BrandNexus is my personal blog. Through this blog I will publish a series of digital and social
media posts. This series will cover design, tools, technology and other marketing tactics
relevant to digital and social media. The views posted here are my own and do not reflect
those of my employers or clients.
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There are several tools you can use to evaluate your site’s performance. You can star by analyzing data from your standard analytics tool (Google Analytics, Omniture, etc). In addition, I would recommend using analysis tools that help understand on page behavior (Clicky, Crazy Egg, etc). If you want to better understand content usability and expectations you can conduct an online card sorting exercise using relatively inexpensive online tools (optimalsort.com, websort.net, etc). You could do a survey of your users but this usually not very effective. Finally, you can conduct a more advanced eye tracking study but I would only recommend this investment only if you are building a major enterprise level website ($400k to $1m).
So, the standard approach to evaluating site performance for purpose of web redesign is as follow: 1) gather the data/information using the tools above, 2) conduct a competitive/landscape analysis and 3) use a digital strategist to interpret results and make specific usability/design recommendations.
There is no better communication tool than a well done infographic. Here are my to five internet related infographics.
The Spectrum of User Experience
Internet Speeds and Costs Around The World
Google Acquisition Map
The Hierarchy of Digital Distractions
Web Trends Map
While conducting a competitive audit of the financial services industry for a client I came across a campaign that does a superb job at integrating print, search and display advertising. The campaign was deployed by T. Rowe Price (TRP)—by the way, I have no association with TRP or any of its agencies. The campaign supports two lines of business: mutual fund and retirement services. It is glued together by a web of well thought-out landing pages, unique toll-free numbers and tracking codes. These allow TRP to segment its audience, deliver unique value propositions and track performance of different channels as well as creative. I will give you a visual breakdown of the campaign starting with the TRP landing pages before analyzing print, banner and search ads.
Landing Pages
Each ad sends users to a unique landing page or URL. The messaging on the ads and the landing pages works seamlessly. Great content is included for those looking to learn more about the brand and its products. Unique toll-free numbers are displayed for those users further along the conversion funnel.
Print Ads
The print ads are nicely done. They include both unique landing pages and toll-free numbers. TRP should have tested different creative approaches, though. Based on research I recently read, the use of images on financial services advertising results in higher conversion rates.
Display (Banner) Ads
For this campaign, TRP took a contextual approach to its digital media. I am sure the media plan included behavioral and retargeting buys as well. The ads were created by the book. The include message segmentation and unique toll-free numbers. Each ad is tied to a unique landing page.
Search Ads
TRP’s paid search campaign was built around a robust keyword list. The ads include clear value propositions and a call-to-actions. Ads placed within the three top positions for all keywords. I would have done one thing differently, though. I would have used DNI scripts to dynamically generate Toll-free numbers on landing pages
Putting All Together
The image below demonstrates how the campaign comes together through TRP’s website and its landing pages.
What About TV?
Interestingly, TV ads have been running concurrently with the campaign above. However, these ads are not tightly integrated with other channels. Viewers are not directed to unique landing pages and a general toll-free number is used. Also, the messaging is not inline with other ads. I imagine that, as usual, TV advertising is handled by a different agency or team.
The chances of a viral ad becoming an effective brand vehicle are similar to those of a high-school basketball student making it into the NBA. By the way, viral ads are those that propagate through email and/or social networks rather than paid media channels. Here are five viral ads that have made the cut.