DEVELOPING AND MAINTAINING EFFECTIVE WEB SITES

Prof. Rushen Chahal

Prof. Rushen Chahal

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STRATEGIC PREMISE

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Building A Web Site For An Enterprise Or Non-Profit Is Not An Exercise In Either Technology Or Aesthetics. It Is An Exercise In Creating Satisfying Customer Experience In A Way That Leads To Cost-Effective Execution Of Marketing Strategy.

Prof. Rushen Chahal

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WEB SITE DEVELOPMENT PROCESS

Prof. Rushen Chahal

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‡

ESTABLISHING SITE OBJECTIVES Enterprise/SBU Marketing Objectives
± Communications/Branding Objectives ± Behavioral Objectives

‡ The Interactive Nature Of The Internet

‡ Role Of Web Site In Overall Marketing/ Marketing Communications Strategy

Prof. Rushen Chahal

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IDENTIFY/DESCRIBE TARGET MARKET
‡ Demographics, Life Styles ‡ Motives For Using The Site ‡ Tasks They Wish To Perform

Prof. Rushen Chahal

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SITE CONTENT/NAVIGATION STRUCTURE

‡ What Content Do Visitors Need/Expect? ‡ How Do They Access Content? ‡ What Role Should Visuals/Graphics Play?
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Prof. Rushen Chahal

SITE HIERARCHY

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Prof. Rushen Chahal

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PAGE DESIGN

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Prof. Rushen Chahal

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SITE DESIGN ISSUES
‡ ‡ ‡ ‡ ‡ ‡ ‡ Content Navigation Color (especially background) Font Minimize Scrolling Artwork Animation/Graphics/Rich Media
Prof. Rushen Chahal

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DEPLOYMENT AND TUNING

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‡ Uploading Site Server/Hosting Service Raises Many Technical Issues ‡ Calibrating And Fine Tuning For Best Site Performance Highly Technical

Prof. Rushen Chahal

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MEASURE/EVALUATE/IMPROVE PERFORMANCE & EFFECTIVENESS ‡ Measuring And Improving Site
Performance Is A Technical Task ‡ Measuring And Improving The Business Effectiveness Of Site Is A Marketing Task

Prof. Rushen Chahal

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MEASUREMENT TECHNIQUES
‡ Concept Tests ‡ Prototype Tests ‡ Beta (Functional) Tests

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‡ Customer Usability/Satisfaction Feedback

Prof. Rushen Chahal

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Measuring Customer Satisfaction On The Web Employs Research Methods Developed Offline, Adapted For The Online Environment
Prof. Rushen Chahal

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SATISFACTION WITH CONTENT

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Prof. Rushen Chahal

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SATISFACTION WITH TRANSACTIONAL EXPERIENCES

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Prof. Rushen Chahal

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BIZRATE.com SURVEYS CUSTOMER 9-16 EXPERIENCE TO RATE SITES

At Checkout and After Delivery
Prof. Rushen Chahal

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E-COMMERCE SATISFACTION DRIVERS

Prof. Rushen Chahal

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What Should The Marketer Do To Create Good Customer Experience On The Web Site?

Prof. Rushen Chahal

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STAGES/ELEMENTS OF CUSTOMER EXPERIENCE

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Prof. Rushen Chahal

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REI EXPERIENCE STRATEGY
‡ Integrate Offline And Online Channels ‡ Accept Inevitable Conflicts Between Multiple Channels ‡ Continue To Acquire Customer Knowledge ‡ Innovate Retail/E-Tail Business Strategy
Prof. Rushen Chahal

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STRATEGIC IMPERATIVE
‡ Recognize Differential Effectiveness of Channels ‡ Use In Mutually Supportive Way To Execute Strategy ‡ Create Seamlessly Effective Customer Experience

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Prof. Rushen Chahal

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CONTINUOUS IMPROVEMENT ESSENTIAL

Figure 9.12 TOP Image Only Goes Here

Figure 9.13 TOP Image Only Goes There

Prof. Rushen Chahal

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‡ Usable Site

ELEMENTS WSJOnline OFFERS

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‡ Navigation Made Easier By Familiarity With Print Version ‡ Personalization Options ‡ A Trusted Brand Name ‡ E-Mail Notices²Features, Breaking News ‡ Community Through Feedback/Discussions
Prof. Rushen Chahal

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WEB SITE COSTS

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Prof. Rushen Chahal

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STRATEGIC SUMMARY

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‡ Marketers And Technical Professionals Must Work Together To Create CustomerEffective Sites ‡ Research, Testing & Tracking All Necessary ‡ Customer Experience Is The Key Criterion
± Satisfaction (Single/Multiple) Important Measure

‡ Create Exceptional Experience In All Channels ‡ Practice Continuous Improvement
Prof. Rushen Chahal

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