In brief: A microsite is a small standalone website or separate part of a website focused on one campaign, product or topic. Its benefits must outweigh the costs of an additional domain, measurement and maintenance.
How I use Microsite in practice
A small, focused website or section created for a specific campaign, product, event or audience.
What to watch out for
I use Microsite to support a specific decision rather than as a label or a standalone metric. I begin by identifying the audience, the situation and the result that needs to change. I then establish what evidence is available, who will act on the finding and what practical next step should follow. I record the baseline, measurement date and limits of interpretation, so that a real improvement can later be separated from changes in tools, sampling, implementation or the wording of a query. This keeps the work connected to the customer journey and to the commercial context, rather than turning it into a presentation number.
Questions to guide the decision
- What specific decision should this clarify?
- What evidence supports the conclusion, and what remains a hypothesis?
- What will we do differently as a result?
- Who owns the change and when will we assess its impact?