Following a reorganisation and introduction of new strategic propositions, the main targets on the Consumers' Association website were no longer structurally maintained. Several reports from different systems were circulating. Different teams also worked on various, sometimes conflicting objectives. Working with Deloitte, we provided insight into website achievements in an accessible way and instituted a process for continuous improvement of these achievements.
The Consumers' Association has already hired a team lead from Deloitte. That is why we have bundled our knowledge and expertise and set out the guidelines for this project together.
We started with an inventory of the most important goals on the website. Together with the main stakeholders, we determined the success of the website and the indicators that influence it.
At the same time, the action owners responsible for these indicators were identified. Based on this, we put together a 'Performance team' for the process of continuous improvement. Think of disciplines such as SEO, SEA, CRO, database marketing, email marketing, final editing of online content, campaign marketing, product owners and UX design.
Then we launched the consultation cycle. During the kick-off, we explained how to work with digital KPIs and determined the scope and definitions of variables and success factors. In addition, together with the team, we determined against which dimensions, segments, and time period the indicators were placed and compared.
The Performance team then met every two weeks during pulse-check meetings. We shared insights, came up with new initiatives, made plans for deep-dive analyses and discussed the results of the optimisations that were carried out.
Due to our regular meetings with the appropriate stakeholders, we were able to make quick decisions and new initiatives were followed up swiftly.
For example, the 'become a member funnel' was overhauled. We looked at the influence of call to actions on the conversion rate of member registrations from different entry page types.
We also analysed the elasticity of the different product categories. This allowed us to determine for which products a change in the number of visits would have the greatest impact on the number of member registrations. Based on this, the Consumers' Association decided to invest more SEA budget in specific product categories.
The main result of our collaboration is the new way of working in a multi-disciplined team. Moreover, there is now a joint agreement about success factors and a consultation cycle in which insights are shared holistically and from which optimisations are implemented.
Multiple reports from different systems are no longer in use. One system is now being used to achieve one and the same goal.
We started with the objectives and KPIs of one of the five proposition teams. The same set-up and consultation cycle have now been rolled out to a second proposition team and a third team is in the starting blocks!
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