Case Studies in Web Design, Usability and SEO

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Case Studies in Web Design, Usability and SEO

  1. 1. Case  Studies  in  Web  Design  &  Usability  and  SEO  Barry  Adams  Pierce  Communica�ons  
  2. 2. Shameless  Self-­‐Promo�on    Digital  Services  Director  at  Pierce  Communica�ons  –  Winner  of  two  2012  DANI  Awards:  Social  Media  &  B2C  Campaigns  –  Shortlisted  for  ‘Best  Agency’  at  2012  European  Search  Awards    Built  my  first  website  in  ’95,  became  a  web  professional  in  ‘97    Specialisa�on  in  SEO    Dutch  (yes,  really)    Editor  &  blogger  for  StateofSearch.com  –  Awarded  ‘Best  Blog’  at  2012  European  Search  Awards  
  3. 3. Agenda    JNWine.com  case  study  – Web  Design  &  Usability    Bedeckhome.com  case  study  – Advanced  on-­‐site  SEO  
  4. 4. JNWine.com  redesign    The  Old  Design  
  5. 5. The  old  design    Based  on  “search  for  wine”  use  case  – Wine  search  func�on  is  most  prominent  feature  of  the  site  – Addi�onal  func�ons  in  top  naviga�on  –  but  not  always  clearly  named    Many  core  features  and  promo�ons  linked  in  images  
  6. 6. Pierce  Communica�ons  redesign    Part  1:  Start  with  the  user  – Iden�fy  the  most  common  use  cases  of  the  JNWine.com  website’s  target  audience  1.  Users  want  professional  advice  and  recommenda�ons  2.  Users  want  special  offers  3.  Wine  search  turned  out  to  be  ter�ary  use  case  
  7. 7. Pierce  Communica�ons  redesign    Part  2:  Make  the  naviga�on  and  structure  as  self-­‐evident  as  possible  –  Name  things  how  the  user  expects  them  to  be  named  (Informa�on  Architecture)  –  Tell  the  user  what  they  can  do  on  the  site    Strong  calls-­‐to-­‐ac�on  
  8. 8. Informa�on  Architecture  for  websites  
  9. 9. Pierce  Communica�ons  redesign    Part  3:  Make  it  pre�y    The  “look  and  feel”  of  a  website  has  the  greatest  impact  on  users’  credibility  assessments,  with  professional  site  designs  heavily  influencing  credibility  percep�ons.    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  users    evaluate  the  credibility  of  Web  sites?:  A  study  with  over  2,500  par�cipants.  DUX  2003,  1-­‐15.]    [McKnight,  D.  and  Kacmar,  C.    -­‐Factors  and  effects  of  informa�on  credibility.  ICEC  2007,  423-­‐432.]  
  10. 10. The  New  Design  
  11. 11. Cleaner  look  More  white  space  Stronger  logo  font-­‐type  Simpler  layout  
  12. 12. Emphasis  on  JN  Wine’s  exper�se  Recommended  wines  Wine  tas�ngs  Blogs  and  videos  about  vineyards,  wine  produc�on,  events,  opinion,  etc.  
  13. 13. Simpler  naviga�on  Self-­‐evident  naviga�on  items  Less  clicks  to  reach  intended  target  
  14. 14. Strong  product  pages  Vivid  descrip�ons  of  the  wine  Strong  calls-­‐to-­‐ac�on  User-­‐generated  content:  reviews  
  15. 15. Mul�ple  conversion  points  Mailing  list  Social  Media  Tas�ng  events  JN  Club  
  16. 16. The  Results  
  17. 17. JNWine.com  redesign  results*  In  first  year  since  site  re-­‐launch:    UK  revenue  grew  by  60%    RoI  revenue  grew  by  72%  *Disclaimer:  we  also  did  some  digital  marke�ng  for  them…  
  18. 18. Bedeckhome.com    Advanced  on-­‐site  SEO  
  19. 19. Bedeck    Seller  of  luxury  bed  linens    Own  brand  as  well  as  third  party  brands    Ecommerce  website:  www.bedeckhome.com    Re-­‐launched  site  in  October  2011  – Strong  visibility  on  branded  search  terms  – Zero  visibility  on  generic  search  terms  
  20. 20. Bedeck  SEO  project    Targeted  keywords:      bedding  sets    designer  bed  linen      designer  bedding      duvet  sets      goose  feather  pillows      hotel  luxury  bedding      hotel  luxury  bedlinen      luxury  bed  linen      luxury  bedding      quality  bed  linen  
  21. 21. Basic  On-­‐Site  SEO    Title  tags:    Meta  descrip�ons:    Content.  
  22. 22. Special  Challenges  Special  challenges  with  large  ecommerce  websites:    Large  amount  of  pages:  –  Homepage  –  Category  pages  –  Subcategory  pages  –  Product  pages  –  Suppor�ng  informa�on  (delivery,  T&Cs,  stores,  etc)  –  Blog/News  pages    Ge�ng  product  pages  in  Google’s  index    Poten�al  duplicate  content  issues  
  23. 23. Indexing    Has  Google  indexed  all  pages?  This  used  to  be  a  very  inaccurate  ‘guess�mate’  
  24. 24. Indexing    Google  Webmaster  Tools  –  Index  Status  report  (Since  July  2012)  
  25. 25. Indexing    Google  Webmaster  Tools  –  Index  Status  report  What  happened?  
  26. 26. Index  Status  advanced  report  
  27. 27. Is  this  a  good  thing?  Huge  gap  A  lot  of  pages  not  included  
  28. 28. Yes,  that’s  a  good  thing    Bedeckhome.com  uses  ‘faceted  naviga�on’  (a.k.a.  ‘layered  naviga�on’  or  ‘addi�ve  filters’)    This  almost  always  causes  duplicate  content  issues:  – Page  a�er  page  a�er  page  of  product  lists  – Google  not  sure  which  to  include  
  29. 29. Ensuring  Google  indexes  the  right  pages    ‘Index  sculp�ng’  – “noindex,  follow”  meta  robots  tag  – Robots.txt  blocking  – JavaScript-­‐generated  faceted  links  – Rel=nofollow  links    Google  Webmaster  Tools  – URL  Parameters  configura�on  
  30. 30. URL  Parameters  in  GWT  
  31. 31. XML  Sitemaps  
  32. 32. Addi�onal  on-­‐site  op�misa�on    Structured  data  – Schema.org  microformats    Load  speed  op�misa�on  – 4  seconds  or  less  
  33. 33. Did  it  work?  
  34. 34. Google.co.uk  keyword  rankings  Keyword   Oct-­‐11   Sep-­‐12   Change    bedding  sets   (outside  top  100)   9   +91    designer  bed  linen   9   5   +4    designer  bedding   4   3   +1    duvet  sets   (outside  top  100)   16   +84    goose  feather  pillows   25   9   +16    hotel  luxury  bedding   91   2   +89    hotel  luxury  bedlinen     35   4   +31    luxury  bed  linen   68   5   +63    luxury  bedding   17   5   +12    quality  bed  linen   5   6   -­‐1  
  35. 35. Generic  search  growth  Oct  11  –  Sept  12  0  2000  4000  6000  8000  10000  12000  Visits  from  Generic  Search  £0.00  £1,000.00  £2,000.00  £3,000.00  £4,000.00  £5,000.00  £6,000.00  £7,000.00  £8,000.00  £9,000.00  Revenue  from  Generic  Search  
  36. 36. Year  on  year  comparison  0  20,000  40,000  60,000  80,000  100,000  120,000  Oct  2010  -­‐  Sept  2011   Oct  2011  -­‐  Sept  2012  Generic  Search  traffic   Generic  Search  revenue  Growth:  Branded  Search  traffic   31%  Generic  Search  traffic   117%  Generic  Search  revenue   151%  
  37. 37. Ques�ons?        badams@piercecommunica�ons.co.uk  h�p://www.piercecommunica�ons.co.uk  @badams  

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