The first steps of numerical optimization

The current context is disrupting our daily lives, but also represents a wonderful opportunity for everything related to connected services and e-commerce. It was already difficult to do without digital, it is now inevitable to meet your prospects and customers.

No matter what means or levers you activate today, you want to attract more people, have more subscribers, increase the conversion rate, sell more. In short, you are looking to increase your digital performance. However, between optimizing the information architecture, putting paid acquisition campaigns online and updating the design of your digital platforms, there is an important question.

Our goal at Adviso is to help you make the right decisions from data, give you tools that allow you to fully leverage your digital efforts, and create synergy and optimal workflow between your team and your partners. Here is a reference sheet that will help you see things more clearly, align your teams around customer issues and above all, put your efforts where you will get results!

We start with an essential step during which you will bring together all the elements that allow you to build the foundation of your digital strategy. This will allow you to approach any digital project with confidence.

Before embarking on any project whatsoever, it is important to ask yourself the right questions, starting with your organization:

1. What is my business objective, what am I trying to achieve as an organization?
   • Identify a measurable goal (in $, sales volume, number of subscribers, conversion rate, etc.)
   • List the actions, the sub-objectives that will allow me to achieve my business objective
   • Align project teams around the organization's purpose and communicate the vision clearly and concisely
2. Who are my users? What needs are they trying to meet?
   • Clarify the key characteristics that distinguish my ideal user (ex: demographics, main points of contact, desires/challenges, etc.)
   • Consult my pool of users to assess the relevance of my offer and my impact on them
   • Identify the gap between user needs and product offering value proposition
3. What are the assets (tools, platforms, channels) that make up my digital ecosystem?
   • Evaluate the value of marketing tools and digital platforms in relation to my business objective
   • Map all of a user's digital touchpoints with my brand (site, application, social media, blog, emails, etc.)

With this solid foundation, you will be able to deploy effective tactics or optimize your initiatives in place. So in the event of a crisis or if you feel that you are moving away from your objectives, you can always return to your strategy to get off to a good start.

Once you have decided on the main guiding principles of your strategy, you of course want to make sure that you start with initiatives that will have a significant impact on your performance. Chances are your website is the platform where the desired action is for your users,

1. Identify the critical page(s) in your user's experience.
   • Pages with the most traffic
   • Pages where user actions take place
   • Pages used as the destination of your campaigns
     *If you haven't already, we strongly recommend that you have a good measurement structure before starting any digital project – how will you know if a new investment has helped you?
2. Once the critical pages are identified, map the user journey from them.
   • How many pages/steps are there between the critical page and the user's desired goal?
   • What hurdles might your user have to overcome to complete your journey?
   • Is there a clear action related to your objective for each page? *Our CX team likes to use co-creation tools and methodology (agency + client + users) like MIRO to visualize the journey and to identify opportunities as a team and develop solutions (link to Meryem's article: https://www. adviseo.ca/blog/advice/what-is-design-thinking/)
3. Integrate or optimize these best practices within your user journey:
   • Back to basics – one page, one main action, one measurable goal
   • Beware of organizational jargon, use the language and terms of your users
   • A diagram or an image of the product at the top of the page helps the user to contextualize his navigation
   • Propose a logical path to your user by clearly presenting the steps to be taken and demonstrating the value proposition of each action

With a better visualization of the journey to be accomplished and a good understanding of your organization, you have the key elements for optimizing digital performance. The next step is to realistically plan the deployment of your initiatives while regularly measuring the performance of the changes you make.

You now have a powerful tool:
a digital strategy roadmap, combined with a good analysis of the situation and relevant performance objectives. It provides a clear understanding of where you are today, where you want to be tomorrow, and how you will get there. As a web specialist, Adviso has demonstrated the effectiveness of this business approach to any digital performance project.

The development and operationalization of a digital roadmap is one of the effective techniques we perform that helps our clients set realistic goals and improve their performance.

Contact us  to learn more about how we can help you take the first steps in digital optimization.