Website Playbook

The PAE Website Playbook is a strategic document that compiles best practices and policies, ensuring efficiency, alignment, and consistency in web development and operation around Key Performance Indicators (KPIs).

It outlines five core areas:

1. Purpose and Mission

The mission of the area is: We drive conversion and brand strengthening through a strategic, functional, and high-performance web platform.

The core philosophy requires web professionals to be 100% client-centric and possess a high responsibility mindset (“No excuses, there are solutions”). The website is viewed as a direct source of sales and must be designed for conversion and maximizing Customer Lifetime Value.

2. Policies

Core policies guide quality control, communication, and conversion strategy:

• Communication: Mandates a maximum 8-hour business response for internal requests; technical changes must be communicated with at least 7 days’ notice.
• Quality Management (QA): An exhaustive Control de Calidad (QA) is mandatory before every launch to verify Full Functionality, Responsiveness (especially iPhone), Basic SEO Optimization, and full Funnels Testing.
• Automation: Requires a standardized 4-phase workflow (Planning, Building, Testing, Monitoring) for all purchase automations and mandates a complete end-to-end test purchase before activation.

3. Processes

Key procedures are embedded in the policies, focusing on agile, high-quality delivery:

• Focus is on agile response times for content updates and clear documentation for every implementation.
• The Automation Policy defines the mandatory 4-phase workflow for all new product launches: Planning, Building, Testing, and Monitoring/Maintenance.

4. KPIs and Performance Tracking

Primary metrics focus on optimal operation and content effectiveness:

• Technical Health: Load Time, Uptime, Web Error Rate, and Delivery Time.
• User Engagement: Bounce Rate, Conversion Rate, Time on Page, and User Reported Errors.
• Acquisition: SEO Performance and Web Traffic & Sources.

5. Roles and Responsibilities

The area has 3 key positions:

• Director de Web (DW) (L3): Leads the overall strategy, development, maintenance, SEO, and technical integrations; reports to the CMO and COO.
• Desarrollador Web (Web Developer) (L1): Responsible for technical construction, maintenance, and optimization, focusing on performance and responsiveness.
• Diseñador UX/UI (L1): Creates the intuitive, attractive user experience and navigation flows to guide users toward conversion.