Global Web Effectiveness Audits & Change Management
We offer a unique approach that integrates process management frameworks with global digital strategies that leverage your existing operational framework to ensure ongoing compliance and governance of these methods especially during times of hyper-growth. Our many years of experience consulting and managing for some of the largest brands has given us unique experience to help multinational companies future-proof their global website strategy and be more successful. The following are some of the key steps in this process.
Website and Target Market Alignment
During this step, we will review your global universe of sites to ensure they align to the business model and market business goals to ensure the alignment of the website operating model. Unfortunately, many companies try to leverage the same copycat model in all markets which may miss out on significant revenue opportunities. We work with your teams and the markets to understand any necessity of the current approach and collaborate with the global and market teams to develop the appropriate roadmap for improvement.
Develop and Refine Operating Models for Scale
Surprisingly with all the hype around digital transformation, there are very few guides and operating models for global web expansion. We have seen a number of approaches to global expansion with most of them being highly ineffective. The most common are those without any framework and simply clone an existing site and have it localized and assume that is good enough for the local market. Yet others force compliance with outdated and inflexible models that prevent any required market adoptions. The other common approach is the free-for-all where it is market-driven and they create web infrastructures that lack economies of scale, adhere to brand and web standards, and do not offer integration or collaboration with other platforms. We will work with the teams to get alignment across best practices, technology, operations, and people and will provide any necessary upskilling of staff to achieve success.
Minimize Traffic Cannibalization & Lead Discards
In many situations, we find one or more markets are cannibalizing traffic from another due to the way the website is created as well as technology to redirect users to specific markets. This is common outside of the United States resulting in a significant loss in traffic and revenue to the correct market. In a worst-case scenario, a market may not want or be able to manage leads from another market or language resulting in many being discarded. During one client’s audit, we identified multiple markets with between $1 and $5 million in discarded potential lead revenue. By ensuring the website and content is aligned to the correct market we can covert these discards into incremental sales.
Digital Best Practices Upskilling
Digital skills are in high demand making those experts with them hard to find and expensive to hire. We can work with you to identify existing staff and develop training programs to upskill current employees with significant institutional knowledge and/or technical skills and give them the missing knowledge to create the perfect team.
Develop Agile Operating Models
We collaborate with the DevOps, Marketing, and Sales teams to identify changes and deploy the best solution to meet your companies unique operational, strategic, and market goals and resolve any errors and if necessary develop a severity/business case to justify the technology resources for any recommended changes.
Benefits of Global Web Effectivements Audits
Our experience and unique approach has proven to be successful for many multinational clients to augment their existing programs or add skills for those just getting started in globalization.
Current State Audit to Identify Gaps and Skill Shortages: A number of companies will use our audits to understand the current state of their organization. This is common when a new global manager takes over and wants a neutral assessment of how the organization is doing. By being neutral and not embedded in the existing workflow we will have a fresh set of eyes into the programs and process which makes it easier to spot challenges, process gaps, and skill shortages.
Enable Brand and Market Teams Focus:
Often local markets and brands do not have the resources or skills to deploy top-down processes. By understanding what should be done centrally and using scale methods we can shift activities to where there are resources and or eliminate the need to do them at the local level. For example, for one multi-brand company that required age restriction capability on some of their brands we found this was created and deployed in 87 different ways by as many separate agencies and teams. Since this was a core requirement developing the full specifications and deploying an internal team to develop and manage for all brands and markets not only saved an aggregate of $4 million in redundant development costs but increased efficiency, reduces problems, and most importantly reduced site entry friction by 2,500% resulting in more traffic, leads and downstream sales.