DELIVERING THE ONLINE
NUR AQILAH BT ZAINUDIN
Planning web site design and built
Initiation of website project
Defining site or app requirement
Designing the user experience
Development and testing of content
Online retail merchandising
Effective means that the presence must deliver relevance
and a satisfactory online.
Online customer experience: the combination of rational
and emotional factors of using a company’s online
services that influence customer’s perception of a brand
Conversion rate optimization (CRO): Improving
commercial returns from a transactional site through
increasing conversion to key goals such as sales quotes
or booking or leads.
CRO combines customer and competitor research with
evaluation of customer behavior using web analytics and AB
and multivariate testing.
Five dimension of brand equity assessed by asking question:
- Emotional connection
- Online experience
- Responsive service nature
PLANNING WEBSITE DESIGN AND BUILD
Pre development task
Analysis and design
nt task as
Figure 7.3 Iterative approach to improving site effectiveness.
Source: Sullivan (2011)
WHO SHOULD INVOLVE IN PROJECT
PROTOTYPING AND AGILE SOFTWARE DEVELOPMENT
Prototype: are trial versions of website or a framework of all of a website,
which can be reviewed by its target audience or the marketing team.
Prototype is an iterative process in which website users suggest modifications
before further prototypes and the final version of the site are developed
Each prototype passes through stages which are:
- test and review
Agile software development: website functionality or software applications
where it is known as agile software development. The goal is to create stable
releases more frequently
INITIATION OF THE WEBSITE PROJECT
The phase of the project should involve a structure review of the costs and
benefits of developing a website. The successful outcome to initiation will
be decision to proceed with the site development phase,, with an agreed
budget and target completion date.
Domain name registration: the process of reserving a unique web
address that can be used to the company website.
Selecting a hosting provider: selecting the right partner to host a
Website performance optimization: download page performance is
essential to the success of a site.
The availability of the website: indication of how easy it is for a user to
connect to it.
DEFINING SITE OR APP REQUIREMENT
Analysis : the identification of the requirements of a website.
Technique to achieve this may include focus groups ,
questionnaires sent to existing customers or interview with key
In analysis seeking answer the following types of ‘who’, ’what’,
’why’, ’how’, ’when’ , ’where’ question.
User - center design: a design approach which is based on
research of user characteristic and needs.
Usability : an approach to website design intended to enable the
completion of user task.
Expert review: an analysis of an existing site or prototype by an
experience usability expert.
Usability testing: representative users are observed performing
representative task using a system.
WEB ACCESSIBILITY REQUIREMENT
An approach to design intended to accommodate site usage using different
browsers and setting.
Accessibility legislation : legislation intended to protect users of websites with
disabilities including visual disability.
Main argument in favorite accessibility are:
- number of visually impaired people.
- number of users of less popular browsers or variation in screen display resolution.
- more visitors from natural listings of search engines.
- legal requirements.
Tailoring of website information for individual countries.
A site may need to support customers from a range of countries:
- Different product need
- Language differences
- Cultural differences
REVIEWING COMPETITORS’ WEBSITE
Benchmarking of competitors’ websites is vital in positioning a website to compete
effectively with competitors.
Benchmarking criteria should include:
- Financial performance
- Conversion effectively
- Marketplace performance
DESIGNING THE INFORMATION ARCHITECTURE
The combination of organization, labeling and navigation schemes constituting an
Benefits of creating an information architecture:
- A defined structure and categorization of information will support user and
- Its helps increase ‘flow’ on the site.
- Search engine optimization
The process of arranging a way of organizing objects on the website in a
Shows the relationships between pages and other content components, and
can be used to portray organization, navigation and labeling systems.
Also known as ‘schematic’, a way of illustrating the layout of an individual web
An entrance page to the site when a user clicks on an ad or other form of link
from a referring site.it can be a homepage but more typically and desirably, a
landing page is a page with the messaging focused on the offer in the ad.
DESIGNING THE USER EXPERIENCE
Design phase: the design phase defines how the site will work
in the key areas of website structure, navigation and security.
A test effective design for usability is dependent on:
ELEMENT ON SITE DESIGN
Three main areas:
- site design and structure
- page design
- content design
Site design structure:
- the structure created by designer for websites will vary
greatly according to their audience and the site’s purpose.
- some basis factors that determine the effectiveness of an
ecommerce site are coherence, complexity, legibility.
Effective site design that communicate through color,
images, typography and layout.
- Constrained by a number of factors
- The speed of downloading graphics
- The screen resolutions of the computer
- The number of colors on screen
- The type of web browser used
Information organization scheme : a structure chosen to group and
Information organization scheme are: - Exact
SITE NAVIGATION SCHEMES
Is a tools provided to the user to move between different information on
Important aspects to a site that is easy to navigate:
Narrow and deep navigation
Broad and shallow navigation
Nielson suggest that the designer of navigation system
should consider the following information that site user want
Where am i?
Where have I been
Where do I want go?
Designing and creating the menus to support navigation present several
a. Page design
b. Content design
Content engagement value
Content access platform
Characteristic of 5 stage information processing describe by hofacker
Comprehensive and perception
Yielding and acceptance
DEVELOPMENT AND TESTING CONTENT
Content management system: a software tool for creating, editing and
updating documents accessed by intranet or internet.
CRITERIA FOR SELECTING A CONTENT MANAGEMENT SYSTEM
Easy authoring system
Search engine robot crawling
Search - engine - optimization - friendly markup.
Different page templates
Input and syndication
Development : the creation of a website. It involve writing the
HTML content, creating graphics and writing any necessary
Testing: involved different aspects the content.
The necessary testing steps include:
- Test that the content displays correctly on different types and
versions of web browsers
- Test plug-ins
- Test spelling and grammar
- Test adherence to corporate image standards
ONLINE RETAILING MERCHANDISING
Some of the common used are:
- Expanding navigation through synonyms
- Applying faceted navigation or search approach
- Featuring the bestselling product prominently
- Use of bundling
- Use of customer ratings and reviews
Promotion of a site is a significant topic that will be apart of
the strategy of developing a website.
Particularly important issues that must be considered during
the course of site design are search engine optimization and
the experience delivered on landing pages where the visitors
arrives not on the home page but deeper within the site.
Delivery service quality e-commerce can be assessed through
reviewing existing marketing framework for determining levels of
This is still determining service quality:
Two of the most significant framework for assessing online service quality
1. Webqual (that consist 14 dimension)
1) Information quality
2) Functional fit to ask
3) Tailored communication
5) Response time
6) Ease of understanding
7) Intuitive operation
8) Visual appeal
10) Emotional appeal
11) Consistent image
12) Online completeness
13) Relative advantage
14) Customer service