Want to build a website that performs well? Make sure your strategy is sound first! These three research exercises will help you get started.

3 Research Exercises to Leverage for New Site Builds | Union

3 Strategic Research Exercises That Help Build High-Performing Websites

Strong website performance is critical to a brand’s online presence. About <a href="https://www.invisionapp.com/inside-design/statistics-on-user-experience/">88% of online consumers</a> state that they are less likely to return to a website after a bad experience. And while eye-catching design and functional technology are important aspects of a successful website experience, the strategy behind a <a href="https://union.co/services/branded-content/web-mobile-app-development">new website</a> has the greatest impact on its performance. 
When working to craft a powerful website experience for consumers, there are three strategic research exercises that should be incorporated.

“Stakeholder interviews are a great way to get feedback from key internal personnel and external customers about their experience with the current version of the website,” said Megan Carrigan, Union’s Strategy Director. “This allows us to find out how users interact with the website, what they like and don't like about it, and how they would improve it.”
These interviews can be conducted either by phone or in-person and typically take anywhere from 30 minutes to an hour, depending on how many questions you ask and what type of information they provide during the interview process. 
“Additionally, we can ask stakeholders specific questions about their role within the organization and how they use the website to complete their tasks,” Carrigan said. “By getting feedback from stakeholders, we can ensure that the brand's new website is built to meet their needs and set them up for success.”

Exercise 1: Stakeholder interviews

Tree testing is a technique that can be used to help identify website usability issues. This exercise involves creating a tree diagram of the website's structure and asking users to find specific information or complete specific tasks. With tree testing, you can see how well users can navigate a proposed website to locate the information they need. 
“If users are struggling to find what they are looking for or to complete their desired action (like, say, filling out a form),” Carrigan said, “then you may need to rethink your website's structure.”

Exercise 2: Tree testing

Competitive analysis is another exercise that can be used to help craft high-performing digital experience strategies. By identifying the strengths and weaknesses of a competitor’s platform, you can get an understanding of what aspects of their website work well and what aspects don't work well.
“The point isn’t to copy a competitor’s approach,” Carrigan said. “It’s to formulate an understanding of what’s working and improve on what isn’t so that your website provides the best end-user experience in your industry.

Exercise 3: Competitive analysis

For many brands, a new website can represent a significant expense. A strong website strategy is critical to ensuring that your new digital experience provides a positive return on your investment. 
“The more you invest in your website strategy, the more you can test and validate your assumptions to craft the digital experience that your customers, and your internal team, need to drive success,” Carrigan said.
Want to learn more about Union’s strategic approach to new website builds? <a href="https://union.co/contact">Contact us today</a> to schedule an initial discovery call.

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Valtech Union is a creative &amp; performance marketing agency that creates omni-channel campaigns, unleashing creativity on a data-driven world, helping brands produce memorable, measurable and repeatable results. Obsessed with data-driven performance, we believe every marketing dollar should be viewed as an investment. Our clients expect a meaningful return and we prove the ROI of our work with quantifiable data.