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This chapter explores the stages of developing a new website or relaunching an existing one, focusing on key design elements essential for creating engaging web content. It outlines factors contributing to quality online service and customer satisfaction, emphasizing techniques for understanding visitor needs. Marketers will learn about common buyer behaviors, essential site design standards, and effective website management practices, including ongoing testing and updates. The guide provides insight into designing for different audiences and ensuring brand consistency in the online space.
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CHAPTER 7 Developing the Website
Learning objectives • Describe the different stages involved in creating a new site or relaunching an existing site; • describe the design elements that contribute to effective web site content; • define the factors that are combined to deliver a quality online service.
Questions for marketers • Which activities are involved in building a new site or updating an existing site? • What are the key factors of online service quality and site design that will encourage repeat visitors? • Which techniques can I use to determine visitors' requirements? • Which forms of buyer behaviour do users exhibit online? • What are accepted standards of site design needed for consistency?
Web site development process Figure: Summary of process of web site development
Service quality, satisfaction and loyalty Figure: The relationship between service quality, customer satisfaction and loyalty
Customer rating of online service quality elements Figure: Customer ratings of importance of attributes of online experience Source: J.P. Morgan report on e-tailing 2000
Web site development tasks Figure: Example of web site development schedule
Prototyping stages Figure: Four stages of web site prototyping
B2B audience matrix Figure: Matrix for segmenting customer information on the Internet according to size Source: Friedman and Furey (1999)
Virtual Supply Chain Web Connectivity Resources Internet Suppliers & Partners Suppliers & Partners Extranet Intranet Supplier Supplier Buyers Buyers Users Users Other stakeholders Other stakeholders FIGURE 3: The I-E-I Framework
Online buyer behavior • Directed information seekers • Undirected information seekers • Directed buyers • Bargain hunters • Entertainment seekers
Internet impact on buyer behavior Figure: How the Internet can impact on the buying process for a new purchaser
Information quality attributes Figure: Different aspects of high-quality information content of a web site
Marketing-led design objectives • Customer acquisition • Proposition, recruitment offer • Conversion • Engage first time visitors • Clear call-to-action • Customer retention • Content and offers should encourage repeat visitors • Service quality • Branding • To reassure
Site design issues • Style and personality • Graphic design • Site organization • Site navigation • Page design • Online forms
Narrow and deep navigation Figure: (a) Narrow and deep and (b) broad and shallow organisation schemes
Website Tips… • Easy to find your way to the site (“click-on”) • Easy to find your way through the site (“click-through”) • K.I.S. strategy (don’t over-design) • Site = your company (brand) in Cyberspace • Constantly test and update (don’t change too often) • Avoid enormous graphics and heavy animation • Words, words, words… • Think locally, publish globally • Mixing technical skills with marketing knowledge
