The 543 Group

The Devil Is In The Details

We are able to build Websites usually faster than the content for them can be approved, and then sometimes clients wonder why a site can take a while in the later stages to be totally completed.  One really good reason?  Browser testing.  Every site we build is tested not only in all of the current predominant Web browsers and versions, but often emerging browsers such as Chrome is right now.  The real challenge is how far BACK to go with browser compatibility.  

As the chart above indicates, the market share for browsers shows that Version 6 of Internet Explorer actually has the largest percentage at present, even though most would not necessarily know or believe that.  Conversely, look at how fast adoption of IE Version 8 is happening even though it has only been out a short while (credit Windows 7 for that, in part).  And, once a new Website is completed and launched, there are usually  new versions or browsers out shortly thereafter that also should be tested to see if they result in any site anomalies. 

We work to make sites as 'future proof' as possible based on our code structure, but it is not usually viable to plan for a site to work perfectly in every version of every browser available.  There are scores of them going back many years, some of which will not support the latest types of engaging content desired very well.  So the next time someone asks why the last stage of launching a site takes a while, tell the devil really is in the details - browser testing, metadata, optimization for organic search, etc.  Lots of companies can build Websites.  Properly structured and coded sites tested to perfection takes a little longer, but it's worth it.
 

Objective and Subjective ROI

Every client or prospect we work with today is asking the same question:  "How do we improve ROI on what we are doing?"  And, more importantly, they want to know how to measure ROI for all their marketing investments, online or off.

I'm fond of saying that, with online marketing, everything is measurable, and it is true, if the strategy is set up correctly and it includes the expected ROI and a pre-determination of how that ROI will be measured.  What cannot be totally guaranteed is that everything is completely measured objectively.  Branded manufacturers will say that is it almost impossible to measure direct ROI from online marketing efforts because they are a step or two removed from the actual customer who purchases through their distribution channels.  Coupons, offers, coded registrations and special online 'extras' are often not sufficient to know the extent of how well efforts are working,but they are good options.  Sometimes companies simply need to look at spikes in sales activity as one objective measure of success, although it may be due to a variety of factors including the mix of online and offline marketing and sales activity.

What is in the control of any company marketing on the Web is how well its online experience conveys its brand, its differentiators, and its value propositions.  Google and Yahoo! and Apple did not get where they are through poor online experiences - it is precisely their ease of use and rapid delivery of that which they promise that compels millions to beat a path to their door.  Shaw Floors may not be able to know precisely the degree to which their online simulation that places their products on a photo of your home interior drives sales, but they can know their online experience is likely to foster a stronger brand affinity than that of their competitors.  Any catalog retailer who has a great selection and fast-loading large photos but has a lousy online shopping cart and payment process is likely to see a reduction in orders offline as well.  Why does every major auto manufacturer offer almost the exact same type of online experience and functionality now?   Because they needed to do so to level the playing field.  Prospective customers start on the Web and the experience better be good or they'll go somewhere else.

Every touchpoint matters and leaves an impression.  It's like a music system that only sounds as good as its weakest component.  If there is any area of your online experience that suffers, the total impression is likely to suffer.  And the impact of a brand's online experience does not have to be subjectively evaluated; it can be measured through Website satisfaction surveys or even page-specific 'Was this helpful?' inquiries. 

The actual value of a highly engaging and flawlessly executed online experience?  Priceless, for any company serious about growth and customer satisfaction.   

Does 2.0 Enhance Your Brand Experience?

I recently was involved in two research efforts that looked at the effectiveness of specific Web 2.0 features various brands include in their online experiences.  While many of these types of content and functionality do not, in my opinion, really fall into the Web 2.0 category, it is worth considering how many of the following might reach and engage prospects and customers better and should perhaps be a part of your own online marketing strategy:

• 360 degree spins and alternate views
• Blogs
• Color swatching/colorizing
• Designing your own 'product' or look and mixing and matching components
• Interactive catalogs
• Mobile commerce
• Monogramming or engraving tools
• Microsites
• Personalized messages embedded in the Website based on embedded cookies
• Product tours - interactive or linear playback
• Quick looks and rollover views or fast zoom in, etc.
• RSS feeds
• Shop by category - type of room, outfit, look, etc.
• Stored personalization through areas like My Account, My Profile, or site favorites
• URL and Widget sharing - also embedded on other sites
• User rankings and ratings and comments and feedback
• User-generated visual content - photos/video/audio/graphics
• Videos - used for demonstration, advertising, merchandising, or other promotion
• Videos based on user remixed content
• Visual filtering and advanced search on product features or actual visual product configurators - often referred to now collectively as RIA or Rich Internet Applications
• Web to print
• Wikis

The key is not that any of the above site enhancements are generally more effective than others, but how effective any in particular may be to reach and engage your visitors to compel them to make a purchase or otherwise take the actions you desire as a result of your investment in online marketing.  And the key to that determination is how you measure their effectiveness.

I have said many times that almost every action online can and should be measured.  And how you measure is just as important, so your business can know as precisely as possible that specific new content or functionality enhancements, or online advertising or search or database efforts, or any online marketing initiative, led to direct increases in purchases, average order size, upsell incidence, site traffic, time spent on site, or other key metrics that provide upper management with the ROI they likely require for all marketing.  Did visitors click through from that e-mail campaign? Did they go to the new rich media demo that was promoted on the home page?  Did they watch all of it and then click to learn more, or leave after ten seconds?  Did they send a referral to their friends, or leave positive feedback on their customer service experience?  These and many like them are the right questions to ask.

When you have a strategy supporting every online brand experience and marketing component, and a plan for measuring, analyzing, and learning from the ROI from each, then you can know what Web 1.0 components are working well, which are not, and what new or Web 2.0 features should be considered.

Showcasing Assets

The 30-second TV spot may not rule the world of marketing anymore, but a large compelling first impression on a Website still has considerable value.  The folks at Exclusive Resorts leverage high-resolution video, rich photography, and even a familiar song to immediately engage visitors in their vacation properties.

Exclusive Resorts

While keeping navigation clean, unobtrusive, and to a minimum, they allow a large 'showcase' area of the site to be dedicated to the featured content that will be the most appealing and inviting for visitors.  The cost of belonging to this club may not be as inviting, but the site engages visitors long before they get to that information.

Marrying Information Design & Rich Media

The Theban Mapping Project is a newer example of what is now possible online.  It begins with a rich information architecture that seamlessly blends scholarly articles, 3-D mapping with extensive zoom and pan features, and rich media vignettes, amongst many other elements, to deliver a rich interactive atlas for the Valley of the Kings and the Theban Necropolis.

Theban Mapping Project

The team at the American University in Cairo is to be commended for their efforts to place this extensive academic resource online.  It also provides a solid lesson for any information architect on how to blend unique media types into a seamless presentation.