Microsites 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
Frank Knapp | frank.knapp@psyma.com
Sales Manager
Christoph Haas | christoph.haas@psyma.com
