Angel Records

Overview:

Angel Records, a division of Capitol Records, has a catalog of over 50,000 titles in its repertoire that includes Angel Records, EMI Classics, Virgin Classics and Manhattan Records. The vast catalog offers music across many classical genres.

Angel Records came to imagistic with the need to update its Web site, which was originally launched in 1998. imagistic created a completely new design, features and functionality developed to achieve specific marketing objectives.

One of the highest priority goals for Angel Records was that the new site appeal to its broad range of listeners without alienating any particular audience.

Solution:

• Because of the diversity of listeners, imagistic began the redesign by conducting a thorough Web log analysis and site performance review.
• The goal was to understand what users were doing on the current site—what content areas they frequented, the average length of user session, where users were exiting the site, how effective email promotions were at driving traffic to the site, etc.
• By overlaying data from our analysis with specific Angel Records objectives, imagistic developed an effective road map for achieving these objectives and establishing benchmarks for measuring the success of the redesigned site.
• The new site design highlights the depth of catalog in the main genres of Instrumental, Contemporary, Orchestral & Opera-Vocal.

Additionally, key features and functions were developed or improved to allow multiple access points to the vast Angel Records catalog, including:

• A fully searchable database of Angel Records' entire catalog allows users to access this resource directly from any page in the site
• A Promotion Engine allows Angel Records to push rotating recommendations of titles to users and highlight the catalog pro-actively
• Additionally, imagistic augmented data gathering mechanisms through registration and cookies, which allows Angel Records to better understand consumer behavior online.

Results:

• Launched in December of 2002, the Angel Records site showcases the depth and breadth of its catalog.
• The combination of design and functionality allows Angel Records to address its range of audiences, highlighting the various genres directly from the Home page.
• The company is able to use its Web site to promote and market new artists and releases as well as lesser-known titles in the catalog.
• imagistic will continue to monitor the results of the Web site redesign through analysis of Web logs over the next several months.