What business plans were set?
What performance indicators were tracked?
What attribution models were used?
Mandatory and additional questions for the brief
Let's move on to the "Current shareholder data package Needs" section. Here you need to learn about the product, metrics for evaluating efficiency, and planned changes in the project.
Main products or categories.
Average bill in the store.
Website conversion.
Metrics for measuring promotion effectiveness.
Are there any changes planned to the website?
Is there any plan to expand the range of products?
Is there seasonality in sales? What factors influence demand?
Tell us about current promotions and discounts.
Restrictions: What promotion methods are not allowed?
The penultimate section deals with data collection systems:
What analytics tools are used?
Is a customer relationship management (CRM) system used? What data does it contain?
Do you have end-to-end analytics in place? Are you ready to set it up?
The last section is “Timeframe and Budget”:
Planned project timeframe.
Estimated budget.
The client can specify the range of financial costs and determine the time frame for different stages of promotion: month, six months, year.
Some of the customer's answers will provide several directions for analyzing the company. The website will provide information about unique selling propositions, a brief description of the product, terms of delivery and return of goods. By studying the links and the provided documentation, you can become familiar with the company's history, its achievements and failures. It is important to remember that the brief does not have to contain all the answers. It serves as the first step to getting started.
How to achieve multiple growth in traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
Read more posts on my personal blog:
I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.
To get this growth, download our step-by-step template for increasing sales from the site:
Dow