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CHAPTER

12DEVELOPING AND

MAINTAINING EFFECTIVE WEBSITES

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Half of all those online buy something

WHY IS WEBSITE DESIGNIMPORTANT?

Online (and Mobile) Salesare Growing in Double-Digits!

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Websites must have objectives, be tested for usability, and be measured

HOW HAS WEBSITE DESIGN EVOLVED?

The Goal is Site Stickiness!

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STRATEGIC CONTEXT

Business Websites Are Not An Exercise In Either Technology Or Aesthetics.

THEY ARE AN EXERCISE IN COST-EFFECTIVE EXECUTIONOF MARKETING STRATEGY.

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THE ROLE/OBJECTIVES OF WEBSITES

• Increase Sales Revenue• Increase Visibility/Branding• Advertise• Provide Customer Service• Generate Sales Leads• Retain and Grow Customers• Build an Online Community• Provide Cost Savings

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MULTICHANNEL SHOPPERS

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Purchase More Frequently

Make larger purchases

Prefer Internet Shopping

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WEBSITE DEVELOPMENT PROCESS

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©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

1. WEBSITE OBJECTIVES VARY BY FIRM

• Branding• Transactions• Overall Marketing Objectives• AIDA Model or other model of

consumer behavior

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1. ESTABLISH SITE OBJECTIVESWhere Do Web Site Objectives Come From?

What Are Criteria For Good Objectives?

Branding vs. Sales Objectives

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1. Research1. Research

2. Awareness2. Awareness

3. Branding3. Branding

4. Lead Generation4. Lead Generation5. Customer Acquisition5. Customer Acquisition

6. Customer Management & Communication

6. Customer Management & Communication

7. Up-sell & Cross-sell7. Up-sell & Cross-sell

8. Retention & Loyalty8. Retention & Loyalty

DEVELOP OBJECTIVES BASED ON CUSTOMER

LIFECYCLE

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WHICH OF THE FOLLOWING SHOULD DRIVE WEB SITE DESIGN?

A. Business GoalsB. Target AudienceC. Both

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2. OFFICE DEPOT TARGETS BUSINESS SEGMENTS

• Special Landing Page.• Customer Choice: Home Business,

Small, Medium, Large, Industry.• Target is firms of 15 employees who

spend at least $6,000 a year on office and technology supplies.

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IDENTIFY/DESCRIBE TARGET MARKET AND DEFINE SITE CONTENT

Who Is Your Target?

How Do You Get Information

About Them?

What would they like?

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3. USE THE ‘GOLDEN TRIANGLE’ IN WEB DESIGN FIGURE 12.3

14

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3. WEBSITE DESIGN AND CONTENTFIGURE 12.4

15Hierarchy: Navigational Structure

Wireframe: Page Design

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EFFECTIVE SITE NAVIGATION IS ENHANCED IF THE MENU OPTIONS

APPEAR IN ONLY ONE PLACE ON THE SITE

A. TrueB. False

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A GOOD COPYWRITING TECHNIQUE FOR THE INTERNET IS

TO STAY “ABOVE THE FOLD.”A. TrueB. False

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4. USABILITY TESTS FORRESTER CRITERIA(EXPERT JUDGMENT)

4 Key Dimensions

• Value• Navigation• Presentation• Trust

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4. USABILITY TESTS SHOPZILLA FROM BIZRATE QUALITY FACTORS

(CUSTOMER RESPONSE)

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5.DEPLOYMENT AND TUNING

• Upload to Host Server• Balance Load • Monitor Site Performance

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6. MEASURE/EVALUATE/IMPROVE

Technical Task

Measuring And Improving Site

Performance Is A Technical Task

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TESTING TECHNIQUES

What Kind of Test?

•Exploratory Research•Concept Tests•Prototype Tests•Beta Tests•Customer Usability/Satisfaction Feedback

When? •In the Beginning•Ongoing•During Development

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7. IMPROVE/RELAUNCH WHEN NEEDED

• Staples redeveloped its site• Netflix has changed its model to

react to customers• Overstock redesigned its site to

emphasize customer service

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STAPLES REDESIGNED WEBSITE FOR USABILITY

Easy to Find

Easy to Use

Easy to Check Out

Use of Personas

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OTHER WEBSITE DESIGN TIPS•Use Search Options•Avoid Flash•Avoid Videos That Load Automatically•Set the Home Page in Columns•Use a Web Content Management System (WCMS)•Invest in CSS (Cascading Style Sheets)•Use Large Fonts, White Background•Avoid Scrolling•Test on Multiple Platforms

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ARE THESE SITES WELL DESIGNED?

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CUSTOMER ENGAGEMENT

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EXPERIENCE THE SAN DIEGO ZOO

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WHICH CUSTOMER EXPERIENCE FACTORS ARE MOST IMPORTANT?

Ease of UsePhysical

Presence and Appearance

Cognition

Emotion/AttitudeConnectednes

sAccess Speed

Reliability AttractivenessCustomer

Expectation

Trust

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

A GOOD WEB DESIGN PROCESS IS THE MOST VALUABLE RESOURCE

Remember the

Marketing

Objectives

Learn from

Successful Experience in any Channel

Track Best Practices

and Competito

r Websites

Listen to Custome

rs Continu

ally

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

WHAT DOES IT COST?

• Hard to Generalize about Development

• Size, Complexity of Site

• Level of Internal Expertise/Availability

• Cost of Outsourced Activities

• Licensing Fees for Software, Content, etc.

• Use of Free Tools• Annual Maintenance Costs

• 3 to 5 Times Development Cost

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

GOOD WEB SITE DESIGN SUMMARY• Level of

expertise• Time• Objectives

• Points to home

• Leaves ‘bread crumbs’

• Main menu visible

• Loads easily• Simple logic• Information

‘above the fold’

• Few clicks• Uses Columns• Makes

effective use of ‘landing pages’

Takes the

customer into

account

Is easy to

navigate

Is Useable

Flows

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