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Top 50 Websites

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Wikibrands' Sean Moffitt itemizes the 100 pt criteria of leading websites and profiles 50 great websites in a first of a series of Wikibrand resources.. Plus, a link to the 4th annual Buzz Report survey.
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Wikibrands Digital Engagement Resource Deck #1 “Top 50 Websites” May, 2012 www.wiki-brands.com
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Page 1: Top 50 Websites

WikibrandsDigital Engagement

Resource Deck #1

“Top 50 Websites”May, 2012

www.wiki-brands.com

Page 2: Top 50 Websites
Page 3: Top 50 Websites

Top 10 Wikibrand Factors

Execution (MILCC)• Measurement/

Metrics/Monitoring/Insight

• Internalizing Community

• Life Stage Planning• Community

Management• Culture Building

Strategy (FLIRT)• Focus• Language, Content

and Tone• Incentives and

Outreach• Rules, Guidelines and

Rituals• Tools and Platforms

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“Customers don’t forgive organizations for bad

websites”

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“It takes 99% of us less than 4 seconds to determine if they want to stick around

your website…”

What’s it saying?

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“Users spend most of their time on other websites…this means that users gear their expectations for your site by what they have learned to

expect elsewhere.” Jakob Nielsen

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The Higher Call of Great Websites

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Top 10 Landing Page Features

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The 100 Point Website Test

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Website Criteria – 100 pt. Scale

Criteria ImportanceOverall Impact 25 pointsContent 15 pointsNavigation 15 pointsUser Experience

15 points

Findability 15 pointsSociabiility 15 pointsTotal 100 points

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Website Criteria – Overall Impact

Overall Impact

Criteria Pts.

First Impressions

Creates immediate wow, looks contemporary, causes to sign up, engages for significant time

/10

Simplicity Uncluttered, readable, graphic/colourful, strong calls to action, infographics/flowcharts, above the fold

/5

Uniqueness Distinctively branded, unique graphics, brand consistency, look and feel diff. from competitors, Typography

/5

Dynamic Slider windows, Dynamic news feeds, Rollover prompts, Real-time response and feedback

/3

Multimedia Varied and interesting use of animation, pictures, video, music, mashups

/2

Page 17: Top 50 Websites

Website Criteria - Content

Content Criteria Pts.

Usefulness Helps users, up-to-date, interactive, provides real value, customized, well-presented, breadth, has a point of view

/3

Transparency

Real people/employees, mission statement/manifesto, policies and rules

/3

Credentials Evidence of popularity, third party or customer testimonials, Organizational authority

/3

Human/Fun Conversational language, Humour, Consistency with audience, enthusiasm, Stories, leaves you wanting more

/3

Incentives/News

Dynamic stream of news, Campaigns, Offers, Competitions, External links, Opportunity for fame

/3

Page 18: Top 50 Websites

Website Criteria - Navigation

Navigation Criteria Pts.

Search ability

Internal search engines, menus, support, mental model on what to expect when you click

/3

Links Graphic links, internal links, return to home menu easy, links open in new windows

/3

Intuitive Top options for clicking dependent on user and place on site, priority of information

/3

Menus Consistency of presence, descriptiveness /3

Types of user reaction

New vs. returning user, Country and language of user, Tiered user access

/3

Page 19: Top 50 Websites

Website Criteria – User Experience

User Experience

Criteria Pts.

Usability Limited click to completion, no need to upload new software, browser and monitor capability, Download speed, Cross platform

/3

Knowledge of users

Adaptive, flexible taxonomies, know history, analytics inform experience, customizable environment

/3

Security Safe for users to use, not flagged by filters, password protection

/3

Troubleshooting

Strong Q&As, How-tos, Tracking orders/process, Virtual live customer service

/3

Easy to Contact

Availability of forms, contact us page, triage to the right person in the organization

/3

Page 20: Top 50 Websites

Website Criteria - Findability

Findability Criteria Pts.

Smart URL Short, intuitive, .com, Multiple vanity urls

/3

Metatags and Keywords

Own the best relevant words, each page sufficiently tagged and named

/3

Links Good level of working inbound and outbound links, seamlessly linked microsites

/3

Partners and Affiliates

Network of partners, community of ambassadors, employee extensions

/3

Funnel Social networks and content drive back to website

/3

Page 21: Top 50 Websites

Website Criteria - Sociability

Sociability Criteria Pts.

Blog Content

Frequent, well-tagged, relevant, engaging posts, Smart headlines, Strong user engagement

/3

Social Integration

Top social network integrated apps, easy to register through social profiles, activity linked to social network feeds

/3

Community Provides forums, crowdsourcing and microcommunities for participation, community moderation

/3

Easy to link Compatible with all the key social networks, automated actions/emails, widgets

/3

Participation

Ability to participate, to give and receive, hear and respond, real-time feedback, peer to peer capability, leaderboards

/3

Page 22: Top 50 Websites

50 Great Websites

Page 23: Top 50 Websites

#1- lululemon – Fitness with a Cause

Pros - Visual, Point of view - Manifesto, Great Content, Ambassadors, Menus

http://shop.lululemon.com/home.jsp

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#2- Icebreaker – Visual Active Storyteller

Pros - Photographic, stories of founder/history, Authenticity - Trace back your garment http://ca.icebreaker.com/

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#3 TakingItGlobal – Global Youth Leader Community

Pros – Great set of resources and community tools for youth http://www.tigweb.org

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#4- Ashoka – Changemaking via Youth

Pros - The power of microfunding, great team profiles http://www.changemakers.com/main

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#5- Tourism Australia – Map-based Travel Discovery

Pros - Great location-tagged photography and experiences http://www.nothinglikeaustralia.com/ca/flash.htm#/entries

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#6- Twitter Stories – Tales from 140 Characters

Pros - Curated stories, emotional meaning, photographic impacthttp://stories.twitter.com/

Page 33: Top 50 Websites

#7 Moo.com – The Loveable Commodity

Pros - Friendly tone of voice, visual impact, helpful user-generated hints and tips http://us.moo.com/

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#8- Outside 127 Hours – User-Generated Video Inspiration

Pros - Powerful use of video, competitive entries, inspirationalhttp://www.127definingmoments.com/

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#9- The Responsibility Project – From insurance comes conversation…

Pros - Issues discussion, intercativity and guides, bringing to life a commodity product http://responsibility-project.libertymutual.com/

Page 37: Top 50 Websites

#10- SHFT – Curating the Best Sustainable Stuff to Notice and Talk

About

Pros - Great visual impact, well-categorized by activity, recognition for authors http://www.shft.com/

Page 38: Top 50 Websites

#11- NASA – Making Space Watchable

Pros - Key headlines, images and multimediahttp://www.nasa.gov/

Page 39: Top 50 Websites

#12- Mint – Bringing to Life Personal Finance

Pros - Clarity, simplicity, aggregated member data, user experiencehttps://www.mint.com/

Page 40: Top 50 Websites

#13 - Tribeca Film – Telling the Stories of the Storytellers

Pros - Simple navigation, visual display, most popular posts, filmmaker profiles http://www.tribecafilm.com/

Page 41: Top 50 Websites

#14- Freelancer – Crowdsourcing simply explained..

Pros - How it works, latest dynamic statistics, menu/category system

http://www.freelancer.com/

Page 42: Top 50 Websites

#15 - Sundance Festival – A lot of content colourfully

displayed…

Pros - Dynamic slider, extensive drop down menus, clean aesthetic http://www.sundance.org/festival/

Page 43: Top 50 Websites

#16- Open Ideo – Posing Challenges to the Creative World

Pros - Ranking of challenges and status, key statistics and activity, optimism

http://www.openideo.com/

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#17- Crowdrise – Real-Time Call to Actions

Pros - Focus on projects, events, people – visual impact above the fold

http://www.crowdrise.com/

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#18- Historypin – Creating a new category of visual website

Pros - Creative idea, well-explained in video, clean and simplehttp://www.historypin.com/

Page 47: Top 50 Websites

#19 Vibram – Provocative Technology

Pros - Simple concept provoactively renderedhttp://www.youarethetechnology.com/

Page 48: Top 50 Websites

#20-- Life – Cultures and Eras in Pictures

Pros - Black and white and hitory appeal, social media integartion, featured

http://life.time.com/

Page 49: Top 50 Websites

#21- The Johnny Cash Project – Multimedia Creative Production

Pros - Wonderfully simple crreative crowdsourcing ideahttp://www.thejohnnycashproject.com/

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#22 - The Tiziano Project – Kurdistan’s Tapestry of Stories

Pros - Video collage, individual stories that tell a bigger storyhttp://tizianoproject.org/

Page 51: Top 50 Websites

#23 – National Geographic – Nature as an Art Gallery

Pros - Visual impact, editor’s picks, social media integrationhttp://www.nationalgeographic.com/

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#24 – Dropbox – Simple Solution, Simply Explained

Pros - Directed attention, simple educationhttps://www.dropbox.com/

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#25 Vitro Design Museum – Content on a Different Menu Plane

Pros - Unique menu system, supporting dynamic contenthttp://www.design-museum.de/index.php

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#26 – Lego – Toys with Announcement Value

Pros - Colourful background, product displayhttp://www.lego.com/en-us/Default.aspx

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#28 – AARP – Bringing the Everyday To Life

Pros - Interesting content, fun and games for older peoplehttp://www.aarp.org/

Page 58: Top 50 Websites

#29 – AVAAZ – Wearing a Cause on a Digital Sleeeve

Pros - Great global multilingual site, social proofhttp://www.avaaz.org/en/

Page 59: Top 50 Websites

#30 Ushahidi – Simple Crowdsourcing

Pros - Clean layout, mobile enbalementhttp://ushahidi.com/

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#31 – Brains on Fire – The Personal and Intimate Agency

Pros - Personable/human tone, great About Us/Team areahttp://www.brainsonfire.com/

Page 61: Top 50 Websites

#32 TED – Inspirational 20 Minute Video Bliss

Pros - Video, collage effect, common format, well tagged, socially integrated

http://www.ted.com/

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#33 – Kiva – Telling Stories and Providing Hope Around the World

Pros - Inspring, stortytelling, simple layout, call to actionhttp://www.kiva.org/

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#34 – Quirky – If You Can Think It, You Can Do It

Pros - Clean, colourful, economy of wordshttp://www.quirky.com/

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#35 Equinox – The Fitness Experience and Lifestyle Brand

Pros - Balance of information and lifestyle, mutimedia elementshttp://www.equinox.com/

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#36 GE Ecomagination – Imagining The Future

Pros - Visuals, great content, infographics, loose distinctive web design

http://www.ecomagination.com/

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#37 – One – Multiple Channels, One Cause

Pros - Dynmaic slider, typography, visuals, Facebook inegrationhttp://www.one.org/us/

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#38 Wonderopolis – Daily Educational Inspiration

Pros - daily editorial calendar, simple focus, background imageryhttp://wonderopolis.org/

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#39 – Freerice – A Reciprocal and Fun Relationship

Pros - novel educational fundraising model, real-time feedbackhttp://freerice.com/

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#40 – Nike+ - Aesthetically Beautiful Fitness

Pros - Aesthetically beautiful, customer experience driven, use of icons

http://nikeplus.nike.com/plus/

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#41 – Nesta – Solving for a Different Kind of Future

Pros - Words over pictures, compressed menu of informationhttp://www.nesta.org.uk/

Page 74: Top 50 Websites

#42 Umbra – Design Well Designed

Pros - Hero visuals and secondary menuhttp://www.umbra.com/

Page 75: Top 50 Websites

#43 The Nature Conservancy – Providing Greener Hope

Pros - Calls to action, what they do, descriptive dynamic sliderhttp://www.nature.org/

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#44 NOLA’s Make It Right – The Continuing Hurricane Katrina

Cause

Pros - Results, icons, vdeoshttp://makeitrightnola.org/

Page 77: Top 50 Websites

#45 Crumpler – Fashion Icon Menus

Pros - lead visual impact, full catalogue on front pagehttp://www.crumpler.com/

Page 78: Top 50 Websites

#46 Threadless – Fun and Irreverent Design Challenges and T-Shirts

Pros - simple 4 menu structure, personable/human, elegant voting processhttp://www.threadless.com/

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#47 Trendwatching – Prescribing and Anointing What’s

Next

Pros - creating new vernacular, deep content depth, colur schematic

http://trendwatching.com/briefing/

Page 80: Top 50 Websites

#48 8Tracks – A Gallery of DIY DJs

Pros - Tagging, Front page mix portfolio, onc-click functionalityhttp://8tracks.com/

Page 81: Top 50 Websites

#49 Pinterest – Curating Visual Splendour

Pros - object-centred focus, balance of presnted and user-generated reaction

http://pinterest.com/

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#50 Blurb – Putting Personalization Right Into Your Hands Simply

Pros - Tagline, Big Visual, 1-2-3 Step process, Focused Call to Action, Value adds– Apps, Extra, Ideas , Content Rich (50 menu opts) http://www.blurb.com/

Page 83: Top 50 Websites

#51 Life is Good – Shopping Optimism

Pros - optimistic tone, visual categories, typography, storytellinghttp://www.lifeisgood.com/

Page 84: Top 50 Websites

The 4th Annual Buzz Report Survey

Interested?

Help input the to the authoritative survey on emerging business, digital, marketing and media

trends.https://www.surveymonkey.com/s/buzzreport2012

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Twitter: @wikibrands

Expand the List, Continue the Conversation

[email protected]@seanmoffitt


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