1. 12
CHAPTER
DEVELOPING AND
MAINTAINING
EFFECTIVE WEBSITES
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not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part.

2. Half of all those online buy something
Online (and Mobile) Sales
are Growing in Double-Digits!
WHY IS WEBSITE DESIGN
IMPORTANT?
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3. Websites must have objectives, be
tested for usability, and be measured
The Goal is Site Stickiness!
HOW HAS WEBSITE DESIGN
EVOLVED?
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4. 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 website, in whole or in part.

5. 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 website, in whole or in part.

6. MULTICHANNEL SHOPPERS
Purchase More
Frequently
Make larger
purchases
Prefer Internet
Shopping
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7. WEBSITE DEVELOPMENT PROCESS
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8. 1. WEBSITE OBJECTIVES VARY BY
FIRM
• Branding
• Transactions
• Overall Marketing Objectives
• AIDA Model or other model of
consumer behavior
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9. 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 website, in whole or in part.

10. DEVELOP OBJECTIVES 1. Research
8. Retention
& Loyalty BASED ON CUSTOMER
LIFECYCLE
7. Up-sell & 2. Awareness
Cross-sell
6. Customer 3. Branding
Management &
Communication
5. Customer
4. Lead Generation
Acquisition
©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.

11. 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 website, in whole or in part.

12. 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.
©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. 12

13. IDENTIFY/DESCRIBE TARGET MARKET AND
DEFINE SITE CONTENT
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14. 3. USE THE ‘GOLDEN TRIANGLE’ IN
WEB DESIGN FIGURE 12.3
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15. 3. WEBSITE DESIGN AND CONTENT
FIGURE 12.4
Wireframe: Page Design
Hierarchy: Navigational Structure
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16. EFFECTIVE SITE NAVIGATION IS
ENHANCED IF THE MENU OPTIONS
APPEAR IN ONLY ONE PLACE ON THE
SITE
A. True
B. False
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17. A GOOD COPYWRITING
TECHNIQUE FOR THE INTERNET IS
TO STAY “ABOVE THE FOLD.”
A. True
B. False
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18. 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 website, in whole or in part.

19. 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 website, in whole or in part.

20. 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 website, in whole or in part.

21. 6. MEASURE/EVALUATE/IMPROVE
Technical Marketing
Task Task
Measuring And
Measuring And
Improving The
Improving Site
Business
Performance Is A
Effectiveness Of
Technical Task
Site
©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.

22. TESTING TECHNIQUES
What Kind of Test? When?
• Exploratory • In the Beginning
Research • Ongoing
• Concept Tests • During Development
• Prototype Tests
• Beta Tests
• Customer
Usability/Satisfaction
Feedback
©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.

23. 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 website, in whole or in part.

24. STAPLES REDESIGNED WEBSITE FOR USABILITY
Easy to Easy to
Find Use
Easy to Use of
Check Out Personas
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25. OTHER WEBSITE DESIGN TIPS
•Use Search Options
•Avoid Flash
•Avoid Videos That Load Automatically
•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
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26. ARE THESE SITES WELL DESIGNED?
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27. ©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.

28. EXPERIENCE THE SAN DIEGO ZOO
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29. WHICH CUSTOMER EXPERIENCE FACTORS ARE MOST
IMPORTANT?
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30. A GOOD WEB DESIGN PROCESS IS THE MOST
VALUABLE RESOURCE
Learn from Track Best
Remember
Successful Practices Listen to
the
Experience and Customers
Marketing
in any Competitor Continually
Objectives
Channel Websites
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31. 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
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32. GOOD WEB SITE DESIGN SUMMARY
• Level of • Points to home
expertise • Leaves ‘bread
• Time crumbs’
• Objectives • Main menu
visible
Takes the
customer Is easy to
into navigate
account
Is
Flows
Useable
•Few clicks • Loads easily
•Uses Columns • Simple logic
•Makes effective • Information
use of ‘landing ‘above the fold’
pages’
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33. ©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. 36

34. ©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. 37