Web Strategy, Marketing and Development

You invest heavily in the web. We help make sure you get the most out of that investment, and we’ll build what you need to make it happen.

At Crimson, we are currently helping our clients to:

Create web programs and initiatives to attract and engage customers and extend your online marketing efforts effectively
Create unique and ground-breaking online campaigns to optimize product launches and build mindshare
Develop effective user experiences by leveraging solid web architecture and technology

Recent Work and Case Studies

Digital Media Market Analysis and Go to Market Strategy

Crimson developed a market analysis and go-to-market strategy for a complex new digital media solution targeting the online retail market. This included an analysis of major market trends, evaluation of market sizing, charting the competitive landscape, conducting end customer and channel analysis, including the evaluation of value chain partners.

CHALLENGES

Provide analysis of the solution's competitive positioning

Create market prioritization by segment

Identification of value propositions for key target segments

Review of overall business strategy and opportunities in the digital supply chain for the service

SOLUTIONS

Key deliverables included a market entry strategy, pricing strategy, product roadmap, and overview of quick wins

Delivered an outsourced content management team to help develop the actual digital media solution

Delivered information architecture, graphic design, DVD packaging, retail trial strategy, competitive analysis and product management resources

RESULTS

Client's first 'beta' customer was WalMart.com, resulting in sharply increased sales in the first 3 months

Crimson continues to support our client with experienced resources to supplement the existing team and strategy

Portal Strategy and Redesign to Increase Lead Generation

Along with an agency partner, Crimson provided the strategic analysis to enable a major web redesign for a leading provider of global IP solutions and web hosting. Key components of this comprehensive web strategy plan included identifying audience segmentation, quantifying business and functional requirements, design of information architecture and advice on user experience.

CHALLENGES

Competitive space with many commoditized products

Little differentiation among top providers

Four distinct audiences with very different needs

Old site information was poorly architected

SOLUTIONS

Key deliverables included market research, audience segmentation, persona development, competitive analysis, positioning, messaging, information architecture, user scenarios and usability testing

Recommendations around marketing, promotions and value-added services to gain competitive advantage

RESULTS

The redesign was very successful and was well received by customers, resulting in increased lead generation and a reduction in call volume to the support center

Client took on a much more customer-focused approach that was also reflected in their marketing efforts

Website Redesign to Optimize User Experience

Crimson's client was a Fortune 500 audio and digital music leader. They were struggling to retain customers on their online properties, resulting in increased cost of customer acquisition. Crimson was asked to develop a comprehensive interactive and online customer management strategy including a set of business requirements and information architecture for the website based on a new branding and CRM strategy.

CHALLENGES

Customer loyalty declined after purchase

Inability to maintain a strong customer relationship beyond the initial dealer interaction

Site design was not compelling and was not intuitive for customers to use

SOLUTIONS

Crimson defined an updated web strategy for our client, focused on developing strong customer relationships, including how customers will use the site in relation to other CRM touch points, emphasizing retention as well as acquisition, and outlining information to be presented

The effort included changes to site levels and navigation structure, menu changes, page layout, content, and graphics

RESULTS

Deliverables included user flows, information mapping, visual look and content tone, paper prototype/user testing and page schematics

These were implemented as part of a comprehensive site redesign, resulting in an increase in ongoing customer site usage and customer satisfaction

Web Strategy, Marketing and Development

Recent Work and Case Studies

Recent Case Studies

Digital Media Market Analysis and Go to Market Strategy

Portal Strategy and Redesign to Increase Lead Generation

Website Redesign to Optimize User Experience