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Learning objectives

Learning objectives. Describe the different stages involved in creating a new site or relaunching an existing site; describe the design elements that contribute to effective web site content; define the factors that are combined to deliver a quality online service. Questions for marketers.

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Learning objectives

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Presentation Transcript

  1. Learning objectives • Describe the different stages involved in creating a new site or relaunching an existing site; • describe the design elements that contribute to effective web site content; • define the factors that are combined to deliver a quality online service.

  2. Questions for marketers • Which activities are involved in building a new site or updating an existing site? • What are the key factors of online service quality and site design that will encourage repeat visitors? • Which techniques can I use to determine visitors' requirements? • Which forms of buyer behaviour do users exhibit online? • What are accepted standards of site design needed for consistency?

  3. Web site development process Figure 7.1 Summary of process of web site development

  4. Online elements of service quality • Companies need to: • Understand customers’ expectations • Make clear service promises • Deliver on those promises

  5. Service quality, satisfaction and loyalty Figure 7.2 The relationship between service quality, customer satisfaction and loyalty

  6. Customer rating of online service quality elements Figure 7.3 Customer ratings of importance of attributes of online experience Source: J.P. Morgan report on e-tailing 2000

  7. Web site development tasks Figure 7.4 Example of web site development schedule

  8. Prototyping stages Figure 7.5 Four stages of web site prototyping

  9. Different potential audiences

  10. Example - Durex

  11. Presentation–Interaction–Representation model Figure 7.7 Options for developing different types of IP-based service Source: Bickerton et al. (1998)

  12. B2B audience matrix Figure 7.8 A matrix for segmenting customer information on the Internet according to size of customer Source: Friedman and Furey (1999)

  13. Online buyer behaviour • Directed information seekers • Undirected information seekers • Directed buyers • Bargain hunters • Entertainment seekers

  14. Alternative perspectives on buyer behaviour

  15. Internet impact on buyer behaviour Figure 7.9 A summary of how the Internet can impact on the buying process for a new purchaser

  16. Information quality attributes Figure 7.10 Different aspects of high-quality information content of a web site

  17. Marketing-led design objectives • Customer acquisition • Proposition, recruitment offer • Conversion • Engage first time visitors • Clear call-to-action • Customer retention • Content and offers should encourage repeat visitors • Service quality • Branding • To reassure

  18. Example design – before

  19. Example design - after

  20. Site design issues • Style and personality • Graphic design • Site organisation • Site navigation • Page design • Online forms

  21. Example - Egg

  22. Narrow and deep navigation Figure 7.14 (a) Narrow and deep and (b) broad and shallow organisation schemes

  23. Example - Sainsburys

  24. Example - Cisco

  25. Information processing stages

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