The Objective

Mainstream publishers like Wall Street Journal and People have had no trouble adapting their businesses and revenue models to online publishing. But many smaller vertical publications still lag behind the times with outdated websites that reeks of 1998. By embracing Web 2.0, Project DAT would benchmark web standards for media publishing in the agricultural industry. Not only would the site offer more timely news, editorials and advertising opportunities; it would also give niche readers a place to confer amongst themselves.

The Challenge

The word "agriculture" might bring to mind tractors instead of keyboards. But through our discovery process we found a high level of PC savvy in the industry. Still, we would be shifting a traditional print medium to the web and faced tall hurdles in interface design—especially with regard to ad layout (in agriculture, ads are typically info-heavy and not easily adapted to web). As a time-sensitive publication, Project DAT would require an easy-to-use CMS that let writers/admin of every skill level update materials (text, pics, videos, ads). On top of all that, the project faced aggressive revenue goals to appease investors, necessitating hard line timing, budget and marketing strategy.

The Solution

• In the Usability Lab our team centered on easing the move from print to web, via seamless map with intuitive tab navigation.
• In the Interface Lab we prioritized building in a clean ad structure corresponding to visual heat maps.
• To facilitate reader interaction, the Connectivity Lab sparked ideas from blogs to virtual meetinghouses.
• Programmers in the Development Lab considered using open source tools like WordPress, but ultimately chose a completely custom solution that supported Project DAT's unique ad model and relatively complex social structure.
• In the Marketing Lab we helped determine Project DAT's KPIs and sales/marketing strategy to push ad inventory and maximize revenue.

Results

Project DAT tapped every RedNova Labs department to facilitate all of the following front-end design capabilities. Site traffic for grew 3000% in the first month's Beta test, prior to any external marketing efforts (eblasts and SEO were soon to follow). Opening bounce rates were extremely low at ~20% while repeat visitors and visit durations were high—about three visits per user lasting more than 5 minutes each.

• Writers and bloggers can update front-end web content via CMS with super-easy wysiwyg
• Sales calendar keeps users posted on the hottest industry events worldwide
• Users connect with each other online via blog, feedback forum, classified listings, events and more
• Ad engine facilitates "time-tiered" placement, rotating ads back through a series of displays over time
• Unique "pop out" ad and caption system support the industry's familiar, content-heavy ad designs
• Video and podcasts are enabled
• Scalable website design set up to be expanded for hosting industry advertisers' microsites

See Markets for more examples of outfitting websites with features specific to industry.