Balancing Video and Usability
When reviewing the effectiveness of any website, it's important to consider who the site was built for, why they came, and if the company accomplished its business goals.
The Setup
The recorded video host at the Flash-created website, VISA business BREAKTHROUGH site promises users content that will help small-business owners solve their problems in the categories of finance, marketing, organization, organization, team building, and technology.
To prove this, each section features a well-produced, quality video testimonial introduced by the video host, some high-level information about how they could help the business they highlight, in the section, and some decent articles related to the section.
Establishing the Business Purpose
Given the content of the site, then, the main business purposes of the site seem to be:
1. Establish credibility for Visa's small business service, and
2. Capture leads.
2. Capture leads.
The site can be considered a success only if these two purposes were fulfilled adequately with respect to the amount spent on the effort, and if it is successful, that is a testimony beyond anything critics and admirers can add or detract.
To fulfill the first goal, Visa created an attractive layout and used high-quality video and content. Visa certainly spared no expense in production, and it represents a quantum leap in video that, until it becomes easier and less expensive to create, will be tough to beat.
To fulfill the first goal, Visa created an attractive layout and used high-quality video and content. Visa certainly spared no expense in production, and it represents a quantum leap in video that, until it becomes easier and less expensive to create, will be tough to beat.
The second goal is presumably handled by the contest. Though I don't know how many entries the site received, I'm sure most of the companies who went through the trouble to write a 500-word essay at the opportunity to win $10,000 do need the type of service Visa offers, which means that any leads Visa captures are not ordinary, but well-qualified ones.
