"Don't fight the change. Use it to your advantage. OpenOffice.org"
On Dec 15, 2007 8:53 PM, teja <[EMAIL PROTECTED]> wrote: > Hey Guys, > > How about this: > > "Open Minds, Open Solutions" > > Thanx and regards, > Tejesh > ----- Original Message ----- > From: "Graham Lauder" <[EMAIL PROTECTED]> > To: <[email protected]> > Sent: Thursday, December 13, 2007 6:35 AM > Subject: [Marketing] Website Upgrade Marketing Input > > > All, > > The Web-Dev team are in discussions about a new home page. > > Louis has asked that the guiding principle for it to be "Increase Downloads" > Given the less than successful result of our last campaign, it's easy to > agree > with the sentiment. > > I gave the whole thing a lot of thought and came up with a few issues, which > I > have already stated but I'll state again here so we're all on the same page. > > One: The step from Click through to Download is too big > Two: The home page is not geared toward turning the casual arrival into a > downloader > Three: The Homepage is geared too high in terms User sophistication > Four: The home page is somewhat confused as to it's target audience > > I agree with Louis about the portal.openoffice.org and that the content that > is at present on the home page would best be at portal. > > This leaves www.openoffice.org to be an index or set of signposts that > reflect > the needs of our Users > > We identified 3 major groups > > 1) Curious arrivals This arrival came here out of mild > curiosity, he clicked a link in a Google ad or a context ad or a Keyword. > There is no intention to download. His motivation is curiosity The answer > to his "What Now " question is on the button marked "I want to learn more > about OpenOffice.org" > > 2) Informed arrivals, they know what they're here for they clicked on a link > deliberately to come to OOo. they could be either First Timers or > Upgraders or Users needing help > > 3) Cognoscenti, They are active community members and > have been to the point where they know their way around. They don't require > big buttons or graphics just text links that are in familiar places and in > fact they don't come here often preferring to link directly to their place > of > interest. > > However all of these groups have needs that overlap so in terms of the > navigation from the Homepage we needed to look at the demographics in terms > of needs or wants. > > Using that criteria I identified Four major Demographics amongst our site > visitors: > > 1) Casual arrivals > 2) Upgraders > 3) Users Requiring help > 4) Developers and potential contributors > > In group 1 are pretty much all of the people who clicked on our Google ads. > They don't really have a reason to be here other than some level of > curiosity > > In group 2 we have our regular downloaders who return for each new version > as > it is released. These people want to get to the download button quickly > > Groups 3 and 4 are self explanatory. > > It's obvious that close to ALL our increase in downloads is going to come > from Group 1 while Group two keeps things ticking over. > > With all of the above in mind > > I suggested using action statements > Four at this stage but I can think of perhaps two more but no more IMHO > > The action statements are aimed at each of our demographics and go like > this > > "I want to learn more about Openoffice.org" Target = Casual Arrivals. link > to > why.openoffice.org > "I want to download OpenOffice.org now" Target = Upgraders link to > download.openoffice.org > "I want help with OpenOffice.org" Target = Group 3 link to > support.openoffice.org > "I want to help OpenOffice.org" = Group 4 link to contribute.openoffice.org > > I've coded up a simple demo here > > http://ooogear.co.nz/splash_prop.html which is a coded version of an idea > from > Ivan M on the Art List. This is minus all trimmings > > This is another treatment done by me from a version modified by Ivan of a > Nikash original. :) A very opensource piece of art > > http://wiki.services.openoffice.org/mwiki/images/5/52/Siteconcept2.png > > > There has been a lot of discussion on both the art and WebDev list. > > Mostly around the idea of using the action statements > > I'm trying to come at it from a marketing/sales POV > > For the Casual arrival the learn more takes them to the Why page. My > assertion > is that once having read the info in the Why page the step to the download > is > a considerably smaller one for a casual arrival. > > We know that we're getting the landings, we just are not turning that into > downloads. I think this will go a long way toward doing that. > > This needs input from Marketing people. At present I'm the only marketing > person involved in the discussion. > > Cheers > G > > > -- > Graham Lauder, > OpenOffice.org MarCon (Marketing Contact) NZ > http://marketing.openoffice.org/contacts.html > > INGOTs Moderator New Zealand > www.theingots.org.nz > > GET DRESSED : GET OOOGEAR > Gear for the well dressed OOo Advocate > www.ooogear.co.nz > > --------------------------------------------------------------------- > To unsubscribe, e-mail: [EMAIL PROTECTED] > For additional commands, e-mail: [EMAIL PROTECTED] > > --------------------------------------------------------------------- > To unsubscribe, e-mail: [EMAIL PROTECTED] > For additional commands, e-mail: [EMAIL PROTECTED] > > --------------------------------------------------------------------- To unsubscribe, e-mail: [EMAIL PROTECTED] For additional commands, e-mail: [EMAIL PROTECTED]
