SITE STRATEGY – What is the overall site strategy for customers coming to your online channels? What is that you want them to do? Are they coming for information gathering, shopping, buying, or for general community involvement?
SITE NAVIGATION & DESIGN – How should you design the site(s) that meets the overall site strategy? Are you serving ads? Is conversion defined as buying something on your site, or is it something else?
USER EXPERIENCE – What is your customers' experience interacting with you? Are they able to find what they are looking for? Do they spend time interacting with your site, or are they jumping off as quickly as they come?
USER INTERACTIVITY – Do your users want interactivity? Is that consistent with your brand? To what extent do you want to engage them in learning about you? Do you learn incrementally about information your customers have already provided to you?
TEMPLATE STRATEGIES – How do all of the above approaches affect how you build site content for website, mobile devices, or desktop widgets?