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Chapter 12

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Rebecca Putt
Rebecca Putt

The document discusses developing and maintaining effective websites. It covers establishing website objectives based on the target audience and business goals. Important aspects of website design discussed include usability, navigation, presentation, and establishing trust. The document also outlines the website development process, including testing, deployment, measuring performance, and making improvements. Effective website design takes the customer experience into account and ensures the site is easy to navigate and use.

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12 CHAPTER DEVELOPING AND MAINTAINING EFFECTIVE WEBSITES 息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.
Half of all those online buy something Online (and Mobile) Sales are Growing in Double-Digits! WHY IS WEBSITE DESIGN IMPORTANT? 息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.
Websites must have objectives, be tested for usability, and be measured The Goal is Site Stickiness! HOW HAS WEBSITE DESIGN EVOLVED? 息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.
STRATEGIC CONTEXT Business Websites Are Not An Exercise In Either Technology Or Aesthetics. THEY ARE AN EXERCISE IN COST-EFFECTIVE EXECUTION OF MARKETING STRATEGY. 息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.
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 息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.
MULTICHANNEL SHOPPERS Purchase More Frequently Make larger purchases Prefer Internet Shopping 息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
WEBSITE DEVELOPMENT PROCESS 息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
1. WEBSITE OBJECTIVES VARY BY FIRM Branding Transactions Overall Marketing Objectives AIDA Model or other model of consumer behavior 息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
1. ESTABLISH SITE OBJECTIVES Where Do Web Site Objectives Come From? What Are Criteria For Good Objectives? Branding vs. Sales Objectives 息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.
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 息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.
WHICH OF THE FOLLOWING SHOULD DRIVE WEB SITE DESIGN? A. Business Goals B. Target Audience C. Both 息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.
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. 息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
IDENTIFY/DESCRIBE TARGET MARKET AND DEFINE SITE CONTENT 息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. USE THE GOLDEN TRIANGLE IN WEB DESIGN FIGURE 12.3 息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
3. WEBSITE DESIGN AND CONTENT FIGURE 12.4 Wireframe: Page Design Hierarchy: Navigational Structure 息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
EFFECTIVE SITE NAVIGATION IS ENHANCED IF THE MENU OPTIONS APPEAR IN ONLY ONE PLACE ON THE SITE A. True B. False 息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.
A GOOD COPYWRITING TECHNIQUE FOR THE INTERNET IS TO STAY ABOVE THE FOLD. A. True B. False 息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. USABILITY TESTS FORRESTER CRITERIA (EXPERT JUDGMENT) 4 Key Dimensions Value Navigation Presentation Trust 息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. USABILITY TESTS SHOPZILLA FROM BIZRATE QUALITY FACTORS (CUSTOMER RESPONSE) 息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.DEPLOYMENT AND TUNING Upload to Host Server Balance Load Monitor Site Performance 息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. MEASURE/EVALUATE/IMPROVE Technical Marketing Task Task Measuring And Measuring And Improving The Improving Site Business Performance Is A Effectiveness Of Technical Task Site 息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.
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 息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. 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 息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.
STAPLES REDESIGNED WEBSITE FOR USABILITY Easy to Easy to Find Use Easy to Use of Check Out Personas 息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.
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 息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
ARE THESE SITES WELL DESIGNED? 息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.
息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.
EXPERIENCE THE SAN DIEGO ZOO 息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.
WHICH CUSTOMER EXPERIENCE FACTORS ARE MOST IMPORTANT? 息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.
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 息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.
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 息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.
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 息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.
息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
息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

More Related Content

Chapter 12

  • 1. 12 CHAPTER DEVELOPING AND MAINTAINING EFFECTIVE WEBSITES 息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.
  • 2. Half of all those online buy something Online (and Mobile) Sales are Growing in Double-Digits! WHY IS WEBSITE DESIGN IMPORTANT? 息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. Websites must have objectives, be tested for usability, and be measured The Goal is Site Stickiness! HOW HAS WEBSITE DESIGN EVOLVED? 息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. STRATEGIC CONTEXT Business Websites Are Not An Exercise In Either Technology Or Aesthetics. THEY ARE AN EXERCISE IN COST-EFFECTIVE EXECUTION OF MARKETING STRATEGY. 息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 息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 息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. WEBSITE DEVELOPMENT PROCESS 息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. 1. WEBSITE OBJECTIVES VARY BY FIRM Branding Transactions Overall Marketing Objectives AIDA Model or other model of consumer behavior 息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. 1. ESTABLISH SITE OBJECTIVES Where Do Web Site Objectives Come From? What Are Criteria For Good Objectives? Branding vs. Sales Objectives 息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 息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 息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. 息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 息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. 3. USE THE GOLDEN TRIANGLE IN WEB DESIGN FIGURE 12.3 息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. 3. WEBSITE DESIGN AND CONTENT FIGURE 12.4 Wireframe: Page Design Hierarchy: Navigational Structure 息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. EFFECTIVE SITE NAVIGATION IS ENHANCED IF THE MENU OPTIONS APPEAR IN ONLY ONE PLACE ON THE SITE A. True B. False 息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. A GOOD COPYWRITING TECHNIQUE FOR THE INTERNET IS TO STAY ABOVE THE FOLD. A. True B. False 息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. 4. USABILITY TESTS FORRESTER CRITERIA (EXPERT JUDGMENT) 4 Key Dimensions Value Navigation Presentation Trust 息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) 息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 息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 息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 息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 息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 息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. 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 息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. ARE THESE SITES WELL DESIGNED? 息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. 息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 息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. WHICH CUSTOMER EXPERIENCE FACTORS ARE MOST IMPORTANT? 息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. 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 息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. 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 息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. 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 息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. 息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. 息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

Editor's Notes

  • #3: Clip art + questions suggests an interactive opportunity.If this doesnt fit your style, you can hide or delete the slide.
  • #4: Good way to start class discussion; students love talking about websites they use!
  • #12: The answer is both and this slide leads to the next section
  • #13: 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.
  • #15: http://www.youtube.com/watch?v=3cwUxYvpmfw is a fascinating video that shows heat tracking live. There are other videos on YouTube as well.
  • #17: FALSE; there should be several ways to navigate the site
  • #18: TRUE: Most people wont navigate below. Its the old newspaper idea of a headline situated above the fold.
  • #30: Ask which ones the students find most appealing.
  • #34: Wordpress also allows students to set up a personal page quite simply.
  • #36: Do go to the site and enjoy; we wanted to show pictures but could not get permission.