Our approach
We from The Reference believe that building and maintaining websites is a continuous process of thinking about what you want to do and why, before you actually start designing graphics and writing code. And once you've actually built it, you need to exploit and manage it. Your analytics tool will tell you what campaigns work (and which ones don't!!) in order to maximally reach your goals and KPI's.
Concept & strategy: It’s your business
In the concept and strategy phase we analyze
how the Internet strategy can leverage the objectives of your company or organization. Our role is
to challenge you to aim higher and to excel. In the methodology we developed for this purpose (SAFIRA, or Strategic and Functional
Internet Road Map Analysis) we create the framework to translate business objectives into very
tangible Key Performance Indicators.
The most concrete deliverables in this phase are the site concept, the site structure,
wireframes and a concept for the look and feel of the new site. For bigger projects we suggest to
create a set of clickable mock ups. This approach is a very cheap and effective way to ‘dry run’
your site, either internally, or more ideally, with a segmented group of customers.
Construction : It’s a site
In the
construction phase we translate the strategic objectives and the site concept in a perfectly
functioning site. Today this goes beyond a collection of nice looking static pages. You should
think in terms of the infrastructure for a productively managed marketing, sales, communication and
business intelligence machine. The assembly of this machine is been taken care of by a
multi-disciplinary team of IT specialists (analysts, programmers, content management specialists),
designers, usability specialists, experts in search engine marketing and a project manager. The
business consultant who was in charge of the concept and strategy phase keeps guarding over the
concept in this stage of the project.
Management & exploitation : It’s not a site, it’s your business
And then
comes the day your site is being launched. From now on the machine should prove its Return on
Investment. Together with the client our e-marketing and e-business specialists draw up an action
plan to attract the right visitors, to convert them (into leads, customers, members,…) and to
retain them and turn them into a brand advocates.
Performance metrics in the centerpoint
We’re sorry, but
creative marketing bla bla can sometimes work on our system. This is 2009. Your customers live,
search and operate massively on the internet and we are perfectly able to measure what they are
doing there. Web analytics, performance metrics and performance dashboards are central in our
approach. Only by knowing what you are doing you can improve your site in a structured and
well-founded way.
Want to know more? Contact us
