Problem.   The Manager of a medium-sized retail store was frustrated by their existing Web Site's poor performance and negative comments about it.   She contacted T-21 for help, saying, "My background is in Retail Management and I don't have a good feel about how to use the Internet for my store.   I've pretty much left it up to our on-staff Webmaster.   But, I do know that we aren't getting the best response from what we're doing now."
 

Plan.   Her T-21 Team Manager (TM) and a Web Specialist reviewed the store's printed advertisements and their Web Site.   The TM commented to the Manager that the current Web Site was operated almost like a separate store.   He noted that, for stores of their type and size, Web Sites are most successful when they are an extension of normal retail marketing - not separate from it.

"A disconnect, between a business and its Web Site," he continued, "confuses and frustrates customers.   They want to view an item online, then come into the store and get it at the same price - or they may see something in the store and want to learn more about it on the Internet."   He added that their Webmaster might possess superb technical Web skills, but lack the marketing background to make it effective.

He suggested that a small T-21 Web Enhancement Team, including specialists in  Internet Marketing,  Content Editing, and  Search Engines,  review the Web Site and make an initial assessment.   The Manager agreed and forwarded copies of previous store advertising campaigns, policies, etc.
 

Action.   The Team's findings reinforced the TM's first impressions:  "Ads" or "sales" on the Web Site didn't correspond to the store's other advertising, and the Web color scheme and graphics differed from those used by the store.   In addition, specific interactive functions did not work properly or logically (for example: entry of a customer's e-Mail address did not allow dashes or underlines - a small but important problem).

The Team found good technical Web design, but major problems with marketing techniques in the Web Site.   After considering T-21's initial report, the Manager requested a detailed critique, content re-write, and a coordination plan.
 

Results.   After implementing the Team's recommended changes to the Web Site, the Manager reported that customer comments about it had turned positive:  "Our Web statistics show increased visits to the Web Site and we've seen a jump in online orders.   This is a big improvement."

T-21 established a long-term monitoring service for the Web Site, ensuring that it continues to properly function and communicate.

Problem.   A Real Estate Broker expressed disappointment in his firm's year-old Web Site, established by a small, local Web development company.   He said, "A good Web Site is a 'must have' thing in Real Estate now, but our current Site isn't drawing people like it should.   We'd like to have your people take a look at it and see what can be done."
 

Action.   The T-21 Team Manager (TM) assigned a Web Enhancement Team to review and analyze the company's current Web Site.   A Preliminary Report, containing an overview of problems and general recommendations, was delivered to the Broker.

In one phase of testing, the Team used a standard dial-up connection, to view the Web Site at a slow connection speed, used by many customers.   They noted that specialized software was required to just view or use it.   In addition, the Home Page and many others displayed a number of large photos and special graphic effects.   

The Home Page took 72-seconds to load, on average, using a dial-up connection.   The Team concluded that this would lose a majority of potential viewers.   Still more would click-off, after learning that specialized software was required to view it.   In addition, the Web Site's navigation structure was ambiguous and non-intuitive - using technology, not conducive to search engines.   These defects severely limited the number of people who would discover or use the Web Site.

After the Broker studied the report and conferred with his TM, he requested an in-depth study by the Team.   When completed, the report detailed thirty-nine basic "Recommended Changes" to enhance the current Web Site and better serve viewers.

The focus was simplification and emphasis on Quick Overviews, so viewers could  "drill-down" on listings that interested them.   Pictures should be limited to small "Thumbnails" - expandable with one-click.   These changes would minimize load times for dial-up viewers.   Content modification was also recommended, to include more information about the area's amenities, schools, and attractions.   The Team strongly advised that use of specialized software be optional in the site, rather than mandatory.
 

Results.   The Broker agreed with the Team's findings and had them modify the Site.   Six months after T-21's completion of the enhancements, the Broker reported that referrals from the new site were "way up."   Indeed, the Site statistics showed increased traffic and much more exploration of the full Web Site.

T-21 now monitors the Web Site to ensure proper continuous operation.