1. I Spy With My Little EyeHow to Determine KPIsand Drive Website Effectiveness

2. Boston Interactive is an integrated webmarketing agency that excels not onlyat developing award winning websites,but also driving quality web trafficthrough SEO, paid search, socialmedia, mobile,, and other onlinemarketing strategies.Percussion CMS makes it easy tocreate and manage content-rich, SEOfriendly websites. Its the first webcontent management system built formarketers. Update your websitecontent without any technical skills andgo live faster than ever. 3. How do you motivate visitors to take an action? 4. Understanding WHY Research & Brainstorming 5. Understanding WHY Research & Brainstorming 6. PRETTYFUNCTION 7. SO WHERE DO YOU START? 8. HOW DO YOU MOTIVATE USERSTO TAKE AN ACTION?IDENTIFYTHE PROBLEM STRATEGIZE DEVELOP KPIsMEASURE& VALIDATE 9. HOW DO YOU MOTIVATE USERSTO TAKE AN ACTION?IDENTIFYTHE PROBLEM STRATEGIZE DEVELOP KPIsMEASURE& VALIDATE 10. HOW DO YOU MOTIVATE USERSTO TAKE AN ACTION?IDENTIFYTHE PROBLEM STRATEGIZE DEVELOP KPIsMEASURE& VALIDATE 11. HOW DO YOU MOTIVATE USERSTO TAKE AN ACTION?IDENTIFYTHE PROBLEM STRATEGIZE DEVELOP KPIsMEASURE& VALIDATE 12. IDENTIFY THE PROBLEMWHAT ARE YOUR BUSINESS GOALS? Thought Leader Increase Leads Event Attendance 13. STRATEGIZEHOW CAN YOUR WEBSITE ACHIEVE YOURGOALS? ATTORNEY CONTACT SUBMISSIONS (inbound leads) PUBLICATION DOWNLOADS (thought leadership) EVENT REGISTRATIONS (event attendance) 14. DEVELOP KPIsHOW DO YOU IDENTIFY KPIs? 15. DEVELOP KPIsHOW DO YOU IDENTIFY KPIs?User Groups:Primary- General Counsel at large companies- C-level Executives- Business DevelopmentSecondary- Media- New Hire CandidatesUser Goals:- Find out How Food is Foley(capabilities in their industry or specificwork)- Find an attorney at Foley Hoag, readup on and/or contact them- Enhance knowledge through clientalerts, publications, blog postsIs this where they would want to work 16. USER GOAL: Find an attorney and contact them.[New graphic?]HOMELawyerFinderOurPeopleBiographyContactOptions(phone, email) 17. MEASURE & VALIDATEWHERE DO YOU SEE RESULTS?Find an Attorney Conversion Rate 18. MEASURE & VALIDATEANALYTICS 19. MEASURE & VALIDATEWEBSITE TRAFFIC ANALYTICS 20. MEASURE & VALIDATEQUICK GLOSSARYUsersIndividual visitors to your siteSessionsIndividual visitsone visitor can return formultiple sessionsBounce RateHow many visitors leave site right after arriving 21. MEASURE & VALIDATEWHERE DO VISITORS COME FROM? 22. MEASURE & VALIDATEHOW ENGAGED ARE THEY? 23. MEASURE & VALIDATECAMPAIGNS & MARKETING AUTOMATION 24. MEASURE & VALIDATEWHAT ARE THEY INTERESTED IN? 25. MEASURE & VALIDATEEYE TRACKING 26. MEASURE & VALIDATEWHERE DO YOUR EYES GO? 27. MEASURE & VALIDATEWHERE DO YOUR EYES GO? 28. MEASURE & VALIDATEWHERE DO YOUR EYES GO? 29. Case studyThe Goals Increase online leads Prove value and competitive balance Attract high-caliber talent Enable dynamic, targeted and easycontent retrieval and consumption Promote Greenwich Associatesofferings both nationally andinternationally 30. Case studyBefore 31. Case studyLandscape Analysis Aite Group Bain & Company Booz Allen Cerulli Associates McKinsey & Company TNS Global 32. Stakeholder Interviews Assessmentofcurrentsite(strengths&weaknesses) Audiencegroupsandmessaging Aspira onaltone/brand Compe torassessment Sugges onsforimprovementCase study 33. The Strategy Showcaseexper seandGAsvalueproposi on,notsellit.Toneshouldbeunderstatedandconserva vebutforwardthinking Communicateglobalpresenceandperspec vethroughimageryandeditorialtone Includeregionallandingpagesforlocaliza on Consistentlyelevateandclearlycommunicatecallstoac onCase study 34. Case studyWireframe 35. Case studyThe Challenge Simplify the website structure Enhance the user experience Change the behavior aroundthe certification process 36. Case studyWorkshops 37. Case studyFinished Product 38. Thank youVisit us online:www.bostoninteractive.comwww.percussion.com