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1. Company Name
BUSINESS CASE - EXTERNAL HOSTING (TEMPLATE)
Tactical Overview
Reasons why <company name> should allocate budget towards moving website to a more
agile hosting environment.
Quick Facts and Online Gaps
Organic Search
To boost “findability” organic results are critical. In the top 5 results, XXX successfully link to
the promotional landing page. All branded keywords show online website results, instead of
the promotional landing page. :
1) Current search on branded keywords brings us old archive links such as:
• Example 1
• Example 2
If the page was maintained/supported externally – we could better control the organic
and paid search results with links that drive traffic directly to the co-branded promotional
landing page. Most notable SEO updates based on gaps:
• Add keywords in page meta tags (H1, ALT, meta title, keywords) so that Google
can prioritize the keywords on the page.
• Use LIVE TEXT for copy on the landing page instead of imagery – instead of
messaging embedded in banners and graphic images.
• Increase co-branded keyword density / consistency.
• Add more context and direction prior to Call to Action (CTA) links, i.e. have
information about the promotion and then the CTA link.
Landing Page, Segments & Mobile Viewing
We are seeing an estimated unique visitors a month at less than XXXX1 This low traffic is
mainly attributed to having only 1 single landing page and messaging targeted to one
general market persona. From using competitive online demographic tools, we have
identified at least 3 different audience personas that span the digital ecosystem of XXXX.
There is some missed opportunity to target people based on their needs and interests.
1
Source
(s):
CompetePRO,
WooRank,
Quantcast,
Facebook
Insights,
Consumer
Barometer,
Alexa,
SocialMention,
HubSpot

2. Additionally, when you type the URL through a mobile smartphone, you are redirected to
the main mobile site home page, which does not have any direct navigation to the
promotional landing page.
If maintained/supported externally – we could create multiple versions of this landing
page, optimized for mobile viewing, with a priority of messaging that is more specific to
these personas. We could edit brand updates quicker and modify interactive widgets to pull
up a personalized information with social log in. We estimate this would increase the
conversion rate by 1/3 just because of mobile viewing, “findability” and social sharing. The
following are the personas we would recommend marketing to:
Persona 1
o Ethnicity, age range
o Education – number of children and income per year
o Ecommerce affinities
§ Affinity 1
§ Affinity 2
§ Affinity 3
o Social media networks
o Promotional triggers (e.g., questions / polls in social, sweeps, promotions,
grassroots videos on YouTube/Vimeo, photo contests, blogs and interest
group forums)
Social Engagement & Loyalty Programs
Organic search results are limited because page is “siloed” for other promotional activity
and not tied to active cross-promotion in social channels – namely Facebook, G+, TW,
LinkedIn. There are also no social sharing widgets on the promotional landing page to
facilitate page sharing.
If maintained externally – we would add page social sharing icons to the site. By using
banner placements across social networks we could also drive traffic to the landing page
when there are other relative offers to these same personas. Some top line suggestions to
boost traffic from social channels:
1. Cross-site banner placements and Anchor Text links
2. Social promotion and online video
3. Social share functionality – possibly even with incentive to share
4. Feature in social / blog / communities / articles with links to the promo page
(Social)
5. YouTube video promotion, with tagged bitly links and CTA overlays (SEO, traffic)
1
Source
(s):
CompetePRO,
WooRank,
Quantcast,
Facebook
Insights,
Consumer
Barometer,
Alexa,
SocialMention,
HubSpot

3. Tracking ROI
Using Web Analytics to track the path from advertising to conversion
If maintained/supported externally – the greatest advantage is the visibility you would
gain on end-to-end conversions. Currently the site is tagged but data is not easily
accessible for campaign optimization. In addition to online conversions, eCoupons could be
used to track in-store conversions. This following is a n example of a conversion “funnel”
which identifies areas for improvement in the website content, conversions and usability.
Hosting and tracking - Impact on Revenue
If revenue data was available we could also forecast a revenue increase over time. For
example, if we target a 1/3 increase in online traffic to the promotional landing page with
“owned media” enhancements (SEO, content and mobile enhancements) we could use
benchmark conversion rates to based on traffic patterns and know top purchase times of
the year and seasonality for paid advertising in search. If we had control over site hosing, we
could see more information regarding page health, bounce rate, time-on-site and pages per
visitor for the individual landing page, right now we can only see insights for the full brand
website.
Pixel Remarketing Opportunities
In addition to increasing click-thru conversions, engagement and visibility we would also be
able to take advantage of the full cookie pool for remarketing banners ads using pixels
placed on the brand website.
Based on Demand Side Platform (DSP) targeted [x+1] to the individual online visitor,
we could see as much as a 37% increase in conversion rates. (source)
We could also place conversion pixel on all form confirmation page so make sure
paid media is optimized based on conversions and not just click thru’s & impressions.
1
Source
(s):
CompetePRO,
WooRank,
Quantcast,
Facebook
Insights,
Consumer
Barometer,
Alexa,
SocialMention,
HubSpot

4. Post SEO, Mobile and Content Enhancements:
Omni-Channel or “Agile” Retail Marketing
Once we have landing pages with messaging targeted to different personas and in a
responsive design for mobile users, we could then increase opportunities to market to these
personas in places where they interact online. The areas of focus to highlight based on the
identified personas would be online sweeps, promotions/coupons, videos on
YouTube/Vimeo, social sharing and other competitor sites like Office Depot, Staples and
Amazon.
Affiliate Opportunities
Using Groupon or LivingSocial and their email marketing lists we would be able to reach a
whole new prospective audience of shippers. We could also add a lead capture component
and start controlling email/mobile opt-ins and distribution lists, offering eCoupons that will
benefit “omni-channel” tracking to in-store conversions (source)
Increase conversions and mobile traffic for in-store experience, Groupon is seeing
1/3 of North American transactions originating from mobile devices (source)
A loyalty rewards push would create an exclusivity angle to persuasive acquisition. This
might limit the number of people willing to convert, but these will be a highly qualified
audience that would repeatedly use the service and be the best chance of becoming
valuable advocates for the brand. We could also geo-targeting for paid advertising
plaements.
1
Source
(s):
CompetePRO,
WooRank,
Quantcast,
Facebook
Insights,
Consumer
Barometer,
Alexa,
SocialMention,
HubSpot