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Copyright by Debra L. Zahay 2002
Effective Web Site Design
Debra L. Zahay
Assistant Professor, Marketing and E-Commerce
North Carolina State University,
Thanks to Ann Schlosser and Mary Lou Roberts
Copyright by Debra L. Zahay 2002
What do you like about web sites you have used in this class, or
elsewhere?
Copyright by Debra L. Zahay 2002
STRATEGIC PREMISE
Business Websites Are Not An Exercise In Either Technology Or Aesthetics.
THEY ARE AN EXERCISE IN
COST-EFFECTIVE EXECUTION
OF MARKETING STRATEGY.
Copyright by Debra L. Zahay 2002
Good web site design, ala Zahay
• Takes the customer into account– Level of expertise
– Time
– Objectives
• Is easy to navigate (point back to home page always)
• Has few business rules, or logic streams• Loads easily• Information is on one page or screen (usually)
Copyright by Debra L. Zahay 2002
Web site communicates
• Make sure that your message is consistent with your positioning, segmentation, advertising themes and images
• Make it easy for the customer to contact you
• Don’t provide a contact link if you are not going to follow through
Copyright by Debra L. Zahay 2002
Customer-Effective Websites• Find out what customers want--YOUR
customers, not just everyone• Follow a development process• Look at your customer process• Utilize metaphors, desktop, file cabinet,
shopping cart• Include customer control, or a way for
customer to co-create, interactJodie Dalgleish, Gartner Group
Copyright by Debra L. Zahay 2002
IdeaGeneration
IdeaScreening
ConceptDevelopmentand Testing
MarketingStrategy
BusinessAnalysis
ProductDevelopment
TestMarketing
Commercial-ization
New Product Development Process
Copyright by Debra L. Zahay 2002
ESTABLISH SITE OBJECTIVES
• Where Do Web Site Objectives Come From?
• What Are Criteria For Good Objectives?
• Branding vs. Sales Objectives
Copyright by Debra L. Zahay 2002
IDENTIFY/DESCRIBE TARGET MARKET
• Who Is Your Target?
• How Do You Get Information About Them?
Copyright by Debra L. Zahay 2002
DEPLOY AND TUNE SITE
• Essentially Technical Task
• What Is Marketing’s Role?
Copyright by Debra L. Zahay 2002
MEASURE/EVALUATE SITE EFFECTIVENESS
• Is Site Meeting Its Objectives?
• How Can It Be Improved?
Copyright by Debra L. Zahay 2002
REFINE & IMPROVE EFFECTIVENESS
• Continuous Process– Incremental Improvements– Major Relaunch
• Focus on– Objectives– Customer Experience
Copyright by Debra L. Zahay 2002
IMPORTANT WARNING
Budget Two to Three Times
Development Cost
For Annual Maintenance
Copyright by Debra L. Zahay 2002
MEASURING CUSTOMER SATISFACTION
• Single Measures
• Multiple Measures
– Always Preferable
– Satisfaction Is A Multidimensional Construct
Copyright by Debra L. Zahay 2002
SOURCES
• “Do It Yourself” Marketing Research
– Votations.com
• Research And Rating Services
– Bizrate.com
– Forrester.com
Copyright by Debra L. Zahay 2002
CUSTOMER EXPERIENCE FACTORS
• Ease of Use
• Access Speed
• Reliability
• Attractiveness
• Customer ExpectationsSource: WebCriteria presentation
Copyright by Debra L. Zahay 2002
A CUSTOMER EXPERIENCE PLAN
• Identify Site Goals and Success Metrics
• Focus on Needs and Expectations of Customers– Define Customer Experience Standards
• Develop a Customer-Centered Design That Fulfills Customer Needs and Expectations
• Engage in Continuous Improvement Through Measurement and Assessment
Adapted from WebCriteria brochure
Copyright by Debra L. Zahay 2002
What is “Flow”
• Csiksezentmihalyi (1977) defined and researched the concept
• Broad range of contexts, sports, work, shopping, games, hobbies and computer use, consumer navigation of the web
• Engaged in a transaction/activity where there is a sense of losing time passing and the immediate physical surroundings, optimal or “peak” experience
Copyright by Debra L. Zahay 2002
Flow in Cyberspace• “You begin navigating through Cyberspace.
Following one link to another, you begin to lose yourself. After what seems like minutes, it’s 2am.”
• Flow experience– Seamless sequence of responses facilitated by machine
interactivity
– Intrinsically enjoyable
– Loss of self-consciousness
– Self-reinforcing H&N 1996
Copyright by Debra L. Zahay 2002
When FLOW happens. . . .
• “Every day--Whenever I work both on and off the web, this happpens….and also if I’m merely reading”
• “Designing web pages”
• “When I learnt HTML by myself with the help fo great Tutorial sites”
• “When I was just cruising”– Hoffman and Novak, 1996
Copyright by Debra L. Zahay 2002
Does Flow bring Profits?
• Are customers “in flow” more likely to purchase?
• What does “flow” mean for web site design?
• What are some negative consequences?
Copyright by Debra L. Zahay 2002
Product Interactivity Defined
• A mediated experience with a product that is apart from one’s immediate physical surroundings.
– Engages the consumer in imagining using the product
– Delivers product knowledge via virtual acquaintance
– Examples: • Simulated driving experiences
• Simulated product rotations
Product Interactivity based on working paper by Ann Schlosser, Winter AMA, 2000Pertinent virtual reality references: Biocca, 1992; Laurel, 1991; Steuer, 1992
Copyright by Debra L. Zahay 2002
Product Interactivity
"This shockwave file is a chance to get an interactive introduction to Kodak's new high-resolution digital camera….You'll get to hold and use the DC120 (virtually, of course)."
Copyright by Debra L. Zahay 2002
Preliminary Evidence Information
Rich (IR)Product
Interactivity (PI)
Navigation(N)
Significant effect from regression
Attitude Toward:
Site .15 .22* .43* PI, N
Product .15 .05 .30* N
Intentions To:
Revisit -.02 .10 .33* N
Buy -.02 .26* .06 PI
Buy online
-.03 .25* -.01 (PI)
Study 1 of Schlosser and Kanfer, 2000
Copyright by Debra L. Zahay 2002
Land’s End
• Think about what’s going on…….– Product Interactivity?– Product Customization (mass)?– Flow Experience?
Copyright by Debra L. Zahay 2002
STRATEGIC IMPLICATIONS
• Keep Marketing Effectiveness Paramount– Focus On Customers—Needs/Experience– Focus On Objectives
• Marketing Must Drive, Not Technology• Maintenance Is As Important As Development
—And More Expensive!• Content And Navigation Are Both Critical• Beware “Flashy” Design Execution