You're Redoing Your Website. Where Do You Start?
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Transcript of You're Redoing Your Website. Where Do You Start?
You’re Redoing Your Web Site.� Where Do You Start?
Interactive Strategy ManagerTony Sattler
@swansonrussell
Senior Interactive ProducerKara Cordell
Interactive Art DirectorMike Henderson
What is LAUNCH?
LAUNCH�is an education and communication initiative that aims to bring account teams and clients up-to-speed on new trends and technologies in the digital space.�
Elements of SuccessfulWeb Development
AssessConduct an audit of your current digital landscape, including investments and capabilities, competitive
offerings, and audience behaviors and needs.
Assess Analyze Strategize Plan Execute
Know Thy User
Useable.Useful.
Empowering.Emotional.
More valuable brand.Valuable resource.
Authority Minute
Educate growers and retailers about the best practices in soybean weed management, including the use of pre-emergence herbicides.
Growers
• Rely on retailers for input recommendations
• Embracing technology in their practices
• Time is money
• Like to talk shop and share their knowledge with peers
Retailers
• Highly influential on growers
• Inundated by traditional marketing methods and a saturated market
• Embracing technology in their practices
• Seek education so they can be credible to growers
Authority Minute
AnalyzeTake what you learn from the assessment phase and apply various user lenses to uncover insights and opportunities.
Assess Analyze Strategize Plan Execute
Why?
• Non-traditional and engaging
• Quick format doesn’t require a big time investment
• Information is more believable when it comes from peers and experts
• A host will become memorable over time and can be used in other marketing opportunities
Authority Minute
Create an online video series where a host travels the country, talking with growers and experts in the field.
StrategizeDesign the strategy that will deliver a sustainable competitive
advantage including a set of connected, coherent actions.
Assess Analyze Strategize Plan Execute
Strategic Thinking
EmpathyEngagementPeace-of-MindRelationships
ContextContentCommunityConversion
Now?Can I?For Me?Simple?
How?
• All videos are publicly accessible
• Encourage users to create an account to track their video views and win prizes for watching
• Create community within the site
• Site must be accessible from any device
Authority Minute
Create a platform that hosts the video content and keeps the audience coming back to learn more.
PlanOutline the overall user experience, features and
functionality specifications for development, as well as resource requirements for execution.
Assess Analyze Strategize Plan Execute
Authority Minute
Determine the User Experience
• Walk through site access, user scenarios and conversions
Prototype
• Wireframe
• Note functional requirements
Validate the User Experience
• Key user goals are achievable
Use Case Scenarios
Sketch
Wireframe
Prototype
ExecuteWork with creative designers and developers to implement
your strategy and plans. Measure and optimize along the way.
Assess Analyze Strategize Plan Execute
Visual Design
Visual Design
Visual Design
Visual Design
Visual Design
Visual Design
Promote
If You Build It, They Will Come……If You Tell Them About It.
Promote
Promote
• Digital Advertising
• Direct Mail
• TV
• Print Advertising
• Trade Shows
• Point of Sale
• Press Releases
Elements of SuccessfulWeb Development
Measure to Adapt
ANALYSIS:
The Authority Minute has generated significant tra! ic and video views so far. The rate of growth in registrations and tra! ic to the website slowed in April compared to earlier months. This was expected given that there were no new major outbound communications to recruit registrants. Also, there were only two new episodes posted during April — both announced at the same time in a single alert email. Lastly, the move into planting season likely reduced audience availability for video viewing.
The Launch and Follow Up emails along with the direct mail are still the sources for the most Authority Minute registrations. Additional email and direct mail outreach scheduled for May and June should help boost site tra! ic, registrations and video views.
There are still a few more grower registrants than retailers or consultants. However, retailers and consultants tend to be more frequent episode viewers.
No new activities beyond the planned email and direct mail are recommended at this time. Those e! orts along with the online viewer survey should help determine future direction.
Unique Visits Visits Page Views
Unique Page Views
Ave. Duration of Visit (min)
Returning Visitors
Bounce Rate
Mobile Tra! ic
8,175 17,642 93,238 61,961 8:08 53.70% 32.88% 14%
Episode # Date of Video Launch Name of Episode Total
ViewsTotal by
Registrants
Episode 1 12/21/12 Resistance 3,240 1,960
Episode 2 12/21/12 Customized Plan 2,677 1,947
Episode 3 12/21/12 Spring Choices 2,646 1,933
Episode 4 01/29/13 Weed Management 2,036 1,376
Episode 5 01/29/13 Use Rate 2,081 1,386
Episode 6 02/05/13 Weed Disaster Survival 2,641 1,368
Episode 7 02/18/13 Slaying Dragons 1,735 974
Episode 8 03/26/13The World’s Hungry for The World’s Hungry for USA Beans
1,080 650
Episode 9 04/04/13 Banter, Buzz and Blisters 853 539
Episode 10 04/04/13 The Heat’s On: BurndownThe Heat’s On: Burndown 905 518
22,535 12,336 2,270 427 911 869 286 3,998 1,145 335 6,588
4,280 861 1,023 11 144 346 21 681 2 65 2,827
26,815 13,197 3,293 438 1,055 1,215 307 4,679 1,147 400 9,415
Email Direct Mail Referral Print Ad Organic Other Tradeshow Mailer
PR Digital Ad Counter Card Direct Tra! ic
www.
500
1,0001,000
Visits
Visits
WEBSITE TRAFFIC: www.authorityminute.com
UNIQUE PAGE VIEWS BY SOURCE
ACCOUNTS CREATED BY SOURCE*
COMPLETE PROFILE BY AUDIENCE*
WATCHED VIDEOS
AUTHORITY MINUTE CAMPAIGNAnalytics Period: January 1– April 30, 2013
*Source: Google AnalyticsSource: Google Analytics
Total 61,961
*Source: Registration FileSource: Registration FileSource: Registration File
39%
30%
12%
5%
3%
2%
6%
1%1%
1%
EmailDirect MailDirect TrafficPRReferralOrganic
CollateralPrint AdsOther
Digital Ads
Previous
New
Total
0
100
200
300
400
500
600
700
800
900
1000
1100
Feb
Feb
Other
60 March 44 Jan/Feb
25 April
Consultants
18 March 198 Jan/
Growers
62 March
961 Jan/
Retailers
39 March 864 Jan/Feb
35 April
61 April
19 April
Date Qty Received
Open Rate Clicks Home Page
Visits
Episode 8 Email – 29834
March 28, 2013 2,065 787 574 728*
38.1% 72.9% 27.8%Opens Received
Episode 9 & 10 Email – 29835
April 04, 2013 2,255 845 728 822
37.5% 86.2% 32.3%Opens Received
*Based o! email tracking statics. Proper GA code was not included in the email.
EPISODE ALERT EMAILS
February 2013February 2013 March 2013March 2013 April 2013April 2013
Web Redesign ChecklistAssess
Determine key audiences and goals
AnalyzeExamine competitive opportunities
Turn key user insights into requirements
StrategizeDetermine strategies to achieve audience goals
Develop KPIs
Web Redesign ChecklistPlan
Sketch/wireframe to determine user experience
Prototype and test
Document technology and resourcing requirements
Designer and developer?
Content Management System?
Content audit and content development?
Hosting?
Browser and device compatibility?
3rd party integrations?
Web Redesign ChecklistExecute
Design and develop
Content development and content population
Testing
User testing
Quality Assurance
Measurement and optimization
Google Analytics
Google and Bing Webmaster Tools
Launch and promote!!
Questions?