Optimization

We establish an effective optimization strategy for you by coordinating our tactics through the entire consumer experience, creating a clear conversion path for your users.

Optimization at Roundarch goes beyond organizational barriers. We analyze and interpret data from multiple sources across the entire consumer experience—not just SEO or landing page conversion. Our holistic approach combines strategic, technical and analytic capabilities in a directed push for the best results.

Many companies strive to achieve big results with a limited budget. That’s why we begin by using ROI Modeling to determine the situations that will achieve the highest ROI.

Whether we identify paid or natural search efforts, display advertising, or utilization of existing content, we identify and integrate this optimization up front. This way it informs all design, technology, and experience decisions from the start.

Not all users are the same. An effective optimization strategy takes advantage of their differences. Our 360° Personas help us understand user and channel relationships. We go beyond simple demographics and investigate your key customers’ motivations, their location in the purchase funnel, their mindset, and what triggers them to convert.

We also create Keyword Personas that examine how each segment uniquely uses search to accomplish their goals.

We could silo our efforts—but that would shortchange your goals. Instead, our optimization strategy team utilizes online marketing, web analytics and statistical modeling, and the technologies used across online advertising, site development, and database-driven content management.

We can spearhead your optimization program or supplement your existing team, depending on your organization’s needs.

“We spoke with John Peebles, vice president of online marketing at Avis Budget Group, about a site redesign project he and his team undertook to improve the search engine optimization (SEO) results for Avis’ website. Working with digital experience agency Roundarch, Avis used search personas to structure its site content and SEO process. The eureka moment for Avis? Optimize for your most profitable searchers, not for every possible customer scenario. The results: For four years, Avis’ year-over-year revenue has grown, driven by organic search.”

Source: Forrester, May 2011, Case Study: Avis Uses Personas To Drive SEO

The following is a commissioned study conducted by Forrester Consulting on behalf of Roundarch.

“In April 2011, Roundarch commissioned Forrester Consulting to study how businesses are using optimization in their interactive marketing programs. In conducting in-depth interviews with 30 enterprise-level interactive marketing managers and marketing executives across industries, Forrester found that many marketers are still struggling with understanding and executing optimization in their marketing programs.”

Source: Forrester, November 2011, How Optimization Enables The Age of the Customer

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