Website development, online marketing, e-commerce and site analytics

Website development project management

• Conduct RFP for new website design partner or negotiate website re-design project with existing development partner
• Identify and document key metrics and functionality improvements
• Project manage or facilitate new website development or redesign
• Communicate key milestones and results to senior management
• Develop and implement proper comparative testing period between old and new websites to measure results impact

Website and e-commerce reporting and analysis

• Conduct Request-for-Proposal (RFP) for new website analytics partner or renegotiate existing contract with service provider
• Utilize website analytics tool to produce key reporting
• Unique visits, time on site, pages per visit, referring sites, etc.
• Click-thru funnel analysis (how many people click on page X or link X and then clicked on page Y or link Y)
• Shopping cart and abandon cart analytics
• Develop e-commerce sales reporting by customer segments, by product, by department and by brand
• Develop e-commerce marketing basket analysis to determine which items are most often purchased with key items for proper up-sell offers
• Analyze external website visiting patterns of existing customers and prospects by segment – where else are they shopping online and visiting

Online competitive analysis and review

• Develop list of online and offline competitors by channel and product
• Capture key information from all competitors
• Company background, investors and organizational structure
• Unique selling proposition and brand identity
• Customer segment/s and demographics
• Website layout including homepage, product category and detail pages, services, partnerships and general policies
• Create executive summary of findings and recommendations
• Implement changes into existing site for rollout

Lead capture, processing and marketing plan development

• Develop and report on capture rates of key visitor information
• Customer Id, Name / Address, Email address, Cookie, etc
• Analyze and make recommendations to improve visitor information and lead capture rate including the quality of information and merging with existing marketing data
• Develop triggered marketing programs to newly captured leads and integrate into existing marketing plan

Affiliate marketing program and partners

• Conduct RFP for new website affiliate marketing partner or renegotiate existing contract with service provider
• Conduct complete analytical review of affiliate marketing program to determine key metrics and profitability of the program
• Create executive summary of findings and recommendations
• Research and source affiliates or partners directly, negotiate terms and facilitate integration into existing marketing programs and/or website