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Trapezo's network content management solutions enable businesses to manage and control content from multiple sources across a company and/or the Internet. Our automated solutions remove existing boundaries such as time constraints, human resource expenses, and unrealized potential of new business deals. The deployment of PFP solutions will power all of a businesses information syndication, content integration and promotional offering needs.
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 Ofoto.com
Teams With Trapezo, Increases Personalization
The Ofoto.com customer doesn't fight traffic to develop film, or pay
to print sub-par shots. The Ofoto.com customer can lounge at a desk,
upload photos to the Ofoto.com Web site, choose which prints to pay
for, and receive a shipment the next day.
Now that Ofoto uses a Trapezo solution to test and select the most
optimal Web site designs for its customers, Ofoto.com customers can
now click through pages that cater best to their needs.
However, Ofoto.com visitors weren't always so click happy. Enhanced
computer graphic and digital technologies have changed the face of
photography forever. With the fastest turnarounds and the highest
quality production facilities, Ofoto.com was poised to lead the charge
for Internet photography services. Yet photography is inherently personal:
people use it to express themselves, to record memories, and to share
experiences with family and friends. Ofoto knew if their site were
to attract a sizeable user base and maximize revenue potential, they'd
need to frame efficient technology within a highly personalized experience.
Framing the Problem
So Ofoto.com began on a quest to make the user experience as personalized
as possible: the site let customers share entire digital photo albums
with friends. Customers could turn prints into holiday greeting cards,
they could choose from a suite of colorful frames, place orders at
anytime, and even receive 25 free prints upon signing up. Despite
Ofoto.com's efforts, click through within the site was not as high
as expected. According to Steven Rapport, Ofoto.com's director of
special projects, the site needed numbers to describe user behavior,
and target users accordingly. But how would they gather the needed
data? Rapport started looking into a Trapezo solution.
"We used Trapezo to test click through on our
homepage and other areas of the site," he says. "The Trapezo solution
has allowed us to track user behavior in real time and determine which
site designs are the most effective."
Capturing the Solution
Nowadays, when users visit a newly designed version of Ofoto.com,
their behaviors are monitored through a single Web interface. As the
user responds to different designs by clicking on different links,
data is compiled in real time. Ofoto.com staff use the data to decide
which designs go live and which ones go back on the drawing table.
"Trapezo gave us real time reports on data that
enabled us to make efficient decisions," Rapport says. "The traffic
click through within the site has greatly improved."
Ofoto.com is considering other ways in which the Trapezo solution
could make things more personable. The ideal situation, Rapport says,
would be to serve all content within Trapezo modules, so that weekly
rotations would be automated, and through Trapezo optimization features,
group responses would be monitored, data aggregated, and strategies
evaluated in real time-- without the use of cookies.
Time will tell, he says. After all, for an online photography store
in an evolving market, there's plenty to focus on. |
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