Guidelines for using Visma web templates

Transcription

1 Guidelines for using Visma web templates Front page Information on the front pages should always: Have a clear benefit for a potential or existing customer Relate to Vismas USPs and values: Automation, Integration, Adding value, Competence, Responsibility, Efficiency, Reliability and Innovation. Include a Call- to- action. Campaign banner Content should lead to a landing page with clear call- to- actions, typically for sales or lead- generation. Pre- requisites should be: Graphics (518x235) Headline (Product, service, campaign name) Teaser Text (Customer benefit) Call- to- action Conversion goals that results in sales A landing/campaign page with call- to- action Campaigns that don t achieve the desired effect should be tweaked or removed from the front page. If there is more than one banner, a new one will displayed after 10 seconds. The user could choose a new banner by clicking on a tab. Shortcuts Contact information is displayed at the top. Links listed here should be to pages with high page- view numbers that isn t represented with other links on the front page. Maximum 5 links will be listed here. Activity ticker Time- sensitive activities with links should be presented here. This is a dynamic element on the page, it should not be used for more permanent information. The ticker should be updated weekly and never contain more than three messages. One message should in general not be displayed longer than three weeks. Examples of content:

2 Blog- article Review of product External article about Visma Participation in an external arrangement Presentation of a new, important customer Information banners Box links to a landing page. The number of boxes could be 2 or 4. The pre- requisite for using this space is: Graphics (218x84 or 180x173) Headline Sub- headline Call- to- action Landing/campaign or product/service page An item on the front page should cover at least one of the following pre- requisites: Presentation of a new feature from Visma (new product, service, or central functionality) Invitation to a lead- generating activity (like a seminar, webinar, conference) A campaign or offer Presentation of a customer reference with an important story to tell Relevant professional message that demonstrates that Visma and our employees is a competent business partner (examples are important developments in technology or accounting) Comment on a newsworthy area within Vismas area of expertise (like new laws about accounting) Navigation page 1 Information on navigation page 1 should always: Help potential or existing customer to find the information they are looking for as fast as possible Contain the trigger- words you expect the customer to search for Lead to all the important pages within the covered area Boxes with graphics (primary) Each box should include a headline that describes the category of pages, graphics, a short description and links to further pages. Examples of category types are:

3 Product group or families (Accounting, Salary, CRM) Target group (Small, medium, large sized company) The text should describe the product group or families in the words the customers are using. Avoid campaign messages here, this area should be used for navigation. Also, avoid categories that mix different types (like Accounting, Salary and Big companies) and only cover a small part of the pages (like three economy systems and nothing about other products). The mandatory link at the bottom of the box goes to Navigation page 2, a product page or another custom page. The graphics in the category box have the format 298x116. Boxes without graphics (secondary) Boxes without graphics are available for navigation pages that need more information. The guidelines for the three primary banners should be used for the secondary banners too. Feel freer to mix in other categories of information in these boxes, but you should still avoid campaign messages. Articles below boxes This part of the page contains information that is important for the user outside of the top- level navigation. Examples of information are: Campaigns News stories Link to a page or tab deeper in a part of the information structure that isn t covered anywhere else on the page. The dimensions in the graphics are 200 x 150. Repeating links Avoid repeating link texts and urls on the same page. This could confuse the navigation for the user and will make it more difficult to track the use of the page in Google Analytics. If you need to link to the same product several times, try to write a text link that makes the context clear and link to a tab instead of the overview. Navigation page 2 The goal of navigation page 2 is to make it easy for the user to find the relevant product within a category. It is linked to from navigation page 1 and leads to a product page. Each column should be a product or service with its own landing page.

4 The text in the rows should focus on criteria the user needs to choose product. Use descriptions that are relevant and unique for each Visma product compared with our own and competitors products. The format for the graphics at the top of the columns are 145 x 111. Product page The product page should Present your offering to the customer (product, service, solution) Include permanent information about your offering. Focus on customer benefits Always include a call- to- action that is tied to the goal of the page Top banner The goal of this content is to brand the offering, both within the Visma portfolio and compared to competitors: Tabs The graphics should make it easy to recognize during navigation and have a color that works well with the text (980x171) Product or service name A teaser for the product that stress the uniqueness of the product Each tab title should be one or two words that describe what the user could expect to find on the page, never a full sentence. The tabs should strive for consistency with other product pages. Similar information should be found under the same tab title on all product pages on a national part of the Visma- site. Non- standard tabs should be placed to the right. The first tab should focus on customer benefit and lead up to the call- of- action. The content of a tab is a combination of text, graphics and other media. Please look at the content guidelines for more information about this. Make sure that content like screencasts and videos are in a format that displays well in our design. Features in the template: Sub- headers. Reading the sub- headers should give the reader sufficient information to understand the content by scanning the text.

5 Expandable text. Use this to create a page with two levels of depth. Prioritize the information and put the most important content in the abbreviated version. The text should tempt the user to click read more. Be sure that the extra content is enough to feel valuable for the reader, but not more than it is possible to scan on one screen. Images. Picture is opened in an expanded form in a light- box. It should be relevant to the text it is illustrating. Right column Call- to- action. All elements in the right column, button and boxes, are Call- to- actions. One should be the primary conversion that is measured in Webtrends. You could use another Call- to- action with a lower threshold, but be careful to not confuse the user with too many options on each page. Button. It will always appear at the top of the right column, on the top banner. The call- to- action should work for the content in all the tabs on the page. The text and link is edited on the product page (container) in Episerver. Contact box. The general rule should be to use a short form on an offering page to collect leads. If more information is needed, it could link to a light box with a form. Text boxes. The number of boxes will vary, but should never create a right column longer than the content in the tabs. The text and link is edited in Episerver. Sharing. Buttons for sharing on mail and in social media will be placed at the bottom of the right column. You could turn this on and off in Episerver. Landing page The goal with this type of page is to fine- tune a page to increase the number of conversions from a specific activity. The general rule is that a link from a banner, mail or other external communication should lead to a landing page. The landing page should Be made for one specific campaign or message, it should have a defined expiration date Focus on one call- to- action Remove all information that is irrelevant to the call- to- action Have established goals for conversion Establish a clear connection to the in- going link (banner, link- text) through graphics, text and call- to- action