Web Site Strategy Development

Posted by admin
September 5, 2009
Problem to Solve Over the past few years, this leading software company's Web site had developed several key problems. Target users - software developers, IS executives and networking professionals - complained that finding required information was too difficult. The volume of individual Web pages had swollen to tens of thousands. A different graphical look and navigation was created for each individual product line, creating fragmentation of company image. "Silo" sites were proliferating across the company for disparate business processes, such as commerce, support and marketing. In short, the Web site needed a major revamp. The client hired Cognitiative to lead the effort to develop a new Web site strategy and to redevelop and deploy their Web site.
style="font-family: Arial, Helvetica, sans-serif;">Objective It was determined through preliminary research that the site should be organized to address customer segments, based on their job roles. On the front page of the site, visitors were able to select from several pathways to find the content most relevant to their job task. The objectives of the site included: build relationships with customers, prospects and suspects; pull visitors through the purchase decision cycle; create repeat visits; provide a vehicle for customers to get the latest information; create a content update methodology to enable easy updates; and reinforce the company brand. Description Cognitiative and the client developed Web site strategies to be employed in the Web site revamp. In collaboration with the client, Cognitiative created a working prototype of a new Whole Experience Web site. Upon completion of the prototype, usability research was conducted to test the new site's content and functionality. Cognitiative then executed a multi-month, multi-phase Web site workplan that addressed content development, legacy content migration, graphical design, technical development and project management. Deliverables Many deliverables were created throughout the process, including:
  • Strategic plans
  • A working Whole Experience site prototype
  • Alpha and beta test findings
  • Usability research findings
  • Web site content
  • Technical specifications and site design documents
Results Company has clearly addressed the unique needs of target market segments, as evidenced by the Usability Research findings. Company has a new content publishing model that enables the distribution of content development responsibility throughout the product marketing and development groups. Company has better data on site visitors and can now track frequency of visits.
Business

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