1. Marketing Site Development: Content, Design, and Construction Chapter Fourteen

2. Copyright © Houghton Mifflin Company. All rights reserved.14–2 Chapter Fourteen Learning Objectives To examine issues that must be considered prior to web site development To identify content issues that affect site development decisions To understand how web site design can advance site marketing goals To explain the impact of construction issues on web site effectiveness

3. Copyright © Houghton Mifflin Company. All rights reserved.14–3 Site Fundamentals An enterprise shows its face to the public through its web site Each web site is unique Sites should not promise more than they can deliver Sites evolve –Information only –Interactive –Transaction –Community

4. Copyright © Houghton Mifflin Company. All rights reserved.14–4 Site Fundamentals (cont’d) Web marketing site development involves decisions about CDC –Content –Design –Construction CDC decisions are related, should be made concurrently

5. Copyright © Houghton Mifflin Company. All rights reserved.14–5 Site Fundamentals (cont’d) Figure 14-1: Developing Web Marketing Sites

6. Copyright © Houghton Mifflin Company. All rights reserved.14–6 Site Fundamentals (cont’d) Web marketing sites are composed of two linked sectors Upfront –What customers see and experience Backend –Not seen –What makes the site function

7. Copyright © Houghton Mifflin Company. All rights reserved.14–7 Site Fundamentals (cont’d) Goals Targets Content Size Timing Budget Backend Tasks Development costs vary greatly and depend on such factors as

8. Copyright © Houghton Mifflin Company. All rights reserved.14–8 Site Fundamentals (cont’d) Privacy and security should be planned Site usability should be tested and retested Usable sites offer familiar features and design elements Sites should be consistent Redesigns must be considered Update process must be considered

9. Copyright © Houghton Mifflin Company. All rights reserved.14–9 Web Site Content On the web, content is king Content shelf life varies Most sites are still heavily text based Information should be chunked Keep text and nonverbal simple Content can be generated in-house or from other sources

10. Copyright © Houghton Mifflin Company. All rights reserved.14–10 Web Site Design The way a site looks and feels Structure, organization Visual and increasingly aural Combination of aesthetics and usability Web site atmospherics should be carefully created Flow aesthetics guide page progression

11. Copyright © Houghton Mifflin Company. All rights reserved.14–11 Web Site Design (cont’d) Heading Typeface Alignment Text blocks Tables Frames Site map Colors Search Layout Issues Menus FAQs Visual axis Feedback

12. Copyright © Houghton Mifflin Company. All rights reserved.14–12 Web Site Design (cont’d) Graphics and animation should be limited Some target markets need special consideration

13. Copyright © Houghton Mifflin Company. All rights reserved.14–13 Web Site Construction Content must be coded Backend construction must work smoothly –Shopping baskets should be tested and retested Security is also a construction issue A web site is not online until pages are loaded on a server