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Effective Competitive Analysis for Web Strategy Enhancement

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roana
8 diapositives · 234 Views · Aug 23, 2014

Analyze competition, learn from personas, review existing strategies, and implement new tactics for optimal web performance. Evaluate technology and conduct SWOT analysis. Locate competitors, assess sites based on clarity, target audience, navigation, and content credibility. Review branding, user-generated content, social media integration, and added value. Make informed decisions to improve website based on analysis. Collaborate in teams for comprehensive competitive assessment.

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Effective Competitive Analysis for Web Strategy Enhancement
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  1. Competitive Analysis Lisa Gualtieri, PhD, ScM, Course Director Tufts University School of Medicine July 18-23, 2010

  2. An effective strategy requires… • Who is currently and who do you want to be using it? • What is your competition doing that you can • Learn from • Do better • Do differently Design Goals Personas Content Existing web strategy New web strategy SWOT Competitive analysis Technology Evaluation

  3. Competitive Analysis • Locate 3 or more “competing” websites • Using the techniques your personas would use • Search • Word-of-mouth • Recommendations • Popularity

  4. Most Popular Health Sites as derived from our eBizMBA Rank which is an average of each website's Alexa Global Traffic Rank, and U.S. Traffic Rank from both Compete and Quantcast • http://www.ebizmba.com/articles/health-websites

  5. Top 10 Health Information Sites

  6. Competitive analysis handout • Purpose: How clear is the purpose of the site at a glance from name, tagline, and imagery? • Target audience: Which population(s) does the website serve? • Layout and navigation: How usable are the layout and navigation including labels and menus? • Currency: When was the content published and reviewed? Is it dated? • Authors: Are authors listed? Are their credentials available? Is there an advisory board? • Readability: Is the content easy to understand? What reading level is it? • Language: Is there any confusing language, jargon, or abbreviations? • Organization: How informative is the home page? Are the purpose and the vision clearly stated? • Branding: Is there branding, accreditation, sponsorship, advertising, or clinician involvement? • Design: How professional is the design? Characterize it (modern, dated, crisp, …) • Section organization: How many sections does the website have? What are they? • Expert-generated content: What are the expert-generated components (text, graphics, audio, video, blogs, directions/maps, ask the expert)? • User-generated content: What are the user-generated components (discussion forums, blogs, user-submitted videos, wikis, social bookmarking, ratings, reviews)? • Policies: How are user-generated components managed, organized, or moderated? • Added value: Does the website offer registration, personalization, or a newsletter? • Users: Is there any information about users, such as stories, or number of users? • Social media: Is social media used? Can content be shared? • Overall assessment: What are the overall best and worst features of the site?

  7. Borrow, different, or better • What did you learn from the competitive analysis that you can borrow or that can make your website different or better?

  8. Competitive analysis for HHP in teams Teams • Alicia, Kate, Stephanie-Jo, Zeev • Chris, Jessica, Lindsay • Diane, Katelyn, Lori, Yoan • Divya, Kathleen, Sean, Yelena