Roberts_IM3e_PPT_Ch12x

premiumlexicographerInternet και Εφαρμογές Web

8 Δεκ 2013 (πριν από 3 χρόνια και 9 μέρες)

145 εμφανίσεις

©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.

CHAPTER

12

DEVELOPING AND
MAINTAINING
EFFECTIVE WEBSITES


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

Half of all those online buy something

WHY IS WEBSITE DESIGN

IMPORTANT?

Online (and Mobile) Sales

a
re Growing in Double
-
Digits!

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

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


HOW HAS WEBSITE DESIGN
EVOLVED?

The Goal is
S
ite Stickiness!

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

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

STRATEGIC CONTEXT

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


THEY ARE AN EXERCISE IN

COST
-
EFFECTIVE EXECUTION

OF MARKETING STRATEGY.

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

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

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

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

MULTICHANNEL SHOPPERS

6

Purchase More
Frequently

Make larger
purchases

Prefer Internet
Shopping

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

WEBSITE DEVELOPMENT PROCESS

7

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

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

1. WEBSITE OBJECTIVES VARY BY
FIRM


Branding


Transactions


Overall Marketing Objectives


AIDA Model or other model of
consumer behavior

8

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

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

1. ESTABLISH
SITE OBJECTIVES

Where Do Web Site
Objectives Come From?

What Are Criteria For
Good Objectives?

Branding vs. Sales
Objectives

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

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

1. Research

2. Awareness

3. Branding

4. Lead Generation

5. Customer


Acquisition

6. Customer


Management &


Communication

7. Up
-
sell &


Cross
-
sell

8. Retention


& Loyalty

DEVELOP OBJECTIVES
BASED ON CUSTOMER
LIFECYCLE

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

WHICH OF THE FOLLOWING
SHOULD DRIVE WEB SITE DESIGN?

A.
Business Goals

B.
Target Audience

C.
Both

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

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

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.

12

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


IDENTIFY/DESCRIBE
TARGET MARKET AND


DEFINE
SITE CONTENT


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

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

14

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

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

3. WEBSITE DESIGN AND CONTENT

FIGURE 12.4

15

Hierarchy: Navigational Structure

Wireframe: Page Design

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

EFFECTIVE SITE NAVIGATION IS
ENHANCED IF THE MENU OPTIONS
APPEAR IN ONLY ONE PLACE ON THE
SITE

A.
True

B.
False

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

A GOOD COPYWRITING
TECHNIQUE FOR THE INTERNET IS
TO STAY “ABOVE THE FOLD.”

A.
True

B.
False

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

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

4.
USABILITY TESTS FORRESTER CRITERIA

(EXPERT JUDGMENT)

4 Key Dimensions



Value


Navigation


Presentation


Trust


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

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

4. USABILITY TESTS SHOPZILLA
FROM BIZRATE
QUALITY FACTORS

(CUSTOMER RESPONSE)

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

5.DEPLOYMENT AND TUNING



Upload to Host Server


Balance Load


Monitor Site Performance

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

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

6. MEASURE/EVALUATE/IMPROVE

Technical
Task

Measuring And
Improving Site
Performance

Is A
Technical Task

Marketing
Task

Measuring And
Improving The
Business
Effectiveness

Of
Site

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

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

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

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

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

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

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

STAPLES REDESIGNED WEBSITE FOR USABILITY

Easy to
Find

Easy to
Use

Easy to
Check Out

Use of
Personas

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

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


OTHER WEBSITE DESIGN TIPS



Use Search Options


Avoid Flash


Avoid Videos That Load
A
utomatically


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




25

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

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

ARE THESE SITES WELL DESIGNED?

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

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



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

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

EXPERIENCE THE SAN DIEGO ZOO

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

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


WHICH CUSTOMER EXPERIENCE FACTORS ARE MOST
IMPORTANT?

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

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible web
sit
e, 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
Competitor
Websites

Listen to
Customers
Continually

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

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

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

GOOD WEB SITE
DESIGN SUMMARY


Loads easily


Simple logic


Information
‘above the fold’


Few clicks


Uses Columns


Makes effective
use of ‘landing
pages’


Points to home


Leaves ‘bread
crumbs’


Main menu
visible


Level of
expertise


Time


Objectives

Takes the
customer
into
account

Is easy to
navigate

Is
Useable

Flows

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

36

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

37