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Improving the performance of your online business requires a detailed understanding of your customers' requirements, insight into the competitive environment they encounter, and detailed knowledge of their behaviour as they interact with that environment and your business.
A good digital strategy is about defining your aims at the business level, not in just technical or tactical terms.
There are important questions to ask at the start of any project:
- Business outcomes. How will this solution move the business forward? What business benefits should it deliver? How will we know when it's a success?
- User experience. How will this solution help its users? What situation will they be in? Given the choice, how would they like the solution to work? What experience are we offering them?
- Desired user reaction. How do we want people to use the solution? What should they do, think or feel afterwards?
- Information architecture. What's the best way to arrange and present our content so users can access it and use it quickly and easily? Is the way we organise content internally helpful to outsiders too?
- Marketing aims. What products, services or brands are we promoting? How will this solution generate awareness, sales or leads?
- Branding. What brand values do we need to express, or be consistent with? How will this solution help to build or preserve the brand?
- Channels. Given our aims, which digital channels are most appropriate to reach potential users?
- Findability. How will users come across the solution? Will they be able to find it if they want to? Should we actively promote it, and if so, how?
By answering these questions we can ensure greater clarity of your business objectives from the outset, allowing you trade with confidence and communicate with your audience more successfully.