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Intelligence drives Avnet's web roadmap

Background

Avnet Technology Solutions is a leading distributor of enterprise computing solutions and is ranked No. 1 in its industry in Fortune magazine's list of "Most Admired Companies." 

As a leading distributor of enterprise computing technologies and services, Avnet’s customer profile is diverse; consequently the company invests heavily in go-to-market strategies. 

Business challenges

The website is the central communication platform for most of its marketing initiatives.  

The Avnet Marketing team was convinced that specific sections of its website needed a dramatic overhaul, because it was “not conveying the significant levels of support and services available to customers.”

The key questions we needed to answer were:

  • How much they should invest in the new website?
  • What is the real business case behind the investment?
  • Where they should focus their effort and hence budget?
  • What type of clients and target companies visit the current website?
  • What type content delivers results and conversions?
  • What content does not engage the target audiences?
  • What marketing campaigns work efficiently or fail to deliver results?
The Solution 

Before embarking on an expensive web project, Trovus provided Avnet with the following reports:

  • Full analysis of visitor profiles based on Avnet’s key clients and target organisations that engaged with the website.
  • Report on visitors’ journeys to understand browsing habits.
  • Understanding motivation behind the web visits (i.e. browsing, research, project knowledge product selection etc.)
  • Highlights of possible “frustrations” behind web visits.
  • Recommendation of action items going forward with regards to the web project.
  • Recommendation for optimisation of other marketing and branding initiatives.

Unexpected Results

The results were truly unexpected for the Avnet team.  

The key findings and results were:

  • The present website delivered better engagement than expected for a target sector not previously thought to be of interest.
  • Avnet spent their web budget to improve very specific areas on the website instead of doing an overall redesign. This enabled the Avnet team to save money on the web project and spend  that budget on other initiatives.
  • Given that the website did a better job than assumed prior to our audit, Avnet decided to shift some of the web project budget to use for other marketing campaigns to improve brand visibility 

“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. 

If you wish to know more about the web audit techniques, please let us know here 

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