Why Micro-sites suck (generally)
6/03/2011 by Richard Wright
Have I imagined the perfect user experience, when considering building a micro-site, and strived to provide it?
What is a micro-site?
A micro-site is a stand alone appendage that bears little resemblance to and has little structural connection to a brands main website or online presence. These micro-sites often support a distinct campaign (usually TV, on-pack, a sponsorship, or event). More recently these micro-sites can come in the form of a Facebook application or fan site that is separate from the main Facebook fan page.
Why do they suck (generally)?
Micro-sites tend to create a fractious web offering which, without careful planning and execution, can create a poor or confused user experience.
- They tend not to support the broader brand goals and online strategy, which often are not considered, as only individual campaign goals are considered.
- They tend not to drive traffic to the brands main website and so are not a mechanism for broader brand online loyalty outside the campaign.
- A micro-site may create silo's of user data that is separate from the main mailing or user list.
- Often when the campaign ends the micro-site disappears and without careful planning the silo's of user data disappear with it.
- Micro-site production is often suggested by an agency as a means to increase campaign spend.
- Micro-sites that support campaigns tend to have a definite start and end point, they become obsolete very quickly and once ended the consumers that have interacted with the micro-site more often then not never hear from the brand again.
Guidelines and questions for micro-site production
- Have I involved all parties when considering producing a micro-site? eg digital agency, web strategists, ad agency.
- Have I imagined the perfect user experience when considering building a micro-site and strived to provide it?
- Does the campaign actually require a micro-site or would the campaign be better supported inside the main website.
- Does the micro-site support the broader online goals and online strategy of the brand.
- Is there elements of the campaign micro-site that could be used or re-purposed for the main web offering.
- Could elements of the micro-site be used to form the basis of a brands main website if there is not one already.
- Will the micro-site create a silo of data? What will happen to the data post campaign.
- Will I have an ongoing conversation with the users of my campaign, if so what will I say?
Over all, micro-sites are not all bad. At times they are required from a structural point of view. The main thing is to consider them not in isolation from your broader online offering and if you don't have a permanent brand presence then use the micro-site or campaign as a launch pad.
For more help with taking a strategic approach to your brands online presence then contact the good people here at Federation Media.