Today I had a call from a “friend of a friend” with the plea to spend 15 minutes looking at their company site (a prominent event management company with international presence).
I had to really dig deep into my pocket of diplomacy as I reviewed the site since the 15 minutes turned into 3 hours of what was only the tip of the iceberg.
Website Analytics are super helpful in taking a look at some of the obvious things like website performance, website accessibility and SEO but why were they missing out on Sales in EMEA? First I had other friends test the website performance in multiple cities as this the real word of presenting the marketing brand. Website Analytics gave other clues as to what needed to be fixed quickly and of course provided a type of scorecard of things to improve.
We quickly came to the conclusion that the performance was only good locally which prompted a friendly recommendation to change hosting providers. If the marketing brand is like the “slow boat to China” and it takes longer than 3 seconds to access the site, the marketing brand visibility is already KAPUTT. Many users won’t wait and will move directly on to other options like a competitor’s brand.
What the Website Analytics didn’t pick up are some of the common sense human things that were noticed about the customer experience like the fact that only a U.S. phone number existed on the website, yet what about the customers looking to contact Sales in Germany? And so there were many other important gaps in end-to-end marketing of the brand.
Building the right brand strategy and closing the gaps requires the ability to think and act like a customer, employer, partner to improve their customer experience.
Sometimes we’re too close to the trees to see the forest but the seeing the trees with Website Analytics is a good start!
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