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Strategic Analysis & Workshop Preparation
B2B Project | Industry & Skilled Trades (Anonymised)
Role: Digital Analysis & Strategy | Tools: GA4, Website Analysis
Project Type: Strategy Workshop Preparation
Background
The group has a strong market position and serves several audiences, including business customers, partner companies and job applicants.Existing customers are well supported. However, new users often struggle to find a clear starting point online.
• Users often arrive with a specific need
• The website does not provide a clear route to the information or support they need
• As a result, contact with sales or HR often happens late in the process
Analysis
I analysed how users find and interact with the company online, focusing on:• Website structure
• Entry points for new users
• User behaviour in GA4
• Differences between B2B users and job applicants
The focus was on the full user decision journey rather than individual KPIs. .
Overview of key website metrics in GA4.
Analysis of the most visited content on the website.
User origins and main traffic sources.
Overview of existing digital tools and their role in the process.
Key Finding
The main issue was neither traffic nor the tools in place. It was the lack of a clear starting point in the digital journey.
• Users have a clear need early on
• They are unsure where to begin
• Contact with the company is therefore often delayed
Comparison of established customer processes and the entry points available to new users.
Strategic Questions & Workshop Focus
Based on the analysis, I developed key questions for a client workshop aimed at creating clearer digital entry points for new users. The workshop was designed to explore:• Where new users should enter the digital journey
• How content could be structured more clearly
• How marketing, sales and recruitment could work together more effectively
The issue was particularly clear in recruitment: applicants initially need guidance and information, not just an application form.
Proposed strategic approach to the digital entry experience.
My Role
• Analysing digital platforms and user entry points• Connecting user needs, data and business objectives
• Identifying strategic insights
• Preparing content for the client workshop
The findings provided a foundation for further strategic decisions.
Outcome
This case study highlights where digital opportunities are being missed. The analysis helped the company understand:• Where users drop off
• Why existing demand is not being captured
• Where strategic changes could make a difference
The findings provided a foundation for further strategic decisions.