Bill Scott, VP-group publisher at Jobson's Retail Optical Group, explained: "We had a live beta version behind an animated peel-back, and we invited the users to try it out." Then, when the user went to close out of the beta to return to the original site, a questionnaire box popped up to survey the user, so that last-minute tweaks could be made.
"You're never completely out of beta. You are always making changes," Scott said. "But in our minds we were 96% done, so we went live officially in the beginning of November."
Another unusual promotion was the eight-page insert introducing the new Web site that ran in the October and November print issues of Vision Monday.
Marge Axelrad, senior VP-editorial director at Jobson Optical Group, said the new site was so different the company treated it as a launch. "There's a whole new structure and many new features," she said.
The print supplement highlights such enhancements as Vision Monday Web TV, a video channel that's an industry first, Axelrad said, as well as photo galleries, slide shows, at-a-glance industry statistics and exclusive online features.