We have made it to the end! This is the final post in our five-part series. Thank you for sticking with us – we hope you have found this useful in understanding how to ensure your digital project excels.
Ultimately, this series of posts – which overviews our own tried and tested 5Ds process – guides you through the way in which we ensure our clients’ sites deliver their best in the ultra-competitive online space. That is, creating a site that visitors:
- Can find!
- Recognise and trust
- Engage with
- Return to
- Become advocates of
At the start of this journey you may have been wondering where to start in order to achieve this, but hopefully now, you’ll have picked up a few pointers with our step-by-step, jargon-free, best practice guide.
It’s all about the aftercare.
We love what we do and always strive to deliver our best. Not just during a project, but afterwards too. There are six elements to our Delivery process, which ensure both ongoing client confidence and long-term site performance. Whether you have recently launched a new site, had a relaunch or have an existing site, these areas are well-worth considering.
Number One – Google Analytics Configuration
In the first post in this series – Discovery – we touched on website analytics. We talked about the need to have your website analytics set up and configured correctly to ensure appropriate goals and objectives are tracked. Data is the world’s most valuable commodity, after all.
The data your website is capable of collecting has the potential to underpin many of the important decisions you will make about your business, so you need to be able to trust it.
A few of the key things we assess for our clients, include:
- whether Google Analytics has been configured correctly
- whether the most appropriate goals are being tracked, e.g. conversion goals
- what data they could garner from their reporting
We also look for any errors in the reporting on an existing set up, e.g. traffic being counted or interpreted incorrectly.
We normally find that to remedy these issues, we need to work with both Google Analytics and the site itself, to add relevant code snippets. If you are interested in learning more about Google Analytics, pop over to the Google Analytics Academy, where you’ll find a selection of free online courses.
Number Two – Client Training
You have invested valuable time and budget into your project. It is very important to make sure you and your team understand the functionality of your digital project and are confident with using the software.
Every client has different needs, so we have a suite of options to choose from. Our training can be delivered to an individual, to a group, remotely via screen sharing, face-to-face or through user-guides.
Sara MacGregor, Client Services Director
You want to ensure that you know how to use the CMS (Content Management System), which we discussed in Part 4 (Development), and any specific back-end or application functionality that has been built for you.
Number Three – Hypercare
When a project goes live, there is naturally lots of attention and interest from our client and the various stakeholders. During this time we are actively monitoring the performance of the site to ensure everything is working as it should be, and are on-hand to make minor amends or tweaks that may be required.
In addition, we carry out intermittent checks on things such as site speed, call-to-actions, e.g. contact enquiries, integrations with third-parties, e.g. social feeds and Google Analytics tracking. We recommend you do the same for your site to ensure optimal functionality and reporting at this critical stage.
For us, it’s essential that our clients feel supported post-launch. Being on-hand to make amends, or to ensure stability when the spotlight is on the site launch, ensures that the project delivery process is viewed and rated as highly as the site being delivered.
Kelly Newton, Project Manager
We offer our clients a 90-day guarantee on their digital projects. This means they have on hand support with a dedicated team who will be there for any technical support, bug fixes, Google Analytics monitoring and security updates.
Number Four – Regular Analytics Reporting (test and learn)
These are the touch-points that we mentioned earlier, that you must have in place with your analytics in order to capture important data on your audience demographic, site performance etc. We set up a dashboard, that can be updated monthly or quarterly, and displays all the requested data. You can do this within Google Analytics, or you can set one up yourself. We prefer the latter as we can then analyse different cuts of data to obtain a really detailed insight.
Having a dashboard allows you to look at trends on a month-to-month or year-to-year basis. You can also review how marketing campaigns and content changes have impacted user engagement and conversion. For example, has a small tweak to the wording in your call to action made more people click through? If you have good traffic volumes on your site, a small tweak to your conversion can have a significant impact to the bottom line!
It is much easier to convert users on your site than it is to attract them to it.
Laura Girling, Account Manager
You can also see where your site visitors are coming from (social media, organic search results or another website, for example), the demographics of these visitors, and which of the demographics perform best in terms of conversion.
Number Five – Amends and Maintenance
A website should be dynamic and change to keep ahead of your competitors.
As your organisation grows and develops, so should your website. You can use the information from your dashboard to assess where amends could be beneficial or necessary. Being up-to-speed with the site functionality will help you address any amends quickly and efficiently – the training pays off!
We like to be on-hand to provide our clients with recommendations and to work with them as a partner to ensure the site is delivering as it should be. For us, it’s all about a successful ongoing relationship.
Number Six – Making and Impact
You now have a fully functional and tested brand spanking new website, so how are you going to market your company/services and bring the right users and ensure maximum conversions? Starting with an audit, we provide our clients with a strategy on various media channels all aligned to your budget and goals. We can manage this for our clients or we pass this over to the client’s internal teams to manage. This can range from Paid Media, such as Adwords or display marketing to email marketing campaigns, social media management and SEO, then through to social listening and influencer marketing.
That’s it, we’re all done! That completes the final stage in our 5Ds process. That’s:
We hope this series of blogs has guided you through the proven step-by-step process we use here at LEAP to deliver a world-class digital project. Our approach to planning, our ability to conduct thorough research, our knowledge and technical expertise puts us at the forefront of digital design and development; we’re pleased to be able to share some of this best practice with you.
We hope you have enjoyed it and found it useful.
We will shortly be releasing this series of blog posts as one handy downloadable ebook, so you can keep the whole 5Ds process to hand, for reference whenever you need it.
If you have any questions about any part of the process, please get in touch. Leave us a comment, or drop us a line: firstname.lastname@example.org. We would love to hear from you.