Marketing complex, enterprise-class products is a tough job for three reasons.

There are too many audiences. Too many product options. Too much information to share with visitors who are card carrying members of the “scan it” generation.

That’s why the secret to success doesn’t lie in better product content. It lies in the right architecture.

Finding ways to deliver a boatload of content to busy visitors has been the Holy Grail of online marketing for over a decade. Turns out the answer lies in a unique design technique we dub the “snacking architecture.”

This architecture educates visitors by allowing them to “snack” on small bits of information as they choose various paths through the site.

Turns out that was the first to use it – and it still does it best.

Here’s the 4 ways makes this powerful architecture work.

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Category: Case Study

Class: Best Practice, architecture

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