Writing a Better Magento eCommerce Brief
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The document discusses Matter of Form, a digital agency. It provides an overview of their brand promise, values, and the types of clients and projects they work with, which include luxury fashion, hospitality, and art brands. It also discusses their approach to projects, which involves 10 building blocks for briefs including goals, audiences, user scenarios, and methodology. They advocate for an agile methodology using sprints to frequently deliver work to clients.
![A typical user story flows as follows:
“As a [user], i want [ function], so that [value]”
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017](https://image.slidesharecdn.com/mofwriting-a-better-magento-brief-170209142340/85/Writing-a-Better-Magento-eCommerce-Brief-56-320.jpg)
Writing a Better Magento eCommerce Brief
- 1. M A T T E R O F F O R M WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 2. Our Brand Promise E X C E P T I O N A L C R A F T S M A N S H I P WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 3. KEYNOTE 01 • 19TH JANUARY 2016MATTER OF FORM A M A N Luxury Design & Development PARKA LONDON Content driven eCommerce, platformed on Magento 2.1 with international storefronts
- 4. A F F O R D A B L E A R T F A I R Global Marketplace enabling 3000 galleries to sell online Salesforce Integration and Portal Development Magento & Wordpress
- 5. Educating Consumers By Weaving Personalised Content & Innovation Across The Entire Customer Experience W O L F O R D
- 7. KEYNOTE 01 • 19TH JANUARY 2016MATTER OF FORM UX, Design & Full Stack Development Global Technical Architecture 32 Global Sites Internationalisation Content Production & Management 24/7 Maintenance & Support Ongoing iterative improvement A M A N Luxury Design & Development
- 8. Brand-Led CRO & CRM R O S E W O O D
- 9. Simplifying a complex proposition & multifaceted booking flow C H I V A S O M
- 10. UX, Design, Dev Management CRM Strategy Analytics & Data B E L M O N D
- 12. A N A G E N C Y I S A S U N I Q U E A S I T S P R I N C I P L E S & P R O C E S S Exceptional Craftsmanship Good Hearted Business Inspired by Challenge Humble yet Forthright O U R V A L U E S
- 14. I N N O VA T I O N | B R A N D E X P E R I E N C E | C O M M E R C E What do we do? WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 15. L U X U R Y B R A N D S I N F A S H I O N , H O S P I T A L I T Y & T H E A R T S T R U S T U S T O I M P R O V E C O N V E R S I O N W I T H O U T C O M P R O M I S I N G E Q U I T Y …
- 16. M 2 ScaleFaster Faster,Cheaper Changes EnhancedBusiness Agilityand Productivity BetterDesign HigherConversion EngagingShopping Experiences N E W M A G E N T O 2 C A P A B I L I T I E S WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 17. M 2 ScaleFaster Faster,Cheaper Changes EnhancedBusiness Agilityand Productivity BetterDesign HigherConversion EngagingShopping Experiences N E W M A G E N T O 2 C A P A B I L I T I E S WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 18. M 2 ScaleFaster Faster,Cheaper Changes EnhancedBusiness Agilityand Productivity BetterDesign HigherConversion EngagingShopping Experiences N E W M A G E N T O 2 C A P A B I L I T I E S WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 19. M 2 ScaleFaster Faster,Cheaper Changes EnhancedBusiness Agilityand Productivity BetterDesign HigherConversion EngagingShopping Experiences N E W M A G E N T O 2 C A P A B I L I T I E S WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 20. M 2 ScaleFaster Faster,Cheaper Changes EnhancedBusiness Agilityand Productivity BetterDesign HigherConversion EngagingShopping Experiences N E W M A G E N T O 2 C A P A B I L I T I E S WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 21. M 2 ScaleFaster Faster,Cheaper Changes EnhancedBusiness Agilityand Productivity BetterDesign HigherConversion EngagingShopping Experiences N E W M A G E N T O 2 C A P A B I L I T I E S WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 22. M 2 ScaleFaster Faster,Cheaper Changes EnhancedBusiness Agilityand Productivity BetterDesign HigherConversion EngagingShopping Experiences N E W M A G E N T O 2 C A P A B I L I T I E S WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 23. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 Video
- 24. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 25. 1 0 R E A S O N S F O R M A G E N T O 2 . 1 Multiple currencies, languages and payment types Easy third-party integrations Magento 1 official support ends in 2018, no new feature developments will happen. Improved programming patterns which results in a more clearer and manageable code by the use of best practise Better UX features covering indexing, page-load and page rendering. Ajax-driven features and responsive theme support Improved mobile and responsive configuration and less CSS support which will reduce development time. Customised security permissions and database separation capabilities which allows business up-scale Versatile Content Management with intuitive visual-based editor. Optimised OpCache which makes PHP software run faster and more efficiently. “Magento2 that can support the growth of popularity of your brand, and can address any requirements in terms of service availability and scalability, connectivity, geo-location and infrastructure that your website may need in time”. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 26. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 W O O D F R O M T R E E S
- 27. Your eCommerce is the front end for a unique brand, business and operational structure. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 Yes. This old iceberg.
- 28. What you don’t quite see. W E ’ R E A L L R E A L L Y ( R E A L L Y ) D I F F E R E N T T O O . WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 29. MARCOMS AGENCIES Lightweight Campaign work BRAND AGENCIES IT VENDORS Editorial Design, Functionally Insensitive Brand Insensitive Heavyweight transformation programmes, high strategy overhead MANAGEMENT CONSULTENCIES WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 30. 1 0 B U I L D I N G B L O C K S WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 31. S U C C E S S M E T R I C S WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 10 Building Blocks for a Brief
- 32. Goals: Hard or Soft Metrics. Traffic? Conversion? Dwell? Engagement? • ProductMix? • Cohorts? • Internationalisation? WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 33. B R A N D V S . C O N V E R S I O N WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 10 Building Blocks for a Brief
- 34. A D I G I T A L S E A O F S A M E N E S S
- 35. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 36. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 37. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 38. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 39. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 Ifi’daskedmycustomerswhatthey'dwantedi’dhavebuilta fasterhorse
- 40. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 "It's reallyhardtodesignproductsby focusgroups. Alotoftimes,peopledon'tknow whatthey wantuntilyoushow ittothem."
- 41. Remember Remember. P E O P L E H A T E C H A N G E WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 42. Test & learn. Conversion & usability. Brand-led differentiation & value creation. P A R E T O P R I N C I P L E 80 / 20
- 43. MOF: Wolford eComms Video
- 44. MOF: Wolford eComms Video
- 45. 10 Building Blocks for a Brief A U D I E N C E WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 46. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 T H E M O R E Y O U H A V E T H E B E T T E R
- 47. Includea6monthview+cohort analysis • Areyouattractingtherightpeople? • Whospends,whodoesn’t. • Whowill buyyourproductinthefuture WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 48. A S I N G L E - M I N D E D O V E R A R C H I N G I N S I G H T T O W O R K F R O M WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 49. • User Scenarios • Business requirements. • Technical requirements. • Brand strategy • Scenario maps / User Journeys • List of prioritised functionalities & features • List of prioritised use cases “I want to hire the whole resort, but which one has the greatest capacity?” U S E R S C E N A R I O S T O P R I O R I T I S E D F E A T U R E S User Scenario Scenario Mapping & User Journeys Functionality & Feature Prioritisation I N P U T S O U T P U T S
- 50. • Inputs • Analytics • Requirements (i.e. functionality & feature prioritisation) • User Flows • Fully Developed & Tested User flows • Hi-Fidelity Wireframes • Interface principles & patterns Registration Registration L.K.Bennett checkout Guest checkout Member Login Login options Is user credentials valid? Start NO Did user request password reset? NO YES Continue NO NO YES YES Password reset/ external process YES Process ends Process ends User Flows Draft Wireframes, Prototyping & Testing Hi Fidelity Wireframes Sketch 3 U S E R F L O W S T O W I R E F R A M E S I N P U T S O U T P U T S
- 51. P R O J E C T M E T H O D O L O G Y 10 Building Blocks for a Brief WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 52. 1. Productised ‘core’. Some agencies only work in this way. 2. Bespoke requirements. Approximated level of creative flexibility and digital/operational literacy. 3. AGILE sprints based on a resource mix.
- 53. A G I L E v s . Wa t e r f a l l WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 54. A G I L E v s . Wa t e r f a l l WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 55. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 AGILE: Pros & Cons Frequent opportunity to see work being delivered. Faster Launch. Risk Mitigation Client Ownership over result. Allows for change CONSPROS Heavy reliance on client Might not be able to produce all deliverables within budget Can require code refactoring (especially for integration work)
- 56. A typical user story flows as follows: “As a [user], i want [ function], so that [value]” WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 57. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 58. A C C E S S I B L E T A S K B R E A K D O W N S A S W E M O V E T H R O U G H A G I L E S P R I N T S
- 59. D a i l y s t a n d u p s a n d s c r u m s W e e k l y e m a i l r e p o r t W e e k l y s t a t u s c a l l B i - w e e k l y r o u n d t a b l e S p r i n t p l a n n i n g & r e v i e w M o n t h l y p l a n n i n g & r e v i e w s e s s i o n s w i t h S e n i o r t e a m P o s t - p r o j e c t w a s h u p W A Y S O F W O R K I N G
- 60. A G I L E v s . Wa t e r f a l l WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 61. Full alignment over scope and budget Less overhead on clients time. Easier to manage integration as design component plays complete W A T E R F A L L PROS CONS Low level of flexibility over scope Not in the interests of the agency to adapt approach Higher level of risk Unstable Back-end
- 62. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 63. What does that look like in terms of distribution? CONTENT/ BRAND CUSTOM FEATURES OOTB & INTEGRATION LAYER 20% 40% 40% ANANT • 27TH JANUARY 2017
- 64. C O N T E N T 10 Building Blocks for a Brief WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 65. Influencers & Initiatives. Content Production Process Campaigns. Content S A M P L E S F R O M A C R O S S T H E S P E C T R U M WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 66. For example… THE DRAFT CONTENT FRAMEWORK CREATIVE APPROACH THE KNOWN UNKNOWN STORIES OF WORLDLY SUPRISE & WONDER, TOLD FROM A PLACE OF COMFORT PILLAR TITLE SURPRISE & AWE NEWS FROM AMAN THE AMAN WAY PURPOSE To better compete commercially through the use the commonly used keywords that are typically off brand To inform others of the latest Aman news, press releases and updates To induct newcomers into what makes Aman so different. It’s heritage, culture and approach. DESCRIPTION Stories of discovery and exploration from Aman and the world around it Real estate and spa treatments etc. PR and press, reviews etc. Communicating the ways in which Aman is grown not built; reflecting the surroundings in which it inhabits. PERSPECTIVE WRITTEN FROM 3RD PERSON 1ST PERSON 1ST PERSON CONTRIBUTORS EXPERTS, JOURNALISTS, BIOGRAPHERS, EDITORS, TRAVELLERS, PERSONALITIES, BUSINESSMAN etc. AMAN PR, MARKETING TEAM, GM’S etc AMAN THROUGH COPYWRITERS USE OF COMMERCIAL KEYWORDS STRONG LOW CAN USE TREATMENT, ACTIVITY, DESIGN & LOCATION-BASED KEYWORDS, BUT NOT GENERIC TERMS LIKE LUXURY LOW CAN USE TREATMENT, ACTIVITY, DESIGN & LOCATION-BASED KEYWORDS, BUT NOT GENERIC TERMS LIKE LUXURY KEY COMMERCIAL FOCUS WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 67. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 68. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 69. Editorial calendars used to plan, approve and syndicate activity WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 70. All agency incumbents (and goals if possible). SEO/PPC/PR reporting. List all tech platforms. Partners & Platforms Y O U R A G E N C Y & T E C H E C O S Y S T E M WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 71. Bio’s of key team members. Specific relevant experience for the brief. All agencies resource projects very differently. Agency Team K N O W Y O U R T E A M .
- 72. V A L U E 10 Building Blocks for a Brief WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 73. The Business Case for Change WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 74. (Reactive to Proactive) (Thelma, PR & Marketing) “70% of my time is spent managing the agency & getting content & products onto the site” F R O M M A N A G I N G E C O M M E R C E T O B U I L D I N G A B U S I N E S S Thelma, PR & Marketing WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 75. (Thelma, PR & Marketing) £833,903.46 T O T A L P R O J E C T R E T U R N O N I N V E S T M E N T £55,430 of Investment will generate… WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 76. (Thelma, PR & Marketing) £15.04 R E T U R N O N I N V E S T M E N T Every £1 of Investment will generate… WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 77. ROI Increased Operating Revenue Lower Operating Costs £1:15 £681,903.46 £152,000 WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 78. ROI Increased Operating Revenue Brand awareness drives traffic to site Higher Sales Volume Brand Awareness Lower Operating Costs Less Employee Time Less Spend Less time equals less cost & increased productivity (e.g. brand awareness) Less time + spend managing site = more time + spend building brand £1:15 £681,903.46 £152,000 WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 79. ROI Increased Operating Revenue Higher Sales Volume Brand Awareness Lower Operating Costs Less Employee Time Less Spend Quicker Content & Catalogue Management Rapid Campaign Dev. Deployment Quicker, More Comprehensive Reporting & Insight Abandon Basket Reports / On Site Search Analytics / Custom Reports Upload, Remove & Edit Products & Content in Seconds, not Minutes Insight + Strategy + Execution in Seconds: Elevating Best Sellers, Applying Flash Sales & Sending Emails Brand awareness drives traffic to site Less time equals less cost & increased productivity (e.g. brand awareness) Less time + spend managing site = more time + spend building brand £1:15 £681,903.46 £152,000 WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 80. ROI £1:15 Increased Operating Revenue £681,903.46 Higher Sales Volume Brand Awareness Lower Operating Costs £152,000 Less Employee Time Less Spend Low Cost Internationalisation Cheap Yet Stable Technology Low Agency Fees Scalable Order Fulfilment Quicker Content & Catalogue Management Rapid Campaign Dev. Deployment Quicker, More Comprehensive Reporting & Insight Less staff costs Abandon Basket Reports / On Site Search Analytics / Custom Reports Upload, Remove & Edit Products & Content in Seconds, not Minutes Insight + Strategy + Execution in Seconds: Elevating Best Sellers, Applying Flash Sales & Sending Emails Multi-Site Replication for Circa £5,000 / Easy Currency & Language Selector / AutoTranslate Cheaper ERP Integration / Stock Management & Inventory System Out-of-the-Box Free OS, Database, Web Server / Defined Roadmap / Long-Term Investment / Cheap Upgrades Module Marketplace / Don’t Pay for Platform Dev. No Agency Lock Up / Easy Knowledge Transfer Easy to Find Magento Trained Staff / Less Time & Training Expenditure / Better Morale & Retention Brand awareness drives traffic to site Less time equals less cost & increased productivity (e.g. brand awareness) Less time + spend managing site = more time + spend building brand WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 81. ROI Increased Operating Revenue Higher Sales Volume Brand Awareness More Traffic Increased PR & Content Efforts Social Sharing & Reviews Loyalty Rewards / Google & Amazon Shopping / Default Best Practice SEO / DataCapture & Email Less Time Managing Site = More Time on PR, Marketing & Content Production Share Product & Content Out-of-the-Box / Olapic Social Scraping / Feefo Reviews Lower Operating Costs Less Employee Time Less Spend Low Cost Internationalisation Cheap Yet Stable Technology Low Agency Fees Scalable Order Fulfilment Quicker Content & Catalogue Management Rapid Campaign Dev. Deployment Quicker, More Comprehensive Reporting & Insight Less staff costs Abandon Basket Reports / On Site Search Analytics / Custom Reports Upload, Remove & Edit Products & Content in Seconds, not Minutes Insight + Strategy + Execution in Seconds: Elevating Best Sellers, Applying Flash Sales & Sending Emails Multi-Site Replication for Circa £5,000 / Easy Currency & Language Selector / AutoTranslate Cheaper ERP Integration / Stock Management & Inventory System Out-of-the-Box Free OS, Database, Web Server / Defined Roadmap / Long-Term Investment / Cheap Upgrades Module Marketplace / Don’t Pay for Platform Dev. No Agency Lock Up / Easy Knowledge Transfer Easy to Find Magento Trained Staff / Less Time & Training Expenditure / Better Morale & Retention Brand awareness drives traffic to site Less time equals less cost & increased productivity (e.g. brand awareness) Less time + spend managing site = more time + spend building brand £1:15 £681,903.46 £152,000 WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 82. ROI Increased Operating Revenue Higher Sales Volume Easy to Implement Promotions Higher AOV/ ABV Higher Conversion Easy to Implement Gifting Wish List / Content Weaved Into Commerce / Easier Product Recommendation & Bundling Faster Page Load & Checkout / UX Best Practice Checkout / A/B Testing / Abandon Basket Triggers Flash Sales Out-of-the-Box / Drag & Drop Merchandising Gift Wrapping & Messaging / Different Billing & Shipping Out-of-the-Box Brand Awareness More Traffic Increased PR & Content Efforts Social Sharing & Reviews Loyalty Rewards / Google & Amazon Shopping / Default Best Practice SEO / DataCapture & Email Less Time Managing Site = More Time on PR, Marketing & Content Production Share Product & Content Out-of-the-Box / Olapic Social Scraping / Feefo Reviews Lower Operating Costs Less Employee Time Less Spend Low Cost Internationalisation Cheap Yet Stable Technology Low Agency Fees Scalable Order Fulfilment Quicker Content & Catalogue Management Rapid Campaign Dev. Deployment Quicker, More Comprehensive Reporting & Insight Less staff costs Abandon Basket Reports / On Site Search Analytics / Custom Reports Upload, Remove & Edit Products & Content in Seconds, not Minutes Insight + Strategy + Execution in Seconds: Elevating Best Sellers, Applying Flash Sales & Sending Emails Multi-Site Replication for Circa £5,000 / Easy Currency & Language Selector / AutoTranslate Cheaper ERP Integration / Stock Management & Inventory System Out-of-the-Box Free OS, Database, Web Server / Defined Roadmap / Long-Term Investment / Cheap Upgrades Module Marketplace / Don’t Pay for Platform Dev. No Agency Lock Up / Easy Knowledge Transfer Easy to Find Magento Trained Staff / Less Time & Training Expenditure / Better Morale & Retention Brand awareness drives traffic to site Less time equals less cost & increased productivity (e.g. brand awareness) Less time + spend managing site = more time + spend building brand £1:15 £681,903.46 £152,000
- 83. Y E A R 1 R O I U P L I F T M O D E L Previously 156,951. A 23% Increase An increase of %, from £106.93 A rise of 181%, from 0.71% to at least 2% 230,195 More Consumers Aware of Brand Multi-Site + ERP + OS + Database + Web Server + Staff Acq, Retention, Morale & Training I N - S T O R E / W H O L E S A L E Previously £119,157.67, a rise of 264.39% Project Cost £55,430 Increased Revenue £681,903.46 Project Year 1 ROI £15:1 Lower Costs £152,000 START 36,413 More People on Site 5% Increase, based on better SEO & more staff time spent on PR, Marketing & Content 2,753 More Conversions £112.28 Average AOV £315,046.17 More Revenue £152,000 Cost Savings £217,101.92 More Retained, Loyalty & Gifting Revenue £149,755.38 More Abandon Cart Revenue WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 84. (Thelma, PR & Marketing) M O D E L L I N G O N R E Q U E S T Data Sources & Assumptions Average PR & Marketing Manager Salary £37.500* (Total Jobs). 40% of users go to checkout, 43.5% of visitors complete sign up or login part of the checkout, 12.2% complete it (formissimo) 75.6% of carts are abandoned (eConsultancy). 11.61% of cart abandonment emails are clicked (eConsultancy). AOV of basket abandonment emails is 14.2% higher than typical purchases (eConsultancy). 29.9% of clicks lead to a purchase back on site (eConsultancy). SEO & Brand Awareness Uplift Uplift of 10% Conversion rate from 0.2% - 1% WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 85. The Relationship Moving Forwards K E Y C H A N G E S
- 86. A P R O B L E M - O R I E N T E D B R I E F WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 87. S t a t i s t i c s a r e u s e d m u c h l i k e a d r u n k u s e s a l a m p p o s t : F o r s u p p o r t , n o t i l l u m i n a t i o n B R A N D - L E D C O N V E R S I O N R A T E O P T I M I S A T I O N Site Updates & Improvements I N C R E M E N T A L I M P R O V E M E N T S
- 88. Be Progressive H Y P O T H E S I S H E A T - M A P P I N G , R E C O R D I N G & G O A L F U N N E L L I N G Approx £29 per month
- 89. …and understand the value of change S P E E D - T E S T I N G & P R O G R A M M A T I C R O L L O U T BR IDAL FEATURES CONTROL BRIDAL FEATURES
- 90. Financial investment in activity Delivery efficiency of activity Soft measure that when combined with others drives larger change Business KPIs Input Process Output Outcome Return on investment ratio ROI £GBP Days to complete Non-billable resource cost Click-through-rate Site traffic Conversion rate £Revenue Input Process Output Outcome £1:5 ROI More Comprehensive ROI models WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 91. S t a t i s t i c s a r e u s e d m u c h l i k e a d r u n k u s e s a l a m p p o s t : F o r s u p p o r t , n o t i l l u m i n a t i o n B U T W H A T A B O U T B R A N D ?
- 92. T H E C O S T O F S U B J E C T I V E P R O C E S S E S & D E C I S I O N - M A K I N G I n a c c u r a c y L a c k O f D i r e c t i o n I n d e c i s i o n & P a r a l y s i s O r g a n i s a t i o n a l M i s a l i g n m e n t P a r t n e r M i s a l i g n m e n t O v e r l y C o m p l e x & P o l i t i c a l P r o c e s s e s & D e c i s i o n - M a k i n g L a c k O f A c c o u n t a b i l i t y C o m p r o m i s e d B r a n d E q u i t y & V a l u e C o m p r o m i s e d C o m m e r c i a l P e r f o r m a n c e S p e n d I n e f f i c a c y C o m p r o m i s e d M o r a l e & S t a f f T u r n o v e r C o m p r o m i s e d C u s t o m e r S a t i s f a c t i o n
- 93. Our Proprietary Approach & Framework B R A N D S A N D B O X I N G
- 94. Brand Not Easily Measured Conversion Easily Measured H o w T o Q u a n t i f y B r a n d D e c i s i o n s ? B R A N D - L E D C O N V E R S I O N R A T E O P T I M I S A T I O N WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 95. Conversion Patch Tests Control against potentially higher converting tests Brand Patch Tests Brand Control Elements against Conversion Control to find value differential S P L I T T E S T I N G I N 2 P A T C H E S BC CC Test 1 Test 2 Test 3Test 1 Test 2 Test 3 CTsV sCCV s MAIN LIVE SITE WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 96. Q U A N T I F I E D B R A N D V S C O N V E R S I O N G A P S Brand Conversion Test No Brand Control Conversion Control Element Tested BCCT Result Differential Monthly Value Live? BCCT1 1% 2% Module 1 1.1% 0.1% $100,000 ? BCCT2 1% 2% Module 2 1.7% 0.7% $700,000 ? BCCT3 1% 2% Module 3 1.5% 0.5% $500,000 ? BCCT4 1% 2% Module 4 1.3% 0.3% $300,000 ? M a t r i x S i m p l i f i e d F o r P r e s e n t a t i o n P u r p o s e s WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
- 97. “Based on this data, I can hit my online revenue targets if you let me change the tone of our core checkout CTAs from brand to conversion-led, otherwise I’ll be 25% below”
- 98. S U P P O R T U X | C o n t e n t | D e s i g n | e C o m m S e r v i c e | D e l i v e r y | T r a n s p a r e n c y
- 99. I S S U E S O L V I N G 1 2 3 4 5 6 Issue raised Work scheduled Work plan approved (cost & timings) Work executed (system auto-updates stakeholders on progress) Testing on QA Server (client & agency) Ticket closed 7 Time tracked & reports supplied
- 100. I S S U E S O L V I N G 1 2 3 4 5 6 Issue raised Work scheduled Work plan approved (cost & timings) Work executed (system auto-updates stakeholders on progress) Testing on QA Server (client & agency) Ticket closed 7 Time tracked & reports supplied
- 101. M A I N T E N A N C E , P R O D U C T I O N O R S T R A T E G I C L E A D E R S H I P ? ? Tier 1 Production / Execution For clients who wish to drive their own agenda, write task briefs and see them actioned. This tier budgets limited time from the senior team, and no results playback, other than a three month review of working practices and contract value. Process Task/Brief Project Management/ Quote Client Sign Off PM Action Solution Delivered Pros Cons Ad-hoc pricing Limited accountability Reactionary No proactive Strategic Leadership Typical Activities Skill set Activity PM/AM Client liaison External Agency liaison UX Ad-hoc review of change/feature requests Design Execution of UX recommendations Integration of third party platforms Development of comms. assets Development Integration of third-party platforms Drupal Review and essential maintenance Tier 2 Strategic Oversight For clients who have an idea of what to do, and have a defined agenda to drive forward, but want decisions informed, ratified and validated through data and analysis. This tier includes senior team oversight on all briefs, monthly status updates, and quarterly improvement plans. Process Task/Brief Project Team Briefing (UX, Content, Strategy, Design) PM Response/ Quote and Actions Solution Delivered Results and Recommendat ions prepared Skill set Activity PM/AM Client liaison External Agency liaison Strategy Quarterly Business Case and Production Roadmap development Strategic oversight over briefs and feature requests UX Ad-hoc review of change/feature requests Inspectlet Review and recommendations Crazyegg Review and resort specific recommendations. Optimizely reporting and split testing. Internal stakeholder interviews and feature prioritisation Design Design Direction Execution of UX recommendations Integration of third party platforms Development of comms. assets Development Integration of third-party platforms Zendesk Support ticket monitoring Drupal Review and essential maintenance Pros Cons Strategic Oversight on all Briefs Limited accountability Success Measurement and Analysis Tier 3 Strategic Partnership For clients who want pro-active, ROI-driven creative and technical advancement. This tier includes on-going strategic input, and participation in management presentations as required. MOF will be accountable in driving growth through optimisation and evolution of the clients digital platform. Process Strategy Roadmap (monthly and one year plan) Task briefs written by MOF Task briefs signed off by client Solution Delivered Monthly Results and ROI meeting and document Skill set Activity PM/AM Client liaison External Agency liaison Strategy Monthly and Yearly Business Case development Digital Brand Guardianship and strategic input and validation of external decisions Innovation Strategy (through the MOF Change Framework) Authorship of all task briefs Strategic oversight over briefs and feature requests Definition of success metrics and ROI reporting UX Desk research to present best in class examples during monthly updates Proactive planning for individual resorts and geographies. Ad-hoc review of change/feature requests Inspectlet Review and recommendations Crazyegg Review and resort specific recommendations. Optimizely reporting and split testing. Internal stakeholder interviews and feature prioritisation Design Design Direction Execution of UX recommendations Integration of third party platforms Development of comms. assets Development Integration of third-party platforms Zendesk Support ticket monitoring Drupal Review and essential maintenance
- 102. Bio’s of key team members. Specific relevant experience for the brief. All agencies resource projects very differently. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 Agency Team
- 103. ANANT • 27TH JANUARY 2017 Anant Sharma CEO, Matter Of Form anant@matterofform.com https://www.linkedin.com/in/anantisms