web strategy case studies
DESCRIPTION
This slide examines success and failure in Web strategy at Amazon.com and RealNetworks.TRANSCRIPT
![Page 1: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/1.jpg)
Web Strategy Case Studies:Amazon.com & RealNetworks
![Page 2: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/2.jpg)
Preparing Content for the Web
There are consumption pattern differences among readers of print and Web media
Print readers tend to read in a linear fashion Web surfers may interact with an article and
read elements out of order Non-linear “Branching”
![Page 3: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/3.jpg)
Design Issues
Some content specialists argue that vital information should remain “above the scroll” on all pages
Thus, some suggest that you write in “chunks” delivered one page at a time
![Page 4: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/4.jpg)
“Chunks” Strategy
Repurpose print materials into “chunks” that each have a unique page
Add graphics and interactivity Each “chunk” is usually fewer than 150 words Text can be viewed on the screen without
having to scroll This is only one strategy – many sites do not
use it!
![Page 5: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/5.jpg)
Examples of “Chunk” Style
McDonalds Nike Keebler
![Page 6: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/6.jpg)
Web Writing Tips
More casual than print Use bullet-point lists Minimize use of hypertext links All links should be relevant Provide feedback option for readers
![Page 7: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/7.jpg)
Building the Site
Ideally, the Web site team consists of: Copywriter/editor Graphic artist Web programmer
A public relations professional who can do all three increases their odds of getting hired
![Page 8: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/8.jpg)
Usability Tests
Before publicly launching your site, it is not uncommon to conduct “usability tests” with a test audience to determine if the site is easy to navigate
![Page 9: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/9.jpg)
Overview of Web Strategies
Success Story at Amazon.com Evolution of a Design Personalization and Automation
Failure at RealNetworks Communication is Content Development Rolling Stone Radio project
![Page 10: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/10.jpg)
Success Story
Amazon.com is the world’s largest e-commerce site
During the dot-com “boom,” they hired aggressively as investor cash came in
“Bloated” and inefficient site infrastructure The site needed to streamline its content
development strategy This included a shift from an editor-created to a
user-generated content model
![Page 11: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/11.jpg)
Has over 35 e-commerce main product categories and hundreds of sub-categories Each category has at least one full-time editor
Some have several editors Each editor is responsible for maintaining front
page of each “store” and sub-pages, including product detail pages
![Page 12: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/12.jpg)
Amazon.com Content Management
With millions of products, Amazon.com needs help from the public to keep the pages up-to-date and filled with useful information
“User-generated Content”
![Page 13: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/13.jpg)
Amazon.com Content Features
Reviews Listmania “How-to” and Buying Guides Product manuals Customer Images Ref-tags Discussion Forums Wikis
![Page 14: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/14.jpg)
Listmania! Examples
Customers create their own lists to share with others Each item in the list is linkable to a product
Examples: Top 15 Movies of 2005 by fattyjoe37 The Best Albums of 2006 by volantsolo “Awesome Books” by fantasyrules
![Page 15: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/15.jpg)
Guide Examples
Customers create their own guides to share their expertise with others
Examples: How to set up a wireless home network Taking a better picture with your digital camera
![Page 16: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/16.jpg)
Visitor Experience
Customers indicate that they enjoy the “community” aspect of shopping
They trust the collective opinions of other shoppers more than the manufacturers
The “Amazon Review” has become a very powerful force in the industry Buying decisions are made for purchases both
off- and on-line
![Page 17: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/17.jpg)
Customer Reviews
Amazon.com has thousands of unpaid writers voluntarily submit their reviews Top reviewer Harriet
Klausner has written over 12,000 reviews without pay for the site
![Page 18: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/18.jpg)
Personalization at Amazon.com
Amazon.com developed an infrastructure where each visitor page is personalized
The homepage displays items that Amazon.com thinks you are likely to buy
Visitors indicate that they like the personalization
![Page 19: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/19.jpg)
Amazon.com Personalization
Personalization technologies are also easy to manage and popular with visitors Previous purchase data collected Cross-referenced with other sales data A “personalized” store homepage suggests
products based on like-minded customers Includes “recommendations” embedded into page
![Page 20: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/20.jpg)
Automation at Amazon.com
Data is king at Amazon Many examples of data driven automation
Channel management Web site real estate management system Automated e-mail measurement and optimization
Merchandising Customers who bought X also bought… Recommendations New releases, top sellers Purchase Circles
Advertising Automatic ad generation and bidding
![Page 21: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/21.jpg)
Example: The Amazon.com Homepage Amazon’s home page is prime real-estate
The past: Every category VP wanted top-center Friday meetings about placements for next week were
getting too long, too loud, and lacked performance data Today: automation replaces intuitions
Home page is made up of slots Anyone can submit content for a slot Content is chosen based on real-time
experimentation
![Page 22: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/22.jpg)
E-Commerce Staff Structure
Organized for execution How it used to be
This works rather better Small, cross-functional teams Able to execute end-to-end Self directed Established group goals and measure progress
TechnologyPeople
BusinessPeople
“Dumb idea!”
“Do this!”
![Page 23: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/23.jpg)
Electronic Media and E-Commerce
What makes the site attractive to consumers? Strong reputation for good customer service Secure from “hackers” Large selection of products Easy navigation
Clean Web design that maximizes click-throughs and/or sales
![Page 24: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/24.jpg)
Amazon.com Design Evolution
Started with a few “tabs” representing each store But Amazon.com was expanding… More products = More “tabs” Should the “tabs” go?
![Page 25: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/25.jpg)
Amazon.com Design Evolution
A new design was needed
Lack of action could mean a mountain of “tabs” NOT A GOOD
DESIGN
![Page 26: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/26.jpg)
Design Evolution
Initial redesigns focused on an index directory in the style of Yahoo!
This resulted in reduced sales
![Page 27: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/27.jpg)
Design Evolution
More redesigns in the index style
Sales still declined Customers wanted
the “tabs” back
![Page 28: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/28.jpg)
Return of the “Tabs” Now only three tabs
“See all 35 Product Categories” Roll-over with mouse
brings up the index of all stores
“Your Store” Personalized store with
recommendations Logo tab
Default to front page
![Page 29: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/29.jpg)
Lessons Learned
Use focus groups and user surveys to test out a design before it launches widely
Design can play a key role in how a site is perceived by its public
“Above the scroll” real estate is valuable so don’t waste it! A user should be able to navigate successfully
through the site without having the scroll the screen
![Page 30: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/30.jpg)
Lessons Learned
Be aware of the bandwidth of your average user U.S. has shifted from a dial-up to broadband
environment Multimedia-intensive designs and sites are only now
gaining traction Your design strategy will depend on who your typical
visitor is Consider how minimal Google.com is Compare this to YouTube.com
![Page 31: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/31.jpg)
Cost Efficiency
Advertise your site using viral and cheap techniques Amazon.com has stopped buying ads on
mainstream TV, radio and print in favor on online referral programs
Media advertising did not bring in enough revenue to justify the cost
The site uses promotions with other sites and “street” advertising to get word on in the influential communities
![Page 32: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/32.jpg)
Communication is Critical
If there is a dependency on technology developers, then the content experts must communicate early…and often
A good project can fail due to poor communication
![Page 33: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/33.jpg)
Anatomy of a Failed Project
Example: RealNetworks’ Rolling Stone Radio
Goal was to promote new “G2” technology A new version of
RealPlayer with optimized streaming media playback
![Page 34: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/34.jpg)
RealNetworks
RealNetworks asked me to create a G2-exclusive Internet radio service
A business deal with Rolling Stone magazine was created
Rolling Stone Radio was born
![Page 35: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/35.jpg)
Content Development
My background is in editorial development and the music industry
I led the creative team Design of the player Partnerships with music industry
Another team was responsible for the technical infrastructure and development of the software code
![Page 36: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/36.jpg)
Rolling Stone Radio
Rolling Stone Radio was the first “mainstream” Internet music service
Introduced in 1999 Co-owned by RealNetworks
and Rolling Stone Multiple channels of music Interactive voting
![Page 37: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/37.jpg)
Rolling Stone Radio
Featured celebrity deejays David Bowie had his own 24-hour channel
Lots of “hype” from the media
![Page 38: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/38.jpg)
So Why Failure?
Rolling Stone Radio had all the ingredients for success…yet it failed.
Why?
![Page 39: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/39.jpg)
Communication Crunch
There was too little communication in the production team
The decision-making process was too decentralized Internal disagreements and chaos Technology team and content team clashed New technology changes were implemented without
informing the content team
Media blitz preceded the actual launch Several delays in the launch Release was late, product was ‘buggy’
![Page 40: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/40.jpg)
Business Model, Anyone?
“Too much, too soon” Broadband wasn’t widely available yet Bandwidth was expensive
Customers enjoyed the site, but the cost of hosting the streaming media increased as more people “tuned in”
The project did not make money Streaming media is bandwidth-intensive Who is paying for the media servers?
Advertising revenue was not large enough to support the costs
![Page 41: Web Strategy Case Studies](https://reader035.vdocuments.mx/reader035/viewer/2022062512/5549361bb4c905194d8b4712/html5/thumbnails/41.jpg)
Lessons Learned
Solid business model is necessary “Cutting edge” = “Bleeding edge”
Being first may not translate to success Key stakeholders in the content development
teams must meet and agree to “milestones” Each “milestone” is a mutually-agreed
“deliverable” in the product development cycle Deviation from the agreed-upon development is
discouraged