Sam

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nicoluce.com®

Group B – UX Analysis

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UX OBJECTIVES

http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

1. Adapting website to its personal branding strategy & values: Awareness + association of Nico Luce's image with Yoga.

2. Enhance website usability and functionality: Customer engagement and loyalty.

3. Upsurge Worldwide Accessibility (e.g.computer, mobile, tablet, etc.) by creating:

a. An App taking advantage of mobile featuresb. Create a responsive website

 5. Evolve and transform the purpose of the website: Not only

information point income generator for Nico.

STRATEGIC INITIATIVES

1. Go Mobile Accessibility + Website functionality. Options:

Creating App: Video yoga tutorials + Online yoga classes for people around the world customers engagement Customer generation.

Responsive Web Design: Optimizing viewing experience ease of reading and navigation across a wide range of devices and screen sizes. Adapting the website layout to proportion-based grids and flexible images.

2. Optimizing website content Organizing useful and relevant information to support website usability and findability

Build an Individual landing pages for each Yoga area of expertise.

Enhance Blog Design and Content: customer interaction

Re-design Events landing page: information about workshops, retreats and teacher trainings (program, schedule, location)

http://en.wikipedia.org/wiki/Responsive_web_design

STRATEGIC INITIATIVES1. Interaction: Website and Social Media Profiles Maximizing exposure.

Including Social Media and Share buttons

Integrate Social Media when a user book an event or to share an article from the blog

Share User-generated Social Content on the blog site

Offer Social Sign-In

http://blog.sumall.com/journal/integrate-social-media-e-commerce.html

4. Transform the website into a revenue generator Enhance UX (increasing services offered)

Provide online registration for events and payment services.

Offer online yoga lessons

Create a membership or loyalty program for access to extra content and services

RE-DESIGNING THE WEBSITE

Area about NicoLuce leading to“about me” landingpage

Product buttons

Promoting Up-ComingEvents

Product buttons

Blog Link

• Transforming homepage into a shop window for the whole site • Adding contrast product buttons to emphasize the product-navigation flow to user • Divide supportive content into structured guide area and feed-like blog area

GUIDE AREA EXAMPLE

Best practice example – site Yoga.com:

User can navigate by filtering the materials by goal, level of difficulty, duration etc

TESTING THE NEW DESIGN IMPLEMENTED

Mouse tracking heat maps can help us analyzethe behavior of the real visitors of the site, with most and least attention areas

• Tools such as ClickTale allow us to see the video recordings of each individual visitor session • It is especially instrumental to test the navigation and interaction with different page elements

ONE YEAR MARKETING PLAN: Executive summary

Target audience mainly educated women between 25 - 55 years old

Three goals for online strategy:

1. Increasing traffic through website2. Increasing community in social networks3. Maximizing number of attendees to the upcoming events

UX optimizing the following areas: • Content strategy• Functionality• Platform• User interface and usability

Timeline: Within a span of one year

TARGET MARKETTarget market women between 25 - 55 years old

• Well educated + middle income bracket• Mostly in North America and Europe• Not all of them are experienced practitioners• Retreats bring people who wants vacation and yoga

together• Workshops are about knowing more about techniques

and in depth classes• Teacher’s training is the next step 1/3 students do not

end up teaching yoga.

78%

22%

Women Men

70%

30%

25-55 y.o. Other ages

HOW TO ENHANCE USER EXPERIENCE (UX)

• Individual landing pages Each yoga area of expertise

• relevant content connecting with users needs

• Creating call to action• • Favicon Helping identify the site within browsers.

• Offering logistic support for retreats hotels and travel • #videos + pictures + comments (e.g. prior retreats stories)

• Adding references+reviews+benefits Trustworthiness Transparency Engagement

ONLINE MARKETING STRATEGY (I)

Optimize website using SEO techniques such as:

• Friendly URLs

• Creating unique content

• Participation in blogs/forums

• Social media actions Customer Interaction Followers.

ONLINE MARKETING STRATEGY (II)

Optimize website using SEO techniques such as (II):

• Creating high quality landing pages

• Redesign a web responsive design

• PPC advertisement: Cost effective + Controlling spending (only paying when someone clicks on the ad)

• customers for referrals = Confidence Awareness

ONLINE MARKETING STRATEGY (III)

• Relevant content related to yoga (Potential Cross-selling)

• Creating a call to action button:

(e.g. “subscribe today,” “your free trial” or “book now”)

ONLINE MARKETING STRATEGY (IV)

• Offering free yoga pass on website: Service + Conversion rate

• Google Display Network: Nico’s adds impressions within websites related with Yoga + websites with big traffic

• Email marketing: High reach, Flexibility, Low risk and Low cost.

• YouTube Pre-Roll campaigns in stream or In display that appears before a content. Limiting budget = CPV

MARKETING PLAN TIMELINE

Campaigns March April May June July August September October November December January February

Online                        

SEO (Ongoing) X X X X X X X X X X X X

Create high quality landing page X X

Redesign web responsive (desktop) X

Create web responsive (Mobile) X X

Add PPC advertising X

Ask for Referral online & offline (Ongoing) X X X X X X X X X X X X

Add relevant content (Ongoing) X X X X X X X X X X X X

Offer free yoga pass (promotion one month before Teachers training and retreats*) X X X

Create call to action button X

SEM (GDN & Ads within the search page) X X X X X X X X X X X X

Email Marketing (ongoing) X X X X X X X X X X X X

Create Youtube ad (Pre-roll, instream and In-display) X X X X X X X X X X X X

* Retreat: March 5-19, April 4-11 and July 18-25* Teachers training: 200 hr (starting Feb till April) and 300 hr (Starting March, May, July till Sept)

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DIGITAL MARKETING PLAN: BUDGET

http://www.arcovia.com/documentacion/precio-diseno-pagina-webhttp://www.arsys.es/marketing/email/precios http://www.onvideo.es/soluciones

Prices sources consulted (example from Spanish market)

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DIGITAL MARKETING PLAN: BUDGET (II)

KPI’S & MEASUREMENT TOOLS

KPI’s1. Click-through Rate: In order to track traffic

2. Cost-per Click: in order to measure the traffic as well as established budget control

If site is used as an income generator: we could consider two additional KPI’s: 1) Conversion Rate 2) Cost Per Acquisition (CPA),

Measurement Tools1. Google Analytics: permits us to check the

web)

Also allows us to control the functionality of the website on mobile devices and tablets.

Allows us to see from where our clients are accessing our webpage

We can use this to track the speed analysis and functionality of our website.

2. Google Adwords Platform

Sam

ple

imag

enicoluce.com®

“The body is the bow and the asana is the arrow. The target is the soul” (BKS

Iyengar).

THANK YOU!!