Integrate, consolidate, or silo? Managing website channels for a coherent visitor experience

•

0 likes•501 views

Many digital presences are very disjointed. We look at creating a more coherent site in two ways: on a day-to-day basis and also by more effective big changes like redesigns.

Technology

Integrate, consolidate,
or silo?
Managing website channels for
a coherent visitor experience

@jdavidhobbs · https://davidhobbsconsulting.com 2

@jdavidhobbs · https://davidhobbsconsulting.com 3

@jdavidhobbs · https://davidhobbsconsulting.com
Blog disconnected
4
Effort spent here
But that doesn’t help
people who start on this
page

@jdavidhobbs · https://davidhobbsconsulting.com
Center islands
5

@jdavidhobbs · https://davidhobbsconsulting.com 6
So if a visitor happens to start on
a page within a center (when
they may not specifically be
interested in the center), then
clicks from there trap them on
that island

@jdavidhobbs · https://davidhobbsconsulting.com
Let’s say
someone
already
knew me
and is
interested in
my IA
Summit
2016
workshop
7

@jdavidhobbs · https://davidhobbsconsulting.com
This one looks
promising….
8

@jdavidhobbs · https://davidhobbsconsulting.com
Yes that’s
David
9

@jdavidhobbs · https://davidhobbsconsulting.com
But no way to
directly click
to the
workshop
10

@jdavidhobbs · https://davidhobbsconsulting.com 11

@jdavidhobbs · https://davidhobbsconsulting.com 12

@jdavidhobbs · https://davidhobbsconsulting.com 13
Huh? Why do I
need to search
again?
http://bit.ly/hobbs-types-near

@jdavidhobbs · https://davidhobbsconsulting.com
oops
14http://bit.ly/hobbs-types-near

@jdavidhobbs · https://davidhobbsconsulting.com
The many problems of a
disjointed digital presence
• Site visitor bouncing from site even when you
have resources they would be interested in
• Site visitor getting frustrated when they know
you have information that they cannot find
• Site visitor having to do work that the site
should be doing for them
• Problem duplication
• Inconsistent branding
• Poor search
• Inefficiency (can’t leverage common tools, etc)
15

@jdavidhobbs · https://davidhobbsconsulting.com 16http://bit.ly/hobbs-coherent

@jdavidhobbs · https://davidhobbsconsulting.com
Consistent
http://bit.ly/hobbs-coherent

@jdavidhobbs · https://davidhobbsconsulting.com
Connected
http://bit.ly/hobbs-coherent

@jdavidhobbs · https://davidhobbsconsulting.com
Fixing a disjointed site
Stop digging yourself
into a deeper hole
19
Make stronger big
changes

@jdavidhobbs · https://davidhobbsconsulting.com
Not digging yourself
into a deeper hole
• Streamlining the right
things
• The right kind of
standardizing
• Good responses to
day-to-day requests
• Stop microsites
20
Making stronger big
changes
• Start early strategy
before talking with
implementors
• Getting
organizational buy-
in to break silos
• Reframing problems

@jdavidhobbs · https://davidhobbsconsulting.com
Examples of problem behaviors
that lead to a more disjointed site
• One-offs and microsites
• Exceptions to standards
• Publishing too much or poor quality
• Reacting too quickly to things that should take
time
21

@jdavidhobbs · https://davidhobbsconsulting.com 22
Use a ”Should
we implement
this
microsite?”
checklist
http://hobbs.link/report-microsite-checklist

@jdavidhobbs · https://davidhobbsconsulting.com
Create a
standing
approach to
better deal with
change (and
give yourself a
buffer)
23http://bit.ly/hobbs-change-flowchart

@jdavidhobbs · https://davidhobbsconsulting.com 24http://bit.ly/lemurs-lions

@jdavidhobbs · https://davidhobbsconsulting.com 25

@jdavidhobbs · https://davidhobbsconsulting.com 26
http://bit.ly/lemurs-lions

@jdavidhobbs · https://davidhobbsconsulting.com 27

@jdavidhobbs · https://davidhobbsconsulting.com
The backend options
28
• Integrate
• Consolidate
• Stay silo’d

@jdavidhobbs · https://davidhobbsconsulting.com
Examples of things that could be
integrated
• Properties
• Blog
• Corporate site
• Department, center, group, division site
• Product sites
• Topic / sector
• Campaign sites
• Systems
• Document management
• Projects database
• Products database
• (Multiple) CMS
• Custom apps and mobile apps
29

@jdavidhobbs · https://davidhobbsconsulting.com
Incoherence
(for site
visitor)
Difficulty to
keep in sync
with non-web
biz processes
One-time
implementati
on effort (to
move from
silo’d)
Ongoing
maintenance
effort
Integrate Medium to
low
Low Medium High
Consolidate Low High High Low
Stay silo’d High High None Medium
30

@jdavidhobbs · https://davidhobbsconsulting.com
Think bigger!
Key take-aways
• Consider the broad
view of your digital
presence
• Don’t dig yourself
into deeper
incoherence
• Make more
effective big
changes
32
Read more
• “How to deal with
that change
request” flowchart
• Microsite checklist
• Vision checklist
• Website Product
Management

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Integrate, consolidate, or silo? Managing website channels for a coherent visitor experience

1. Integrate, consolidate, or silo? Managing website channels for a coherent visitor experience

2. @jdavidhobbs · https://davidhobbsconsulting.com 2

3. @jdavidhobbs · https://davidhobbsconsulting.com 3

4. @jdavidhobbs · https://davidhobbsconsulting.com Blog disconnected 4 Effort spent here But that doesn’t help people who start on this page

5. @jdavidhobbs · https://davidhobbsconsulting.com Center islands 5

6. @jdavidhobbs · https://davidhobbsconsulting.com 6 So if a visitor happens to start on a page within a center (when they may not specifically be interested in the center), then clicks from there trap them on that island

7. @jdavidhobbs · https://davidhobbsconsulting.com Let’s say someone already knew me and is interested in my IA Summit 2016 workshop 7

8. @jdavidhobbs · https://davidhobbsconsulting.com This one looks promising…. 8

9. @jdavidhobbs · https://davidhobbsconsulting.com Yes that’s David 9

10. @jdavidhobbs · https://davidhobbsconsulting.com But no way to directly click to the workshop 10

11. @jdavidhobbs · https://davidhobbsconsulting.com 11

12. @jdavidhobbs · https://davidhobbsconsulting.com 12

13. @jdavidhobbs · https://davidhobbsconsulting.com 13 Huh? Why do I need to search again? http://bit.ly/hobbs-types-near

14. @jdavidhobbs · https://davidhobbsconsulting.com oops 14http://bit.ly/hobbs-types-near

15. @jdavidhobbs · https://davidhobbsconsulting.com The many problems of a disjointed digital presence • Site visitor bouncing from site even when you have resources they would be interested in • Site visitor getting frustrated when they know you have information that they cannot find • Site visitor having to do work that the site should be doing for them • Problem duplication • Inconsistent branding • Poor search • Inefficiency (can’t leverage common tools, etc) 15

16. @jdavidhobbs · https://davidhobbsconsulting.com 16http://bit.ly/hobbs-coherent

17. @jdavidhobbs · https://davidhobbsconsulting.com Consistent http://bit.ly/hobbs-coherent

18. @jdavidhobbs · https://davidhobbsconsulting.com Connected http://bit.ly/hobbs-coherent

19. @jdavidhobbs · https://davidhobbsconsulting.com Fixing a disjointed site Stop digging yourself into a deeper hole 19 Make stronger big changes

20. @jdavidhobbs · https://davidhobbsconsulting.com Not digging yourself into a deeper hole • Streamlining the right things • The right kind of standardizing • Good responses to day-to-day requests • Stop microsites 20 Making stronger big changes • Start early strategy before talking with implementors • Getting organizational buy- in to break silos • Reframing problems

21. @jdavidhobbs · https://davidhobbsconsulting.com Examples of problem behaviors that lead to a more disjointed site • One-offs and microsites • Exceptions to standards • Publishing too much or poor quality • Reacting too quickly to things that should take time 21

22. @jdavidhobbs · https://davidhobbsconsulting.com 22 Use a ”Should we implement this microsite?” checklist http://hobbs.link/report-microsite-checklist

23. @jdavidhobbs · https://davidhobbsconsulting.com Create a standing approach to better deal with change (and give yourself a buffer) 23http://bit.ly/hobbs-change-flowchart

24. @jdavidhobbs · https://davidhobbsconsulting.com 24http://bit.ly/lemurs-lions

25. @jdavidhobbs · https://davidhobbsconsulting.com 25

26. @jdavidhobbs · https://davidhobbsconsulting.com 26 http://bit.ly/lemurs-lions

27. @jdavidhobbs · https://davidhobbsconsulting.com 27

28. @jdavidhobbs · https://davidhobbsconsulting.com The backend options 28 • Integrate • Consolidate • Stay silo’d

29. @jdavidhobbs · https://davidhobbsconsulting.com Examples of things that could be integrated • Properties • Blog • Corporate site • Department, center, group, division site • Product sites • Topic / sector • Campaign sites • Systems • Document management • Projects database • Products database • (Multiple) CMS • Custom apps and mobile apps 29

30. @jdavidhobbs · https://davidhobbsconsulting.com Incoherence (for site visitor) Difficulty to keep in sync with non-web biz processes One-time implementati on effort (to move from silo’d) Ongoing maintenance effort Integrate Medium to low Low Medium High Consolidate Low High High Low Stay silo’d High High None Medium 30

31. @jdavidhobbs · https://davidhobbsconsulting.com Incoherence (for site visitor) Difficulty to keep in sync with non-web biz processes One-time implementati on effort (to move from silo’d) Ongoing maintenance effort Integrate Medium to low Low Medium High Consolidate Low High High Low Stay silo’d High High None Medium 31 Integrating with existing document management system Merging blog into main site’s platform Keeping the reseller site totally separate from the B2C site

32. @jdavidhobbs · https://davidhobbsconsulting.com Think bigger! Key take-aways • Consider the broad view of your digital presence • Don’t dig yourself into deeper incoherence • Make more effective big changes 32 Read more • “How to deal with that change request” flowchart • Microsite checklist • Vision checklist • Website Product Management

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