I
was asked to take over the corporate web site for Vital Processing
Services -- the second-largest merchant payment processor in the
country. I felt that it could become much more useful than it was
at the time.
I
sent out surveys to 300 of Vital's top clients and realized that
their responses mirrored my own intuitions. After compiling the
data, I created a list of short-range, mid-range, and long-range
changes that I would like to implement to the site.
After
completing just the short-range and some of the mid-range alterations
the site began performing in a positive way. Based on an independent
monitoring source, the number of visits per week went up from roughly
20,000 to over 25,000. The amount of in-depth viewing -- past the
home page -- grew from only 1% to 90%. Most importantly, the volume
of web-generated sales inquiries increased from one per week to
an average of two per day. That's a 1000% growth in potential customers.
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