Marketing and Design on the web Lesson 3 RIC 07/10/62 Jean-Baptiste Andreani 1 Register Domain Name Select ISP Analyze and Design Content Develop Content Test, Review & Revise Content Maintain Site Process of Web Site Development Publish Content Promote Site 07/10/62 Jean-Baptiste Andreani 2 1) Domain Name Registration Domain names are registered using an ISP or direct with one of the domain name services such as www.internic.net or www.register.com 07/10/62 Jean-Baptiste Andreani 3 Guidelines in Domain Names Registration Register as Early as Possible: The first company to register the name is the one that takes ownership if it has a valid claim to ownership 07/10/62 Jean-Baptiste Andreani 4 Guidelines in Domain Names Registration Avoid sitting site on an ISP server that uses the name of the ISP (Ex: <Isp_name>.co.uk/<company_name>): This name is difficult to remember and takes a long time to type Reflects badly on the credibility of a company, as it indicates that it is too small to invest in a personalized domain name 07/10/62 Jean-Baptiste Andreani 5 2) Selecting ISP The quality of the ISP service is dependent on: a) The performance of the web site b) The availability of the web site 07/10/62 Jean-Baptiste Andreani 6 a) Performance of the web site Performance is the speed with which a web page is delivered to users 07/10/62 Jean-Baptiste Andreani 7 a) Performance of the web site Length of time is dependent on the: Bandwidth of the ISP’s connection to the internet Web server hardware and software 07/10/62 Jean-Baptiste Andreani 8 a) Performance of the web site Bandwidth is the indication of the speed at which data can be transferred from a web server along a network cable 07/10/62 Jean-Baptiste Andreani 9 b) Availability of the Web Site Availability is how easy it is for users to connect to the web site 07/10/62 Jean-Baptiste Andreani 10 b) Availability of the Web Site Users may not be able to access to the site due to: Failure in the hardware Upgrade of software 07/10/62 Jean-Baptiste Andreani 11 3) Analysis for Web Site Development This involves using different marketing research techniques to find out the best method of designing and implementing the site 07/10/62 Jean-Baptiste Andreani 12 3) Analysis for Web Site Development It needs to answer the following questions: What are the key audiences for the site? What should the content of site be? Which customer service capabilities will we provide for customers? How will the site be structured? How will navigation around the site occur? 07/10/62 Jean-Baptiste Andreani 13 Practical application EVIAN website. www.evian.com 07/10/62 Jean-Baptiste Andreani 14 Finding Customer Needs Interview with Marketing Staff Questionnaire to Companies Informal Interviews with Key Accounts Focus Groups Reviewing Competitors’ Website 07/10/62 Jean-Baptiste Andreani 15 Ten Key Reasons for Returning to Site Reason to Return 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. % of Respondents High Quality Content Ease of Use Quick to Download Updated Frequently Coupons and Incentives Favorite Brands Cutting-Edge Technology Games Purchasing Capabilities Customized Content Source: 07/10/62 Forrester Research Jean-Baptiste Andreani 75 66 58 54 14 13 12 12 11 10 16 Finding Customer Needs The basic qualities of good information: Can it be accessed rapidly Is it easy to find Is it relevant These are more important than: 07/10/62 Promotions Design Brand Jean-Baptiste Andreani 17 3) Design Web Site Content The site can be designed after the analysis of the information needs of the site 07/10/62 Jean-Baptiste Andreani 18 3) Design Web Site Content Factors to look into: a) Content b) Structure c) Site Navigation d) Menu Options e) Graphic Design f) Brand Identity g) Localization h) Service Quality 07/10/62 Jean-Baptiste Andreani 19 a) Content Personalized Easy to Find Relevant Detailed Information Timely Up to Date Clear Accurate 07/10/62 Jean-Baptiste Andreani 20 b) Site Structure One diagram or ‘map’ that shows the structure of the site and other sheets that show the layout of individual pages Arranged in a hierarchical or tree-like form The user may not wish to work through the site in a systematic order by moving up and down the branches of each tree 07/10/62 Jean-Baptiste Andreani 21 Home Page Products SME Corporate Tools 07/10/62 About Us Service Cust Svc Individual Testimonials Recruitment News Trade Press Purchase Jean-Baptiste Andreani Public Benefits Vacancies 22 b) Site Structure Links should be available to move from one branch to another branch The ability to display a site structure is an important feature of web site design and construction tools since they facilitate this process The ease of moving from different points in the structure of the web site is critically dependent on the menu options available for moving from one part of the structure to another 07/10/62 Jean-Baptiste Andreani 23 c) Site Navigation Navigation describes how easy it is to find and move between different information on a web site. A good navigation requires: Consistency Context Simplicity 07/10/62 Jean-Baptiste Andreani 24 Ease of Navigation Consistency is when the site is easier to navigate because the user is presented with a consistent user interface when viewing the different parts of the site 07/10/62 Jean-Baptiste Andreani 25 Ease of Navigation Context is when the website makes use of ‘signposts’ to indicate to users where they are located within the site – in other words to reassure users that they are not ‘lost’ 07/10/62 Jean-Baptiste Andreani 26 Ease of Navigation Simplicity is when the website is easy to navigate. This happens when there are limited numbers of options. To achieve simplicity, both consistency and context are required 07/10/62 Jean-Baptiste Andreani 27 07/10/62 Jean-Baptiste Andreani 28 d) Menu Options Text Menus, Buttons or Images: Text Menus Only by itself may make a site look primitive and reduce its graphic appeal Rectangular or Oval Buttons Use to highlight menu options more distinctly Images Help users identify options 07/10/62 Jean-Baptiste Andreani 29 07/10/62 Jean-Baptiste Andreani 30 07/10/62 Jean-Baptiste Andreani 31 07/10/62 Jean-Baptiste Andreani 32 d) Menu Options Rollovers mean colour changes – where the colour of the menu option changes when the user positions the mouse over the menu option and then changes again when the menu option is selected 07/10/62 Jean-Baptiste Andreani 33 http://www.cheapmonday.com/ 07/10/62 Jean-Baptiste Andreani 34 d) Menu Options Positioning: Menus can be positioned at any of the edges of the screen, with left, bottom or top being conventional for western cultures. The main aim is to keep the position consistent between different parts of the site 07/10/62 Jean-Baptiste Andreani 35 d) Menu Options Frames are a feature of HTML which enable menus to be positioned at one side of the screen in a small area (frame) while the content of the page is displayed in the main frame 07/10/62 Jean-Baptiste Andreani 36 07/10/62 Jean-Baptiste Andreani 37 d) Menu Options The Number of Levels indicates how “deep” a user can go in a website: A four menu levels: Level 1 – Drink Level 2 – Spirits Level 3 – Whisky Level 4 – Jack Daniels 07/10/62 Jean-Baptiste Andreani 38 07/10/62 Jean-Baptiste Andreani 39 e) Graphic Design Constraints: The speed of downloading graphics The screen resolutions of the computer The number of colors on screen The type of web browser used 07/10/62 Jean-Baptiste Andreani 40 e) Graphic Design The design of web sites is a compromise between what looks visually appealing and modern and what works for the older browsers, with slower connections 07/10/62 Jean-Baptiste Andreani 41 e) Graphic Design Graphic design is important in determining the feel or character of a site Can help shape the user’s experience of a site and should be consistent with the brand involved 07/10/62 Jean-Baptiste Andreani 42 f) Brand Identity Should be consistent with the offline brand of the web site The brand however can be damaged if the graphics are of poor quality or if the site is difficult to use Emphasis on competent design 07/10/62 Jean-Baptiste Andreani 43 07/10/62 Jean-Baptiste Andreani 44 07/10/62 Jean-Baptiste Andreani 45 g) Localization Designing the content of the web site in such a way that it is appropriate to different audience in different countries 07/10/62 Jean-Baptiste Andreani 46 07/10/62 Jean-Baptiste Andreani 47 h) Service Quality The design of a site should affect the level of customer service the site delivers by increasing: Reliability Responsiveness Assurance Tangibles Empathy 07/10/62 Jean-Baptiste Andreani 48 h) Service Quality Interactive portions of the web site include: Customers filling in online forms Contacting customers through email 07/10/62 Jean-Baptiste Andreani 49 07/10/62 Jean-Baptiste Andreani 50 Best Practice – On Line Forms Information requested on forms should be kept to a minimum but must include contact information Explain why information is being collected Indicate mandatory fields Validate Provide ‘opt out’ Provide prompt confirmation 07/10/62 Jean-Baptiste Andreani 51 Best Practice - Via Email Keep e-mail communications relevant and targeted Keep contact timely Keep it personal Automate where possible Provide opt-out 07/10/62 Jean-Baptiste Andreani 52 07/10/62 Jean-Baptiste Andreani 53 4) Development of Graphic and Text Content Development is the term used to describe the creation of a web site by programmers. It involves writing the HTML content, creating graphics and writing any necessary software code such as Javascript or Activex (programming) 07/10/62 Jean-Baptiste Andreani 54 5) Testing Content Test content displays correctly on different types and versions of web browsers Test all interactive facilities and integration with company databases 07/10/62 Jean-Baptiste Andreani 55 5) Testing Content Test spelling and grammar Test adherence to corporate image standards Test to ensure all links to external sites are valid 07/10/62 Jean-Baptiste Andreani 56 6) Promote Site Success factors: Management support Clearly defined strategy and objectives Strong project management to ensure targets are achieved through effective planning and ressourcing of the project 07/10/62 Jean-Baptiste Andreani 57 6) Promote Site Success factors: Good skills and experience among developers of the project Cooperation among different parts of the business involved in the project and integration of information systems from the different areas 07/10/62 Jean-Baptiste Andreani 58
