AmericasTestKitchen.com Website Design Review

ARTICLE SNIPPET - America's Test Kitchen Website, a Network Hub Positioned to Extend Visitors from the Television to the Web to the Printed Word, Demonstrates Extraordinary Website Architecture in Satisfying Users' Need for Added Value and Publisher's Desire for Additional Revenue

Few websites represent successful attempts to integrate broadcast with broadband media. This is not so much because it is impossible to achieve this level of integration as because so few organizations have tried the cross-media model. America's Test Kitchen, and its sister websites, represent just such an attempt. This site is positioned to provide visitors with a seamless experience extending from the television to the Web to the printed word. While clearly not rocket science, such integration can prove challenging, if only because it is attempted so seldom. The additional complexity of a set of integrated websites whose purpose is to enhance and extend the online marketing channel makes for a challenge worthy of America's Test Kitchen.

• When visitors come to this site, they are expecting to find the content referenced on the America’s Test Kitchen television show. At the same time, the publishers of the site would like every visitor to become a registered visitor—the website design supports both of these objectives.
• The site is all about capturing visitor email addresses and establishing relationships with those visitors—once this connection is established, AmericasTestKitchen.com directs visitors to the various sites in the network, presenting various offers and premiums from throughout the network.
• The website design is scrupulous about providing visitors with continuity in navigation. Each page heading has the same content providing visitors with consistent navigation from page to page.
• While AmericasTestKitchen.com is packed with content, the user is never confused about navigating the site. All links are text links. In addition, the links presented on this site are presented in a wholly consistent fashion.
• AmericasTestKitchen.com does an excellent job of reinforcing brand by providing visitors with an easy to use, intuitive website. The site provides an excellent landing point for those directed to the site by its companion television show

To read this Mequoda Library article, Subcribe to the Mequoda Library or purchase as a single article. Or, Email this to a friend.

Purchase Single Article - $47.00 Subscribe to- $197 per month Includes a months access to over 440 reports, reviews, and case studies. Subscribe to- $497 per year Includes access to over 440 reports, reviews, and case studies for a whole year.