James Nicholson WineA case study in design & usability,     SEO, and web analytics
Shameless self-promotionPierce Communications• Marketing services agency with emphasis on branding,   design, and digital•...
AgendaJNWine.com case study• Design & Usability• Internet Marketing• The Results
Web Usability in a nutshell
The old design
The old design• Based on “search for wine” use case  – Wine search function is most prominent feature of    the site  – Ad...
Redesign by         Pierce Communications• Part 1: Start with the user  – Identify the most common use cases of the    JNW...
Redesign by         Pierce Communications• Part 2: Make the navigation and structure as  self-evident as possible  – Name ...
Information Architecture      for websites
Redesign by                      Pierce Communications• Part 3: Make it prettyThe “look and feel” of a website has the gre...
The New Design
Cleaner lookMore white spaceStronger logo font-typeSimpler layout
Emphasis on JN Wine’s expertiseRecommended winesWine tastingsBlogs and videos about vineyards, wine production, events, op...
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•  ...
Search Engine OptimisationSEO is a three-step process:1. Keyword Research2. On-Site Optimisation3. Linkbuilding
SEO - 1. Keyword ResearchFinding the right keywords to optimise forWhat keywords are users typing in to Google to find wi...
Selected keywordsbuy fine wine onlinefine wine merchantsfine wine merchants ukfine wine onlineindependent wine merchantonl...
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 indexationTechnical constraint: website platformWorkaro...
SEO - 3. Link Building• Launched the JN Wine blog and filled it with  great content• Approached other wine bloggers and as...
Email Marketing• Emphasis on building  the email database• Fresh new design• Content focused on  recommendations  and even...
Social Media MarketingTwitter:• Focus on James  Nicholson’s personal  reputation and  expertise.• Engage in conversations ...
Social Media MarketingFacebook:• Basic page with regular  updates on events and  offers, as well as  general engagement  c...
Summarised• Website Redesign with greater emphasis on  wine expertise and recommendations• Search Engine Optimisation on a...
Did it work?
Your turn1. Think of 3 Social Media Marketing campaign   ideas for JN Wine   More Twitter followers & Facebook likes   H...
JNWine.com Case Study
JNWine.com Case Study
JNWine.com Case Study
JNWine.com Case Study
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JNWine.com Case Study

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A case study presentation for a guest lecture at the University of Ulster, showcasing what Pierce Communications did for the JNWine.com website and what the results were.

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  • How:clickpath analysis in web analytics, asking users what they used the website for
  • Platform was built as stock mngmt system, internal links hard to follow for Googlebot – JS navigation.
  • JNWine.com Case Study

    1. 1. James Nicholson WineA case study in design & usability, SEO, and web analytics
    2. 2. Shameless self-promotionPierce Communications• Marketing services agency with emphasis on branding, design, and digital• Emerged from RW Pierce group in 2008• Twitter: @PierceCommsBarry Adams• Dutch (yes really) digital marketer with specialisation in SEO• Previous employers include: Philips Electronics, Honeywell, Quotezone, Independent News & Media• Twitter: @badams (parental warning: explicit content)
    3. 3. AgendaJNWine.com case study• Design & Usability• Internet Marketing• The Results
    4. 4. Web Usability in a nutshell
    5. 5. The old design
    6. 6. 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
    7. 7. 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
    8. 8. 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
    9. 9. Information Architecture for websites
    10. 10. 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.]
    11. 11. The New Design
    12. 12. Cleaner lookMore white spaceStronger logo font-typeSimpler layout
    13. 13. Emphasis on JN Wine’s expertiseRecommended winesWine tastingsBlogs and videos about vineyards, wine production, events, opinion, etc.
    14. 14. Simpler navigationSelf-evident navigation itemsLess clicks to reach intended target
    15. 15. Strong product pagesVivid descriptions of the wineStrong calls-to-actionUser-generated content: reviews
    16. 16. Multiple conversion pointsMailing listSocial MediaTasting eventsJN Club
    17. 17. But…A great-looking and effective website is meaningless…Unless you get traffic to it.
    18. 18. Traffic Generation via Internet MarketingThe four most effective tactics are:• Search Engine Optimisation• Email Marketing• Social Media Marketing• Pay Per Click Advertising
    19. 19. Search Engine OptimisationSEO is a three-step process:1. Keyword Research2. On-Site Optimisation3. Linkbuilding
    20. 20. SEO - 1. Keyword ResearchFinding the right keywords to optimise forWhat 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?
    21. 21. Selected keywordsbuy fine wine onlinefine wine merchantsfine wine merchants ukfine wine onlineindependent wine merchantonline wine merchantswine gifts onlinewine merchants uk
    22. 22. SEO - 2. On-Site Optimisation• Title tags• On-page content• Meta description• Image alt attributes• Internal links
    23. 23. SEO - 2. On-Site Optimisation• Optimised site structure for full indexationTechnical constraint: website platformWorkaround: HTML sitemap
    24. 24. 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
    25. 25. Email Marketing• Emphasis on building the email database• Fresh new design• Content focused on recommendations and events• Regular schedule
    26. 26. Social Media MarketingTwitter:• Focus on James Nicholson’s personal reputation and expertise.• Engage in conversations – never a one-way stream.• Utilise popular #tags
    27. 27. Social Media MarketingFacebook:• Basic page with regular updates on events and offers, as well as general engagement content.
    28. 28. 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
    29. 29. Did it work?
    30. 30. 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?

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