About Scotweb
Scotweb's Approach to Online Marketing
Anyone today can build a web site, whether on a desktop PC or by employing professional designers. The technology to put even a large shop online with shopping carts and back-office integration is getting easier and cheaper. But, as countless firms have found to their cost, even the most costly sites can produce very low return on the investment of funds and management effort.
Integrated Marketing
An online shop is useless without an integrated approach to online marketing. This needs to come long before even thinking about site design. Scotweb will discuss your site with you from the point of view of its ultimate aims and purposes. From that we will propose a marketing plan. From that we will recommend appropriate online marketing tools. And then, and only then, will we start to think about how a web site might look...
Working Together
In devising an online marketing strategy with our partners, we set out to pool our expertise and strengths. In general issues such as product presentation and pricing are up to our suppliers, and we ensure site designs reflect and enhance their existing corporate cues & themes. On the other hand, web site design and marketing issues such as usability-oriented architecture, speed optimisation, search engine tuning, online advertising, and traffic generation mostly lie within Scotweb's remit.
Metrics Analysis
We have developed sophisticated methods of measuring and analysing where sites are doing well, or less well than they could, and we continually analyse user behaviour and sites' performance to deliver ongoing incremental improvements. We chart many metrics including overall traffic, referals, customer conversion ratios, site routes. We can then apply cost-benefit analysis to ensure our resources and yours go where they will be most effective in improving the ultimate measure of success: the bottom line.
Results!
The result of this rigorously systematic approach to online marketing has been an average net sales increase across our partner sites of over 450% in one year (July 2002 - July 2003).
What next?
Whilst many of these services are available to third parties on a consultancy basis, our unique results-driven financial relationships with our own partners mean we have the real incentive to apply our expertise as fully and proactively as we possibly can.
Get In Touch!
Please contact us with any questions.