in inbound marketing

What if AAP were a website?

It is interesting to draw parallels between 2 worlds and it becomes even more interesting when one of the world is politics – Indian politics – World’s largest democracy.

Delhi election is just 2 months away and this time we have a new contender in the fray – Aam Aadmi party (Thanks Mr. Arvind Kejriwal for saving us the boredom of seeing constipated Mr. Vijay Goel and corrupt Shrimati Sheela Dixit again – Hopefully!). But come to think of it, what would happen if Aam Aadmi Party were a website (ah! are we talking about wireframes again?)? How would it look?

So let me present here my version of the home page of the Aam Aadmi Party.

Aam Aadmi Party Home Page

Aam Aadmi Party Home Page

Now all the product managers out there would ask —–  WHY??? What’s the logic behind this atrocious home page??

So here is the logic -

  • This website has its logo and branding on top just like any normal site. So no abnormality there.
  • Menu bar fills up the next slot which lists down their important points which is again a normality.
  • And then there is this big fat Footer much like Indian weddings. The footer runs across the site and consume close to 75% of the web space on each page.
  • In the footer, there is a link farm which points only to one destination URL – Arvind Kejriwal.
  • Rest of the space (left over of header, top menu bar and the footer – which is not more than 10%) is consumed by rest of the organization people.

All of us know that link farms used to work like magic in stone age but not now. Now Search Engines (and especially Google) have come down on them very heavily. As a result, link farms which used to generate lots of traffic in early days is now useless. Now only way to generate quality traffic is genuine and unique content aka pages.

In the similar fashion, AAP needs to remove this fat footer of Arvind Kejriwal. For AAP to actually get votes, it needs to build unique content pages (read: representatives from individual constituency). Currently all one knows about the site (AAP) is the FOOTER. Now one might say that voting happens for the party and not individuals but being the outcast, being the new kid on the block, it becomes critical for AAP to get its people familiarized.

This hypothesis is also reflected by surveys conducted by some of the news channels which say that though people want Mr. Arvind Kejriwal to be chief minister of Delhi but that want is not reflected in the number of seats projected for AAP.

Therefore following are some of the product changes suggested for AAP.

  1. Shorten the footer: Mr. Arvind Kejriwal needs to hog less air time. There should be other people sharing the burden equally. Mr. Yogendra Yadav, Mr. Manish Sisodia and Mr. Kumar Vishwas do their bit but still there could be lot more equality. Case in point: Mr. Arvind Kejriwal stealing radio air time talking about some survey conducted by Mr. Yogendra Yadav.
  2. Develop more unique pages: This means that individual constituency candidates should be more prominent and forthcoming in their approach. Though I am aware of AAP candidate’s name from my constituency, I am not aware of what his agendas are or how is he different from other candidates? Should I vote for him purely on the faith? Since AAP is contesting for the first time, it becomes imperative for them to get their candidates familiarized with the common masses.
  3. Create HERO Pages: Like any website, AAP should create proper HERO pages (SILO structure) with correct flow of link juice. AAP has many hero pages like Mr. Yogendra Yadav, Mr. Kumar Vishwas and Mr. Manish Sisodia but all of them act like branch pages. Just like a HERO’s page page-rank increases from its internal pages and not directly, reputation of these people should increase from their candidates’ worthiness and not on their own worthiness.

Currently the initial cut of this product (Aam Aadmi Party) looks promising but user experience is still an issue. I hope they sort out their User experience issues and then we as Delhi citizens will truly get an awesome product. AMEN!



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