Marketing Consultancy

Adaptive Content
There is a huge opportunity to attract potential users or buyers with your content.

Understanding what your target audience needs and expects, and adapting your messages accordingly can increase your level of influence and engagement.

Before diving right into content adaptation:
• Analyze your audience when composing messages,  
• Adapt content, its organization & form messages to meet audience needs, and 
• Focus on strategy, organization, style, document design, photography & visuals.

Audience analysis involves identifying the audience and adapting content to their interests, level of understanding, attitudes, and beliefs. 

Use the PAIBOC method to kick-start your audience analysis:
  • What is your purpose in communicating?
  • Who is your target audience? Which of their characteristics are relevant to this message?
  • What information must your message include?
  • What reasons or benefits can you use to support your position?
  • What objections can you expect your target audience to have? 
  • How will the context affect your target audience's response?

Armed with audience insights, you can make better decisions on how to best adapt your content - from which writing style to use (technical or conversational), which topics to discuss and how to discuss them to which channels and formats to use.
Put our expertise to work for you. At, we are proud to have received recognition for our contributions to the business community as a premier provider of marketing services and for sharing our insights.
Optimizing the Webstore: from browsers to buyers
Performance Measurement powered by Online Analytics*
" offered us unique, executable marketing solutions for our community theatre. We were thrilled with the results."
~ DQT Theatre, NYC
Suggested Resources

Web Style Guide, 3rd edition: Basic Design Principles for Creating Websites by Patrick J. Lynch, Sarah Horton, 2008

Responsive Web Design by Ethan Marcotte, 2011

Content Strategy for the Web, 2nd Edition by Kristina Halvorson, Melissa Rach, 2012

A List Apart

Boxes and Arrows

Internet Retailer

Website Magazine

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​Online analytics tools are a valuable resource used by online and ecommerce teams to gain a deeper understanding of the overall visitor experience, inbound marketing channels attribution and web performance. 

With online analytics, you can:    

•  Examine the data to determine what is or isn't working on your website.
•  Analyze which PPC advertising campaign results in the most conversions.  
•  Track keywords which are triggering the most ad displays and which ads have the highest click-thru-rates.  
•  Observe paths that visitors take and see how frequently visitors achieve or abandon your stated goals and where they deviate from the path. 
•  Learn more about visitor trends, traffic sources, content performance, ecommerce interactions, systems and identify poorly performing pages.  

Make your online initiatives measurable and goal-driven

As visitors navigate a website that has been tagged with an online analytics tool, each page loaded and, in some cases, each action taken is recorded in a database. The first step to examining the data is to set your specific goal defined as a visit to a particular page. When a visitor arrives at a goal page, a conversion is achieved - i.e., your goal is accomplished. For a purchase, the goal page may be the purchase confirmation. For a form, it may be a thank you page appearing after the person has submitted the form. The path you expect a visitor to take on their way to reaching the goal is called the funnel. You can also define events (specific user actions) like flash-driven elements including menu and video players, widgets, and file downloads.  

Capture data on key metrics:

​• Site Usage: bounce rate, entrances, exits, visitors, new visits, unique visitors, time on page, average time on page, pageviews, pages/visit, time on site.
• Content: unique page views, total unique searches, visits with search, search refinements, time after search, search depth, search exits, unique event.
• Goals: starts, completions, value, conversion rate, abandonment rate
• Ecommerce: unique purchases, product revenue, quantity, revenue, per visit value, revenue-per-click, average value, shipping, tax, and transactions.
• Advertising: clicks, cost, impressions, click-through-rate, cost-per-click, cost-per-thousand, cost per goal conversion, return-on-investment and margin.

Maximizing web performance for online ROI 

Once your goals are set, you can collect your data on key metrics using your online analytics tools, facilitate data interpretation by creating standard or custom reports (visual dashboards), and analyze your results against stated goals. Now, you're ready to socialize the data insights within your organization and take action to optimize your conversion funnel, content and advertising to create more meaningful visitor interactions.

Armed with analytical insights, you can make more informed decisions about the effectiveness of your website and online advertising strategy for optimizing the web and maximizing online ROI.
Changing customer expectations in retail eCommerce - where mobile, social and other technologies are shifting power directly to the consumer - increasingly require Webstore adaptation, responsiveness and cross-channel integration.

Optimize the shopping cart experience:
◦  keep it simple and reassure the purchase (security and messaging to close sale)
◦  learn why carts are being abandoned at checkout
◦  test different elements of your checkout page

Use site search to create new content for your site:
◦  discover what people are searching for on your site
◦  once data is organized, look into recurring searches, search sources, and search conversion rates

Leverage site improvements to differentiate the retail eCommerce experience:
◦  improve site's navigation, product detail page and checkout experience
◦  enhance fulfillment and customer service (live chat, email and phone)

Capitalize on post purchase:
◦  leverage thank you page to offer incentives on accessories or similar products
◦  request reviews (expect positive and negative)
◦  cross-sell and upsell customized based on products purchased
◦  provide sign up for customer loyalty program
◦  share (facebook/twitter)

Shift toward cross-channel execution: 
◦  accommodate online, mobile and social interactions for serving customers.
◦  prepare for more complex order management and ecommerce suite solutions.

Adapt and respond  by optimizing your Webstore and integrating cross-channels for deeper customer engagement and revenue growth.  
Did you know...?

•  U.S. retail ecommerce sales in 2012 increased by 15% to $186 billion.
•  Number of buyers increased by 6%
• Spending per buyer increased by 8%

Source: comScore
Site Development Elements

o Domain name

o Website

o Web Host

o Content (product images and listings)

o Order Management (fulfillment)

o Merchandising Tools (distinctive fonts, high-quality photos, color/size assortment, image zoom) 

o Security (SSL cert)

o Payment methods

o Search (SEO)

o Analytics