Digital Roles Overlap

I think it is becoming harder and harder to understand all the roles a modern and competent digital organisation needs. In my opinion this is because each specific skill-set now overlaps others.

This makes is difficult to classify some roles and the people that could fill them. 

Hopefully this diagram goes some way to explain things.

The seven key areas of an eCommerce evaluation

I get asked to evaluate online retailing proposition a fair bit. So I thought I would share the key areas that I typically look at and report on.

User experience:

Quickly assess a site’s reaction from target site users (ideally using video & audio remote assessment tools such as whatusersdo.com)

Conversion rate optimisation:

Carry out an analysis of the potential use of conversion rate optimisation (CRO) tools & techniques, including possible AB & MVT processes and products

Retailing, merchandising & site operations:

Review of Inventory, pricing & fulfilment processes & systems. Then review the current processes for photograph & video asset production, merchandising, content management and offer promotion, as well as any sale, distressed inventory, affiliates, syndication, etc.)

Analytics:

Review of current Google e current digital analytics set-up, including: campaign tracking, eCommerce (e.g. funnel & conversion) metrics, integration with other services (e.g. digital marketing, product recommendations, etc.)

Site health:

Review the code, page loading time, internal linking, redirects and 404 (not-found) pages (note: this could cross over into search engine optimisation territory, so can in theory be done at the same time)

Volume & Performance (V&P):

Carry out an assessment of any projected volume and/or performance figures and (hopefully) a check of an previous testing done. This then leads into a validation of these figures and the subsequent planning of future V&P testing.

Have I missed anything?