One of the most prudent habits any brand manager can do when designing a new website is first define the path they want their visitors to take on their site.
Imagine for a moment that you own a retail store, and greeting customers is essential to helping then find the right items to sell them. If you have employees that don’t greet customers they often leave without ever engaging you and you lose a chance to sell to them.

Now look at your website and decide is my site greeting customers and prompting them to do what I need them to do?

Are you persuading the visitor to take a next step into the website?

By defining the path of the visitor then content and branding elements can be shaped around the experience to enhance the brand image and elicit the necessary response. A great measurement to back up the path to profit is ROI.

By assigning a specific value to the action a brand manager can clearly measure the investment of any technology on the website. This also avoids costs investments from not being implemented in a manner that suits business goals.
To get started understand the following:

1. Average number of visitors
2. Time on your website
3. Monthly Email List Enrollments/website sales, etc.
   

1. Exposure Time
2. Website costs per visitor
3. Cost per email

The 3 laws of profitable marketing: What can we work towards:

1. Selling to more people
2. Selling more items per customer
3. Sell higher profit items to customers

 Before adding technology ask whether it is designed to do the following:

1. Add more visitors
2. Make visitors spend more time on the site
3. Respond with their email address to “market to”

If your technology cannot clearly address these fundamental questions then either you have the wrong technology, strategy or execution.

 We help businesses to define these steps and then build web presences around it.

 We conduct workshops and assessments to help marketers in fully understanding and integrating a "path to profit" architecture.