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Web Strategy
Business English - 24.01.14


!

Dior Blaiseau // Henri Guérin // Gauvin Bristiel // Alexis Fillon
#WCMRS
SUMMARY
1.
2.
3.
4.
5.
6.
7.

Objectives
Target
Website blueprint
E-business strategy
SEO
SEA
Social Media
OBJECTIVES

Nicolas = High quality + Reasonable prices

website

increase sales
better user experience
develop customer lo...
TARGET

18-50 male/female
CSP+
active people
confortable with internet shopping
they may know Nicolas (or not!)
!
!
!

= m...
WEBSITE BLUEPRINT Homepage

Name
Appellation
Region

Color
WEBSITE BLUEPRINT Site structure

Choice

Year

Name

Number

Bottle

sign +
adress

Pay

OK + email
WEBSITE BLUEPRINT Site structure
WEBSITE BLUEPRINT Site structure
WEBSITE BLUEPRINT Product specifications
E-BUSINESS
Advanced Search Box
bring the advanced search to the homepage
search autocomplete feature
increase user experie...
E-BUSINESS
Click-to-chat

real-time online customer service
offer support to the right person, at the right time
increase ...
E-BUSINESS
Fidelity Program
every order will give you « winecoins »
1$/€/£ spent = 1 winecoin earn
100 winecoin = 10% off ...
E-BUSINESS
Nicolas Box
a new kind of membership
monthly fees starts at 15€ including delivery
1 box = 2 bottles selected w...
E-BUSINESS

Others
free delivery in stores
weekly flash sales on nicolas.com
4 flash sales per year on specialized websites
...
SEO
Current website

New website

total denial of HTML semantic

naming strategy

strange & confusing categorizing

en.nic...
SEA

keywords
« nicolas wine » , « buy affordable wine » , « buy wine online » , « buy cheap wine » , « buy red wine »,
« ...
SOCIAL MEDIA
Objective : improve the current social media strategy based on the new website

keep the old page & strategy
...
THANK YOU !
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[Etude de cas] Nicolas par Webcombordx

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Les webcombordx ont planché sur une recommandation pour le site nicolas.com : design, refonte du site, SEO, stratégie digitale... #WCMRS #webcombordx

Published in: Marketing
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Transcript of "[Etude de cas] Nicolas par Webcombordx"

  1. 1. Web Strategy Business English - 24.01.14 ! Dior Blaiseau // Henri Guérin // Gauvin Bristiel // Alexis Fillon #WCMRS
  2. 2. SUMMARY 1. 2. 3. 4. 5. 6. 7. Objectives Target Website blueprint E-business strategy SEO SEA Social Media
  3. 3. OBJECTIVES Nicolas = High quality + Reasonable prices website increase sales better user experience develop customer loyalty value added services
  4. 4. TARGET 18-50 male/female CSP+ active people confortable with internet shopping they may know Nicolas (or not!) ! ! ! = make Nicolas the standard for everyday wine buying
  5. 5. WEBSITE BLUEPRINT Homepage Name Appellation Region Color
  6. 6. WEBSITE BLUEPRINT Site structure Choice Year Name Number Bottle sign + adress Pay OK + email
  7. 7. WEBSITE BLUEPRINT Site structure
  8. 8. WEBSITE BLUEPRINT Site structure
  9. 9. WEBSITE BLUEPRINT Product specifications
  10. 10. E-BUSINESS Advanced Search Box bring the advanced search to the homepage search autocomplete feature increase user experience food and wine matching an « akinator-like » search functionality ? !
  11. 11. E-BUSINESS Click-to-chat real-time online customer service offer support to the right person, at the right time increase average basket value reduce abandonment rate
  12. 12. E-BUSINESS Fidelity Program every order will give you « winecoins » 1$/€/£ spent = 1 winecoin earn 100 winecoin = 10% off your next order available online + physical stores
  13. 13. E-BUSINESS Nicolas Box a new kind of membership monthly fees starts at 15€ including delivery 1 box = 2 bottles selected with specialists no commitment 15€ 20€
  14. 14. E-BUSINESS Others free delivery in stores weekly flash sales on nicolas.com 4 flash sales per year on specialized websites premium account with additional functionalities
  15. 15. SEO Current website New website total denial of HTML semantic naming strategy strange & confusing categorizing en.nicolas.com fr.nicolas.com be.nicolas.com no optimization anywhere just keywords here and there… ! no one at Nicolas ever worked its SEO SEO-compatible and responsive theme reorganization of categories price comparators optimization call-to-action
  16. 16. SEA keywords « nicolas wine » , « buy affordable wine » , « buy wine online » , « buy cheap wine » , « buy red wine », « buy white wine » , « inexpensive bordeaux wine », « online wine shop »… ads top ad right ad budget 8000€ / month
  17. 17. SOCIAL MEDIA Objective : improve the current social media strategy based on the new website keep the old page & strategy events / new blog articles / new youtube videos / follow partners & retailers more information about the products/ advices from Nicolas’s sommeliers wine+food tips / SEO-oriented
  18. 18. THANK YOU !
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