Improving interactive effectiveness

As the Internet has become a part of everyday life for millions across the globe, an increasing number of professional services firms have moved their communications strategies online. The Internet provides opportunities to reach large numbers of people that were impossible before email and websites. Yet the most innovative and successful of these firms have not simply rushed into brand-damaging mass email activities or experimental social networking campaigns but have taken a more strategic approach.

Independent web strategy audit

One such firm wanted to measure the return on investment achieved by their online marketing activities so far, to inform the development of a strategy. They commissioned Creation Interactive to carry out an independent web strategy audit.

After gaining an understanding of the firm’s communications objectives and all current activity – both online and offline – we started by analysing the website’s user activity. We explored how people found the firm’s website, what they searched for, where they left the website, and what calls to action they engaged with. We identified the flow of users around the website and compared user activity online with the firm’s stated objectives.

Presenting the findings

We presented the findings and recommendations from the audit in an accessible format for use by the firm in future strategic planning sessions. We were able to identify missed opportunities for measuring response to email communications. We provided advice on improving the effectiveness of future campaigns. We acted on behalf of our client by communicating technical changes to the website design agency and the email agency, and helping them better implement tracking technologies.

The audit led to immediate refinements to the firm’s website and email campaigns, and provided a platform for improved ongoing measurement of success.

Daniel Ghinn

Daniel Ghinn is Editor of Healthcare Engagement Strategy and CEO of Creation Healthcare, the online market research consultancy for healthcare. He is a prolific writer and speaker on emerging trends healthcare engagement in the digital age.