Using The Web

EXECUTIVE OVERVIEW

Converse, the American footwear company with colorful and creative designs, believes that creativity can change the world. We can say that it is creative in the design and the content of the web site as it is in the business.

In the website www.converse.com, the company mainly focuses on e-commerce, customization, campaign presentation and customer service. It has traffic rank of 17.000 on average, based on a combined measure of page views and users, and 40% of its users come from United States (www.alexa.com). Although the web site is quite interesting, attractive, informative and to the point, it still has some parts and pages that can be improved and that need more value added techniques in order to capture more business, increase revenue and cut costs.

In this project, we are going to describe the website, talk about target audience, goals, existing and prospective value added features and graphic design and we are going to explain our web marketing and promotion plan to increase the brand awareness and sales and to make the web site visited by more users who will be our qualified leads and customers.

VALUE PROPOSITION

Converse is an American footwear company, and it is famous as canvas shoes brand. Regard their creative designs on canvas shoes, this brand become young and remarkable life-style footwear.

Unlike other canvas brands, Converse has unisex design. Each design has both men and women’s sizes.

The Converse brand is generally considered to be synonymous with basketball shoes.

People can design their own shoes on Converse website. They customize the all kinds of classic canvas shoes, included the high, low and slip shoes; furthermore, they can have their name on the shoes, this is kind of unique and intimate products. They also can create their personal profile and portfolio, in which they can save all their creations and personal contact information; also they have service of RSS, included other converse products or accessory they might have interests.

Converse is one of participate of 1HUND(RED), in this activity they collect 100 artists around the world to celebrate the artistic spirit and defend the AIDS in Africa, in which help to promote their PR strategy.

After all, the reason of Converse’s success of becoming the world-leading footwear brand is not only because they have excellent marketing strategy, but also they express the importance of innovation and how they appreciate the creativity.

TARGET AUDIENCE

Target audience of the website is kids and young people all over the world who prefer more sportive, energetic and comfortable shoes and clothes with colorful, lively and patterned designs. For Converse web site and the products there is no age limitation in determining �young’. It is not about how old you are, but about how and how old you feel.

PURPOSE AND GOALS OF THE WEB SITE

The purpose of the website for the company is to provide what the target audience is looking for. The site is an e-commerce website to market and sell the company’s products by offering customization and various categories of products from shoes to sportive clothes and accessories.

The website is a business in itself where you are able to purchase goods and order them.

The goals that need to be achieved through the website are listed below:

To increase the brand recognition and to launch new products both domestically and internationally.

To increase sales through e-commerce both domestically and internationally.

To provide clients and visitors value added services and update on products.

To provide customized products to consumers by designing their own shoes.

To increase website traffic, giving consumers a reason to visit the site on a regular basis.

To provide more information to consumers about products.

WEB SITE ARCHITECTURE AND NAVIGATION

My Account Help & Info

Create Account Contact us United States Help

My Profile Order and Product Questions U.S. Customer Service

My Wish List Converse One Order and Product Questions U.S. Sales Tax

My Portfolio International Orders Shipping Information

My RRS (web feed technology) Converse Outlet Stores and Retail Locator Returns

Career Opportunities Gift Cards

General Inquiries My Account

Gift Card Helps Limited, Web Exclusive, and Retail Product

Search Terms& Conditions of use Sponsorship

Returns Wholesale Purchases

Redemption Site Requirements

View Your Balance (check gift card balance) Corporate Office Address

Shop Purchase a gift card Apparel Sales

Limited Converse One help International Help

Design Your Own What is converse one? International Customer Service

Clothes Converse one customer service How can I purchase converse merchandise if I live outside the U.S.?

Shoes Billing Information Supported Countries

Order Cancellations/Modifications Are all converse.com products available for international shipment?

Special Orders International Taxes and shipping information

Register U.S. Sales Tax Returns

Create an Account Shipping Information Limited, Web Exclusive, and Retail Product

Sign-in Returns How do I purchase shoes that are not offered on converse.com?

International Converse One Orders Site Requirements