1. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.1 Learning objectives Describe the different stages involved in creating a new site or relaunching an existing site; describe the design elements that contribute to effective web site content; define the factors that are combined to deliver a quality online service.

2. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.2 Questions for marketers Which activities are involved in building a new site or updating an existing site? What are the key factors of online service quality and site design that will encourage repeat visitors? Which techniques can I use to determine visitors' requirements? Which forms of buyer behaviour do users exhibit online? What are accepted standards of site design needed for consistency?

3. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.3 Web site development process Figure 7.1 Summary of process of web site development

4. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.4 Online elements of service quality Companies need to: –Understand customers’ expectations –Make clear service promises –Deliver on those promises TangiblesReliabilityResponsivenessAssurance and empathy Ease of use Service quality Content quality Price Availability Bugs E-mail replies Download speed E-mail response Callback Fulfilment Contacts with call centre Personalise Privacy Security

5. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.5 Service quality, satisfaction and loyalty Figure 7.2 The relationship between service quality, customer satisfaction and loyalty

6. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.6 Customer rating of online service quality elements Figure 7.3 Customer ratings of importance of attributes of online experience Source: J.P. Morgan report on e-tailing 2000

7. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.7 Web site development tasks Figure 7.4 Example of web site development schedule

8. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.8 Prototyping stages Figure 7.5 Four stages of web site prototyping

9. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.9 Different potential audiences

10. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.10 Example - Durex

11. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.11 Presentation–Interaction–Representation model Figure 7.7 Options for developing different types of IP-based service Source: Bickerton et al. (1998)

12. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.12 B2B audience matrix Figure 7.8 A matrix for segmenting customer information on the Internet according to size of customer Source: Friedman and Furey (1999)

13. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.13 Online buyer behaviour Directed information seekers Undirected information seekers Directed buyers Bargain hunters Entertainment seekers

14. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.14 Alternative perspectives on buyer behaviour Range of behavioural traitsSources referred to 1Directed – undirected information seekers Lewis and Lewis (1997), Kothari et al. (2001) 2Brand knowledgeable – not knowledgeable Kothari et al. (2001), Styler (2001) 3Feature-led – not feature-ledStyler (2001) 4Price-led – not price-ledStyler (2001) 5Service-quality led – not service- quality-led – 6Require advice – do not require adviceStyler (2001) 7Brand loyal – opportunisticClemons and Rowe (2001), Styler (2001)

15. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.15 Internet impact on buyer behaviour Figure 7.9 A summary of how the Internet can impact on the buying process for a new purchaser

16. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.16 Information quality attributes Figure 7.10 Different aspects of high-quality information content of a web site

17. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.17 Marketing-led design objectives Customer acquisition –Proposition, recruitment offer Conversion –Engage first time visitors –Clear call-to-action Customer retention –Content and offers should encourage repeat visitors Service quality Branding –To reassure

18. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.18 Example design – before

19. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.19 Example design - after

20. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.20 Site design issues Style and personality Graphic design Site organisation Site navigation Page design Online forms

21. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.21 Example - Egg

22. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.22 Narrow and deep navigation Figure 7.14 (a) Narrow and deep and (b) broad and shallow organisation schemes

23. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.23 Example - Sainsburys

24. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.24 Example - Cisco

25. Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003 OHT 7.25 Information processing stages StageDescriptionApplications 1. ExposureContent must be present for long enough to be processed. Content on banner ads may not be onscreen sufficiently long enough for processing and cognition. 2. AttentionUser’s eyes will be drawn towards headings and content not graphics and moving items on a web page (Nielsen, 2000b). Emphasis and accurate labelling of headings is vital to gain a user’s attention. Evidence suggests that users do not notice banner adverts, suffering from ‘banner blindness’. 3.Comprehension and perception The user’s interpretation of content. Designs that use common standards and metaphors and are kept simple will be more readily comprehended. 4. Yielding and acceptance Is information (copy) presented accepted by customers? Copy should reference credible sources and present counterarguments as necessary. 5. RetentionAs for traditional advertising, this describes the extent to which the information is remembered. An unusual style or high degree of interaction leading to flow and user satisfaction is more likely to be recalled.