An Industry Case Study

SES – Chicago: 2006

Web 2.0

SELYTICSTM

Search Engine MarketingSELYTICSTM

Search Engine Marketing

Case Study Carrier North America Home Comfort

• Usability • CSS Design • Web Standards

Web 2.0 Elements for Carrier NA Home Comfort

Case Study Carrier North America Home Comfort

• Old site (web 1.0?) is too static and has little interactivity• Old site is code heavy, loads slowly, and performs poorly in usability tests

Problem

Case Study Carrier North America Home Comfort

• Paper prototyping and focus groups to plan navigationSolution - Usability

Case Study Carrier North America Home Comfort

• Paper prototyping and focus groups to plan navigation• Interactive tools to enhance user experience

Solution - Usability

Case Study Carrier North America Home Comfort

• Paper prototyping and focus groups to plan navigation• Interactive tools to enhance user experience

Solution - Usability

Case Study Carrier North America Home Comfort

• Paper prototyping and focus groups to plan navigation• Interactive tools to enhance user experience

Solution - Usability

Case Study Carrier North America Home Comfort

• Site accessible by all browsers• Search engines love error-free code

Solution – Web Standards & CSS

<h1><h1>

<p><p><h2><h2>

Case Study

• Decreased HTML lines by 300%• Made content more accessible to search engines

Solution – Web Standards & CSS

2005 Product Page 2006 Product Page

Total Size 260 kB 204 kB

Lines of HTML 760 250

1st Line with Content

484 91

Carrier North America Home Comfort

Case Study Carrier North America Home Comfort

• 97% increase in top 10 organic placement• Traffic from search jumped 53%• Organic performance accounted for 73% of all search referrals• Targeted conversions increased by 59%

Results - Following Redesign