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Issues of web design and structure


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The slides used in a guest lecture by Dot Tourism at the University of Brighton. …

The slides used in a guest lecture by Dot Tourism at the University of Brighton.

Kate Waite from Dot Tourism, digital marketing specialists for the tourism and travel industry, presented the lecture to 55 final year students studying an e-tourism module as part of their Travel Marketing BA(Hons) and Tourism Management BA(Hons) degrees.

The lecture presented an overview of developing websites for the travel and tourism industry.

Published in: Technology

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  • Great post with good information! At we use most of the tips in this post! The where to start slide are very good points which should be followed!
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  • Transcript

    • 1. Issues of Web Design and Structure
      Kate Waite
      Dot Tourism
      March 2011
    • 2. Dot Tourism
      A digital branding & online marketing specialist for the travel and tourism sector
      What we do
      • Website design
      • 3. Search marketing
      • 4. Social media
      • 5. Content Management
      • 6. Display Advertising
      • 7. Email marketing
      Who we do it for
      - DMOs & Tourist Boards- Tour Operators & Hotels- Travel PR & Marketing Agencies
    • 8. Importance of the web in travel sector
      The internet is dominating the UK travel market and according to Forrester Research (2010), by 2013 46% of this business will be booked online
      There are over 28.7 million people in the UK online travel market. Of these people, 22 million use search engines in their customer journey, with 92% of those that purchase using search at some point. (Study conducted by Nielsen, concerning the customer process in the UK online travel market. Full report
      The majority of consumers will turn to the internet when planning a holiday to research, read reviews, browse photos, share information and to make bookings.
    • 9. What purposes do websites have to fulfil?
      Information service, for example tourism board
      Transactional, for example accommodation provider
      Core business, for example e-commerce site like Expedia
      Hobby or community site, for example travel blog
    • 10. Website development – where to start
      Understand purpose of the website. What does it need to achieve?
      Promote and inform about the brand
      Generate discussion / social media
      Collect data for future marketing
      Make a booking / purchase product
    • 11. Website development – where to start
      Scope of the website
      What is the proposed budget?
      What is the extent of the information it will hold?
      What functions must it fulfil?
      What technical elements must it include?
      What database requirements are needed?
      Who are the intended audience? Are different variations of the site needed for visitors in different countries?
    • 12. Development process
      Elements of website development
      Strategy: define a strategy that takes into account existing and future business objectives, marketing needs etc.
      Architecture and design: Interface and information design. Visual elements that communicate with target audience. Clear navigation.
      Content: Creation of original content optimised for the web
      Programming: Data design and site architecture. Front end and back end coding.
    • 13. Development process
      Data gathering – the planning and discovery phase
      Is this a new site or redevelopment of an existing site
      How much time can the client devote to content creation / updating
      Is there existing branding / information that needs to be incorporated
      What is their end goal for the website? What is considered a successful visit?
      Questionnaire on current site if appropriate
      Study site analytics and traffic
      At the end of this stage you will have a project brief outlining the business, creative, technical and content requirements. An outline budget, schedule and resource plan.
    • 14. Development process
      Creating a wireframe
      Front end coding (XHTML)
      Cross-browser testing and validation
      Back end development and CMS integration
      Content loading
      User testing
    • 15. Development process
      Easy to navigate
      Focuses user attention on most important elements
      Quick to load
      Works across browsers on all screen sizes
      Fits with brand image
    • 16. Development process
    • 17. Mahindra Homestays Wireframe Dot Tourism
    • 18. Mahindra Homestays Design Dot Tourism
    • 19. Mahindra Homestays Cross Browser Testing Dot Tourism
    • 20. Content Management
      Tool to allow users with no knowledge of website coding to manage and edit content on a website within set parameters.
      Popular content management systems include
      Expression Engine
      Word Press
    • 21. Accessibility
      Web accessibility means that people with disabilities can use the Web.
      Font size, Colours, Screen readers,
    • 22. Search Engine Optimisation
      Majority of web traffic is driven by the major search engines Google, Bing and Yahoo.
      Essential that you web site is found and indexed by search engines.
      Nielsen found that 90% of searchers who purchased travel products used generic search highlighting the importance of the online travel industry investing in organic SEO to focusing on generic keywords.
      The online environment is becoming increasingly competitive, and those companies who perform SEO will have a decided advantage in visitors and customers.
    • 23. Search Engine Optimisation
      Keyword research – working out the value of keywords
      Understanding long tail of keyword demand
      Never duplicate content
      Site optimisation
      Link structure / architecture
      SEO friendly code
      Content optimisation / on page optimisation
      Title tag
      Body copy
      Bold text
      Image alt tags
      Meta description
      Link building
    • 24. Content creation – Blog post for Mahindra Homestays -Keyword research Dot Tourism
    • 25. Competitor Analysis
    • 26. On Page Analysis
    • 27. Optimisation Report
    • 28. SEO guide from Google
      Make pages primarily for users, not for search engines. Don't deceive your users or present different content to search engines than you display to users, which is commonly referred to as cloaking
      Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link
      Create a useful, information-rich site, and write pages that clearly and accurately describe your content. Make sure that your <title> elements and ALT attributes are descriptive and accurate
      Keep the links on a given page to a reasonable number (fewer than 100).
    • 29. Search engine marketing (SEM)
      Pay per click
      Search engine optimisation
      Contextual advertising
      Banner advertising
      Affiliate marketing
      Behavioural targeting
    • 30. Pay Per Click (PPC)
      PPC is an internet advertising model used on websites, where advertisers pay only when the ad is clicked
      Google, Yahoo, Microsoft, Facebook, LinkedIn
    • 31. Analysis
      Websites are constantly evolving
      Analysing site traffic shows you how people found your site and how they use it. Using this information you can enhance the visitor experience and direct visitors towards goals.
      Google Analytics is leading web analytics tool
      Track sales and conversions
      Measure site engagement
      Study entrance and exit paths
    • 32. Google Analytics to help redesign
      What browsers should be supported?
      What country specific pages or languages should be supported?
      Which landing pages are effective (and which need reworking)?
      Where customers are being lost during the goal / conversion process?
    • 33. Google Analytics to help redesign
      Goal funnel visualization –graphically shows where visitors are leaking out of your conversion funnels.
      For example this client was loosing a lot of visitors at the sign in / registration step. We were able to identify that the registration was too long and so in the site redesign have streamlined this process considerably.
    • 34. Maintenance
      Websites need ongoing development and support
      Adding new products / services / content
      Evolve with new technology and mobile platforms
      Review usage and make improvements
      Search engine optimisation
      Landing page optimisation
      Hosting and database management
    • 35. What makes a good site?
      Fulfils purpose
      Good design
      Well optimised
      • 36.
      • 37.
      • 38.
      • 39.
      • 40.
    • Case study: Within Warwickshire Dot Tourism
    • 41. Case study: Within Warwickshire Dot Tourism
    • 42. Case study: Within Warwickshire Dot Tourism
      Dot Tourism integrated a white label solution on offer from National Tourism Open Platformallowing us to tap into the national database with comprehensive, high quality product data.
    • 43. Further information
      Travel Marketing Blog
      Over 500 travel professionals subscribe to the Dot Tourism Travel marketing blog
      We also Tweet out interesting blog articles, statistics and reports on Twitter