NBMBAA - Brand Audit & Assessment

g. Replace the static image at the top of the Homepage with a muted highlight video that loops. Having a video playing as a background feature when a visitor arrives to your website is a great way for them to get a feel of your brand, what you do, and your story. h. Add “social proof” to your website by adding quotes and testimonials from influencers (ie. celebrities, industry experts, personalities, business leaders, etc.) who have interacted with or supported your brand. This helps to provide relevance and credibility to your brand. 11. Website Traffic: a. Establish monthly, quarterly, and year goals for your website and track the data to see if you are reaching your goals. b. Add demographic data (ie. Age, Gender, Location, Web Browser, Device, etc.) to your web traffic metrics. The more insight you can have on your web traffic, the more you can assess strengths and weaknesses, and identify areas of improvement to increase web traffic. This insight also provides you with a better understanding of your users and their user experience. c. Google Analytics is a great tool to capture more demographic data. d. Add data mining tools such as Hotjar to track user behaviors on your website with heat maps. This provides insight into where and how visitors use your site. This information can be used to determine better ways to restructure the website to improve the user experience and increase pageviews and average session duration.

NATIONAL BLACK MBA ASSOCIATION ® BRAND AUDIT & ASSESSMENT

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