[5] brandchannel Official home page. 2004 <http://www.brandchannel.com/start.asp?fa_id=203> (efferent) | |||
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This site won a 2003 Webby Business Award for marketing and communications. (IDEO [24], Bankrate [3], PeopleSoft [53], and Kidbuilding [31] also won 2003 Webby Awards.) As with Bankrate, the judges celebrated this site's ability to attract readers and pass them through to the corporate site. "Within one year of launch, brandchannel increased traffic to Interbrand’s corporate site from less than an average of 60 unique visitors a day to more than 800 per day – an increase of 1,233%. This is the best kind of capabilities statement. [117] " While the issue of increased traffic is beyond the scope of this paper, brandchannel.com uses different anchor properties than Bankrate to achieve the same results. The entry to the site could be disparaged on webpagesthatsuck.com [87] as mystery meat (which does not provide the user with an idea of where the anchors lead) as the icons are not labeled and are not truly self explanatory. However, the icons are really just one graphic that leads to the welcome screen--thus subverting a user's expectations that each graphic would go to a different part of the site.
The welcome site is expanded to show a variety of anchors:
Screenshot used by permission.
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