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The new YellowPages.ca
April 2006
Presented to …
Presented by …
The New YP.ca Platform 2
Welcome
Background to the new site
Demonstration
A closer look at what’s new
A review of what stays the same
What it all means
Promotion
3
85%
60%
73%
57%
0%
20%
40%
60%
80%
100%
% Internet Users Search Penetration
Canada
US
Internet/Search Usage
Source: e-marketer 2005
Canadians are active online searchers
• In April 2005, Canadians searched 575M times for an average of 40 searches per user, compared to only 35 in the US
• Canadian internet penetration is on par to the US, but Canadians search more often
4
Canadian businesses are online
• Canadian online advertising revenues have grown at a rate of 44%
• 65% of Canadian businesses are either online, or will be within the next 12 months*
Online Advertising Revenues(Millions CDN $)
0
100
200
300
400
500
600
2002 2003 2004 2005E
176237
364
519
Source: IABC 2005
*Source: Advanis, 2006
5
.
Unique Visitors without duplication i.e. on YP.ca or SP.ca
Source: ComScore Media Metrix, January 2006
Combined Reach
Yellow Pages Group network reach: 7.0 million Unique Visitors
35 %
31.1%
23.6%
33.3%
49.9%
30.2%
6
One of the top sites in Canada
Yellow Pages Group network ranks 6th in Canada for Unique Visitors
7
Focus group feedback on the existing YellowPages.ca
“You’ve got the Canadian perspective, more likely to have the local info”
“Can trust the information, just like the print directory”
X“You have to know where you’re going or else you won’t be going anywhere.”
X “It only works for simple searches”
X“It’s too chaotic … it’s not orderly enough.”
X“It lacks flexibility … it’s not user friendly.”
Source: Maggy Faddoul Communication Inc.
8
Search engines have defined the way we search
• Keyword search is the norm – “one box concept”
• Simple, lightweight, uncluttered interface
• Unstructured search
• Immediate results
• Great relevancy
• Depth of content (one-stop shop for all Web content)
9
Unstructured search
Structured search
Unstructured results
Structured results
WHAT USERS WANT
The new YellowPages.ca will deliver improved user experience
The New YP.ca Platform 10
Demonstration
Link to flash demo
www.newyp.yellowpages.ca
11
Focus group feedback on the new YellowPages.ca
“I’ll be getting a more rounded search… They’ve got a lot of stuff there.”
“There’s a lot of information and it seems helpful … it’s cool, easy to use, simpler, more relevant now.”
“Speed, convenience, everything is one click … it’s really improved.”
“I never knew it was so cool looking. I like the idea that I can type anything.”
“It’s pretty slick. I like the layout … it’s definitely less cluttered. I like that they give you options to search in different sections.”
Source: Maggy Faddoul Communication Inc.
The New YP.ca Platform 12
A Closer Look at What’s New
Clean new look
Keyword search
Refined search
Merchant pages
13
A clean new look – home page
• Simple, lightweight, uncluttered interface
• What (key word) &
Where (location) i.e. phone number, postal codes and landmarks
• “Did you mean” function to help the user with searches
14
A clean new look – results page
• No intermediary page
• Logos now appear aligned
on the left
• Icons have been replaced with text links
• Relevant keywords are highlighted
• More information on the first page, up to 60 listings
15
A clean new look – results page 1
5 NPP/PPP
25 LPP
30 Local Listings
Up to 5 NPP/PPP listings
And up to 5 more NPP/PPP logos
rotating in the skyscraper
Up to 25 LPP listings
And up to 25 more LPP logos
rotating in the skyscraper
And up to 30 local listings ranked by DirectoryPlus, URL link, and
basic listings
Up to 60 results
16
Keyword search
A Keyword search is when a user enters a word or words in the main search box of the site rather than searching by heading
For Example: A search for Sushi in Vancouver
Sushi Vancouver
17
Relationship between keywords, headings and directories
• A keyword within an ad is not enough
• Keywords are filtered through headings and directories
Headings and directories remain the backbone of the site
18
Relationship between keywords, headings and directories
• Keyword search may yield results combining up to 5 relevant headings
• A heading is relevant if it provides 20% of click through or more
• Positioning is determined by ranking products, and the relevance of the keywords
• New YellowPages.ca will learn over time
• Users can now search by their chosen geographical area e.g. Toronto. Results will combine Toronto directories
19
Keyword search… refined
After performing a keyword search users can further refine their search by:
• Brand
• Product / Service
• Hours of operation
• Payment options
• Cuisine type
• Proximity
20
Keyword search
What is searchable?
• DirectoryPlus ad content
• Paid URL links enable advertisers’ websites
• Publicly available URL links will provide additional results
Display adMenu
Web site
21
Keyword search content sources
Digitized DirectoryPlus AdsDigitized DirectoryPlus Ads
Paid URL’sPaid URL’s
Publicly available URL’s*Publicly available URL’s*
*Not all publicly available URL’s will be available at launch.
Content Sources
Direct Search/ Search Expansion
• Directory • Heading• Business Name• City • Postal code• Telephone number• Proximity
• Payment options• Landmark • Brand• Cuisine type • Product• Hours of operation
• Directory • Heading• Business Name• City • Postal code• Telephone number• Proximity
• Payment options• Landmark • Brand• Cuisine type • Product• Hours of operation
New YP.ca Content
New
22
Merchant page - top
• All links (except URL) lead to the Merchant page
• Merchant pages have been designed to optimize search engine searches
• Repository of all merchant content
• DirectoryPlus display ad
• Merchant profile
• Map
• Driving directions
23
Merchant page - bottom
• Menu pages
• Online promotional offers e.g. Coupons, Flyers
• URL Links
• DirectoryPlus Informational ads
Also accessible through
Web Number!
24
Web number
Web number, one more way for your customers to find you!
Merchant Page
The New YP.ca Platform 25
What stays the same …only better!
National & Provincial Priority Placement
Local Priority Placement
Local listings and DirectoryPlus
26
The same… only better
Ranking structure will remain, results will continue to be presented in four groups:
• NPP/PPP
• LPP
• DirectoryPlus and other products
• Basic free listings
27
National and Provincial Priority Placement
• Up to 5 listed, 5 additional in the skyscraper
• Rotation principle
• Unlimited advertisers
• National and provincial flavour
• Full colour company logo, linked to URL
• Up to 200 characters of text available (incl. spaces)
• Up to 3 headings, Dealer locator
• Free click to call feature on local telephone number
Website is now keyword searchable!
Specs: LogoDimension: 140 x 70 pixels
Maximum Weight: 3.5kbFormat: .gif
Text allowed. However, no url, no phone #, must be different than D+ ad.
No animation.
28
Local Priority Placement
• Up to 25 listed, 25 additional in the skyscraper
• Rotation principle
• Unlimited advertisers
• Local flavour
• Full colour company logo
• Linked to URL
• Free click to call feature on local telephone number
Website is now keyword searchable!
Specs: LogoDimension: 140 x 70 pixels
Maximum Weight: 3.5kbFormat: .gif
Text allowed. However no url, no phone #, must be different than D+ ad.
No animation.
29
DirectoryPlus and other online products
DirectoryPlus replicates the content from the print directory
• Display Ads
• Informational ads
Positioning is determined by ranking points and products
• Type of ad (size & colour)
• URL Links
• Micro sites
• Promo links (coupons, flyers, menus)
30
Basic free listings
• All remaining listings from the print directory will be displayed
• Positioned in alpha order
The New YP.ca Platform 31
What it all means for users and advertisers
New features
New benefits
32
User benefits
Clean new look
• Easy to find information
• Visually appealing
• Information at your finger tips
Keyword search
• Relevant results every time
• Information can be refined
• Broader base of information
Merchant page
• Merchant profile
• Offers & Menus
• Maps
Ease of use Ease of use
+ Relevant results Relevant results
+ Rich content Rich content
= Increased
Usage
Increased Usage
33
Advertiser benefits
Clean new look
• Expected further increase in traffic
• More opportunity to be seen
• More opportunity to stand out
Keyword search
• Easier for customers to find you
• Ability to target your business
• Increased return from your website
Merchant page
• One page to find everything
• Search engine optimized
• Web number
Increased Value
Increased Value
Increased opportunity Increased opportunity
+ Increased competitive
advantage
Increased competitive advantage
+ Expanded reach Expanded reach
=
The New YP.ca Platform 34
Promotion
35
What are we doing to promote the new YellowPages.ca?
36
Continuing to promote…
37
Continuing to promote…
1. We continue to spend significantly online: e.g.
Debacles of doing it yourself videos
- Full motion, rich media
2. As well as other offline media: e.g. TV, Radio
38
Our Online Partners
39
The new YellowPages.ca
Thank you