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CHAPTER 7

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;

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CHAPTER 7

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  1. CHAPTER 7 Developing the Website

  2. 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.

  3. 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?

  4. Web site development process Figure:  Summary of process of web site development

  5. Service quality, satisfaction and loyalty Figure: The relationship between service quality, customer satisfaction and loyalty

  6. 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

  7. Web site development tasks Figure: Example of web site development schedule

  8. Prototyping stages Figure: Four stages of web site prototyping

  9. Different potential audiences

  10. B2B audience matrix Figure: Matrix for segmenting customer information on the Internet according to size Source: Friedman and Furey (1999)‏

  11. 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

  12. Online buyer behavior • Directed information seekers • Undirected information seekers • Directed buyers • Bargain hunters • Entertainment seekers

  13. Internet impact on buyer behavior Figure: How the Internet can impact on the buying process for a new purchaser

  14. Information quality attributes Figure: Different aspects of high-quality information content of a web site

  15. 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

  16. Example design – before

  17. Example design - after

  18. Site design issues • Style and personality • Graphic design • Site organization • Site navigation • Page design • Online forms

  19. Narrow and deep navigation Figure: (a) Narrow and deep and (b) broad and shallow organisation schemes

  20. 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

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