The document discusses elements of a successful web development process for redesigning a website. It outlines the key steps as assess, analyze, strategize, plan, and execute. Under each step, it provides examples of activities such as conducting an audit, understanding users, designing strategy, outlining experience and functionality, and implementing plans. It also includes a case study on a video-based campaign to educate farmers and discusses metrics to measure performance and opportunities for improvement.

1. You’re Redoing Your Web Site.
Where Do You Start?

2. Tony Sattler
Interactive Strategy Manager
Kara Cordell
Senior Interactive Producer
Mike Henderson
Interactive Art Director
@swansonrussell

3. What is LAUNCH?
LAUNCHis an education and communication initiative that aims
to bring account teams and clients up-to-speed on new trends
and technologies in the digital space.

4. Elements of Successful
Web Development

5. Assess
Conduct an audit of your current digital landscape,
including investments and capabilities, competitive
offerings, and audience behaviors and needs.
Assess
Analyze
Strategize
Plan
Execute

6. Know Thy User
Useable.
Useful.
Valuable resource.
Empowering.
Emotional.
More valuable brand.

7. Authority Minute

8. Authority Minute
Educate growers and retailers about the best practices in soybean weed
management, including the use of pre-emergence herbicides.
Growers
•
Rely on retailers for input
recommendations
Retailers
•
Highly influential on growers
•
Inundated by traditional marketing
methods and a saturated market
•
Embracing technology in their practices
•
Time is money
•
Embracing technology in their practices
•
Like to talk shop and share their
knowledge with peers
•
Seek education so they can be credible
to growers

9. Analyze
Take what you learn from the assessment phase and apply
various user lenses to uncover insights and opportunities.
Assess
Analyze
Strategize
Plan
Execute

10. Authority Minute
Create an online video series where a host travels the country,
talking with growers and experts in the field.
Why?
•
Non-traditional and engaging
•
Quick format doesn’t require a big time investment
•
Information is more believable when it comes from peers and experts
•
A host will become memorable over time and can be used in other
marketing opportunities

11. Strategize
Design the strategy that will deliver a sustainable competitive
advantage including a set of connected, coherent actions.
Assess
Analyze
Strategize
Plan
Execute

12. Strategic Thinking
Empathy
Engagement
Peace-of-Mind
Relationships
Now?
Can I?
For Me?
Simple?
Context
Content
Community
Conversion

13. Authority Minute
Create a platform that hosts the video content and keeps the audience
coming back to learn more.
How?
•
All videos are publicly accessible
•
Encourage users to create an account to track their video views and win
prizes for watching
•
Create community within the site
•
Site must be accessible from any device

14. Plan
Outline the overall user experience, features and
functionality specifications for development, as well as
resource requirements for execution.
Assess
Analyze
Strategize
Plan
Execute

15. Authority Minute
Determine the User Experience
•
Walk through site access, user scenarios and conversions
Prototype
•
Wireframe
•
Note functional requirements
Validate the User Experience
•
Key user goals are achievable

16. Use Case Scenarios

17. Sketch

18. Wireframe

19. Prototype

20. Execute
Work with creative designers and developers to implement
your strategy and plans. Measure and optimize along the way.
Assess
Analyze
Strategize
Plan
Execute

21. Visual Design

22. Visual Design

23. Visual Design

24. Visual Design

25. Visual Design

26. Visual Design

27. Promote
If You Build It, They Will Come…
…If You Tell Them About It.

28. Promote

29. Promote
• Email
•
Digital Advertising
•
Direct Mail
•
TV
•
Print Advertising
•
Trade Shows
•
Point of Sale
•
Press Releases

30. Elements of Successful
Web Development

31. Measure to Adapt
AUTHORITY MINUTE CAMPAIGN
Analytics Period: January 1– April 30, 2013
6%
ANALYSIS:
1% 1%
ACCOUNTS CREATED
BY SOURCE*
The Authority Minute has generated significant traffic and video views so
far. The rate of growth in registrations and traffic to the website slowed
in April compared to earlier months. This was expected given that there
were no new major outbound communications to recruit registrants.
Also, there were only two new episodes posted during April — both
announced at the same time in a single alert email. Lastly, the move into
planting season likely reduced audience availability for video viewing.
1%
2%
WATCHED VIDEOS
3%
%
The Launch and Follow Up emails along with the direct mail are still the
sources for the most Authority Minute registrations. Additional email and
direct mail outreach scheduled for May and June should help boost site
traffic, registrations and video views.
There are still a few more grower registrants than retailers or
consultants. However, retailers and consultants tend to be more
frequent episode viewers.
12/21/12
Episode 2
12/21/12
Episode 3
Total by
Registrants
Resistance
3,240
1,960
Customized Plan
2,677
1,947
12/21/12
Spring Choices
2,646
1,933
Episode 4
01/29/13
Weed Management
2,036
1,376
Episode 5
01/29/13
Use Rate
2,081
1,386
Episode 6
02/05/13
Weed Disaster Survival
2,641
1,368
Episode 7
02/18/13
Slaying Dragons
1,735
974
Episode 8
03/26/13
The World’s Hungry for
USA Beans
1,080
650
Episode 9
12%
Date of
Video Launch
Episode 1
Email
Direct Mail
Direct Traffic
PR
Referral
Organic
Digital Ads
Collateral
Print Ads
Other
Total
Views
04/04/13
Banter, Buzz and Blisters
853
539
Episode 10
39
Episode #
5%
Source: Google Analytics
*
04/04/13
The Heat’s On: Burndown
905
518
COMPLETE PROFILE BY AUDIENCE*
No new activities beyond the planned email and direct mail are
recommended at this time. Those efforts along with the online viewer
survey should help determine future direction.
30%
35 April
62 March
961 Jan/
Feb
Qty
Received
Open
Rate
Clicks
2,065
787
38.1%
574
72.9%
Opens
27.8%
Received
Unique Visits
Visits
Page
Views
Unique Page
Views
Ave. Duration
of Visit (min)
Returning
Visitors
Bounce
Rate
Mobile
Traffic
600
8,175
17,642
93,238
61,961
8:08
53.70%
32.88%
14%
500
2,255
845
37.5%
728
86.2%
Opens
32.3%
Received
400
1,000
Visits
April 04,
2013
61 April
39 March
864 Jan/Feb
800
728*
Episode 9 10 Email – 29835
Source: Registration File
700
Home Page
Visits
Episode 8 Email – 29834
March 28,
2013
900
WEBSITE TRAFFIC: www.authorityminute.com
EPISODE ALERT EMAILS
*
1100
1000
Date
Name of Episode
300
19 April
18 March
198 Jan/
Feb
200
500
822
100
February 2013
March 2013
April 2013
25 April
60 March
44 Jan/Feb
0
Growers
Based off email tracking statics. Proper GA code was not included in the email.
*
Retailers
Consultants
Other
UNIQUE PAGE VIEWS BY SOURCE
Total 61,961
Previous
22,535
12,336
2,270
427
911
869
286
3,998
1,145
335
New
4,280
861
1,023
11
144
346
21
681
2
65
6,588
2,827
Total
26,815
13,197
3,293
438
1,055
1,215
307
4,679
1,147
400
9,415
www.
Email
Direct Mail
Referral
Print Ad
Organic
Other
Tradeshow
Mailer
PR
Digital Ad
Counter Card
Direct Traffic

32. Web Redesign Checklist
Assess
Determine key audiences and goals
Analyze
Examine competitive opportunities
Turn key user insights into requirements
Strategize
Determine strategies to achieve audience goals
Develop KPIs

33. Web Redesign Checklist
Plan
Sketch/wireframe to determine user experience
Prototype and test
Document technology and resourcing requirements
Designer and developer?
Content Management System?
Content audit and content development?
Hosting?
Browser and device compatibility?
3rd party integrations?

34. Web Redesign Checklist
Execute
Design and develop
Content development and content population
Testing
User testing
Quality Assurance
Measurement and optimization
Google Analytics
Google and Bing Webmaster Tools
Launch and promote!!

35. Questions?