February 19, 2020

Hi, Dave! I've put together a home page mock up and this proposal for combining the several sites and branding them as "The Market Analyst".

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Goals & objectives

Combine multiple sites that offer resources and subscription membership. I would suggest doing this through a CMS for resources and a system for gated content (membership). Payment would be made through Stocktwist or PayPal, and changing payment prices and gateways will be simple.

Key Components of the Build

Merging 5 sites into 1. This site should be branded together, but individual offerings will need to have their own page for UX and SEO purposes.

Each CMS collection will contain the product offering, PayPal integration or stocktwits link, resources, additional information, and a micro-conversion form (more below). Using a CMS will help with pushing content and merging these resources together while still giving them their individuality. We can make dynamic web pages for subscription offerings, blogs, member pages, and more.

Include in-browser editing to provide the opportunity to make simple changes within your preferred browser.

Develop a low-involvement lead collection strategy that is automated to save you some time with potential new members. Adding in a low involvement subscriber list (Name-Email) will help us build automated email campaigns. The idea is to have a visitor "pay" you their email (this is a micro-conversion). You can then put a monetary value on it by a micro-conversion:conversion ratio (e.g. 20 email subscribers = 1 member). 

Remember the Yes Rule

Remember if people say yes once they are exponentially more likely to say yes again (same applies to no). It is important for the visitor’s first answer to be a yes (which is especially challenging for reoccurring payments) Some ways you can build micro-conversions without much effort in order for the first answer to be YES!

  1. Offering a Free 10-page E-book for each offering (Book made once and automatically sent out)
  2. Offering a Basic Portfolio Evaluation
  3. Offering an Exclusive Webinar

Ideally, you would want to A/B test in order to determine the best micro-conversion offering. We can help develop out this strategy further, but we will build the site to encourage micro-conversions.

*We will also collect names and emails before redirecting to stocktwits*

Part II - The Solution
The Solution

We will accomplish this task by merging these sites for each category to have it's own page(s) consisting of the appropriate resources, offerings, and integrations. These attributes will be easily editable without web knowledge once we launch.

Content Management Systems (CMS)

CMS will be used for a dynamic resource center and payment integration. We want to be able to update this content seamlessly and be able to tell the system where to put the resource/offering/etc. The resources will break into categories (this is called a reference field). This will make it possible to match the subscription to resources and payment. The CMS system will have a custom back-end database that you/your team can edit without web knowledge. There is more information on CMS below.

Tracking For Strong Analytics To Improve ROI

Google Tag Manager, Analytics, & Social Pixels- Snippets of code to track valuable user data. This snippet of JavaScript collects demographics, performance data for your website, and other actionable data.

Full Story - Full Story is a tag that enables Google Tag Manager to capture interactions with your website (Video Recording).

Automation For Scalability & Growth

Inquiry - I recommend using a CRM (e.g. HubSpot) , but we can also build an integration that is compatible with a spreadsheet or your current CRM. You can automate this for the micro-conversions. Your audience can "pay " their email for free resources. We will also collect inquiries before sending people over to stocktwits. For those who don't end up subscribing can receive auto-communications that will push to move potential members further down the funnel.

Investment overview
Custom/Gated Content
Custom Back-End (CMS)
Tags, Analytics, and Pixel Integrations
Optimize For Search Results
Live Launch
Estimated Completion Date
March 18, 2020
Download Detailed Timeline
time for action
This Proposal Was Created By Brad Korer & Cameron Moyer

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Thank you, Dave. I developed the home page as well as this proposal from our notes. Please confirm that we're on the right track and we will continue building!