By now, most companies are aware that there is a discussion about their brand going on. They also know that they can track and monitor this discussion via a wide variety of tools such as Radian6, Techrigy’s SM2, Twitter Search, Twitalyzer, Social Mention, and many more. The question now is, “What should I pay attention to? Which metrics will actually tell me something about my business?”

Certainly not easy questions, but some trends have evolved that help indicate whether you’re effectively promoting your business online and if you’re being showcased in a positive light. Here are some metrics to watch regularly. Read more…

Social Media, Web Analytics Blogging, Ecommerce, Internet Marketing, Social Media, Web Analytics

The Challenge
Guide and lead the definition, launch, and expansion of an extraordinary organization’s new web presence.

The Solutions
Discovery World at Pier Wisconsin provides immersive, experiential learning opportunites and entertainment for many thousands of visitors each year. Offering such attractions as a fresh and saltwater aquarium, the S/V Denis Sullivan, and elaborate exhibits dedicated to science, technology, water stewardship, and overall education, Discovery World is a truly unique destination with something for everyone.

Molstad Consulting worked closely with Discovery World senior management, art directors, developers, and content experts to define a new information architecture and overall website framework that would serve to increase public understanding and drive visitor action in a measurable and scalable way. The massive effort was broken into multiple phases with a focus on quick wins and revenue-driving features. Prototypes of interfaces and key templates were created to serve as context for decisions and blueprints for developers.

The site features detailed content supported by targeted imagery, Flash animations and video specifically tailored for each of the primary audiences. In addition, the development of a state-of-the-art ecommerce/order management system was managed utilizing agile methodology resulting in the ability for users to purchase tickets and buy/renew memberships online. The vast and diverse selection of Discovery World programs and published and managed via a customized, integrated blogging system. In addition to streamlined content management for the staff, site visitors can also take advantage of social media feature, search, tagging and bookmarking of content.

A web analytics methodology has been established which has measurably improved business intelligence and increased conversions. Business goals have been mapped to key audiences, and in turn, to specific metrics. Molstad Consulting regularly monitors site performance, summarizes insights gained from optimized analytics tools, and assists senior staff in prioritizing web initiatives. Email marketing campaigns are also regularly reviewed ensuring their alignment with the website and organizational marketing goals.

Discovery World now enjoys greater visibility than ever before into their site usage and marketing performance due to targeted web analytics and modernized site structure/coding standards.

All communication, tasks, and schedules were (and continue to be) orchestrated via Basecamp and Molstad Consulting’s proprietary methods for online/remote collaboration.

The Results
Discovery World now has a web presence that provides them the page real estate, scalable information architecture, design cohesion, and marketing intelligence befitting a highly visible and ever-evolving organization. The site serves as the foundation of all internet marketing efforts. Insights gained from web analytics has removed the guesswork from web initiative prioritization and keeps web team members focused on key audiences and visitor tasks.

Ecommerce, Flash, Information Architecture, Molstad Consulting Case Studies, User Interface Design, Web Analytics, Web Project Management, Web Strategy Consulting Basecamp, Ecommerce, Flash, Information Architecture, Market Research, Online Collaboration, User Interface Design, Web Project Management

The Challenge
Establish a new website architecture, showcase product lines more attractively, and bring the Klement’s Sausage online presence up to speed with their offline marketing campaigns.

The Solutions
Klement’s Sausage is well known nationally and in the Milwaukee area especially for their delicious sausage products and their beloved Racing Sausages that entertain crowds at every Milwaukee Brewers home game.

Molstad Consulting worked closely with the Klement’s IT and Marketing departments, advising on content strategy and presentation as well as leading discussions on graphic design direction. The Molstad Consulting team analyzed the company’s existing and upcoming marketing materials and designed a look and feel that combines the “taste and fun” as well as the tradition of excellence Klement’s is famous for. Flash animations were created to showcase products and their popular “Patio Daddio” television commercials.

The Famous Klement’s Racing Sausages, were featured on the site complete with their history, bios, downloadable wallpapers and a custom-designed Flash video game. The game allows site visitors to race as their favorite sausage through the streets of Milwaukee to the Brewers opening day game.

The Response
“I’m extremely pleased with the way our web site project went from concept to completion. The Molstad team took the time to listen in order to make sure we got what we wanted. Their great service, knowledge and art talent is incomparable. They have assisted in driving our brand image by offering exceptional ideas and a unique design that has also translated into sales. I’ll definitely be calling Molstad Consulting the next time I’m in need of the services they provide.”
- Jim Westerman, Marketing Director for Klement’s Sausage

Ecommerce, Flash, Information Architecture, Molstad Consulting Case Studies, User Interface Design, Web Development, Web Graphic Design, Web Project Management, Web Strategy Consulting Ecommerce, Flash, Information Architecture, User Interface Design, Web Development, Web Graphic Design, Web Project Management, Wireframes

The Challenge
Expand, enhance, and improve the online services of a world-class tea producer’s ecommerce website to satisfy a sophisticated and steadily growing customer base.

The Solutions
Rishi Tea is synonymous with quality. Partnering directly with tea artisans from China, Japan and other regions, they offer their products in fine food stores, restaurants, and coffee shops throughout the United States.

The third-party system powering Rishi Tea’s ecommerce website provides a core technical structure, however its default output sometimes falls short in the areas of layout and aesthetics. Rishi Tea approached Molstad Consulting to help optimize the overall user experience and expand the site’s offerings.

Molstad Consulting led discussions to prioritize short term and long term goals, mapped out requirements and implemented numerous custom solutions. Featured additions and enhancements include:

• Online, automatic credit card processing via a gateway
• Ability to process Canada orders
• Electronic gift certificates
• Retail locator search application
• Setup of Google Analytics including advanced ecommerce data tracking, local traffic exclusion and consulting
• Checkout process and customer experience optimization through many modifications and additions (improved navigation, information design, system response, form validation, shipping instructions, email content, and more)
• User account area enhancements
• Security and version upgrades
• Consulting on internet marketing techniques and technologies
• Troubleshooting and squashing of many system bugs

Operating as an exension of Rishi Tea’s internal staff, Molstad Consulting continues to make recommendations and provide services on a flexible, as-needed basis.

The Results
Rishi Tea enjoys improved business intelligence through analytics software, better customer relationships and fewer support calls, lightened internal staff responsibilities, and a clear, prioritized plan for future enhancements and internet marketing efforts.

Ecommerce, Information Architecture, Molstad Consulting Case Studies, User Interface Design, Web Analytics, Web Project Management, Web Strategy Consulting Ecommerce, Expert Review, Information Architecture, User Interface Design, Web Project Management

The Challenge
Create a new image befitting a high-end dermatology and skin care product center and allow them to offer and manage their products online.

The Solutions
Affiliated Dermatologists had recently expanded to open an aesthetics division and recognized the need for a quality online presence.

Molstad Consulting interviewed key stakeholders and laid out a plan for re-branding the enterprise and mapped out their site architecture and ecommerce strategy.

An elegant logo was designed and select images were matched with custom copywriting resulting in a new main company tagline.

The online branding has now been adopted throughout their existing print campaigns.

The site features a Flash branding area on the homepage as well as portal-based layout that highlights the company’s extensive service and product offerings. The Skin & Laser Center’s online store is adminstrated by its internal staff which uses a customized, dynamic ecommerce content management system. Orders are fully managed through to fulfillment and summarized via robust reporting options. Product details, photos and even entire brands can be easily and instantly added or modified.

With the staff in complete control of the site’s content for both products and services, the Skin & Laser Center enjoys both a visual and technical advantage in their local market and beyond.

The Response
“Molstad Consulting makes website development a process that truly works for your business. They are timely, organized and professional. They listen to the needs of the business and customer to develop a website that is uniquely your own and exceeds your expectations. Molstad Consulting is a great company to work with and they continue to communicate and serve us throughout the learning process of our website services.”
- Linda Gaertner, Manager

Ecommerce, Flash, Information Architecture, Molstad Consulting Case Studies, Web Development, Web Graphic Design, Web Project Management, Web Strategy Consulting Ecommerce, Information Architecture, User Interface Design, Web Development, Web Graphic Design, Web Project Management