1. Internet Marketing & e-Commerce Ward Hanson Kirthi Kalyanam Requests for permission to copy any part of the material should be addressed to: PERMISSIONS DEPARTMENT THOMSON BUSINESS and ECONOMICS 5109 Natorp Boulevard Mason, OH Phone: (800)

2. Part Two: Chapter Seven Usability, Credibility and Persuasion
“The Web is the ultimate customer-empowering environment. He or she who clicks the mouse gets to decide everything.”
Jakob Nielsen, Designing Web Usability

3. Dynamics of a Web Visit
Average length of time less than three page views on most sites

4. Dynamics of a Web Visit
Average length of time less than three page views on most sites
Random surfer model: whether to continue to next page is coin flip

5. Dynamics of a Web Visit
Average length of time less than three page views on most sites
Random surfer model: whether to continue to next page is coin flip
Look ahead model: decision to continue based on value of current page and expected value of any page yet to come

6. Dynamics of a Web Visit
The Look Ahead Model of Web Surfing Behavior

7. Dynamics of a Web Visit
Site visits are short, so first impressions matter
Visits that extend past a few clicks offer information about motives, results
Dynamic personalization systems adjust information to user goals
Identifying major entry and exit points also can improve customization

8. Matching Content to Site Location
Web Analytics Data
Marketer’s Response
Most Popular Entry Pages
Place product offers, rotate weekly
Promote online store
Sell advertising
Include toll-free number
Remind users to bookmark page
Visits by Day of the Week
Replace offers on the least-visited day
Ramp up sales pitch leading up to most popular day
“Liquidation Sale” on day following most popular
Increase pay-for-perfomance positions on search engines during strongest performing days
Most Popular Exit Pages
Promote “limited time” offers
Offer coupons in exchange for addresses
Launch exit pop-up surveys

9. Usability for Task-Oriented Sites
Users looking to solve problems want efficiency and effectiveness
Fast response time
Effective navigation
Responsiveness to user goals
Higher interactivity and quality content

10. Usability for Task-Oriented Sites
Slow sites break the user’s train of thought
Delay Time
Impact
0.1 second
Upper limit of delay leading to perception of instantaneous response
1.0 second
Upper limit on delay for user’s flow of thought to stay uninterrupted
10 seconds
Upper limit on delay to keep user’s attention focused on dialogue

11. Usability for Experiential Sites
Gaming and entertainment sites among the “stickiest” and most profitable online
Pokerstar.com, Xbox Live

12. Usability for Experiential Sites
Gaming and entertainment sites among the “stickiest” and most profitable online
Pokerstar.com, Xbox Live
Different priorities than for task-oriented web sites
Emphasis on beauty, flow, engagement
Greater concerns about latency

13. Usability and Customer Support
Effectiveness of support sites can indicate proof of a company’s commitment to customer service, or prove otherwise

14. Usability and Customer Support
Effectiveness of support sites can indicate proof of a company’s commitment to customer service, or prove otherwise
Features of leading support sites:
Inexpensive communications
Electronic distribution
Online publishing
FAQs and customer self-help
Key notices and events

15. Usability and Customer Support
Online support provides cheaper solutions
Median cost per transaction
Web
Phone
Web/Phone %
By price of best-selling product
$10,000+
$16.91
$56.84
$58.34
30%
$1,000-$9,995
$7.94
$36.24
$25.00
22%
Under $1,000
$2.80
$26.67
$39.29
10%
Median
$3.75
$27.78
$28.57
13%
Per-incident costs calculated by dividing monthly payroll costs for employees who support each method by reported transaction volume.
SOURCE: Association of Support Professionals, (2002), The Economics of Online Support

16. Credibility and Persuasion
Anyone can build a web site
Users seek out credibility clues

17. Credibility and Persuasion
Anyone can build a web site
Users seek out credibility clues
Ease of use

18. Credibility and Persuasion
Anyone can build a web site
Users seek out credibility clues
Ease of use
Indicators of outside endorsements

19. Credibility and Persuasion
Anyone can build a web site
Users seek out credibility clues
Ease of use
Indicators of outside endorsements
Accurate and complete information

20. Credibility and Persuasion
Anyone can build a web site
Users seek out credibility clues
Ease of use
Indicators of outside endorsements
Accurate and complete information
Absence of advertisements

21. Credibility and Persuasion
The Stanford Credibility Guidelines 1.
Make it easy to verify accuracy of information on the site. 2.
Show that there is a real organization behind the site. 3.
Highlight expertise in organization, content and services. 4.
Show honest and trustworthy people behind the site. 5.
Make it easy to contact. 6.
Design site so it looks professional and appropriate. 7.
Make the site easy to use – and useful. 8.
Update site’s content often (or indicate recent review). 9.
If possible, avoid advertisements on the site. 10
Avoid errors of all types, no matter how small they seem.
SOURCE: B.H. Fogg, Stanford Web Credibility Project (2004), Stanford Persuasive Technology Lab

22. Credibility and Persuasion
Evaluating Information
Why some users turn away from health information sites
Health Seekers %
Site was too commercial 47
Couldn’t determine source of information 42
Couldn’t determine when info last updated 37
Site lacked independent endorsement 30
Site appeared sloppy or unprofessional 29
Site contained inaccurate information 26
Information disagreed with doctor’s advice 20
SOURCE: Pew Internet Project

23. Credibility and Persuasion
Usability experts emphasize simplicity and benefits of online text
Marketers value long tradition of using images for persuasive purposes
Visual metaphor can be the tradeoff between straightforward information and other branding goals

24. Credibility and Persuasion
AskJeeves.com: matching simplicity with effective imagery
SOURCE: ©PRNewsFoto/AskJeeves, Inc.

25. Credibility and Persuasion
Core strength of online interaction is the ability to present the right information at the right time

26. Credibility and Persuasion
Core strength of online interaction is the ability to present the right information at the right time
In ancient Greece, the concept of kairos – the opportune moment

27. Credibility and Persuasion
In real estate, key persuadable moments

28. Credibility and Persuasion
Core strength of online interaction is the ability to present the right information at the right time
In ancient Greece, the concept of kairos – the opportune moment
Online activities can alter balance, make favorable moments as easy to spot in real time as in retrospect