Justification Report
Internet and E-Commerce
Module Number: 26338
Module Leader: Wendy Robson
Word Count: 588
Justification of Content
Assignment 1 highlighted that it was important the Sparrows Website included Value
Adding Content in order to give the many target audiences a good reason to visit the
website. This was fulfilled with the construction of the website which includes value
adding content such as daily recipes, student forum and free video lessons amongst
others. However, these features were exploited for E-Commerce features by
incorporating cross-selling into them. Each target market identified has separate
content, for example different booking mechanisms for groups and corporate
students.
Like the cross-selling, the website aimed to exploit E-Commerce with its content at
each of the three buying stages. Before buying, content makes it easy for the
consumer to generate buying ideas. For example, there are features such as the
bestselling list, ‘Customers who bought this also purchased’, and previous browsing
history. During purchasing, there is cross-selling of items that are related to the one
being bought and after purchasing, the My Account section allows for personalised
marketing and the chance for consumers to buy more items to compliment their
previous purchases.
Consumers are not the only recipient of strong content, the employees and interns
have their own staff portal.
(Word Count: 195)
Justification of Structure
The analysis of best practice sites in the previous assignment was a huge influence
of the structure of Sparrows Website. Businesses such as Amazon structure their
site to exploit E-Commerce and make it easy for consumers to find their product or
service. Sparrows use a consistent structure to display its courses and products with
tabs allowing consumers to quickly narrow down the options by their criteria.
Grouping courses and products into well thought out organisational schemes allows
consumers to browse easier and buy quicker.
Each page has a similar layout with cross-selling situated on upper right hand side of
the layout. This takes into account the F-Pattern which means that the audience
doesn’t need to scroll down to get to the important parts. The content of each page is
structured along the inverted pyramid guidelines.
The header of the page is used as the main menu with tabs linking the consumer to
the essential parts of the site. Consistently having the menu at the top of each page
allows for easy jumping and navigation. This is improved by having features such as
breadcrumbs.
Links to the staff portal were located at the footer of the page to separate consumer
content.
(Word Count: 200)
Justification of Look and Feel
From looking at successful E-Commerce sites such as Amazon and Ashburton, their
look and feel is consistent and clear. This website follows these guidelines by using
low saturated pastel colours in the background with dark fonts on top. By doing so,
consumers will be able to skim pages quickly and it allows the important content
such as the brand identity to stand out.
The homepage is designed to make a strong initial impact by using many layers full
of interesting media and buttons. This increases the chances of the audience staying
on the website after first viewing it. Images used are clear and break up the content;
they also allow the consumer to visually see the positive effects a Sparrows Cookery
Course has on people. E.g. The images show people enjoying cooking.
The feel of the site aims to make each member of each target market feel like the
site has been constructed just for them. A personalised, informal style of writing will
be more persuasive and easier to process and comprehend.
This continues into the staff portal which has a stimulating feel which aims to replace
a formal pre-conception of most intranets.
(Word Count: 193)
Bibliography
References
Amazon UK, Amazon UK, Amazon UK Website, Accessed Online,
www.amazon.co.uk
(Accessed 12/05/09)
Ashburton Cookery School, Cookery Courses at Ashburton Cookery School,
Ashburton Cookery School Website, Accessed Online,
www.ashburtoncookeryschool.co.uk
(Accessed 12/05/09)