Building a website CMIS 542 2012
- 1. Building a Website Te ch s t ain nic str al on re q sc ui r es em sin e Bu nts Customer needs
- 2. Center for Management Development The string that runs through it all:)
- 3. Center for Management Development What is online customer acquisition?
- 4. Center for Management Development Converting online prospects to complete a desired transaction relevant to your business Online Prospects Desired Action B2C B2B C2C
- 5. Center for Management Development Focus of this module… Attracting and retaining customers
- 7. Identifying Web Presence Goals Electronic Commerce, Ninth 2 Edition
- 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 Electronic Commerce, Ninth 2 Edition
- 9. 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 features Electronic Commerce, Ninth 2 Edition
- 10. Priorities
- 11. Usability and conversion oriented design
- 12. Identifying Web Presence Goals (cont’d.) Electronic Commerce, Ninth 3 Edition
- 13. Identifying Web Presence Goals (cont’d.) • Web business site objectives: Electronic Commerce, Ninth 3 Edition
- 14. Identifying Web Presence Goals (cont’d.) • Web business site objectives: – Attracting Web site visitors Electronic Commerce, Ninth 3 Edition
- 15. Identifying Web Presence Goals (cont’d.) • Web business site objectives: – Attracting Web site visitors – Keeping visitors to stay and explore Electronic Commerce, Ninth 3 Edition
- 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 Electronic Commerce, Ninth 3 Edition
- 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 Electronic Commerce, Ninth 3 Edition
- 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 Electronic Commerce, Ninth 3 Edition
- 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 Electronic Commerce, Ninth 3 Edition
- 20. 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 site Electronic Commerce, Ninth 3 Edition
- 21. FIGURE 3-5 Volkswagen of America home page Electronic Commerce, Ninth 6 Edition
- 22. 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 5 Electronic Commerce, Ninth Edition
- 23. Web Site Usability Electronic Commerce, Ninth 9 Edition
- 24. Web Site Usability • Current Web presences Electronic Commerce, Ninth 9 Edition
- 25. Web Site Usability • Current Web presences – Few businesses accomplish all goals Electronic Commerce, Ninth 9 Edition
- 26. Web Site Usability • Current Web presences – Few businesses accomplish all goals – Most fail to provide visitors sufficient interactive contact opportunities Electronic Commerce, Ninth 9 Edition
- 27. Web Site Usability • Current Web presences – Few businesses accomplish all goals – Most fail to provide visitors sufficient interactive contact opportunities – Improving Web presence Electronic Commerce, Ninth 9 Edition
- 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 Electronic Commerce, Ninth 9 Edition
- 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 Electronic Commerce, Ninth 9 Edition
- 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 Electronic Commerce, Ninth 9 Edition
- 31. 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 organization Electronic Commerce, Ninth 9 Edition
- 32. th i nk m e make on’t D
- 34. Allow the reader to get the gist of your message in a few seconds by merely scanning the page
- 35. 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 offered Electronic Commerce, Ninth 10 Edition
- 36. Center for Management Development
- 37. Center for Management Development
- 38. Center for Management Development
- 39. Multi Channel Retailer 19
- 40. Pure Play 20
- 41. Comparative Shopping 21
- 42. Center for Management Development
- 43. Center for Management Development
- 44. Center for Management Development
- 45. Center for Management Development
- 46. Center for Management Development
- 47. Center for Management Development
- 48. Meeting the Needs of Web Site Visitors Electronic Commerce, Ninth 11 Edition
- 49. Meeting the Needs of Web Site Visitors • Successful Web businesses: – Realize every visitor is a potential customer (partner) Electronic Commerce, Ninth 11 Edition
- 50. 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 Electronic Commerce, Ninth 11 Edition
- 51. 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 information Electronic Commerce, Ninth 11 Edition
- 52. Meeting the Needs of Web Site Visitors (cont’d.) Electronic Commerce, Ninth 12 Edition
- 53. Meeting the Needs of Web Site Visitors (cont’d.) • Varied motivations of Web site visitors (cont’d.) Electronic Commerce, Ninth 12 Edition
- 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.) Electronic Commerce, Ninth 12 Edition
- 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 Electronic Commerce, Ninth 12 Edition
- 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 Electronic Commerce, Ninth 12 Edition
- 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 Electronic Commerce, Ninth 12 Edition
- 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 Electronic Commerce, Ninth 12 Edition
- 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 Electronic Commerce, Ninth 12 Edition
- 60. 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 Electronic Commerce, Ninth 12 Edition
- 61. 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 levels Electronic Commerce, Ninth 12 Edition
- 62. 30
- 63. 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 pages Electronic Commerce, Ninth 13 Edition
- 64. FIGURE 3-7 Lee® Jeans FitFinder Flash animation Electronic Commerce, Ninth 14 Edition
- 65. 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 Web Electronic Commerce, Ninth 16 Edition
- 66. 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’ customers Electronic Commerce, Ninth 17 Edition
- 67. 35
- 68. Usability Testing Electronic Commerce, Ninth 18 Edition
- 69. Usability Testing • Importance Electronic Commerce, Ninth 18 Edition
- 70. Usability Testing • Importance – Helps meet Web site goals Electronic Commerce, Ninth 18 Edition
- 71. Usability Testing • Importance – Helps meet Web site goals – Avoids Web site frustration Electronic Commerce, Ninth 18 Edition
- 72. Usability Testing • Importance – Helps meet Web site goals – Avoids Web site frustration • Customers leave site without buying anything Electronic Commerce, Ninth 18 Edition
- 73. Usability Testing • Importance – Helps meet Web site goals – Avoids Web site frustration • Customers leave site without buying anything – Simple site usability changes Electronic Commerce, Ninth 18 Edition
- 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 Electronic Commerce, Ninth 18 Edition
- 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 Electronic Commerce, Ninth 18 Edition
- 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 Electronic Commerce, Ninth 18 Edition
- 77. 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 cost Electronic Commerce, Ninth 18 Edition
- 78. 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 cost Edition • Low compared to Web site design costs Electronic Commerce, Ninth 18
- 83. Customer-Centric Web Site Design Electronic Commerce, Ninth 19 Edition
- 84. Customer-Centric Web Site Design • Important part of successful electronic business operation Electronic Commerce, Ninth 19 Edition
- 85. Customer-Centric Web Site Design • Important part of successful electronic business operation • Focus on meeting all site visitors’ needs Electronic Commerce, Ninth 19 Edition
- 86. Customer-Centric Web Site Design • Important part of successful electronic business operation • Focus on meeting all site visitors’ needs • Customer-centric approach Electronic Commerce, Ninth 19 Edition
- 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 Electronic Commerce, Ninth 19 Edition
- 88. 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 Electronic Commerce, Ninth 19 Edition
- 89. 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 Electronic Commerce, Ninth 19 Edition
- 90. 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 Electronic Commerce, Ninth 19 Edition
- 91. 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 design Electronic Commerce, Ninth 19 Edition
- 93. Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums!
- 94. Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums!
- 95. Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums!
- 96. Understanding Personas customers, not as a demographic, but as individuals
- 97. What do we want to learn?
- 98. Personal Characteristics What do we want to learn?
- 99. Goals and Tasks Personal Characteristics What do we want to learn?
- 100. Goals and Tasks Motivations Personal Characteristics What do we want to learn?
- 101. Goals and Tasks Motivations Attitude and Personal needs Characteristics What do we want to learn?
- 103. Listen for stories
- 104. Stories reveal tactic information What do they tell stories about? Who is in their stories? Listen for stories
- 105. Stories reveal tactic information What do they tell stories about? Who is in their stories? Quotes help you hear their voice Listen for stories -What terminology do they use? -How they talk about task or product?
- 106. 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.
- 107. 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 fiancé Income 90k
- 108. 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 fiancé Income 90k
- 109. Motivations key customer scenarios ? offers action
- 114. Fashion
- 116. Affordability Impulse Fashion
- 125. Education
- 127. Customer Service Education Accessibility
- 128. Web Design Targeting at David Jones
- 129. Web Design Targeting at David Jones
- 130. Web Design Targeting at David Jones
- 131. Web Design Targeting at David Jones
- 132. Personas Action Entity Trigger Help her to make an Make her look and feel impulse purchase fashionable Sarah Newman Enable him to create a Educate himself to choose diamond ring the right diamond David Jones
- 133. FIGURE 3-9 Business communication modes Electronic Commerce, Ninth 22 Edition
- 134. 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 choice Edition continuum Electronic Commerce, Ninth 21
- 135. Design sites for your users above all else
- 136. Accessibility
- 143. Identity
- 144. Company Info
- 145. Make it easy for them to contact you!
- 146. Navigation Make sure they can find what they want quickly and easily
- 147. A well thought out and usable site map can be more important than navigation – especially for big sites
- 149. Navigation allows users to orient themselves in a website and drives them towards desired goals
- 151. Tell people to take the exact action you want them to perform in order to get the best response
- 152. Does this page look hard, complicated or time consuming?
- 153. Is it relevant to my search query?
- 156. Content "Click to Continue" resulted in the highest increase in conversions (over "Continue to Article" or "Read More"). Grokdotcom.com
- 157. Trust
- 159. Looks are very important, BUT the least important consideration in web development
- 160. That doesn’t mean ugly sites are OK
- 161. Sites must look professional and demonstrate credibility
- 162. If these two goals are met, the user will be satisfied.
- 163. Remember, they are looking to achieve a goal – not look at a piece of artwork.
- 164. Real testimonials on each page
- 165. 88
- 166. Graphics are the #1 thing that draws the eye.
- 167. People like to click on graphics so give them something to click to…. and convert
- 168. 9 Shopping Cart Rules
- 169. 1. Where am I
- 171. 2. Solidify
- 173. 3. Clear Shipping Options
- 176. 4. Allow for Guest Check-in
- 177. 5. Availability
- 178. 6. Up Sells
- 180. 7. Avoid shell shock
- 181. 8. Edit Shopping Cart
- 182. 9.
- 183. 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
Editor's Notes
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- #3: 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
- #4: 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
- #5: 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
- #6: 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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- #99: WARN THEM ABOUT THE VIDEO COMING UP\n
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- #155: 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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- #175: Ask class for examples. These include: trusted third party approval that can be verified, phone numbers, actual addresses, about us, no typos\n
- #176: Google added the copyright logo because it told users that the page had finished loading.\n
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- #201: 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