1. The document discusses the importance of collaboration between design and marketing teams, noting that a lack of alignment between the teams can result in lost revenue.
2. It provides an example where a company lost $124,000 in potential sales revenue due to not optimizing their website for mobile users.
3. The document then outlines some ways to improve collaboration between design and marketing, including communicating performance goals, using visuals to explain strategies and plans, and educating one another on their respective specialties through activities like lunch and learns.
35. 1. Who is the client and what do they do?
2. What is the scope of the project?
3. Who is the target market?
4. Competition?
5. What is the tone?
6. What is the ultimate goal and how will it be measured?
7. Whatās the budget/timing?
8. Approval process?
9. Are there previous designs or projects I should be aware of?
10. Should the mobile experience mimic desktop?
Go Further Than the āCreative Briefā
36. Page Type Goal Measureable Q1 testing
plan
Q2 testing
plan
Q3 testing
plan
Q4 testing
plan
Home Page
Landing Page
Pricing Page
Testimonial
Page
Jobs Page
Press Page
37. Page Type Goal Measureable Q1 testing plan Q2 testing plan Q3 testing plan Q4 testing plan
Home Page Bounce rate <40%
Landing Page 30% conversion
rate
Pricing Page 10% conversion
rate
Testimonial Page Add 8 new
customer
testimonials this
year
Jobs Page 25% application
conversion rate
Press Page Add 4 new press
logos this year
38. Page Type Goal Measureable Q1 testing plan Q2 testing plan Q3 testing plan Q4 testing plan
Home Page Bounce rate <40%
Landing Page 30% conversion
rate
Pricing Page 10% conversion
rate
Discount pricing
CTA
Testimonial Page Add 8 new
customer
testimonials this
year
Jobs Page 25% application
conversion rate
Press Page Add 4 new press
logos this year
39. Page Type Goal Measureable Q1 testing plan Q2 testing plan Q3 testing plan Q4 testing plan
Home Page Bounce rate <40%
Landing Page 30% conversion
rate
Pricing Page 10% conversion
rate
Discount pricing
CTA
Testimonial Page Add 8 new
customer
testimonials this
year
Reach out to 2
customers in Feb
Jobs Page 25% application
conversion rate
Press Page Add 4 new press
logos this year
40. Page Type Goal Measureable Q1 testing plan Q2 testing plan Q3 testing plan Q4 testing plan
Home Page Bounce rate <40%
Landing Page 30% conversion
rate
Pricing Page 10% conversion
rate
Discount pricing
CTA
Testimonial Page Add 8 new
customer
testimonials this
year
Reach out to 2
customers in Feb
Jobs Page 25% application
conversion rate
Add employee
video
Press Page Add 4 new press
logos this year