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iCrossing: Designing For Visibility - ANA Digital Marketing And Social Media Day


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"Findability and Usability: How Designing for Visibility Paid Off for Combined Insurance"
As presented by Rob Garner, Director, Strategy for iCrossing on Wednesday, January 27, 2010 at the ANA Digital Marketing and Social Media Day in Houston, TX.

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iCrossing: Designing For Visibility - ANA Digital Marketing And Social Media Day

  1. 1. Designing for Visibility ANA Digital Marketing and Social Media Day January 27, 2010 Hope Ross Account Director iCrossing Rob Garner Strategy Director iCrossing
  2. 2. Overview <ul><li>About Combined Insurance and iCrossing </li></ul><ul><li>General best practices for search informed web design </li></ul><ul><li>Project outline </li></ul><ul><li>Process </li></ul><ul><li>Research approach </li></ul><ul><li>Creative results </li></ul><ul><li>Performance results </li></ul>
  3. 3. About Combined Insurance <ul><li>Founded in 1922, Combined Insurance is a leading provider of supplemental accident, health and life insurance products </li></ul><ul><li>Company background </li></ul><ul><ul><li>Services customers in North America, Europe and Asia Pacific </li></ul></ul><ul><ul><li>Sales force and corporate staff in excess of 10K worldwide </li></ul></ul><ul><ul><li>In 2008, sold by AON and became a member of the ACE Group of Companies </li></ul></ul><ul><li>Mission </li></ul><ul><ul><li>Is to provide personal service and exceptional products tailored to help protect the needs of individuals and families </li></ul></ul><ul><ul><li>This mission is the basis of Combined Insurance’s brand promise “Let’s Make this Easy” </li></ul></ul>
  4. 4. About iCrossing <ul><li>iCrossing is a global digital marketing agency that combines talent and technology to help world-class brands find and connect with their customers </li></ul><ul><li>Company background </li></ul><ul><ul><li>Founded in 1998 </li></ul></ul><ul><ul><li>550 employees </li></ul></ul><ul><ul><li>12 offices in the U.S. and Europe </li></ul></ul><ul><ul><li>Headquartered in Scottsdale, Arizona </li></ul></ul><ul><li>Digital marketing services include; paid search, search engine optimization, Web development, social media, mobile, display, research and analytics </li></ul>
  5. 5. Agency services Media Research & Analytics Website Development Search Optimization Social Media Mobile Marketing <ul><li>Paid search media </li></ul><ul><li>Display and rich media advertising </li></ul><ul><li>Online to offline integration </li></ul><ul><li>Global campaign integration </li></ul><ul><li>Market research </li></ul><ul><li>Campaign analytics </li></ul><ul><li>Integrated dashboard reporting </li></ul><ul><li>Linguistic Profiling </li></ul><ul><li>Experiential Mapping </li></ul><ul><li>Site development strategy </li></ul><ul><li>User experience development </li></ul><ul><li>Creative and technical design and development </li></ul><ul><li>Natural search optimization </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Content syndication </li></ul><ul><li>Social media audit </li></ul><ul><li>Reputation management </li></ul><ul><li>Word-of-mouth campaigns </li></ul><ul><li>Mobile strategy development </li></ul><ul><li>Mobile site development and optimization </li></ul><ul><li>Mobile media campaigns </li></ul>Technology <ul><li>Merchantize™ Paid Media </li></ul><ul><li>Interest2Action™ Search Analytics </li></ul><ul><li>Network Sense™ Reputation Monitoring </li></ul><ul><li>Network Sense™ Social Media </li></ul><ul><li>Sharp View™ Marketing Dashboard </li></ul>
  6. 6. With clients including…
  7. 7. Awards and Accolades Top Digital Agency Top Search Agency Top 25 Interactive Fastest Growing Companies Top 25 Interactive Number One Search Agency Search Agency of the Year
  8. 8. CONSIDERATIONS FOR SEO IN A SITE REDESIGN designing for visibility
  9. 9. Internal SEO considerations that a site owner controls <ul><li>Article Syndication </li></ul><ul><li>Body Content </li></ul><ul><li>Canonicalization Issues </li></ul><ul><li>Cloaking </li></ul><ul><li>Digital Assets </li></ul><ul><li>Directory Presence </li></ul><ul><li>Document Accessibility </li></ul><ul><li>Duplicate Content </li></ul><ul><li>Frames </li></ul><ul><li>Hidden Text </li></ul><ul><li>Internal Linking Optimization </li></ul><ul><li>Javascript & Flash Navigation </li></ul><ul><li>Meta Descriptions </li></ul><ul><li>Meta Keywords </li></ul><ul><li>Micro Sites and Sub-Domains </li></ul><ul><li>Obtaining Links from Relevant Sites </li></ul><ul><li>On-page Javascript and CSS </li></ul><ul><li>Optimizing Images </li></ul><ul><li>Page Titles </li></ul><ul><li>Redirecting </li></ul><ul><li>Requiring User Actions </li></ul><ul><li>Robots.txt Files </li></ul><ul><li>Secure Servers </li></ul><ul><li>Server Location </li></ul><ul><li>Sites Built in Flash </li></ul><ul><li>Splash Pages </li></ul><ul><li>URL Structure </li></ul><ul><li>Using Ajax </li></ul>
  10. 10. Start with these considerations… <ul><li>Budget and scope for search </li></ul><ul><li>Start with search at the onset of all design and dev discussions </li></ul><ul><li>Include search as both a business and technical requirement </li></ul><ul><li>Build a business case if necessary – there is always a risk of losing dollars from natural search equity in every redesign </li></ul><ul><li>Don't remove content that supports coveted rankings without assessing risks first </li></ul>
  11. 11. Focus on strong benchmark analysis, followed by post-launch reporting <ul><li>The following data points can be used as benchmark metrics: </li></ul><ul><ul><li>Ranking visibility </li></ul></ul><ul><ul><li>Traffic volume from search </li></ul></ul><ul><ul><li>Volume of various defined actions </li></ul></ul><ul><ul><li>Revenue generated from natural search </li></ul></ul>Before launch After launch
  12. 12. Ensure that Flash is both crawlable and indexable <ul><li>Factor: </li></ul><ul><li>Valuable website content is implemented using Flash technology </li></ul><ul><li>Implications: </li></ul><ul><li>Search engine spiders cannot read content or follow links implemented in Flash </li></ul><ul><li>Best Practices/Action Required: </li></ul><ul><li>Implement a static HTML, low-bandwidth version of the website that mirrors the content within your Flash files </li></ul><ul><li>Implement user-agent detection to deliver the HTML site to spiders and the Flash version to human visitors </li></ul><ul><li>Alternative Practices: </li></ul><ul><li>Break up the Flash movies into smaller components and lay the SWF files into optimized, linked HTML pages with unique URL’s </li></ul>
  13. 13. Ensure that Ajax is both crawlable and indexable Factor: AJAX, or Asynchronous JavaScript and XML, is a web development technique used to load content from a server without changing pages. AJAX relies heavily on JavaScript to display and swap content. Implications: Search engine spiders generally cannot read AJAX content. Implementation could block content visibility to spiders. Best practice/Action required: Use AJAX selectively, primarily for supplemental content associated with low search volumes. Alternative Practices: Create a static, spider friendly version of your site that includes content from within your JavaScript.
  14. 14. Use site language that is consistent with the user's perception of your product or service Industry Language Oral care Oral health Locate dental professional Good oral hygiene Oral hygiene Good Oral hygiene Whitening Battery-powered toothbrush Kid’s toothbrush Professional whitening system 148 5,232 10 190 5,155 190 5,075 145 592 670 17,407 Search Volume per month Consumer Language Dental care Dental health Find a dentist Dental hygiene Dental hygiene Personal hygiene Tooth whitening Electric toothbrush Child toothbrush Tooth whitening system 188,818 74,588 29,525 24,558 24,558 17,670 146,212 16,522 835 6,205 529,491
  15. 15. Avoid the creation of URL canonicalization issues <ul><li>Factor: </li></ul><ul><li>Canonicalization is the process of picking the best URL when there are several choices, usually referring to the homepage of a website. </li></ul><ul><li>Implications: </li></ul><ul><li>Search Engines may not pick the client-preferred URL, rather the one they determine to be most relevant. </li></ul><ul><li>Best practice/Action required: </li></ul><ul><li>There are a few ways to ensure that the proper URL is indexed: </li></ul><ul><li>Consistent linking: </li></ul><ul><li>When linking to on other pages within the site, always use this method </li></ul><ul><li>When requesting links from other sites, always point to if using this method from the example above </li></ul><ul><li>Use 301 Permanent redirects on the web server </li></ul><ul><li>Redirect the non-www homepage to the www version of the homepage Use the canonicalization tag </li></ul><ul><li>Viewed as the same by most search engines: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  16. 16. Set up a URL redirection plan <ul><li>In just about every redesign project, at least some content is removed, and URLs go away </li></ul><ul><li>Redirection helps the engines and users to point them to the most similar page on your site </li></ul><ul><li>Important to spend time mapping map out which URLs are going away, and where they should be pointed </li></ul><ul><ul><li>Ex. site map, home page, custom 404 page, similar new page of content </li></ul></ul><ul><li>Don't sit on the plan -- execute it on the day or evening that a site is pushed out of production </li></ul>
  17. 17. Consider a relational approach to architecture, as opposed to &quot;top-down&quot; Creating experiences that meet the unique needs of each visitor Dog Breed: (category total: 611,743 monthly searches) Standard Schnauzer Type of Dog (70,197) “ hunting dog” (15,892) “ Fancy Dog Bed” (5,088) Travel Plans Cheapest Tires Size (61,044) – included small, large, miniature Feeding baby Kittens Both Dog and Cats: both dog and cat owners searched for pictures and names frequently Pictures (955,145) vs. Photo (77,475) Names (390,909) tires Boxer Photos “ hunting dog” <ul><li>Dog Health (143,703) </li></ul><ul><li>> Information </li></ul><ul><ul><li>“ dog health problem/question” </li></ul></ul><ul><li>> Grooming </li></ul><ul><ul><li>“ dog grooming tip” </li></ul></ul><ul><li>> Health/Solutions </li></ul><ul><ul><li>“ dog health symptom” </li></ul></ul>Minivan tires “ Premium Dog Food” (22,358) Cat Breeds (307,140) “ Persian cat” Volkswagen Rims ‘ dog grooming tip’ Cocker Spaniel Puppies Puppy Breed (category total: 1.7 million monthly searches) Mercedes Wheels Kitten Descriptors (63,273) – these included cute, baby, kitten color 5Zigens Wheels Cat Breeds (307,140) Kitten Breeds (119,383) Sweet rims Cat Behavior (21,782) Cats (72,640) “ older cat care” Travel Expedition
  18. 18. Educate your organization about search <ul><li>Start by convincing your team of the value of SEO </li></ul><ul><li>Convince your Project Managers to budget time for SEO education, and SEO related tasks </li></ul><ul><li>Create and distribute a PowerPoint deck or handout with an overview of SEO for everyone on your team </li></ul><ul><li>Integrate SEO training into each phase of the project, specific to that phase </li></ul><ul><li>Present a list of technical obstacles of your current site, and how they could be remedied, to your team </li></ul><ul><li>Teach that SEO is an on-going process, not a finite task   </li></ul>
  19. 19. Determine which types of digital assets make sense, and create a place for them   <ul><li>The days of ten blue links are gone </li></ul><ul><li>Universal search leverages various asset types </li></ul><ul><ul><li>This includes images, video, social status, news, etc </li></ul></ul><ul><li>Focus on the most appropriate asset types, depending upon your vertical </li></ul><ul><li>Ensure that your new site design has a place to accommodate these asset types </li></ul><ul><li>Optimize and distribute assets both internally (within your public facing site) and externally (locations outside your domain like social networks, feeds, etc) </li></ul>
  20. 20. Implement RSS feeds for various types of content distribution <ul><li>Factor: </li></ul><ul><li>RSS (which, in its latest format, stands for &quot;Really Simple Syndication&quot;) is a family of web feed formats used to publish frequently updated content such as blog entries, news headlines or special promotions. A great way to easily syndicate your content to website owners. </li></ul><ul><li>Implications: </li></ul><ul><li>RSS feeds give full control to the publisher. The big benefit to RSS is that individuals opt-in to content of interest, totally controlling the flow of information that they receive. Not to mention it is a great way to share your information with other site owners for virtually nothing. </li></ul><ul><li>Best Practices/Action Required: </li></ul><ul><li>Provide users with fresh relevant content specific to your industry </li></ul><ul><li>If you can break up frequently changing content into specific groups it may be more appealing for others to subscribe </li></ul><ul><li>Keep the information short but descriptive, tempting users to visit your website for more information </li></ul><ul><li>Make sure to syndicate your feeds </li></ul>
  21. 21. Use search data and ask search questions when developing personas
  22. 22. COMBINED INSURANCE + ICROSSING designing for visibility
  23. 23. Combined’s Web Strategy <ul><li>Improve brand awareness </li></ul><ul><ul><li>Leverage the internet as a vehicle that brings our brand and products to life for new and existing consumers </li></ul></ul><ul><ul><li>Inform interested candidates about the company and encourage applicants </li></ul></ul><ul><li>Improve user experience (new and existing customers) </li></ul><ul><ul><li>Design a wireframe with intuitive navigation </li></ul></ul><ul><ul><li>Develop content that is clear and easy to understand (no “insurance speak”) </li></ul></ul><ul><ul><li>Ensure visitors are one click away from anything </li></ul></ul><ul><li>Improve Natural Search Optimization (NSO) </li></ul><ul><ul><li>Provide a means for consumers to find us via search engines </li></ul></ul><ul><ul><li>Improve our position over the competition </li></ul></ul><ul><li>Drive lead generation via a strong “call to action” </li></ul><ul><ul><li>Increase web leads </li></ul></ul><ul><ul><li>Increase inbound calls </li></ul></ul><ul><ul><li>Optimize sites pages for improved PPC performace </li></ul></ul>
  24. 24. Project goals <ul><li>Primary goal </li></ul><ul><li>Drive more qualified leads </li></ul><ul><li>Secondary goal </li></ul><ul><li>Help existing customers find what they need </li></ul><ul><li>Success measures </li></ul><ul><li>Captured leads, qualified leads, converted leads </li></ul>
  25. 25. The project <ul><li>Challenge: Provide a meaningful experience for users searching for supplemental insurance, and enabling ease-of-use for existing customers, while staying true to the attributes of the Combined Insurance brand. </li></ul><ul><li>Goal: Connect with prospective applicants to drive online leads, assisting current customers meet their needs, educating on the subject of supplemental insurance </li></ul><ul><li>Metrics: Increase in visitors, leads, follow-ups with existing customers (reduction in call center load) </li></ul>
  26. 26. The solution <ul><li>Our approach: Combine in-depth market research with search analytics to drive the architecture, creative and search strategy for the new </li></ul><ul><li>iCrossing believes: If you truly understand what people are looking for and how they search for it, you can create online experiences that deliver on promises and engage the user at every step of the customer journey </li></ul>
  27. 27. THE PROCESS designing for visibility
  28. 28. The process: envision Develop User Experience Strategy Brief Conduct keyword research Conduct user research Interview 5 – 7 stakeholders including UK representative Gather existing & new research data / define hosting needs Envision Gather business, brand, user insights, and search data Elaborate Create site framework, design and development, page build Execute QA testing, deployment
  29. 29. The process: elaborate Establish hosting environment Develop visual design Create site map and wireframes Develop creative concept Baseline search metrics Create copy deck Envision Gather business, brand, user insights, and search data Elaborate Create site framework, design and development, page build Execute QA testing, deployment Develop test strategy
  30. 30. The process: execute Ongoing measurement and optimization Envision Gather business, brand, user insights, and search data Elaborate Create site framework, design and development, page build Execute QA testing, deployment Deploy Interest2Action Deploy new site Execute QA tests
  31. 31. THE RESEARCH PROCESS designing for visibility
  32. 32. Understanding the Combined Insurance audience <ul><li>Linguistic profiling: We provided Combined Insurance with an in-depth understanding of the vernacular used within their target categories by mining search data and applying proprietary algorithms to the data </li></ul><ul><li>Competitive search landscape: We defined competitive set and identified opportunities to capture market share in the search landscape </li></ul><ul><li>Interviews: Extensive interviews were conducted with audience targets on how they chose insurance products, their impressions of the Combined Insurance brand, and how they behaved in an online environment </li></ul><ul><li>Experiential mapping: Using our primary research methodology, we defined current research and decision-making processes, identifying barriers and trigger moments; we also mapped keyword landscapes to the process to ensure laser-like campaign targeting </li></ul><ul><li>Personas: Customer interviews and search-informed experience mapping were synthesized in a collection of personas expressing needs, frustrations, values and behavioral tendencies to inform development of the online experience. </li></ul>
  33. 33. Personas & journeys Identified Primary and Secondary Personas : collaborative exercises produced four primary and one secondary persona Developed Journeys for Each : online and off-line interaction points, primarily preceding enrollment Prioritized Content and Features: established a hierarchy of requirements based on customer value, business value and development complexity/cost
  34. 34. Commonalities that show what users want <ul><li>Behavioral modes </li></ul><ul><li>Browser </li></ul><ul><li>Hunter </li></ul><ul><li>Communicator </li></ul><ul><li>Tracker </li></ul><ul><li>Investigator </li></ul><ul><li>Skeptic </li></ul><ul><li>Decider </li></ul><ul><li>Problem-solver </li></ul><ul><li>What they want </li></ul><ul><li>Assistance </li></ul><ul><li>Advice </li></ul><ul><li>Education </li></ul><ul><li>Protection </li></ul><ul><li>A personalized experience </li></ul><ul><li>A 2-way dialogue </li></ul><ul><li>Value </li></ul><ul><li>User types </li></ul><ul><li>Insurance believer </li></ul><ul><li>Reluctant researcher </li></ul><ul><li>Enthusiastic learner </li></ul><ul><li>Directed shopper </li></ul><ul><li>Insurance manager </li></ul><ul><li>Online streamliner </li></ul>
  35. 35. <ul><li>In a user’s words—based on the six primary things the site can enable </li></ul>Defining an action architecture for guide me teach me protect me connect me assist me engage me <ul><li>Assist me – “I’m short on time. I’m hunting for...hurry and help me…” </li></ul><ul><li>Guide me/advise me – “I need help finding the right solution.” </li></ul><ul><li>Protect me – “Show me that you can protect me and my family.” </li></ul><ul><li>Teach me – “Prove to me why I should trust you, your expertise, and your products.” </li></ul><ul><li>Engage me – “Give me reasons to use the site beyond research and purchase.” </li></ul><ul><li>Connect me – “Let me interact with you in the way that I choose at any moment.” </li></ul>
  36. 36. Creating a relational architecture to satisfy specific users’ search queries <ul><li>“ Let’s Make It Easy” </li></ul><ul><li>The overall tone of the new website was to be “Let’s Make It Easy”, focusing on the needs of help users who need supplemental insurance, as well as serving existing customers who need help </li></ul><ul><li>“ Findability” is a usability issue </li></ul><ul><li>Whether it was a new user coming from a search engine, or an existing user seeking information on their own policy, relevant information had to be equally represented on the site and equally “findable” through the search engines </li></ul><ul><li>Delivering on the search “promise” </li></ul><ul><li>The traditional idea of creating one primary homepage had to be modified to accommodate multiple points of entry that resulted from searches on a variety of insurance options and needs </li></ul>
  37. 37. What did we do? We interviewed 12 Combined internal Stakeholders, performed a competitive review of 5 different sites, and leveraged dozens of research and data sources.
  38. 38. Input sources <ul><li>McKinsey Brand Idea Deck </li></ul><ul><li>Buffalo Learning Summary </li></ul><ul><li>Developed personas </li></ul><ul><li>Stakeholder interviews </li></ul><ul><ul><li>Chief Marketing Officer </li></ul></ul><ul><ul><li>Vice-President, Marketing </li></ul></ul><ul><ul><li>Assistant VP, Database Marketing </li></ul></ul><ul><ul><li>Systems Developer, IT </li></ul></ul><ul><ul><li>Assistant VP, Marketing </li></ul></ul><ul><ul><li>Financing Services (Lead Processing) </li></ul></ul><ul><ul><li>Director, Insurance Services (Claims) </li></ul></ul><ul><ul><li>Graphic and Marketing Assistant </li></ul></ul><ul><ul><li>Vice President, Customer Service </li></ul></ul><ul><ul><li>Vice President, Application Services, IT </li></ul></ul><ul><ul><li>Senior Vice President </li></ul></ul><ul><li>Forrester </li></ul><ul><li>Hitwise </li></ul><ul><li>eMarketer </li></ul>Combined Inputs iCrossing Inputs 3 rd Party Inputs Staffers <ul><li>Linguistic analysis and experience mapping (in progress) </li></ul><ul><li>Obstacle analysis report (in progress) </li></ul><ul><li>Competitive position analysis report </li></ul><ul><li>Content evaluation </li></ul><ul><li>Competitive analysis </li></ul>
  39. 39. Methodology - how we approached the challenge 5. Keywords are classified/structured into relevant categories based upon criteria E X T E N D Seed Concepts Generate Keywords C A T E G O R I Z E Calculate Volumes R E S E A R C H Analyze Findings A N A L Y Z E S T R U C T U R E Classify Keywords 1. Seed concepts are established upon business needs and requirements 2. Keyword lists are generated through various extensions of seed concepts 3. Keywords are analyzed and annual search volumes are calculated 4. Search universe is analyzed. Criteria is established to define nomenclature patterns Identify Patterns 6. Dissect the keywords and findings to determine any unique/emerging patterns I D E N T I F Y Find Solutions 7. Formulate recommendations based upon findings mapped to business needs R E C O M M E N D
  40. 40. Category Breakdown Type 767 Searches Detail 2,003 Searches Geography 841Searches General 1,009 Searches General 6,498 Searches All Categories 24,512 Estimated Searches Supplemental Insurance 7,369 Estimated Searches Government 2,249 Searches Brand 536 Searches Type 2,354 Searches Disability Insurance 11,998 Estimated Searches Product keywords were used to generate a list of 349 search terms related to Combined Insurance’s business *Note- The total of the classification search volumes is higher than total category search volume due to the overlap of terms between classifications. **Sub-categories shown have estimated search volumes > 100 Information 730 Searches Gap Insurance 4,038 Estimated Searches Disability Income 846 Estimated Searches Type 722 Searches Type 217 Searches General 1,660 Searches Who? 818 Searches Loss of Income 148 Estimated Searches Information 219 Searches General 191 Searches Who? 369 Searches Brand 313 Searches Information 322 Searches Organization 191 Searches Who? 170 Searches Action 121 Searches Government 213 Searches Why? 152 Searches Geography 113 Searches Detail 122 Searches Who? 104 Searches Low Income 113 Estimated Searches
  41. 41. <ul><li>The topics of Disability Insurance and Supplemental Insurance were the main drivers in this analysis </li></ul><ul><ul><li>Searches with keywords pertaining to General Descriptions and Types of insurance were present in a majority of the searches </li></ul></ul><ul><ul><li>Combined Insurance can capture the consumer searching for insurance by employing SEO strategies for the general terms and optimizing their website for various types of insurance search terminology </li></ul></ul>Example: Classification
  42. 42. <ul><li>Consumers searched for specific types of insurance when looking into the “supplemental insurance” category </li></ul><ul><ul><li>18% of the searches contained the keyword “health” </li></ul></ul><ul><ul><li>“ dental” was only applied in 5% of the searches </li></ul></ul><ul><ul><li>Combined can improve their visibility by applying NSO optimization to develop content around the general term health when referring to supplemental insurance </li></ul></ul>Example: Classification > Supplemental Insurance > Type
  43. 43. THE CREATIVE RESULTS designing for visibility
  44. 44. Old Global Wireframe
  45. 45. New Global Wireframe
  46. 46. A creative solution: one brand supporting many user intentions, including search engine traffic Where search intention is met with relevant answers: High ranking pages get straight to the heart of what searchers are seeking Findability is a usability issue: Both new visitors and existing customers can find what they are looking for, faster Delivering on the search “promise”: Multiple points of entry create a relevant and engaging experience
  47. 47. Search drives the experience Interest: Supplemental Insurance Interest: Supplemental Health Insurance Specific branding and content Multiple points of entry reflect the expressed intent of a users’ search
  48. 48. Action-based vernacular reflects user goals Find > Browse > Learn > Connect
  49. 49. THE PERFORMANCE RESULTS designing for visibility
  50. 50. YOY Interactive Results – 2008 to 2009 <ul><li>Unique visitors = up 34% </li></ul><ul><li>Search Visits = 35% of all traffic (NSO represented 20%) </li></ul><ul><li>Natural Search Optimization efforts increased keyword visibility YOY by 46% </li></ul><ul><ul><li>Breakout by type </li></ul></ul><ul><ul><ul><li>Branded keywords up 47% </li></ul></ul></ul><ul><ul><ul><li>Non-branded keywords up 84% </li></ul></ul></ul><ul><ul><li>Top non-brand keywords – supplemental insurance, disability insurance and accident insurance </li></ul></ul><ul><li>25K+ on-line applications captured in the new Applicant Tracking System (June 8 through December 31, 2009) </li></ul>
  51. 51. Paid Search Increased keyword click-through rate by (CTR) by 45% YOY while reducing cost per acquisition (CPA) by 40%
  52. 52. Search - “supplemental insurance”
  53. 53. Search - “supplemental insurance”
  54. 54. Ranking visibility – before and after Ranking visibility, old site Ranking visibility, new site
  55. 55. Takeaways and discussion points <ul><li>“ Top down” vs. relational approach </li></ul><ul><li>Market research </li></ul><ul><li>Findability as a usability issue </li></ul><ul><li>Search analytics </li></ul><ul><li>Personas and journeys </li></ul><ul><li>Challenges of search informed design </li></ul><ul><li>Business cases for search in design </li></ul>
  56. 56. THANK YOU ANA Digital Marketing and Social Media Day January 27, 2010 Hope Ross Account Director iCrossing [email_address] Rob Garner Strategy Director iCrossing [email_address]