Case study · rampspot · Internet & Hosting · 2017
A smart marketing advisor for small businesses
rampspot analyses a business’s web, social and local presence and gives personalised, step-by-step recommendations to grow online — across reach, engagement and growth.
01 · Problem statement
Growing online is confusing
Small businesses struggle to grow online alone: too little knowledge, too many providers, and no idea which strategy pays off at an affordable cost.
Don’t know how best to grow their digital presence.
Can’t tell the right action at the right time.
Low understanding of SEO, channels and analytics.
A confusing landscape of tools and services.
Unsure which metrics drive revenue.
Unsure of the ROI if they spend.
The opportunity: analyse a business’s web and social presence, and give personalised, step-by-step recommendations for reach, engagement and growth.
02 · User persona
Meet Karren
After fashion school and two years in the industry, Karren opened a boutique with her mum. She sells mostly offline, gets a few orders from Facebook and Instagram, and relies on friends and communities for visibility.
- Tech skills
- Average — online 3–4 hours a day, always on Facebook and WhatsApp
- Devices
- Web and mobile
- Presence
- Website
- Facebook page
- Twitter, Instagram, Pinterest
- Marketing know-how
- Facebook analytics; social media marketing
Karren’s journey with rampspot
- 01Onboards
Links her website, social pages and local listings
- 02Analysis
rampspot gathers data for every module
- 03Competitors
Identified and measured on the same metrics
- 04Reporting
Web, social and local scores
- 05Recommendations
To-dos whose results she can watch over time
03 · User experience
An invite-only pre-launch
The pre-launch built anticipation and rewarded members who referred others — with prizes like cheaper membership plans.
The marketing page was invite-only, for those who registered as early members.
04 · Product
The dashboard
- Overview scores the business on web, social and local presence, against its competitors.
- Recommendations surface the most important actions — e.g. optimise images and JavaScript.
- Progress shows the score against competitors over time, and which actions moved it.
05 · Product
Social, website and recommendations
How well the social page performs
Rank
Visitors, likes, shares, comments and posting frequency, quantified.
Profile completion
Hours, about and contact details that make a page engaging.
Response time
How quickly the business replies, against competitors.
Followers, frequency & quality
Growth week on week, posting rhythm, and whether people like what’s shared.
Where the site stands
Performance
Page size and load speed — make the site light and fast.
Responsive
How well it adapts to phone, tablet and desktop.
Security
Whether it’s SSL-protected — and a one-step fix if not.
Act, and the list refreshes
Every web, social and local recommendation in one place, each with its point value.
The list refreshes as each action is completed.
Thank you
rampspot smart marketing advisor · Product Design · 2017