Navigation & Architecture | CA.com delivers a world-class “snacking” architecture by following 4 rules

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 CA.com was the first to use it – and it still does it best.

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

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Category: Case Study

Class: Best Practice, architecture

Websites Profiled: CA.com

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2016-11-21T18:28:09+00:00

About the Author:

I focus on strategy and trends – and how the Web turns business rules on their heads. My job is to identify the Web-related trends and best practices that will change your world over the next 18 months. Where you need to cut through the clutter of conventional wisdom. How to change the competitive rules of the game. More gory details in my profile -- and unvarnished opinions about the sites we evaluate on Google+