


Partner offers

Release 1


Quick Hit


Distribution Conversion Transaction

Tracking and Reporting


Partner Provider (visitor)


Landing Pages

Partner Provider (provider)


Reporting


SEM

SEO Templates in CM


VISITOR

Content Targeting



USER

Content Targeting

Phone # Lookup

Product Packaging (static)

Product Pricing (static)

Saved Configuration

eCommerce (basic)


BUYER

Content Targeting


Post Order Status E
-
Mail


Order Confirmation (Thank You)


Installation Scheduling


Account Management


Login/Installation status


Design


5
-
7 Weeks

Develop


5
-
6 Weeks

Accept


3 Weeks

Launch
-
Learn
-
Tune

RELEASE 2

Release 1


Quick Hit MAP


Distribution Conversion Transaction

Tracking and Reporting


Omniture


Partner Provider (visitor)


Landing Pages


Sales Manager

Partner Provider (provider)


Reporting


Omniture


SEO Templates in CM


Content Manager


VISITOR

Content Targeting


Sales Manager


Visit Manager



USER

Content Targeting


Sales Manager


Visit Manager

Phone # Lookup


BUILD

Product Packaging (static)


Content Manager

Product Pricing (static)


Content Manager

Saved Configuration


eCommerce

eCommerce (basic)


eCommerce

BUYER

Content Targeting


Sales Manager


Visit Manager


Post Order Status E
-
Mail


Order Confirmation (Thank You)


Installation Scheduling


WOM (Touch Marketing)


Account Management


Login/Installation status


BUILD


Release 2


Balance


Distribution Conversion Transaction

Tracking and Reporting


Enhanced


SEO Templates in CM


Enhanced


VISITOR

A/B Test Automation

Multiple Entry Points

USER

eCommerce (enhanced)

Installation Timing/Scheduling


BUYER

Post Order Status E
-
Mail


Online account welcome


Installation reminder


Account Management


Payment/Billing




Design


5 Weeks

Develop


5 Weeks

Accept


3 Weeks

Launch
-
Learn
-
Tune

RELEASE 3

Release 2


Balance MAP


Distribution Conversion Transaction

Tracking and Reporting


Enhanced


Omniture


SEO Templates in CM


Enhanced

COMPLETED IN INITIAL
RELEASE, NEW TEMPLATES
ONLY


VISITOR

A/B Test Automation


Sales Manager


Visit Manager

Multiple Entry Points


Sales Manager


Visit Manager


USER

eCommerce (enhanced)


eCommerce

Installation Timing/Scheduling


BUILD

BUYER

Post Order Status E
-
Mail


Online account welcome


Installation reminder


WOM (Touch
Marketing)


Account Management


Payment/Billing


BUILD +

eCommerce




Release 3


Balance


Distribution Conversion Transaction

E
-
Advertising


CPM direct


CPC direct


CPM related


CPC related


Affiliate Tools


Offline Tracking


Channel Shift


On hold messaging


E
-
mail from phone



USER

Mapping (Coverage)

Follow
-
up E
-
Mail

Product Packaging (dynamic)

Product Pricing (dynamic)



BUYER

Post Order Status E
-
Mail


Post installation survey


Account Management


Upgrade Center


FAQ Center




REPEAT BUYER

Merchandising

Add to my Bill



Design


5 Weeks

Develop


5 Weeks

Accept


3 Weeks

Launch
-
Learn
-
Tune

RELEASE 4