Building a website CMIS 542 2012

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  • \n
  • We immediately think of pure B2C ecommerce – I place an order to buy a laptop from Bestbuy.com, and it comes in the mail.\n
  • We immediately think of pure B2C ecommerce – I place an order to buy a laptop from Bestbuy.com, and it comes in the mail.\n
  • But online shopping is actually much bigger than this. My definition is this … \nBy online prospects … \n\nBy desired action, we can mean a standard ecommerce sale completed online, or we can mean online research leading to an in-store retail purchase. Or maybe our online goal doesn’t end in immediate purchase at all … online lead form (test drive) … or email address acquisition (list building)\n
  • Tonight we’ll focus primarily on B2C retail conducted online (ecommerce) and web-influence sales purchased at retail (offline). \n\nBut the strategies, tactics, and performance metrics I’ll share in this presentation are relevant to any online customer acquisition challenge.\n
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  • WARN THEM ABOUT THE VIDEO COMING UP\n
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  • Point out SiteID, the internal site search and links to sitemap, and the main navigation. Point out that those elements which are the same on each page are common page elements\n
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  • Navigation helps to orient user. Point out the main menu change, the sub menu and the breadcrumb links.\n
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  • Ask class for examples. These include: trusted third party approval that can be verified, phone numbers, actual addresses, about us, no typos\n
  • Google added the copyright logo because it told users that the page had finished loading.\n
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  • Notes:\n\nYour assignment must be submitted electronically before the beginning of the session for Assignment One presentations.\nYou’ll lose marks if you use more then ten pages for your written report.\nYou can use as many slides as you want in the presentation.\nPast experience suggests that you’ll want to do a separate assignment document and class presentation PowerPoint.\n
  • Building a website CMIS 542 2012

    1. 1. Building a Website Te ch s t ain nic str al on re q sc ui r es em sin eBu nts Customer needs
    2. 2. Center for Management DevelopmentThe string that runs through it all:)
    3. 3. Center for Management DevelopmentWhat is online customer acquisition?
    4. 4. Center for Management DevelopmentConverting online prospects to complete adesired transaction relevant to your business Online Prospects Desired Action B2C B2B C2C
    5. 5. Center for Management DevelopmentFocus of this module… Attracting and retaining customers
    6. 6. Identifying Web Presence GoalsElectronic Commerce, Ninth 2Edition
    7. 7. Identifying Web Presence Goals• Business physical space – Focus: very specific objectives • Not image driven • Must satisfy many business needs • Often fails to convey a good presenceElectronic Commerce, Ninth 2Edition
    8. 8. Identifying Web Presence Goals• Business physical space – Focus: very specific objectives • Not image driven • Must satisfy many business needs • Often fails to convey a good presence• Web business site – Intentionally creates distinctive presences – Good Web site design provides: • Effective image-creation features • Effective image-enhancing featuresElectronic Commerce, Ninth 2Edition
    9. 9. Priorities
    10. 10. Usability and conversion oriented design
    11. 11. Identifying Web Presence Goals (cont’d.)Electronic Commerce, Ninth 3Edition
    12. 12. Identifying Web Presence Goals (cont’d.)• Web business site objectives:Electronic Commerce, Ninth 3Edition
    13. 13. Identifying Web Presence Goals (cont’d.)• Web business site objectives: – Attracting Web site visitorsElectronic Commerce, Ninth 3Edition
    14. 14. Identifying Web Presence Goals (cont’d.)• Web business site objectives: – Attracting Web site visitors – Keeping visitors to stay and exploreElectronic Commerce, Ninth 3Edition
    15. 15. Identifying Web Presence Goals (cont’d.)• Web business site objectives: – Attracting Web site visitors – Keeping visitors to stay and explore – Convincing visitors to follow site’s links to obtain informationElectronic Commerce, Ninth 3Edition
    16. 16. Identifying Web Presence Goals (cont’d.)• Web business site objectives: – Attracting Web site visitors – Keeping visitors to stay and explore – Convincing visitors to follow site’s links to obtain information – Creating an impression consistent with the organization’s desired imageElectronic Commerce, Ninth 3Edition
    17. 17. Identifying Web Presence Goals (cont’d.)• Web business site objectives: – Attracting Web site visitors – Keeping visitors to stay and explore – Convincing visitors to follow site’s links to obtain information – Creating an impression consistent with the organization’s desired image – Building a trusting relationship with visitorsElectronic Commerce, Ninth 3Edition
    18. 18. Identifying Web Presence Goals (cont’d.)• Web business site objectives: – Attracting Web site visitors – Keeping visitors to stay and explore – Convincing visitors to follow site’s links to obtain information – Creating an impression consistent with the organization’s desired image – Building a trusting relationship with visitors – Reinforcing positive images about the organizationElectronic Commerce, Ninth 3Edition
    19. 19. Identifying Web Presence Goals (cont’d.)• Web business site objectives: – Attracting Web site visitors – Keeping visitors to stay and explore – Convincing visitors to follow site’s links to obtain information – Creating an impression consistent with the organization’s desired image – Building a trusting relationship with visitors – Reinforcing positive images about the organization – Encouraging visitors to return to the siteElectronic Commerce, Ninth 3Edition
    20. 20. FIGURE 3-5 Volkswagen of America home pageElectronic Commerce, Ninth 6Edition
    21. 21. Identifying Web Presence Goals (cont’d.)• Matching site design to function – Volkswagen of America site • Accomplishes important functions for the company • Provides links to detailed Volkswagen model information, links to a dealer locator page, links to information about the company, a link to a set of shopping tools – Volkswagen’s home page • Meets the needs of most visitors quickly and effectively – Volkswagen site enhances company image by providing useful information to customers 5Electronic Commerce, Ninth Edition
    22. 22. Web Site UsabilityElectronic Commerce, Ninth 9Edition
    23. 23. Web Site Usability• Current Web presencesElectronic Commerce, Ninth 9Edition
    24. 24. Web Site Usability• Current Web presences – Few businesses accomplish all goalsElectronic Commerce, Ninth 9Edition
    25. 25. Web Site Usability• Current Web presences – Few businesses accomplish all goals – Most fail to provide visitors sufficient interactive contact opportunitiesElectronic Commerce, Ninth 9Edition
    26. 26. Web Site Usability• Current Web presences – Few businesses accomplish all goals – Most fail to provide visitors sufficient interactive contact opportunities – Improving Web presenceElectronic Commerce, Ninth 9Edition
    27. 27. Web Site Usability• Current Web presences – Few businesses accomplish all goals – Most fail to provide visitors sufficient interactive contact opportunities – Improving Web presence • Make site accessible to more peopleElectronic Commerce, Ninth 9Edition
    28. 28. Web Site Usability• Current Web presences – Few businesses accomplish all goals – Most fail to provide visitors sufficient interactive contact opportunities – Improving Web presence • Make site accessible to more people • Make site easier to useElectronic Commerce, Ninth 9Edition
    29. 29. Web Site Usability• Current Web presences – Few businesses accomplish all goals – Most fail to provide visitors sufficient interactive contact opportunities – Improving Web presence • Make site accessible to more people • Make site easier to use • Make site encourage visitors’ trustElectronic Commerce, Ninth 9Edition
    30. 30. Web Site Usability• Current Web presences – Few businesses accomplish all goals – Most fail to provide visitors sufficient interactive contact opportunities – Improving Web presence • Make site accessible to more people • Make site easier to use • Make site encourage visitors’ trust • Make site develop feelings of loyalty toward the organizationElectronic Commerce, Ninth 9Edition
    31. 31. th i nk m e make on’tD
    32. 32. Allow the reader to get the gist of your message in a few seconds by merely scanning the page
    33. 33. How the Web Is Different• Simple mid-1990s Web sites – Conveyed basic business information – No market research conducted• Web objectives achievement – Failed due to no understanding for Web presence-building media• Web sites designed to create an organization’s presence: – Contain links to standard information set – Success dependent on how this information offeredElectronic Commerce, Ninth 10Edition
    34. 34. Center for Management Development
    35. 35. Center for Management Development
    36. 36. Center for Management Development
    37. 37. Multi ChannelRetailer 19
    38. 38. Pure Play 20
    39. 39. Comparative Shopping 21
    40. 40. Center for Management Development
    41. 41. Center for Management Development
    42. 42. Center for Management Development
    43. 43. Center for Management Development
    44. 44. Center for Management Development
    45. 45. Center for Management Development
    46. 46. Meeting the Needs of Web Site VisitorsElectronic Commerce, Ninth 11Edition
    47. 47. Meeting the Needs of Web Site Visitors• Successful Web businesses: – Realize every visitor is a potential customer (partner)Electronic Commerce, Ninth 11Edition
    48. 48. Meeting the Needs of Web Site Visitors• Successful Web businesses: – Realize every visitor is a potential customer (partner)• Web presence is an important concern – Know visitor characteristic variations • Understand that the visitor is at the site for a reasonElectronic Commerce, Ninth 11Edition
    49. 49. Meeting the Needs of Web Site Visitors• Successful Web businesses: – Realize every visitor is a potential customer (partner)• Web presence is an important concern – Know visitor characteristic variations • Understand that the visitor is at the site for a reason• Varied motivations of Web site visitors – Why visitors arrive at Web sites • Learning about company products or services • Buying products or services • Obtaining warranty, service, repair policy informationElectronic Commerce, Ninth 11Edition
    50. 50. Meeting the Needs of Web Site Visitors (cont’d.)Electronic Commerce, Ninth 12Edition
    51. 51. Meeting the Needs of Web Site Visitors (cont’d.)• Varied motivations of Web site visitors (cont’d.)Electronic Commerce, Ninth 12Edition
    52. 52. Meeting the Needs of Web Site Visitors (cont’d.)• Varied motivations of Web site visitors (cont’d.) – Why visitors arrive at Web sites (cont’d.)Electronic Commerce, Ninth 12Edition
    53. 53. Meeting the Needs of Web Site Visitors (cont’d.)• Varied motivations of Web site visitors (cont’d.) – Why visitors arrive at Web sites (cont’d.) • Obtaining general company informationElectronic Commerce, Ninth 12Edition
    54. 54. Meeting the Needs of Web Site Visitors (cont’d.)• Varied motivations of Web site visitors (cont’d.) – Why visitors arrive at Web sites (cont’d.) • Obtaining general company information • Obtaining financial informationElectronic Commerce, Ninth 12Edition
    55. 55. Meeting the Needs of Web Site Visitors (cont’d.)• Varied motivations of Web site visitors (cont’d.) – Why visitors arrive at Web sites (cont’d.) • Obtaining general company information • Obtaining financial information • Identifying peopleElectronic Commerce, Ninth 12Edition
    56. 56. Meeting the Needs of Web Site Visitors (cont’d.)• Varied motivations of Web site visitors (cont’d.) – Why visitors arrive at Web sites (cont’d.) • Obtaining general company information • Obtaining financial information • Identifying people • Obtaining contact informationElectronic Commerce, Ninth 12Edition
    57. 57. Meeting the Needs of Web Site Visitors (cont’d.)• Varied motivations of Web site visitors (cont’d.) – Why visitors arrive at Web sites (cont’d.) • Obtaining general company information • Obtaining financial information • Identifying people • Obtaining contact information • Following a link into the site while searching for information about a related product, service, or topicElectronic Commerce, Ninth 12Edition
    58. 58. Meeting the Needs of Web Site Visitors (cont’d.)• Varied motivations of Web site visitors (cont’d.) – Why visitors arrive at Web sites (cont’d.) • Obtaining general company information • Obtaining financial information • Identifying people • Obtaining contact information • Following a link into the site while searching for information about a related product, service, or topic – Challenge to meet all motivationsElectronic Commerce, Ninth 12Edition
    59. 59. Meeting the Needs of Web Site Visitors (cont’d.)• Varied motivations of Web site visitors (cont’d.) – Why visitors arrive at Web sites (cont’d.) • Obtaining general company information • Obtaining financial information • Identifying people • Obtaining contact information • Following a link into the site while searching for information about a related product, service, or topic – Challenge to meet all motivations • Visitors arrive with different needs, experience, and expectation levelsElectronic Commerce, Ninth 12Edition
    60. 60. 30
    61. 61. Meeting the Needs of Web Site Visitors (cont’d.)• Making Web sites accessible – Build interface flexibility options: • Frame use • Text-only version • Selection of smaller graphic images • Specification of streaming media connection type • Choice among information attributes – Controversial Web site design issues • Adobe Flash software use – Some tasks lend themselves to animated Web pagesElectronic Commerce, Ninth 13Edition
    62. 62. FIGURE 3-7 Lee® Jeans FitFinder Flash animationElectronic Commerce, Ninth 14Edition
    63. 63. Trust and Loyalty• Creates relationship value• Good service leads to seller trust – Delivery, order handling, help selecting product, after-sale support• Satisfactory service builds customer loyalty• Customer service in electronic commerce sites – Problem • Lack integration between call centers and WebElectronic Commerce, Ninth 16Edition
    64. 64. Rating Electronic Commerce Web Sites• Companies routinely review electronic commerce Web sites for: – Usability, customer service, other factors – Sell the gathered information directly to the companies operating the Web sites • Include suggestions for improvements• BizRate.com posts ratings – Provides comparison shopping service – Compiles ratings by conducting surveys of sites’ customersElectronic Commerce, Ninth 17Edition
    65. 65. 35
    66. 66. Usability TestingElectronic Commerce, Ninth 18Edition
    67. 67. Usability Testing• ImportanceElectronic Commerce, Ninth 18Edition
    68. 68. Usability Testing• Importance – Helps meet Web site goalsElectronic Commerce, Ninth 18Edition
    69. 69. Usability Testing• Importance – Helps meet Web site goals – Avoids Web site frustrationElectronic Commerce, Ninth 18Edition
    70. 70. Usability Testing• Importance – Helps meet Web site goals – Avoids Web site frustration • Customers leave site without buying anythingElectronic Commerce, Ninth 18Edition
    71. 71. Usability Testing• Importance – Helps meet Web site goals – Avoids Web site frustration • Customers leave site without buying anything – Simple site usability changesElectronic Commerce, Ninth 18Edition
    72. 72. Usability Testing• Importance – Helps meet Web site goals – Avoids Web site frustration • Customers leave site without buying anything – Simple site usability changes • Include telephone contact informationElectronic Commerce, Ninth 18Edition
    73. 73. Usability Testing• Importance – Helps meet Web site goals – Avoids Web site frustration • Customers leave site without buying anything – Simple site usability changes • Include telephone contact information • Staff a call centerElectronic Commerce, Ninth 18Edition
    74. 74. Usability Testing• Importance – Helps meet Web site goals – Avoids Web site frustration • Customers leave site without buying anything – Simple site usability changes • Include telephone contact information • Staff a call center – Learn about visitor needs by conducting focus groupsElectronic Commerce, Ninth 18Edition
    75. 75. Usability Testing• Importance – Helps meet Web site goals – Avoids Web site frustration • Customers leave site without buying anything – Simple site usability changes • Include telephone contact information • Staff a call center – Learn about visitor needs by conducting focus groups – Usability testing costElectronic Commerce, Ninth 18Edition
    76. 76. Usability Testing• Importance – Helps meet Web site goals – Avoids Web site frustration • Customers leave site without buying anything – Simple site usability changes • Include telephone contact information • Staff a call center – Learn about visitor needs by conducting focus groups – Usability testing costEdition • Low compared to Web site design costsElectronic Commerce, Ninth 18
    77. 77. http://www.UserTesting.com/Popups/ViewMovieShare.aspx?file=7mPRLiwNOvM%3d
    78. 78. http://whichtestwon.com/
    79. 79. Customer-Centric Web Site DesignElectronic Commerce, Ninth 19Edition
    80. 80. Customer-Centric Web Site Design• Important part of successful electronic business operationElectronic Commerce, Ninth 19Edition
    81. 81. Customer-Centric Web Site Design• Important part of successful electronic business operation• Focus on meeting all site visitors’ needsElectronic Commerce, Ninth 19Edition
    82. 82. Customer-Centric Web Site Design• Important part of successful electronic business operation• Focus on meeting all site visitors’ needs• Customer-centric approachElectronic Commerce, Ninth 19Edition
    83. 83. Customer-Centric Web Site Design• Important part of successful electronic business operation• Focus on meeting all site visitors’ needs• Customer-centric approach – Putting customer at center of all site designsElectronic Commerce, Ninth 19Edition
    84. 84. Customer-Centric Web Site Design• Important part of successful electronic business operation• Focus on meeting all site visitors’ needs• Customer-centric approach – Putting customer at center of all site designs • Follow guidelines and recommendationsElectronic Commerce, Ninth 19Edition
    85. 85. Customer-Centric Web Site Design• Important part of successful electronic business operation• Focus on meeting all site visitors’ needs• Customer-centric approach – Putting customer at center of all site designs • Follow guidelines and recommendations • Make visitors’ Web experiences more efficient, effective, memorableElectronic Commerce, Ninth 19Edition
    86. 86. Customer-Centric Web Site Design• Important part of successful electronic business operation• Focus on meeting all site visitors’ needs• Customer-centric approach – Putting customer at center of all site designs • Follow guidelines and recommendations • Make visitors’ Web experiences more efficient, effective, memorable• Webby Awards siteElectronic Commerce, Ninth 19Edition
    87. 87. Customer-Centric Web Site Design• Important part of successful electronic business operation• Focus on meeting all site visitors’ needs• Customer-centric approach – Putting customer at center of all site designs • Follow guidelines and recommendations • Make visitors’ Web experiences more efficient, effective, memorable• Webby Awards site – Examples of good Web site designElectronic Commerce, Ninth 19Edition
    88. 88. Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums!
    89. 89. Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums!
    90. 90. Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums!
    91. 91. Understanding Personascustomers, not as ademographic, but as individuals
    92. 92. What do we want to learn?
    93. 93. PersonalCharacteristics What do we want to learn?
    94. 94. Goals and Tasks PersonalCharacteristics What do we want to learn?
    95. 95. Goals and Tasks Motivations PersonalCharacteristics What do we want to learn?
    96. 96. Goals and Tasks Motivations Attitude and Personal needsCharacteristics What do we want to learn?
    97. 97. Listen for stories
    98. 98. Stories reveal tactic information What do they tell stories about? Who is in their stories?Listen for stories
    99. 99. Stories reveal tactic information What do they tell stories about? Who is in their stories? Quotes help you hear their voiceListen for stories -What terminology do they use? -How they talk about task or product?
    100. 100. Sarah is single, and works for a advertising agency She loves to make a fashion statement but cannot afford what she loves. She is impulsive.Sarah Newman She recently broke up with her Boy Female friend and spends 3 nights a week Age 30 out with the girls. Income 60k She works out 4 time a week and makes sure to take care of her appearance.
    101. 101. David is a stock broker and loves the high life. He enjoys to travel and loves fast cars. He is getting engaged in the near future. He is a procrastinator. He dislikes shopping but he is service-oriented.David Jones Male He is searching for the perfect diamond Age 31 for his fiancéIncome 90k
    102. 102. David is a stock broker and loves the high life. He enjoys to travel and loves fast cars. He is getting engaged in the near future. He is a procrastinator. He dislikes shopping but he is service-oriented.David Jones Male He is searching for the perfect diamond Age 31 for his fiancéIncome 90k
    103. 103. Motivations key customer scenarios ? offers action
    104. 104. Fashion
    105. 105. AffordabilityFashion
    106. 106. Affordability ImpulseFashion
    107. 107. Education
    108. 108. Customer ServiceEducation
    109. 109. Customer ServiceEducation Accessibility
    110. 110. Web Design Targeting at David Jones
    111. 111. Web Design Targeting at David Jones
    112. 112. Web Design Targeting at David Jones
    113. 113. Web Design Targeting at David Jones
    114. 114. Personas Action Entity Trigger Help her to make an Make her look and feel impulse purchase fashionableSarah Newman Enable him to create a Educate himself to choose diamond ring the right diamond David Jones
    115. 115. FIGURE 3-9 Business communication modesElectronic Commerce, Ninth 22Edition
    116. 116. The Nature of Communication on the Web• Communication modes – Personal contact (prospecting) model • Employees individually search for, qualify, contact potential customers – Mass media • Deliver messages by broadcasting – Addressable media • Advertising efforts directed to known addressee• Internet medium – Occupies central space in medium choiceEdition continuumElectronic Commerce, Ninth 21
    117. 117. Design sites for your users above all else
    118. 118. Accessibility
    119. 119. Identity
    120. 120. Company Info
    121. 121. Make it easy for them to contact you!
    122. 122. NavigationMake sure they can find what they want quickly and easily
    123. 123. A well thought out and usable sitemap can be more important than navigation – especially for big sites
    124. 124. Navigation allows users to orientthemselves in a website and drives them towards desired goals
    125. 125. Tell people to take the exact action youwant them to perform in order to get the best response
    126. 126. Does this page look hard, complicated or time consuming?
    127. 127. Is it relevant to my search query?
    128. 128. Content "Click to Continue" resulted in thehighest increase in conversions (over"Continue to Article" or "Read More"). Grokdotcom.com
    129. 129. Trust
    130. 130. Looks are very important, BUT the least important consideration in web development
    131. 131. That doesn’t mean ugly sites are OK
    132. 132. Sites must look professional and demonstrate credibility
    133. 133. If these two goals are met, the user will be satisfied.
    134. 134. Remember, they are looking to achieve a goal – not look at a piece of artwork.
    135. 135. Real testimonials on each page
    136. 136. 88
    137. 137. Graphics are the #1 thing that draws the eye.
    138. 138. People like to click on graphics so give them something to click to…. and convert
    139. 139. 9 Shopping Cart Rules
    140. 140. 1. Where am I
    141. 141. 2. Solidify
    142. 142. 3. Clear Shipping Options
    143. 143. 4. Allow for Guest Check-in
    144. 144. 5. Availability
    145. 145. 6. Up Sells
    146. 146. 7. Avoid shell shock
    147. 147. 8. Edit Shopping Cart
    148. 148. 9.
    149. 149. Assignment OneComparative Web Site Evaluation Purpose of assignment Apply what we’ve learned about strategic planning, web site strategy, and user experience Choose two web sites Inthe same industry (e.g. Destina.ca vs. Expedia.ca) Choose your company and a competitor if you wish For both sites Apparent web site strategy, target audience What is the site’s value to users and to the company? Relative strengths/weaknesses of user experience (high level) For one site Suggest improvements (strategy and experience) you would make Format Thisis a group assignment 5-10 page report 15 min PowerPoint presentation

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