13th May 2011-Intelligence drives leading IT company Avnet's web roadmap
“It is essential that we remain connected to our Business Partners through our website and provide them with relevant information that is easily and instantly accessible. With the help of Trovus Professional Services, we were able to pinpoint exactly how best to structure our website as part of our web redevelopment. This is thanks to being able to look at previous visitor traffic, their browsing habits and keyword language. Our new insight into our web is invaluable and we will continue to work closely with Trovus in future to monitor the success of the new site.”
Simon Austin, Software Co-Marketing Manager.
Background
- Avnet Technology Solutions is a global value-added distributor of enterprise-computing products, software and services. As a leading distributor of enterprise computing technologies and services, Avnet connects its business partners to more customers and more solutions. The company aims to deliver the highest value to customers and suppliers as the premier technology marketing, distribution, and services company, globally.
- Avnet's customers include Independent Software Vendors (ISVs), Original Equipment Manufacturers (OEMs), System Builders, System Integrators, and Value-Added Resellers. As IBM’s largest global partner, Avnet and Avnet’s IBM Business Unit invest heavily in go-to-market strategies to help support Business Partners in selling IBM product and solutions.
- To do this, all of Avnet’s communication channels - Web included - need to attract the right businesses to the right information, seamlessly and effortlessly, with high levels of success.
Business challenges
To gain insights into website visitors and their needs, giving visitors quick and effective access the right information. To put into place a clear roadmap for future website developments and enhancements.
- Avnet is committed to providing its Business Partners with the most accessible and informative web resources. Playing a vital part is the Marketing team within Avnet’s IBM Business Unit, who embarked on a strategic web project to enhance the company’s website information, structure and presence.
- “Understanding the behaviour of our many web visitors, their profiles and their requirements are considered to be critical to our web programme, not only to justify our developments and investments, but also to show us the right way forward,” says Avnet’s Simon Austin.
- Already utilised on the UK website's IBM pages, Trovus's tracking software was gathering important intelligence. But because of resource constraints that intelligence was yet to be monitored and actioned effectively to harness the valuable information it was able to furnish.
- Avnet knew its website's IBM pages needed a dramatic overhaul, because they were not conveying the significant levels of support and services available to customers.”But before any overhaul of our website could begin we needed to understand what was and wasn't working in terms of visitor attraction rates, page structure and relevance,” says Simon Austin. “Trovus's web intelligence and Professional Services are the key to this, helping us to decide where improvements need to be made.”
Solution
Trovus Professional Services – providing a clear roadmap for web developments.
- To produce a clear roadmap for its website development, Avnet enlisted the help of Trovus Professional Services to better understand visitor traffic and browsing habits. It was critical for the company to increase value from its online intelligence and to maximize its ROI on any investments in its website, gaining a visible benefit on specific IBM pages and areas of the site.
- An initial consultation meeting took place, following Avnet’s outline of plans and expectations for its ‘new website’. The next step involved a comprehensive report from Trovus, after which a further in-depth consultation meeting was set up to discuss the findings and recommend improvements and ways forward for Avnet.
- “We can now drill into specific visitor details, looking at information such as source, landing point and browsing patterns,” says Simon Austin. “This means we can work out which aspects of the website work and are worth keeping. Equally, we gain insights into which areas of the website are adding little benefit, or are even detrimental to the overall user experience.”
Results
- A greater understanding of the IBM section of the Avnet website.
- The ability to build profiles of web visitors. This gives Avnet more in-depth knowledge of existing and potential customers' browsing habits and their requirements from the website. This enables the company to better tailor the website to these needs.
- The ability to identify opportunities for web developments that would otherwise have been missed, as well as the need to act quickly on web intelligence to change or remove web pages to enhance effectiveness and user experiences.
- A clear and defined 12 month website strategy and roadmap, with ongoing intelligence to provide continuous feedback for improvement.
