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Test Market
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Here are the major steps in setting up the Test Market for you. We help you through each stage by guiding you through templates that provide the information we need to set up an effective site on your behalf.
First we ask you to specify requirements to allow us to draft your website and homepage. Then you can add your content and new pages. When you say you are ready, we then finalise the design and ask your authorisation to go live.
We try to make this process as easy as possible for you so that we can minimise cost. However we are acutely aware that it is often very difficult to plan and create suitable content. So we are always here to provide extra support when needed at a reasonable cost.
Try and complete as much of the details we ask you without extra help from us. That will keep your costs down. But when you are stuck, ask for our help. Your business will succeed more quickly if you get these first planning stages right. |
1 Reviewing your strategy
First we need to understand your objectives and how you plan to compete. At this stage we can help you refine and focus on measurable objectives. This stage is free.
2 Planning your site
The average site visitor takes less than 10 seconds to decide whether they want to take a deeper look or go off elsewhere. So the design of your home page is crucial. We ask you first for your Unique Selling Proposition (USP), then for the major customer benefits.
This is followed by a more detailed definition of each product or service you offer. In the case of an e-commerce site these pages would have links into the shopping basket. .
Once you have an outline of what you need to include, we ask you for guidance on the look and feel of the site you want. This can be a very subjective area so we need to know your preferences before we draft the site.
Using the information you have given us, we prepare a website that will be as simple as possible but effective in putting over your message. Simplicity is important at this stage to keep the costs down. The site will nonetheless be optimised for search engines and capable of expansion as needed. However, if you judge that more information, more effects or a different approach is required even before testing visitor reaction, then we shall do all additional work required at modest cost.
3 Preparing your content
Your draft site will be be created in our Web Builder software. This means you can put in the content you want with the layout you want and add pages as necessary. We give you a 2 x 30min phone training sessions so you know how to use the program.
Of course support is available when you need it - free for quick queries or paid if you want us to write the content. At this stage we are helping you to develop the text rather than the design.
If you trying to generate leads, we suggest you write a white paper that helps persuade the visitor to leave contact details before being able to access the information. The white paper should be written so that it can be used to circulate to others likely to be involved in the purchase decision.
When you are happy that all the needed information is there, you pay the second fee. We then review the complete design, optimise for search engines, add tracking code to measure results and ensure all the links work correctly.
Even when launched you will still be able to update the content using the Web Builder software.
4 Setting up your measurement systems
Then we will set you up a Google Adwords account to start promoting through a cost per click campaign. We shall also set up Google Analytics which is a free web statistics service.
The Google AdWords account will be in your name and the cost of the advertising will be charged directly to you. We shall set it up to give the best possible initial results starting with an initial budget of £20 a day. Since this is your account you will have direct access to it to make any changes you want and to see the results. However we recommend that you ask us to implement all changes at this stage so we can explain to you the options and the strategy chosen. In any event we would expect to be able to use the initial feedback to improve performance considerably over the first 3 months.
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