design as a tool – not a product
When designing and building websites or email campaigns, allies4me approaches each website NOT as a product in itself, but a tool. The product is increased customer engagement. A website is one of several means used to produce that. Our goal is to partner with clients, understand their root desires and make recommendations that best fulfill the needs of their business.
everything is measurable
At allies4me, we believe what we can measure. Intuition and best practices are essential for setting direction. However, website, email and advertising performance is only optimized when intuition is followed by verifying measurements. We measure and analyze data on customer behavior from our clients’ sites as well other sources on the Internet. For some clients we work with, we process and analyze more than 200,000 unique data points each month.
right metrics drive right decisions
Having the right set of metrics is essential for driving actions that benefit our clients. The challenge is sorting through 200,000 unique monthly data points to generate clear and concise actions. That’s why we distill the thousands of data points into two, digestible metrics: Capability and Effectiveness.
- The Capability Index is a measure of how capable a website is to organically drive traffic to itself through search engines like Google, Bing & Yahoo.
- The Effectiveness Index is a measure of how well the site engages visitors and addresses their needs once they land on the site.
Once we understand a website’s capability and effectiveness, allies4me uses a proprietary analytics engine that recommends specific and measurable actions prioritized by performance impact.
excellence through optimization
Anything we can measure and analyze, we can optimize. Where some organizations rely on rules of thumb and industry intelligence, allies4me hypothesize about what we don’t know and only believe what we can measure. Once we measure and analyze, we design a testing environment where we prove a hypothesis either true or false.
Often the testing environment involves A/B testing where we test two variants of the same content. In the first round of optimization, we pick the best of the 2 based on measured performance. Continuing to iterate through these optimizations fine-tunes web sites, email campaigns and pay-per-click campaigns to yield the maximum benefit for our clients.