Microsite Evaluation
Definition:
Microsites and campaign websites differ in one essential aspect from OEM websites, in that they bring the user closer to a specific product/service. Thanks to its structure and communication style, a microsite is able to focus the user´s attention more directly on the brand proposition or product attributes. Thus, microsites play an essential role in the product´s and the overall brand´s positioning. In order for the site to achieve its aims, its performance must be measured and enhancements made where required.
Aims:
- Gain feedback from potential users concerning design and acceptance of proposed concepts before going live.
- Track actual user satisfaction and effect of the site on users´ brand perception and users´ activity post website visit. Benchmark site´s performance against other microsites.
- Measure effect of the site´s influence in User Generated Content portals.
Results:
- Management summary: delivers key insights and recommendations for action, backed up by user comments, screenshots and comparisons with sector competitors.
- Chart-based report: provides a detailed representation of user structure and behaviour, plus differentiated evaluations relating to user sub-groups (typically split according to age, sex, frequency of visit, customer/ non-customer).
Process:
- Pre-test: what critical enhancements need to be made before launch?
- Online: measure user satisfaction with the microsite individually and against other microsites. Compare results from microsite data base.
- Tracking: what effect does the site have on brand perception? What steps do users take after visiting the site?
- Web 2.0: using Psyma´s proprietary software, measure the website´s interest and traffic among online discussion groups.
Managing Director
Dr. Frank Knapp
Managing Director Sales
Dieter Gabsteiger