2. 2
UX OBJECTIVES
http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
1. Adapting website to its personal branding strategy & values:
Awareness + association of Nico Luce's image with Yoga.
2. Enhance website usability and functionality: Customer
engagement and loyalty.
3. Upsurge Worldwide Accessibility (e.g.computer, mobile, tablet,
etc.) by creating:
a. An App taking advantage of mobile features
b. Create a responsive website
5. Evolve and transform the purpose of the website: Not only
information point income generator for Nico.
3. STRATEGIC INITIATIVES
1. Go Mobile Accessibility + Website functionality. Options:
Creating App: Video yoga tutorials + Online yoga classes for people
around the world customers engagement Customer generation.
Responsive Web Design: Optimizing viewing experience ease of
reading and navigation across a wide range of devices and screen sizes.
Adapting the website layout to proportion-based grids and flexible images.
2. Optimizing website content Organizing useful and relevant information
to support website usability and findability
Build an Individual landing pages for each Yoga area of expertise.
Enhance Blog Design and Content: customer interaction
Re-design Events landing page: information about workshops,
retreats and teacher trainings (program, schedule, location)
http://en.wikipedia.org/wiki/Responsive_web_design
4. STRATEGIC INITIATIVES
1. Interaction: Website and Social Media Profiles Maximizing exposure.
Including Social Media and Share buttons
Integrate Social Media when a user book an event or to share an article
from the blog
Share User-generated Social Content on the blog site
Offer Social Sign-In
http://blog.sumall.com/journal/integrate-social-media-e-commerce.html
4. Transform the website into a revenue generator Enhance UX
(increasing services offered)
Provide online registration for events and payment services.
Offer online yoga lessons
Create a membership or loyalty program for access to extra
content and services
5. RE-DESIGNING THE WEBSITE
Area about Nico
Luce leading to
“about me” landing
page
Product buttons
Promoting Up-Coming
Events
Product buttons
Blog Link
• Transforming homepage into a shop window for the whole site
• Adding contrast product buttons to emphasize the product-navigation flow to user
• Divide supportive content into structured guide area and feed-like blog area
6. GUIDE AREA EXAMPLE
Best practice example – site Yoga.com:
User can navigate by filtering the materials by goal, level of difficulty, duration etc
7. TESTING THE NEW DESIGN IMPLEMENTED
Mouse tracking heat maps can help us analyze
the behavior of the real visitors of the site,
with most and least attention areas
• Tools such as ClickTale allow us to see the
video recordings of each individual visitor
session
• It is especially instrumental to test the
navigation and interaction with different page
elements
8. ONE YEAR MARKETING PLAN: Executive summary
Target audience mainly educated women between 25 - 55 years old
Three goals for online strategy:
1. Increasing traffic through website
2. Increasing community in social networks
3. Maximizing number of attendees to the upcoming events
UX optimizing the following areas:
• Content strategy
• Functionality
• Platform
• User interface and usability
Timeline: Within a span of one year
9. TARGET MARKET
Target market women between 25 - 55 years old
• Well educated + middle income bracket
• Mostly in North America and Europe
• Not all of them are experienced practitioners
• Retreats bring people who wants vacation and yoga
together
• Workshops are about knowing more about techniques
and in depth classes
• Teacher’s training is the next step 1/3 students do not
end up teaching yoga.
78
%
22
%
Women Men
70%
30%
25-55 y.o. Other ages
10. HOW TO ENHANCE USER EXPERIENCE (UX)
• Individual landing pages Each yoga area of expertise
• relevant content connecting with users needs
• Creating call to action
•
• Favicon Helping identify the site within browsers.
• Offering logistic support for retreats hotels and travel
• #videos + pictures + comments (e.g. prior retreats stories)
• Adding references+reviews+benefits Trustworthiness
Transparency
Engagement
11. ONLINE MARKETING STRATEGY (I)
Optimize website using SEO techniques such as:
• Friendly URLs
• Creating unique content
• Participation in blogs/forums
• Social media actions Customer Interaction Followers.
12. ONLINE MARKETING STRATEGY (II)
Optimize website using SEO techniques such as (II):
• Creating high quality landing pages
• Redesign a web responsive design
• PPC advertisement: Cost effective + Controlling spending (only paying when
someone clicks on the ad)
• customers for referrals = Confidence Awareness
13. ONLINE MARKETING STRATEGY (III)
• Relevant content related to yoga (Potential Cross-selling)
• Creating a call to action button:
(e.g. “subscribe today,” “your free trial” or “book now”)
14. ONLINE MARKETING STRATEGY (IV)
• Offering free yoga pass on website: Service + Conversion rate
• Google Display Network: Nico’s adds impressions within
websites related with Yoga + websites with big traffic
• Email marketing: High reach, Flexibility, Low risk and Low cost.
• YouTube Pre-Roll campaigns in stream or In display that
appears before a content. Limiting budget = CPV
15. MARKETING PLAN TIMELINE
Campaigns March April May June July August September October November December January February
Online
SEO (Ongoing) X X X X X X X X X X X X
Create high quality landing page X X
Redesign web responsive (desktop) X
Create web responsive (Mobile) X X
Add PPC advertising X
Ask for Referral online & offline (Ongoing) X X X X X X X X X X X X
Add relevant content (Ongoing) X X X X X X X X X X X X
Offer free yoga pass (promotion one month
before Teachers training and retreats*) X X X
Create call to action button X
SEM (GDN & Ads within the search page) X X X X X X X X X X X X
Email Marketing (ongoing) X X X X X X X X X X X X
Create Youtube ad (Pre-roll, instream and In-
display) X X X X X X X X X X X X
* Retreat: March 5-19, April 4-11 and July 18-25
* Teachers training: 200 hr (starting Feb till April) and 300 hr (Starting March, May, July till Sept)
16. 16
DIGITAL MARKETING PLAN: BUDGET
http://www.arcovia.com/documentacion/precio-diseno-pagina-webhttp://www.arsys.es/marketing/email/precios http://www.onvideo.es/soluciones
Prices sources consulted (example from Spanish market)
18. KPI’S & MEASUREMENT TOOLS
KPI’s
1. Click-through Rate: In order to track traffic
2. Cost-per Click: in order to measure the
traffic as well as established budget control
If site is used as an income generator: we could
consider two additional KPI’s: 1) Conversion
Rate 2) Cost Per Acquisition (CPA),
Measurement Tools
1. Google Analytics: permits us to check the
web)
Also allows us to control the functionality of the
website on mobile devices and tablets.
Allows us to see from where our clients are
accessing our webpage
We can use this to track the speed analysis and
functionality of our website.
2. Google Adwords Platform
19. nicoluce.com®
“The body is the bow and the asana is the
arrow. The target is the soul” (BKS Iyengar).
THANK YOU!!
