On Sunday 16 December 2007 17:53:47 teja wrote:
Hey Guys,
How about this:
"Open Minds, Open Solutions"
I think we're losing track of the primary question.
Please refer below
The positioner is not necessary at this point. What we need is comment on
the
use of the Action statements
So Far Cor has said yes
Florian has said yes (after a necessarily quick scan)
Me obviously yes
Paul yes
We haven't had any negatives
The "Open. For Business" positioner is a good one and it will stay at
least
for the forseeable future unless we have a landslide toward changing it.
The Positioner for the website has to be a little different and more
informative. The normal positioner is deliberately short and snappy
The website one can be longer, but then it has to encompass more. As John
says, the real "Sales" department; why.openoffice.org uses the three
bullet
points
Great Software
easy to Use
and Free
We need to put those ideas into a memorable catchphrase
But we can do that later
First thing is the simple question do you believe the Action Statements
will
be effective as a tool geared toward getting people quickly to the page
that
serves there needs best.
Cheers
GL
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
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