Intelligent Web Design
24 April 2014 24 April 2014
• Jiminy is a design-led web agency founded in 2008 by Advertising Art Director & Strategist, Sabine Hogguer and Web Developer, Ché Mearns.
• Our different backgrounds provide a unique combination of skills that form the foundation of Jiminy’s competitive advantage and the basis of our high quality product.
• Our product - beautifully designed websites that grow businesses and get results.
In Summary - We are digital marketers who create strategically sound websites designed to deliver on specific business objectives.
Our Approach - how do we do it?
We combine -
• Strategically led-design with
• proven advertising and communication principles • and best web practices
- to produce intelligent websites that help businesses perform better.
We are different to most web agencies in that Advertising, Branding and Design are at the heart of our methodology and thinking.
This means we fully understand how to design and build strong relevant brands and know better than most how to sell product.
Who we work with
• Design and advertising agencies - we work as a specialist digital partner, either behind the scenes (white labelling our service) or up-front as a collaborative
partner for clients who don’t have the digital expertise in house.
• Our own ‘direct’ clients - we work along side our clients as their preferred
supplier and digital partner.
We encourage long-term client relationships where we can add more value over time as we get to know our clients businesses.
Clients
Travel & Tourism, Food & Beverage, Education, Insurance, FMCG, Engineered Products, Professional Services and more. Business to Business and Business to Consumer.
• Websites - mobile sites, brand led sites, e-commerce sites, direct response sites. • Electronic direct mail pieces (EDM’s) - including e-newsletters.
• Blogs.
• Online advertising and digital promotions. • SEO/traffic driving/social strategies.
Most sites we build are responsive sites and 95% are CMS sites built in Drupal.
Most businesses have a website these days, but most of them are not as good as they could be.
How do we turn a website from a passive online brochure into an active sales tool that generates more business?
The primary tools in our specialist skill set that make all of the difference are as follows...
• Information gathering > listening, white board sessions, work shops, desk research.
• Brand and Creative Strategy > distil information gathered and develop targeted strategies. • Creative Brief - captures the strategy and defines the parameters of the job.
• Design and wire-framing - the visual brand as well as design in holistic sense.
• Information Architecture and Content Strategy - structure and order of information. • User experience design (UXD) - user profiles and meeting user needs.
• Messaging and ‘Calls to Action’ - get the strategy right and the messaging will be right. • Building on a solid platform - Drupal (more on this later)
• Measuring performance, adjusting and improving.
• Long standing and successful inbound travel agency who use their website as their primary marketing and lead generation source.
• We took a cautious approach with a staggered roll out and rigorous testing as the success of the whole business rested on retaining current Goggle ranking.
• So, the first thing we did for First Light Travel was audit their existing website and review their analytics.
• Figures showed a slow decline in traffic numbers and in the conversion rate.
• FLT had strong SEO for strategic key words and phrases, so our first priority was to maintain this ranking.
• With our overall objective being to increase enquiries the first thing we did was simply increase the visibility and frequency of the Enquire Now button.
• Simply by doing this and nothing else we saw an increase in enquiries (measurement).
• Our first official stop was information gathering which took the form of preliminary research with First Light Travel sales and management staff.
• Then we carried out some user testing to establish the biggest issues users had with the site.
• From there we moved on to doing some strategic work around the brand, a basic brand strategy.
- target audience/customer needs, brand values, brand personality, USP’s/ points of difference (competitive advantage), key messages and positioning in the market, competitor analysis.
• 30-50’s, professional, hard working, only 2 weeks off per year. • For most a holiday to NZ is a ‘trip of a life time’.
• Only 50% knew what they were looking for, other 50% wanted to be inspired. • Want to deal with a company that has local knowledge.
• Want to deal with a reputable company that are expert. • They want a personalised holiday designed to suit them.
• They want high quality imagery - so they know what they are buying.
Creative Strategy - tactics in action
So combining what we learned about the audience/target market, with what we know from the brand strategy work -
we developed the Creative Strategy.
First Light Travel - Creative Strategy
• Educate potential customers that the service FLT provides costs them nothing. • Sell the dream ‘trip of a lifetime’ with quality, jaw dropping images that include people in them.
• Promote the story of successful owner-operators who are passionate about NZ - travellers themselves, with a long history in the industry - face of the brand - to build credibility and sell a personal experience and promote local knowledge.
• Explain benefit FLT’s proprietary system ENIGMA (20,000 validated and curated products) easy to design itineraries tailored to customer not one size fits all.
First Light Travel - Creative Strategy
• Allow users to explore possible routes and destinations through a new mapping
system - more engaging, interactive and inspiring way to sell NZ.
• Communicate longevity for trust - 11 years in business - with a FLT travel ‘stamp’. • Communicate primary points of difference clearly up front on home page.
• Substantiate selling points with proof and benefits - providing reasons to trust and believe.
• Promote personal service delivered by your own highly experienced travel consultant - same person from start to end.
• Design wise, our initial focus was to refresh the visual brand and create an alternative home page and Lord of the Rings page - so we could test the effectiveness of various ideas against the original home page.
• We did this by splitting visitors into two streams using A:B testing, then we were able to know for sure what was working in terms of increasing the enquiry conversion rate and what had little effect.
• The results revealed that the new home page out performed the old homepage by 150%.
• And the new Lord of the Rings page outperformed the previous one by 200%.
• These results proved without a doubt that we were on the right track.
- so we proceeded to wire frame up the rest of the site and then roll the new design site wide.
• Increased First Light Travel’s bottom line by 35+%.
• Increased the conversion rate by 60% - the conversion rate = enquiries generated off the site.
• This case study provides a strong case for the power of brand, design
and the application of advertising & communication principles that are designed to build a brand and sell a product.
• FLT have now expanded into other markets - Australia, China, The Netherlands and the UK.
• Open source enterprise level CMS system called Drupal.
• Easy to use customisable back-end (different levels of access). • Very stable and secure.
• Easy extendible platform.
• Drupal used by - The Economist, The White House, Twitter Developer Network, Paypal Developer Network, Harvard, Stanford University, AT&T, New York
Stock Exchange, LinkedIn, London.gov.uk, Amnesty International, NZ Police, NZ Ministry of Health, Sorted.
Thank you :)
We’d love to discuss your project with you. Contact Sabine or Ché on 09 816 8778
