Digital Strategy

Create a persona: 1) Collect customer data (interviews, analytics, surveys), 2) Identify patterns (demographics, behavior, goals), 3) Create persona profile (name, photo, background, pain points, goals), 4) Validate with team. 3-5 personas are typical.

Customer journey mapping visualizes all customer touchpoints: from Awareness (first contact) through Consideration (research) to Decision (purchase) and Retention (loyalty). Shows opportunities and problems in the customer journey.

Conversion optimization: clear value proposition, reduced form fields, trust signals (testimonials, logos), fast loading times, mobile optimization, A/B tests, exit-intent popups, social proof. Typical conversion rate: 2-5% (e-commerce), 10-25% (landing pages).

Digital strategy projects: Target audience analysis €1,500-4,000, customer journey mapping €2,000-5,000, comprehensive digital strategy €5,000-15,000. ROI typically 3-10x through more efficient marketing and higher conversion rates.

Important KPIs: Traffic (Sessions, Users), Engagement (Bounce Rate, Time on Site), Conversions (Leads, Sales), Cost per Acquisition (CPA), Return on Ad Spend (ROAS), Customer Lifetime Value (CLV). Tools: Google Analytics 4, Search Console, HubSpot.