Post on 17-Jan-2016
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