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WebWatch 2011, the annual Prayag study benchmarks websites of companies in the Indian IT and BPO sector against global best practices for website design, navigation and online marketing. Websites are ...

WebWatch 2011, the annual Prayag study benchmarks websites of companies in the Indian IT and BPO sector against global best practices for website design, navigation and online marketing. Websites are highlighted for their innovative design, navigation and content strategies.

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    Webwatch 2011 Webwatch 2011 Presentation Transcript

    • WebWatch 2011Prayag’s Annual Website BenchmarkAnalysis Report January 2012
    • Study Overview • The annual Prayag Website study benchmarks websites of companies operating in the Indian IT and BPO sector against global best practices for website design, navigation and online marketing • The study showcases websites that stand out for their innovative design, navigation and content strategies • Best-in-class tactical ideas and practices are also highlighted 2
    • Corporate websites searched Number of corporate websites analyzed The study this year examined the corporate websites of 59 companies. 22 The companies studied were organized into four categories representing the typical mix of 14 14 technology companies. 9 The study tracks both Indian companies as well as MNCs operating in India List of companies studied available IT Services IT Products Niche BPO at the end of the report IT Services: companies deriving revenues from diverse vertical and horizontal services IT Products: Companies deriving a major portion of their revenues from software products Niche: Companies targeting one specific vertical or horizontal BPO: Companies deriving a major portion of their revenues from BPO services 3
    • Study ParametersNavigation – Flexibility – Sitemap and search – Personalization – Call to actionContent – Wide angle view – Content style – Value propositionDesign Aesthetics – Hygiene Factors – Packaging – Hall of FameWeb 2.0 – RSS – Social Networking – Blogs & Communities 4
    • ― Flexibility ― Sitemap and searchNavigation ― ― Contextual Navigation Personalization ― Call to action The simpler the navigation, the more people will read and the deeper they will delve into the site – Karen Templar, Salon Magazine
    • Standing out in the crowd Interactive cues and appealing visuals will impress peers, customers and potential customers. A user-friendly interface makes it appealing as well as simple for the user to reach out to your company and helps your website stand out from the rest. Sufficient interactive elements Consistent and concise information In a Nutshell Attractive visual effects Clear and user-friendlyNavigation - Introduction I Content I Design Aesthetics I SEO I Web 2.0 6
    • Easy navigation and flexibility Flexibility Case In Point The site should let the user access the information The Hexaware site has a dynamic menu for he wants with ease. Complex navigation is an categories and subcategories and a breadcrumb absolute no-no. trail for easy navigation. Sectional navigation on the left and contextual navigation on the right makes Many sites have breadcrumb trails and dynamic the site more organized. menus for this very purpose. % using % not Navigational this using this features feature feature Breadcrumb trail 69 31 Breadcrumb trail with backward 64 36 navigation Dynamic menus/ 79 21 Tab Metaphor 72% of the service company sites have dynamic menus or tab metaphorsNavigation - Flexibility I Content I Design Aesthetics I SEO I Web 2.0 7
    • The Treasure Hunt Sitemap Search A majority of the IT service sites have a sitemap Search option has become a common feature Sitemap data (%) Sitemap data (%) Services Products Niche BPO Services Products Niche BPO With With 86 71 56 79 95 100 89 71 sitemap search Without Without 14 29 44 21 5 0 11 29 sitemap search However, only 39% have a detailed sitemap. The Though a staggering 90% of the sites have a remaining 61% give a bird‟s eye view of the site. search engine option, only a meagre 14% have an advanced search option. Overall Percentages Overall Percentages With sitemap 76 Detailed Sitemap 39 With Search 90 Advance Search 14 Without sitemap 24 Basic Sitemap 61 Without Search 10 Basic Search 86Navigation – Sitemap & Search I Content I Design Aesthetics I SEO I Web 2.0 8
    • Information at the Click of your fingers • Fewer clicks = quick availability of information • On most websites surveyed, the site visitor managed to get to the desired page in 2 to 3 clicks • None of the websites required more than 3 clicks to get to the desired level in the site How many clicks to your critical information? IT Services IT Products Niche BPO Overall % Yes No Yes No Yes No Yes No Yes No 1-2 clicks 5 95 29 71 11 89 43 57 20 80 2-3 clicks 73 27 57 43 67 33 29 71 58 42 3-4 clicks 5 95 7 93 0 100 7 93 5 95 Inconsistent 17 83 7 93 22 78 21 79 17 83 Note: Critical information represents web pages that provide important information on the company and do not include any downloadable materialNavigation - Flexibility I Content I Design Aesthetics I SEO I Web 2.0 9
    • The Related Zone Contextual Navigation Case in Point Contextual navigation bars are placed beside or The GlobalLogic website places contextual embedded in the body copy to entice the user to navigation at the right hand side of the body go deeper into the site. They are situational and copy in the relevant industry pages. The related insightful. links support the information available on the There was a marked increase in the number of page making it more interesting and well- Niche company sites with contextual navigation explained. The FAQs section also gives quicker access to common questions. Websites with Websites without Category contextual contextual navigation(%) navigation(%) IT Services 100 0 IT Products 86 14 Niche Services 89 11 BPO 64 36 Overall 86 14Navigation - Flexibility I Content I Design Aesthetics I SEO I Web 2.0 10
    • Around the World…or not Personalization Category % of sites with % of sites without personalization personalization • Personalization through country and language links seems to depend on IT Services 73 27 the respective company‟s IT Products 78 22 geographical reach and target markets Niche Services 33 67 There has been an overall BPO 35 65 increase in site personalization from last year Overall 59 41 Unity in DiversityNavigation – Personalization I Content I Design Aesthetics I SEO I Web 2.0 11
    • Call to action Quinnox has interaction cues like Tally has Chat, Demo and „Request for information‟ and Webinar options for registered “Search Current Openings‟ usersNavigation – Call to action I Content I Design Aesthetics I SEO I Web 2.0 12
    • ― Wide angle viewContent ― Content style ― Value proposition Technology creates the context for persuasion, but content persuades – Colleen Jones
    • Quick review IT Services Companies IT Product Companies Consistency of information across Though the basic format of the site the site has been maintained, and is followed throughout, there is a there has been an increase in the lack of consistency in style and usage of charts and diagrams length across the different products Niche Players BPO Companies Though the site follows a basic The sites have clear, concise and format throughout, there is a lack in easy to understand content with consistency in style and length limited use of jargon across the different offering pagesNavigation I Content – Wide angle view I Design Aesthetics I SEO I Web 2.0 14
    • Content Style Most sites contain case studies, whitepapers, Diagrams, charts and animations are and other resources. Some sites have resources increasingly being used for greater clarity of created as a result of academic or other content. Even IT services companies are collaborations. jumping on to the bandwagon. 88 86 78 72 71 65 57 43 Contextual Diagram 35 29 Usage 28 Resources 14 22 12 Products Niche BPO IT Services IT Products Niche BPO All IT services companies sites provided resources in some fashion. A majority of the niche companies rely on tables % Yes and charts for more attractive content % No Technical content is limited 86 86 73 77 Over all 64 56 48 52 Technical Cross 44 style of 36 Segment 27 content 23 Analysis 14 14 Contextual Diagram Technical IT Services IT Products Niche BPO Resources Usage ContentNavigation I Content – Content style I Design Aesthetics I SEO I Web 2.0 15
    • Value Proposition Messaging • Company sites have begun using an „Expert Speak‟ column for their services. • Some companies, such as Wipro, have used academic collaborations to develop content such as research reports and case studiesNavigation I Content – Value proposition I Design Aesthetics I SEO I Web 2.0 16
    • A good word from clients and employees Companies are adding employee testimonials in the form of quotes and even videos to showcase their work environment Mastek‟s career page has employee and alumni quotes and videos Some companies have client testimonials in video or quote form for some or all of their product offerings Tech Mahindra has a client speak section with audio and video bitesNavigation I Content – Value proposition I Design Aesthetics I SEO I Web 2.0 17
    • What stood out and what did not Hits • All companies studied make good use of social media with a presence on Facebook, LinkedIn, Twitter, Delicious, RSS, etc. Quite a few of them have active blogs. • Companies have also provided the options of bookmarking, printing and e- mailing web pages. Misses • The websites of L&T Infotech, Tech Mahindra and Hexaware have content that gets a little technical when they talk about their products or services, and some visitors to the sites may find this difficult to understand. • The websites of some companies like IBM and Mastek have a text-heavy style without diagrams or tables, making the content a difficult read.Navigation I Content – Value proposition I Design Aesthetics I SEO I Web 2.0 18
    • ― Hygiene FactorsDesign Aesthetics ― Packaging ― Hall of Fame
    • Design Decisions • Judging website designs can be extremely tricky, because one person‟s purple is another‟s pink. We have structured our review in two parts. In the first part, we grade the reviewed websites according to different hygiene parameters – Colour Impact – Legibility – Readability – Consistency • In the next part we look at a few sites, which had that “certain something”, that made us take a second look.Navigation I Content I Design Aesthetics – Introduction I SEO I Web 2.0 20
    • Hygiene Habits • The winner yet again 53% of the surveyed sites had a – Nearly 97% of the websites white-grey combination combine a white backdrop with either white or grey font 43% of the surveyed sites had a white-black combination  65% of the surveyed sites maintained design consistency  60% of the sites maintained page length consistency  63% of the surveyed sites maintained a clutter-free homepageNavigation I Content I Design Aesthetics – Hygiene Factors I SEO I Web 2.0 21
    • Packaging Great Stuff Most sites used plenty of visuals and colours to keep readers engaged. Long texts and explanations were broken with tables and images to prevent monotony. The iGATE– Patni site keeps readers engaged by breaking down explanations into tables The Accenture site has images on almost all pagesNavigation I Content I Design Aesthetics – Packaging I SEO I Web 2.0 22
    • Packaging: think outside the box, to make the box... Cognizant paints a pretty picture with its innovative images on mobility The TCS industry overview page with sectional navigation on the left shows good usage of an image.Navigation I Content I Design Aesthetics – Packaging I SEO I Web 2.0 23
    • Home, sweet home: Pages you don‟t want to leave… Wipro Technologies welcomes you with a clean and neat page that sparks interest through videos and animation Accenture is another winner with its bright colours and image roll.Navigation I Content I Design Aesthetics – Packaging I SEO I Web 2.0 24
    • The Hall of FameNavigation I Content I Design Aesthetics – The ones we loved I SEO I Web 2.0 25
    • ARIBA How to make a non-flash home page interestingNavigation I Content I Design Aesthetics – The ones we loved I SEO I Web 2.0 26
    • Capgemini Covers all aspects of the website without cluttering the home pageNavigation I Content I Design Aesthetics – The ones we loved I SEO I Web 2.0 27
    • BearingPoint Stands out from the crowd with a revolving resource showcase and a simple, yet prominent call-to-actionNavigation I Content I Design Aesthetics – The ones we loved I SEO I Web 2.0 28
    • Cognizant Simple visual, yet loaded with information 1 More 4 2 3 5Navigation I Content I Design Aesthetics – The ones we loved I SEO I Web 2.0 29
    • IBM Smart thinking – Embedding the core message in the website through vibrant colours and eye-catching logos Connecting Smarter Planet to IT solutions Marketing messaging extends to web design at a granular leverNavigation I Content I Design Aesthetics – The ones we loved I SEO I Web 2.0 30
    • Novell A catchy line can grab attention only when combined with the right colours, visuals and placement – Novell hits the bull‟s eye! Half the job done!Navigation I Content I Design Aesthetics – The ones we loved I SEO I Web 2.0 31
    • NetApp Business meets art at NetApp to create a visually appealing and information-friendly websiteNavigation I Content I Design Aesthetics – The ones we loved I SEO I Web 2.0 32
    • Ciber The right mix of corporate colours produces a crisp home pageNavigation I Content I Design Aesthetics – The ones we loved I SEO I Web 2.0 33
    • Persistent Systems Almost every website has a flash these days. It‟s what you do with it that matters. An interesting and informative use of flash by PersistentNavigation I Content I Design Aesthetics – The ones we loved I SEO I Web 2.0 34
    • ― RSS ― Facebook, TwitterWeb 2.0 ― ― Blogs Document Sharing ― Communities
    • RSS feeds RSS or Really Simple Syndication has become the norm in most sites surveyed RSS feeds 91% 86% 71% 56% 36% IT IT Niche BPO Overall Services Products 71% of the total sites surveyed had an RSS feature. This is a huge increase from the previous WebWatch report where only 41% of the total sites surveyed had the RSS feature.Navigation I Content I Design Aesthetics I SEO I Web 2.0 – RSS 36
    • Facebook • Facebook is an increasingly popular mode to connect with customers • 66% of the surveyed companies have Facebook pages Facebook usage • BPO companies are still exploring the Facebook 77% 79% 78% trend. Only 29% of the 66% surveyed sites have Facebook pages. 29% IT IT Niche BPO Overall Services Products 37
    • Document sharing SlideShare/Scribd/Other usage • Sharing content over Slideshare, Scribd and other 32% platforms is a new and emerging trend 21% 17% • The trend is still in the exploratory stages and only 17% of the surveyed 0% 0% companies have this IT IT Niche BPO Overall feature. Services Products • Niche and BPO companies are yet to experiment with this trend. 38
    • Twitter Twitter is the top social media channel for all companies • Twitter is a mass Twitter usage communication channel – used for news dissemination, content 86% 86% promotion, event coverage and 78% 76% careers 50% • About 42% of the companies have dedicated Twitter pages with well- defined purposes IT IT Niche BPO Overall • All niche companies and Services Products nearly all BPO companies have a single Twitter handle 39
    • Blogs • Companies like Infosys & Wipro have blog channels, sharing employees‟ and Sites with Blogs management‟s views on whitepapers, other content and current industry trends. 79% 59% 56% 53% 14% IT IT Niche BPO Overall Services Products • Blogs are slowly becoming popular on company websites – There has been a steep increase in the number of IT product companies with employee blogs – Niche companies have caught on to the trend while BPOs still lag behind.Navigation I Content I Design Aesthetics I SEO I Web 2.0 – Blogs 40
    • Communities Communities • Communities are still a novelty 71% – Product companies are early adopters – The discussions are democratic, lively, and often helpful 18% 24% IT IT Niche BPO Overall Services Products Microsoft forums enable users to Intuit has a range of community resources. A library of articles, a get tech guidance from experts forum, a wiki section to name a few. ..Also, questions and issues raised in the The members of the community can upload In the forum, members can get forum helps developers create new tools and articles, reviews, and industry stories in the quick fix solutions to their processes wiki section. problems, or can simply crib about them!Navigation I Content I Design Aesthetics I SEO I Web 2.0 – Communities 41
    • Summing up • Increased focus on simplicity • Targeting better engagement with visitors by increasing interactivity of the site through contextual links, videos and images • More efforts to convey message to the audience more clearly • Social media tools well integrated to the websiteNavigation I Content I Design Aesthetics I SEO I Web 2.0 42
    • Thank You !Have a question? Suggestions? Feedback?We would like to hear from you Team Prayag
    • Companies covered in this study IT Services (22) IT Products (14) Niche (9) BPO (14) Accenture Ariba Aditi Technologies 24/7 Customer ACS Cisco Systems Applabs Aegis Citrix Systems Ciber EXL Services Bearing Point Cranes Software GlobalLogic First Source Capgemini Honeywell IDS- Now Software AG Genpact Cognizant Technologies Intuit Microland IBM Daksh HCL Technologies McAfee Persistent Systems Indecomm Global Hexaware Technologies Microsoft Corporation Sasken Communication Services NetApp Technologies Sitel HP Novell Yash Technologies Sutherland Global IBM Services Oracle Infosys Technologies Ramco Systems Sykes Enterprises Keane SAP AG TracMail L & T Infotech Tally Solutions vCustomer WNS Global Services Logica CMG Zenta Mastek MindTree Patni Computer Systems Polaris Software Lab Quinnox TCS Tech Mahindra Wipro Technologies Zensar 44