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Skillgames.com
This pay-to-play consumer marketing company in startup mode had an idea, and had a lot of technology. Staking out a space between online gambling sites and free games, the company charged players for chances to play for cash prizes.
Challenge: The company faced two serious risks to its plan, because these elements were missing from its execution and from its culture:
- Clear and direct pathways for driving site visitors from Point A to Point B, without first detouring them through Points Q, J, L and Z.
- Internal understandings of the technology, creative and marketing cross-functioning necessary to build a comprehensive test-and-roll program for iteratively launching, gaining learning from, tuning, and relaunching the site elements that most deeply affect the user experience.
Solution: Working with the company's newly staffed web team, Request Marketing delivered:
- Usability Audits
- Baseline user flows, reverse-engineered from the existing web solution
- New and improved information architecture
- Online marketing programs: Strategy and execution guides for testing and learning against acquisition and conversion goals
