When Abanaki developed its “Fuzzy” oil skimming material several years ago, it never dreamed it would prove so effective in what would become the biggest environmental disaster of our lifetimes – the Gulf Oil spill. But getting the message out about its Fuzzy material was important not only to capture attention of those coordinating Gulf cleanup, but for its traditional base of industrial customers that will buy oil skimmers long after the Gulf spill is out of the news. So a PR, video and Twitter campaign launched with Goldstein Group sought to generate not just coverage, but to drive traffic to the company’s site. During the campaign, Abanaki content almost took over relevant Google searches; a search on “gulf oil skimmer,” for instance, yielded Abanaki content, news releases and even a Twitter post that consumed 6 of the 10 page 1 Google listings. As a result, Abanaki drove its web traffic up 120% from April to June. And it wasn’t all casual surfers; during the same time, lead generation conversions (quote requests, lead forms, etc.) jumped 14%. The company’s Twitter followers more than doubled as well during the campaign.
Archive for October, 2010
Web Navigation Design Driven By Customer Research
Thursday, October 14th, 2010When is a quote button invisible on a web page? The answer to that question came as part of a Goldstein Group web navigation study conducted at the start of a web re-design project for L. J. Star, a process control manufacturer. Because everyone has an opinion about what constitutes good web design, and because it
really only matters what customers think, Goldstein Group launched a web navigation study to guide the structure of the new site’s design. By testing the customers’ ability to complete a series of 10 common tasks, searches and downloads, based on the most desired marketing “outcomes” of a web visit, the agency discovered a far more intuitive and logical navigation scheme to present to customers on the new site. The online interviews were recorded and captured for client review. Some surprises? The Request-a-Quote button’s position in the previous site design was overlooked by many, because of the Quote button’s location on the page. Another test to find a particular data sheet could only be completed 62% of the time.
