become case
TRANSCRIPT
Become.com:A Product Specialist Presentation
Helen Do
4/21/2010
Scenario 1A: Baby Cribs Query
The Research• Assigning categories:
• Product Review• Buying Guide• Discussion Forum• Product Details
• Determine site popularity using Alexapagerank, Google Adwords and keyword density generator (ongsono.com)• Add value to attributes: personally browse through the page content and score• Total the score
The Scope: determine 5 web pages that should be displayed as the top 5 research search results on Become.com
att 1 att 2 att 3 att 4 pts
time frame key word inclusion pagerank level of detail
within 6 mnths high high high 2
1 year mid mid mid 1
longer low low low 0
Scenario 1A: Baby Cribs Query
The Results:
1. http://www.babycenter.com/0_how-to-buy-a-crib_432.bc2. http://babyproducts.about.com/od/sleepbedding/bb/BBCrib.htm3. http://products.howstuffworks.com/crib-reviews.htm4. http://www.simplybabyfurniture.com/ideas-advice.html5. http://www.babyzone.com/shopping/gear_furniture/article/crib-
buying-guide
Scenario 1B: ProForm Treadmill Query
The Research• Assigning categories:
• Product Review• Buying Guide• Discussion Forum• Product Details
• Determine site popularity using Alexapagerank, Google Adwords and keyword density generator (ongsono.com)• Add value to attributes: personally browse through the page content and score• Total the score
The Scope: determine 5 web pages that should be displayed as the top 5 research search results on Become.com
att 1 att 2 att 3 att 4 pts
time frame key word inclusion pagerank level of detail
within 6 mnths high high high 2
1 year mid mid mid 1
longer low low low 0
Scenario 1B: ProForm Treadmill Query
The Results:
1. http://www.dickssportinggoods.com/product/index.jsp?productId=3248880
2. http://www.proform.com/wcsstore/ProForm/StoreInfoArea/pop_BuyersGuideTreadmill.html
3. http://www.treadmill-ratings-reviews.com/brand/pro.htm4. http://www.treadmilltips.com/proform-treadmills.html5. http://www.proform.com/webapp/wcs/stores/servlet/ReviewAllDispl
ayView?langId=-1&storeId=14201&catalogId=16002&categoryId=58509&productId=103353&pageNum=1
Scenario 2A: Joe, HP and Become.comThe Scope: Joe is looking to buy a new Hewlett Packard computer screen, he has come to Become to find what he is looking for. Using the site features such as color search, price filters, etc., find the ideal page Joe should land on when searching for his item
Determine factors:• He seek out Become.com, he has the intent to purchase • Joe knows his brand• Joe know his product category• There’s low attribute to color variation for the monitor (it’s either black or white finish)• He doesn’t have a set monitor model in mind means he’s open to a pricing range• Maybe he wants to see what others are saying about his choice too
Scenario 2A: Joe, HP and Become.comThis is where he should be before making his $400 purchase – click here
Scenario 2B: Joe and user experienceThe scope: what features or applications can help Become.com optimize the shopping experience for users.
Easy to access: “Now available for download to your iPhone or Blackberry or Droid.” Welcome mobile ads! • Ebay• Redbox• Pricegrabber.com
Easy to view choices: “file-browsing concept”• Pricegrabber.com• Ebay
Anything else? How about a Become.com brand?
Q&A
Thank you for your time!