Soyatech

Overview

When Soyatech approached EnSky regarding their web site redesign project, they already had an existing web site. This site was primarily "brochureware", with a limited ability to search the directory database. As a brochure, their electronic branding was not as strong as their print branding. Also, the limited search features were based on older technology that was beginning to show its age. Soyatech wanted the following features added to their site: A members-only section of the site with full access to an electronic version of the Soya & Oilseed Bluebook, which would include: **A fully-searchable directory of soya and oilseed equipment and service suppliers, as well as directory of governmental and non-governmental organizations. A glossary of industry terms, with available translations between five different languages. Soybean and oilseed reference and statistical charts. Industry headline news with a fully-searchable archive. Banner ads as a new source of advertising revenue. The ability to securely purchase the Soya & Oilseed Bluebook directly from the web site. A secure administration area of the web site for managing memberships and posting news articles. In addition, they wanted a new, professionally designed look and feel for the web site. These features would be added to meet Soyatech's goal of positioning the company not only as a provider of information to the soya and oilseed industries, but also to the wider food and feed industries.

Challenges

EnSky's strategy was twofold when first meeting with Soyatech: learn more about their technical requirements and also learn more about the company, in order to effectively create their online identity. In print, the Bluebook is noted for its clear design, readability, and ease of use. EnSky and Soyatech quickly decided these factors should carry over to the new site. A clean, attractive layout was soon designed, with hyperlinks that are easy to pick out among the text. Logical navigation guides users through the site. Designing and implementing the site's membership system proved to be quite challenging. Soyatech required several different types of membership: 24 hour free trial, 1 year paid, and administrative. Also, Soyatech staff needed to have the ability to set up custom-length memberships for trade shows, and other marketing needs. Further, it required that customers be given access even if they purchased the Bluebook by phone or mail. A system was designed were each Soya & Oilseed Bluebook sold comes with a unique authorization code which allows customers to sign up for the Soya & Oilseed Bluebook Online at the time of purchase, or later at their convenience. The brainchild of Soyatech president Peter Golbitz, Soyatech's Soybean and Oilseed Headline News has proven to be very effective in building traffic to the site. Each day, Mr. Golbitz posts several news articles of interest, which appear as links from the home page. Both site members and the general public have access to the 10 most recent articles; site subscribers have full access to the archives. Anybody may sign up, directly from the home page, to receive the day's headlines via an email newsletter. Articles are posted through a secure, browser-based interface.

Solutions

Traffic to Soyatech.com has steadily climbed since the site's launch in November 2000. The May 2001 tally of 15,853 visits represents a 120% increase over the December 2000 total of 7,232 visits. Average weekly visitors now number 3,412, with banner ad impressions currently at the 25,000 per month level. Soyatech's eNews service has over 1700 subscribers who receive the Soya and Oilseed headline news in their inbox several times per week. The site itself boasts over 900 new subscribers. Peter Golbitz states: "The new site has done precisely what we wanted it to do in terms of functionality, attraction of new business, and positioning Soyatech as a leading information company." "EnSky's ability to work with us in crafting a solution to our very specific technical needs was great."