12        CHAPTER                                                        DEVELOPING AND                                   ...
Half of all those online buy something                      Online (and Mobile) Sales                      are Growing in ...
Websites must have objectives, be                                                                       tested for usabili...
STRATEGIC CONTEXT                    Business Websites Are Not An Exercise In Either                               Technol...
THE ROLE/OBJECTIVES OF                                           WEBSITES        •      Increase Sales Revenue        •   ...
MULTICHANNEL SHOPPERS                              Purchase More                              Frequently                  ...
WEBSITE DEVELOPMENT PROCESS©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or poste...
1. WEBSITE OBJECTIVES VARY BY                                   FIRM                   •      Branding                   •...
1. ESTABLISH SITE OBJECTIVES                              Where Do Web Site                              Objectives Come F...
DEVELOP OBJECTIVES                                                                       1. Research8. Retention   & Loyal...
WHICH OF THE FOLLOWING                     SHOULD DRIVE WEB SITE DESIGN?    A. Business Goals    B. Target Audience    C. ...
2. OFFICE DEPOT TARGETS                                      BUSINESS SEGMENTS                   • Special Landing Page.  ...
IDENTIFY/DESCRIBE TARGET MARKET AND                                           DEFINE SITE CONTENT©2013 Cengage Learning. A...
3. USE THE ‘GOLDEN TRIANGLE’ IN                        WEB DESIGN FIGURE 12.3©2013 Cengage Learning. All Rights Reserved. ...
3. WEBSITE DESIGN AND CONTENT                              FIGURE 12.4                                                    ...
EFFECTIVE SITE NAVIGATION IS             ENHANCED IF THE MENU OPTIONS            APPEAR IN ONLY ONE PLACE ON THE          ...
A GOOD COPYWRITING                       TECHNIQUE FOR THE INTERNET IS                         TO STAY “ABOVE THE FOLD.”  ...
4. USABILITY TESTS FORRESTER CRITERIA                           (EXPERT JUDGMENT)             4 Key Dimensions            ...
4. USABILITY TESTS SHOPZILLA FROM BIZRATE                           QUALITY FACTORS                         (CUSTOMER RESP...
5.DEPLOYMENT AND TUNING                   • Upload to Host Server                   • Balance Load                   • Mon...
6. MEASURE/EVALUATE/IMPROVE                        Technical                                                        Market...
TESTING TECHNIQUES                          What Kind of Test?                                                           W...
7. IMPROVE/RELAUNCH WHEN                                     NEEDED                   • Staples redeveloped its site      ...
STAPLES REDESIGNED WEBSITE FOR USABILITY                                Easy to                                           ...
OTHER WEBSITE DESIGN TIPS                       •Use Search Options                       •Avoid Flash                    ...
ARE THESE SITES WELL DESIGNED?©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or po...
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible ...
EXPERIENCE THE SAN DIEGO ZOO©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or post...
WHICH CUSTOMER EXPERIENCE FACTORS ARE MOST                                          IMPORTANT?©2013 Cengage Learning. All ...
A GOOD WEB DESIGN PROCESS IS THE MOST                            VALUABLE RESOURCE                                        ...
WHAT DOES IT COST?        • Hard to Generalize about Development                 • Size, Complexity of Site               ...
GOOD WEB SITE DESIGN SUMMARY                              • Level of                                                      ...
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible ...
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible ...
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Chapter 12

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  • Clip art + questions suggests an interactive opportunity.If this doesn’t fit your style, you can hide or delete the slide.
  • Good way to start class discussion; students love talking about websites they use!
  • The answer is both and this slide leads to the next section
  • This web site I found to be unique because it clearly stated the characteristics of its target segment. It is worth it to take a look in class since we could not get permission to reproduce in the book or the slides.
  • http://www.youtube.com/watch?v=3cwUxYvpmfw is a fascinating video that shows heat tracking ‘live.’ There are other videos on YouTube as well.
  • FALSE; there should be several ways to navigate the site
  • TRUE: Most people won’t navigate below. It’s the old newspaper idea of a ‘headline’ situated ‘above the fold.’
  • Ask which ones the students find most appealing.
  • Wordpress also allows students to set up a personal page quite simply.
  • Do go to the site and enjoy; we wanted to show pictures but could not get permission.
  • Chapter 12

    1. 1. 12 CHAPTER DEVELOPING AND MAINTAINING EFFECTIVE WEBSITES©2013 Cengage Learning. All Rights Reserved. Maynot be scanned, copied or duplicated, or posted to apublicly accessible website, in whole or in part.
    2. 2. Half of all those online buy something Online (and Mobile) Sales are Growing in Double-Digits! WHY IS WEBSITE DESIGN IMPORTANT?©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.
    3. 3. Websites must have objectives, be tested for usability, and be measured The Goal is Site Stickiness! HOW HAS WEBSITE DESIGN EVOLVED?©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.
    4. 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. 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. 6. MULTICHANNEL SHOPPERS 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 website, in whole or in part. 6
    7. 7. WEBSITE DEVELOPMENT PROCESS©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. 7
    8. 8. 1. WEBSITE OBJECTIVES VARY BY FIRM • Branding • Transactions • Overall Marketing Objectives • AIDA Model or other model of consumer behavior©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. 8
    9. 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. 10. DEVELOP OBJECTIVES 1. Research8. Retention & Loyalty BASED ON CUSTOMER LIFECYCLE7. 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. 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. 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. 13. 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 website, in whole or in part.
    14. 14. 3. USE THE ‘GOLDEN TRIANGLE’ IN WEB DESIGN FIGURE 12.3©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. 14
    15. 15. 3. WEBSITE DESIGN AND CONTENT FIGURE 12.4 Wireframe: Page Design Hierarchy: Navigational Structure©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. 15
    16. 16. 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 website, in whole or in part.
    17. 17. 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 website, in whole or in part.
    18. 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. 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. 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. 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. 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. 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. 24. STAPLES REDESIGNED WEBSITE FOR USABILITY Easy to Easy to Find Use Easy to Use of Check Out Personas©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.
    25. 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©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. 25
    26. 26. ARE THESE SITES WELL DESIGNED?©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.
    27. 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. 28. EXPERIENCE THE SAN DIEGO ZOO©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.
    29. 29. 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 website, in whole or in part.
    30. 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©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.
    31. 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©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.
    32. 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’©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.
    33. 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. 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

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