Do you know ballet?
It's always exciting to launch a new site, even if I didn't do much to contribute as of yet! I have been enrolled as a web analytics consultant to work on the National Ballet of Canada a few weeks ago.
Analysis process
The initial steps went something like this:- Listen to the business mission, goals and objectives (regardless of the web site)
- Determine their web analytics maturity: the who's, what and how
- Identified current pain points and challenges
- Identify key goals on the web that can translate into KPIs
- Established an historical baseline and at the same time, tried to identify quick wins. The tool used was VisiStat.
- Provided instructions for Google Analytics tagging as well as CrazyEgg for the home page
- Now into the post implementation quality assurance and will asses the current site vs. baseline in the upcoming days/weeks.
Site characteristics
Other than content about performances and performers, the site includes a B2C component for online ticket sales, so the conversion process is obviously a key element in measuring the success of the site. There are numerous events, dates, different seatings categories, various discounts etc. so the event and seating selection needs to be as intuitive as possible. There's even a "view from your seat" feature. The website also needs to reflect the unique mood and experience that is ballet. Unique site design, some high-res pictures and short movies bring a touch of class to the whole online experience.
Shame on me, I never went to a ballet event other than The Nutcracker... nevertheless I can appreciate the qualities of this form of Art and I will plan on attending one of the upcoming performance.
4 comments:
funny. I clicked on the (amazing) picture hoping to see a larger version on the site (is this the same dancer shot at various points in time or three different ones in an artistic rendering of a train?). Reloaded several times, ending up seeing a series of shots of various dancers in mid-air.
On the analytics side -- I wonder if you an interpret this kind of behavior (several quick reloads).
On the business side -- I was somewhat turned off by the other shots (dancing in mid-air over an urban skyline?)
I think it's an actual picture, not a composition. It's from an upcoming show called "Rooster" (it actually looks like a rooster peak!
The home page does a rotation of several pictures, but you can get a larger view of that photo from the Rooster performance photo gallery.
Quick reloads are taken into consideration, so we can know how page refresh there was.
Other shots: I can't judge, but I think each shot is related to a specific performance, and the style vary greatly (from Nutcracker to the Merry Widow to modern dance).
Hi, thanks for the interesting post! I was curious about that visistat link, but instead it took me to a site called TurnAround. I didn't see any analytics, so I tried retyping it and found them.
Thought you might like to know so you can update the link.
Congrats on the new gig!
Oups! Typo, VisiStat's web site is at http://visistat.com
Post a Comment