1. 6.1 Introduction to site design
Site design = Function + Content + Form + Organization + Interaction
Accessibility
User-centred design and usability
Information architecture and findability
Search Engine Optimization (SEO)
Web standards
Persuasion to deliver commercial results
Visual design
Digital analytics
Legal requirements
Digital marketing planning and improvement process
Well-designed sites have clear objectives. the 5ss can help you to choose objectives. Asking ‘How can my web site help my customers?’ also helps. But remember, the highest priority marketing objectives or purpose should determine the web site design. Well-designed sites have regularly updated, quality, content. Both content and context are ‘king’. Good sites are also designed for usability and accessibility, but remember the principle of persuasion.

2. 6.2 Integrated design
Web sites must integrate with all other communications tools, both online and offline
Online value distribution and inbound communications
Mixed-mode buying/multichannel behaviour

3. 6.2 Integrated design Humanistic focuses on WHO-type questions.
Spontaneous focuses on WHY-type questions
Competitive focuses on WHAT-type questions
Methodical focuses on HOW-type questions

4. 6.2 Integrated design A planned user-centred design approach
An integrated database can personalize the experience and make relevant offers that match the needs of customer types
A planned user-centred design approach
Active involvement of users and a clear understanding of user and task requirements
Appropriate allocation of function between users and technology
Iteration of design solutions through prototyping and user review
Multi-disciplinary design
Web activities on their own won’t work. isolated web sites are ineffectual. they need to be integrated at several different levels:
1 Communications – consistent communications whether online or of ine 2 Buying modes – marketers must facilitate customer transitions between online and offline
information sources during the buying process
3 databases – customer databases must be integrated to achieve a consistent view of the customer, understand intent and lead score in order to build long-term relationships and trigger and phone contact after site interaction.

5. 6.2 Integrated design
Web activities on their own won’t work. isolated web sites are ineffectual. they need to be integrated at several different levels:
1 Communications – consistent communications whether online or offline 2 Buying modes – marketers must facilitate customer transitions between online and offline
information sources during the buying process
3 databases – customer databases must be integrated to achieve a consistent view of the customer, understand intent and lead score in order to build long-term relationships and trigger and phone contact after site interaction.

6. 6.3 Online value proposition
You need to find a proposition that explains what your organization or site is offering that:
Is different from your competitors
Is not available in the real world
Makes a difference to your customers’ lives
The value proposition describes the total customer experience with the firm, rather than (being limited to) that communicated at the point of sale.
In addition to good content, regular updates, ease of use and downloads, good sites need to have clear and strong online value propositions. OVPs require a lot of thought and refining. The hard work is rewarded, as a good OVP distinguishes your site and also, simultaneously, helps to focus the marketing effort and the customer’s mind.
Molineux (2002)

7. 6.4 Customer orientation
A customer-oriented site provides easy access to content and services tailored for a range of audiences. But resources for content development should be targeted at ideal custom- ers.
Site design should allow for different levels of experience or familiarity amongst its audience, including familiarity with the internet, the organization, its products and its web site.
Four stages of research that help achieve customer orientation
Rosenfeld and Morville (2002)
Identify different audiences
Rank importance of each to the business
List the three most important information needs of each audience
Ask representatives of each audience type to develop their own wish lists

8. Options for personalization
6.5 Dynamic design and personalization
Personalization helps to Sell, Serve, Speak and Sizzle
Customer or company name
Country
Customer preferences
Recommendation algorithms
News and events
Viral personalization
Referrer string
Location
Multivariate, real-time, conversion-optimized personalization
Options for personalization
Personalization delivers customized services through web pages and and rich media containers. Personalization can be triggered through several dynamic variables, including: customer preferences, dates, events and locations. the jury is still out on the value of personalized web sites. It may work for some situations such as media sites, portals or complex e-tail catalogue sites. Remembering names shows respect. Recognizing customers and their preferences sows the seeds of good relationships and better business. The database is vital to this.

9. Online retail merchandising
6.5 Dynamic design and personalization
Personalization helps to Sell, Serve, Speak and Sizzle
Expanding navigation through synonyms
Applying faceted navigation or search approaches
Featuring the best-selling products prominently
Use of bundling
Use of customer ratings and reviews
use of product visualization systems
Online retail merchandising

10. 6.6 Aesthetics
Aesthetics = Graphics + Colour + Style + Layout and Typography
Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about.
Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era.
Site personality
Bagharva (2008)

11. 6.6 Aesthetics
Aesthetics = Graphics + Colour + Style + Layout and Typography
Schemes that need to be right for:
A personality which fits the target audience
Brand fitting
Usability and accessibility
Information-intensive sites
Graphics-intensive sites
Aesthetics comprises graphics, colour, style and personality. many web sites indulge in overelaborate graphics and ignore their audiences’ capability, and patience, to view them. Web designers must consider the constraints of variable modems, screen resolutions, colour displays, browsers and, of course, audiences. Many designers don’t like designing for the
lowest common denominator, but it does give you the widest audience.
Watch out for design constraints
Modems and download time
Screen resolution
Number of colours
Browsers
Plug-ins and download time
Font sizes
Platform

12. 6.7 Page design Key page types
Content Management Systems (CMS) used as page templates
Home page
Product or service pages
Product category and sub-category pages for sites with multiple products
On-site search results page
Landing pages for bought media
Content marketing pages
Social hub page
Blog page
Utility pages
Key page types
Consistent layout is important. key messages, menus, links, page size and frames versus tables all need to be considered carefully for effective web use.

13. Common layouts across sites
6.7 Page design
Content Management Systems (CMS) used as page templates
Company name and logo for identity
Menu (and sub-menu) for navigation
Footer for reference to copyright and privacy information
Page title for content
Common layouts across sites
Consistent layout is important. key messages, menus, links, page size and frames versus tables all need to be considered carefully for effective web use.

14. Good page template design
6.7 Page design
Content Management Systems (CMS) used as page templates
An aesthetic, visually pleasing layout
Clear emphasis of different content types
Visual hierarchy showing the relative importance of different content through size
Prioritization of marketing messages and calls-to-action for different audiences and products for persuasion purposes
Clear navigation options to a range of content, services, and visitor engagement devices
Good page template design

15. Elements of content management that need to be planned and managed
6.8 Content strategy and copywriting
The management of text, rich media, audio and video content aimed at engaging customers and prospects to meet business goals published through print and digital media including web and mobile platforms which is repurposed to different forms of web presence such as publisher sites, blogs, social media and comparison sites.
CONTENT STRATEGY
Content engagement value
Content media
Content syndication
Content participation
Content access platforms
Elements of content management that need to be planned and managed

16. 6.8 Content strategy and copywriting
Gerry McGovern’s top ten rules
Be honest
Be simple, clear and precise
State your offer clearly
Tell them about your products’ limitations
Have a clear call to action
Tell them quickly if they’re not customer you can supply
Edit! Edit! Edit!
Give them details
Write for the web
Leave it at nine!
Chunky
Relevant
Accurate
Brief
Scannable
Copywriting for web sites is different to brochures and mailshots – think CraBs: chunky, relevant, accurate, brief and scannable. Watch the detail – even words used in signposts create a different feel or give a different personality to the site.

17. 6.9 Navigation and structure
Ease of use = Structure + Navigation + Page layout + Interaction
Flow control
Information architecture
Card sorting
Web classification
Three clicks rule
Rules
Keep it simple
Be consistent
Signposts
Navigation and structure can in themselves satisfy or dissatisfy customers. You need a strong information architecture. Well-thought-through navigation options are needed to promote flow experiences. keep the page layout simple, consistent and clearly signposted, and you’re on your way to success.
Types
Global navigation
Local navigation
Contextual navigation
breadcrumbs

18. 6.10 Navigation and structure
Using interactivity to move customers through the buying process
Learning
Deciding
Buying
Appropriate interactions add satisfaction, value and flow to the web site. They help customers to learn about features and benefits, choose products and enjoy better after-sales service. It’s worth considering!

19. 6.11 Mobile experience design
Increase in mobile use
Mobile first design philosophy
Mobile marketing options
Mobile design requirements checklist
Thurner (2012)
SMS
Quick response codes (QR codes)
Bluetooth
Mobile applications
Mobile site
Mobile site and app advertising
Location-based advertising
Social network-based advertising
User experience is fundamental
Use handset detection software
Ensure that all other media channels drive traffic to your site
Appropriate interactions add satisfaction, value and flow to the web site. they help customers to learn about features and benefits, choose products and enjoy better after-sales service. It’s worth considering!
Use personalization
Evaluate payment options and optimize checkout
Test! Test! Test!
Monitor!

20. 6.11 Mobile experience design
Appropriate interactions add satisfaction, value and flow to the web site. they help customers to learn about features and benefits, choose products and enjoy better after-sales service. It’s worth considering!

21. 6.11 Mobile experience design

22. Chapter summary
Site design should be determined by clear marketing objectives: usability, accessibility and persuasion.
Web site design needs to be integrated with other marketing activities.
Each site should have a clear online value proposition.
Customer orientation involves grouping access to content and services that meet the need of an audience made up of different stakeholders and customer segments, with different degrees of familiarity with the Internet and the organization.
Customized service can be delivered through personalization of web pages and .
Site aesthetics are an important consideration in design since the combination of graphics, colours, style, layout and typography define a site’s personality and style which are important in branding.
Page layout is important to providing a clear consistent message throughout the site.
Ease of navigation is achieved by creating a sound information architecture, and then designing the navigation tools and structures that enable a smooth flow for a site version.
Providing interactive content can help support the customer throughout the buying process
Develop a usable mobile experience, considering the relevance of apps.

23. Chapter summary
Digital marketing must support and be integrated with corporate or business plans and marketing plans. SOSTAC – Situation Analysis, Objectives and Strategy, Tactics, Actions and Control.
Situation analysis – where we are now. It reviews internal resources and digital marketing performance, and external factors such as customer, competitor and intermediary activity.
Objectives – where we want to go. There are several approaches including marketing and MarComms KPIs, the 5Ss, and the Big 4. Objectives must be quantified and checked to ensure they are SMART.
Strategy – how do we get there. The key components are TOPPP SITE.
Tactics are driven by strategy. They describe the e-tools used and how they will be sequenced through time.
Action equals implementation of plans. How can you ensure excellent execution of your plan? Clearly define processes, systems and even checklists can help. Internal marketing needs to be in your plan and requires resources.
Controls gives a feedback loop, starting with monitoring whether the objectives are achieved, assessing what the problems are and then revising the strategies, tactics and actions as appropriate.
Resources can be planned through the 3Ms of Men (and women), Money and Minutes.