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Subject:
From:
Mike Boyink/Herman Miller <[log in to unmask]>
Reply To:
Mike Boyink/Herman Miller <[log in to unmask]>
Date:
Wed, 13 Dec 2000 13:30:36 -0500
Content-Type:
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The question was, essentially, on a product-specific print ad, is it better
to advertise a top-level URL such as http://www.hermanmiller.com or a
product specific url such as http://www.hermanmiller.com/aeron.  Thanks to
all who took the time to respond.

Judging from the 23 responses, this is a hot topic for this group.
Overall, the general opinion was to use the product-specific URL, but
several folks mentioned some caveats or guidelines that are worth noting.
One thing that wasn't mentioned in any response was direct research.
Anders Dinsen noted that Jakob Nielson references some related studies in
his book "Designing Web Usability" (pg. 77), but Jakob didn't mention the
specific studies.

The general guidelines culled from the replies are:
 - Make sure the product specific URL is short.  Use a redirect or custom
page if necessary.
 - Only use product-specific links in print ads.  For billboards, tv or
radio use the top-level URL because it'll be easier to remember.
 - Use product-specific links when the goal for the ad is to sell that
product.  If it's just using a popular product to market the company
overall, then use the top-level URL.
 - Feature a big link to the same product page on the site's home page for
those who can't figure out the "/".
 - Link to the product-specific page to ease things for the user, rather
than to ease tracking response levels or resulting sales.

Some specific fun/interesting comments and my replies:
Tommy Donehower noted:
"The Cuecat was created with this in mind. If you're not familiar with it,
it's a magazine scanner created to bring the user directly to the product
specific
page (www.cuecate.com)."
>MB: I am familiar with it -  but I don't see the product taking off in use
for the general public.

Gary Perlman suggested:
"Consider aeron.hermanmiller.com (rather than hermanmiller/aeron)"
>MB:  Interesting idea.  I'd be curious to see if trading the "/" for the
reversed hierarchy would improve usability.

SDenton wrote:
"I think it depends entirely on how well the site is designed overall.
Unfortunately I doubt whether the advertiser will be able or willing to
self-determine if their top level makes it easy for the customer to find
the desired product"
>MB: I disagree.  We as an advertiser would easily be able to test this.
We'd even be willing to - the success of the ad and our site depends upon
it.

David Gilmore suggested:
"And change hermanmiller to hm or something, so that people don't have to
remember how many n's, how many l's, etc :-)"
>MB: Good idea, but we're too late to the game.  HM.com is already taken
(and it's *not* office furniture, trust me..:)  It's interesting though -
would you promote the shortcut or the 75 year old brand? (Note - we are
trying to register and redirect the popular misspellings).

Beth Bijou asked:
"I don't mean to state the obvious, but what did  your end-users of the
site say when you asked them?"
>MB:  Good question.  My post to list, though, was an attempt find some
existing research to support quick input on the matter.

Jonathan Segal writes:
"Any AERON discounts for this story? ;-) I'm dying here..."
>MB: Erm, sorry Charlie...:)

Michael Boyink
HermanMiller.com

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