The old design• Based on “search for wine” use case – Wine search function is most prominent feature of the site – Additional functions in top navigation – but not always clearly named• Many core features and promotions linked in images
Redesign by Pierce Communications• Part 1: Start with the user – Identify the most common use cases of the JNWine.com website’s target audience 1. Users want professional advice and recommendations 2. Users want special offers 3. Wine search turned out to be tertiary use case
Redesign by Pierce Communications• Part 2: Make the navigation and structure as self-evident as possible – Name things how the user expects them to be named (Information Architecture) – Tell the user what they can do on the site • Strong calls-to-action
Redesign by Pierce Communications• Part 3: Make it prettyThe “look and feel” of a website has the greatest impact on users’ credibility assessments, with professional site designs heavily influencing credibility perceptions.Once users have seen a web page, it is difficult to overcome the first impressions they form based on the professional appearance of a page’s design.[Fogg, B.J., Soohoo, C., Danielson, D.R., Marable, L., Stanford, J., and Tauber, E.R. -How do usersevaluate the credibility of Web sites?: A study with over 2,500 participants. DUX 2003, 1-15.][McKnight, D. and Kacmar, C. -Factors and effects of information credibility. ICEC 2007, 423-432.]
Cleaner lookMore white spaceStronger logo font-typeSimpler layout
Emphasis on JN Wine’s expertiseRecommended winesWine tastingsBlogs and videos about vineyards, wine production, events, opinion, etc.
Simpler navigationSelf-evident navigation itemsLess clicks to reach intended target
Strong product pagesVivid descriptions of the wineStrong calls-to-actionUser-generated content: reviews
Multiple conversion pointsMailing listSocial MediaTasting eventsJN Club
But…A great-looking and effective website is meaningless…Unless you get traffic to it.
Traffic Generation via Internet MarketingThe four most effective tactics are:• Search Engine Optimisation• Email Marketing• Social Media Marketing• Pay Per Click Advertising
Search Engine OptimisationSEO is a three-step process:1. Keyword Research2. On-Site Optimisation3. Linkbuilding
SEO - 1. Keyword ResearchFinding the right keywords to optimise forWhat keywords are users typing in to Google to find wine merchants?Which keywords have sufficient search volume to make then worthwhile?Which keywords are feasible to compete on with SEO?
SEO - 2. On-Site Optimisation• Title tags• On-page content• Meta description• Image alt attributes• Internal links
SEO - 2. On-Site Optimisation• Optimised site structure for full indexationTechnical constraint: website platformWorkaround: HTML sitemap
SEO - 3. Link Building• Launched the JN Wine blog and filled it with great content• Approached other wine bloggers and asked for input and, eventually, links• Basic linkbuilding: directory submissions, article marketing, social bookmarking
Email Marketing• Emphasis on building the email database• Fresh new design• Content focused on recommendations and events• Regular schedule
Social Media MarketingTwitter:• Focus on James Nicholson’s personal reputation and expertise.• Engage in conversations – never a one-way stream.• Utilise popular #tags
Social Media MarketingFacebook:• Basic page with regular updates on events and offers, as well as general engagement content.
Summarised• Website Redesign with greater emphasis on wine expertise and recommendations• Search Engine Optimisation on a set of 10 core keywords• Email Marketing with a strong design and regular fresh content• Social Media Marketing on Twitter and Facebook
Your turn1. Think of 3 Social Media Marketing campaign ideas for JN Wine More Twitter followers & Facebook likes How to monetise this traffic?2. How would you further improve the JN Wine website (UX, SEO, aesthetics) and how would this contribute to the site’s performance?