A high-level website/tracking/conversion expert is sought for a project in support of a non-profit association. The objective is to better understand how consumers, architects and others are using their website and how the association might improve it to better facilitate sales (as measured by referrals to their member companies).
As a small wood products association representing a diverse line of products sold into the huge USA market, the client needs to be exceptionally effective in targeting their efforts (particularly in comparison to plastic composites who seem to have unlimited monies for promotion). Notwithstanding these challenges, the association has an information-rich website that drives significant traffic to prospective member producers/members or others in the distribution chain (retailers, wholesalers, etc.). Although "consumers" are the largest users of their web materials, architects and custom home builders are also a target audience.
The association already has substantial research on its key target audience groups but to better understand the actual consumer purchase decision, we undertook a pilot study to help understand "the pathways by which consumers develop their intention and decide to purchase this product'. The objective was to better understand the customer purchase process/decision and provide insights into how its promotion efforts can be more targeted and effective with the ultimate goal of improving sales.
In this year's research plan, a similar effort is proposed but the focus is specifically the internet/electronic side of their promotion program. Whereas the previous study examined a customer's journey through the "research-consideration-purchasing" process of a wood deck, this year's research seeks to understand how this 'journey' works in the digital world through close examination of their website. The intent it to better understand:
I) how users interact with the association's website resources,
ii) the pathways they follow towards their goals, and
iii) how the website influences them based on the stage of their particularly stage of journey.
The website expert will work as part of a team that includes ourselves as project manager, the association's PR firm (that built and operate the website) and the market pollster (that tracks key target audience opinions). Expertise in website auditing and conversion metrics is required so as to help us determine how well their site is doing in aiding the customer's journey to make the product decision desired. Is the site driving traffic as well as they could (given our understanding of the purchase decision)? What else could they be doing, etc.?
The project completion date is the end of this month but it can spill into next month a bit. The budget for this role of the team effort is $5000-$10,000.
About the recuiterMember since Sep 21, 2017 Yisrael
from Alabama, United States