Mcgill course CMIS542

1. Building a Website
Te
ch
s t
ain
nic
str
al
on
re
q
sc
ui r
es
em
sin
e
Bu
nts
Customer needs

2. Center for Management Development
The string that runs through it all:)

3. Center for Management Development
What is online customer acquisition?

4. Center for Management Development
Converting online prospects to complete a
desired transaction relevant to your business
Online Prospects Desired Action
B2C
B2B
C2C

5. Center for Management Development
Focus of this module…
Attracting and retaining customers

7. Identifying Web Presence
Goals
Electronic Commerce, Ninth
2
Edition

8. Identifying Web Presence
Goals
• Business physical space
– Focus: very specific objectives
• Not image driven
• Must satisfy many business needs
• Often fails to convey a good presence
Electronic Commerce, Ninth
2
Edition

9. Identifying Web Presence
Goals
• Business physical space
– Focus: very specific objectives
• Not image driven
• Must satisfy many business needs
• Often fails to convey a good presence
• Web business site
– Intentionally creates distinctive presences
– Good Web site design provides:
• Effective image-creation features
• Effective image-enhancing features
Electronic Commerce, Ninth
2
Edition

10. Priorities

11. Usability and conversion
oriented design

12. Identifying Web Presence Goals
(cont’d.)
Electronic Commerce, Ninth
3
Edition

13. Identifying Web Presence Goals
(cont’d.)
• Web business site objectives:
Electronic Commerce, Ninth
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Edition

14. Identifying Web Presence Goals
(cont’d.)
• Web business site objectives:
– Attracting Web site visitors
Electronic Commerce, Ninth
3
Edition

15. Identifying Web Presence Goals
(cont’d.)
• Web business site objectives:
– Attracting Web site visitors
– Keeping visitors to stay and explore
Electronic Commerce, Ninth
3
Edition

16. Identifying Web Presence Goals
(cont’d.)
• Web business site objectives:
– Attracting Web site visitors
– Keeping visitors to stay and explore
– Convincing visitors to follow site’s links to
obtain information
Electronic Commerce, Ninth
3
Edition

17. Identifying Web Presence Goals
(cont’d.)
• Web business site objectives:
– Attracting Web site visitors
– Keeping visitors to stay and explore
– Convincing visitors to follow site’s links to
obtain information
– Creating an impression consistent with the
organization’s desired image
Electronic Commerce, Ninth
3
Edition

18. Identifying Web Presence Goals
(cont’d.)
• Web business site objectives:
– Attracting Web site visitors
– Keeping visitors to stay and explore
– Convincing visitors to follow site’s links to
obtain information
– Creating an impression consistent with the
organization’s desired image
– Building a trusting relationship with visitors
Electronic Commerce, Ninth
3
Edition

19. Identifying Web Presence Goals
(cont’d.)
• Web business site objectives:
– Attracting Web site visitors
– Keeping visitors to stay and explore
– Convincing visitors to follow site’s links to
obtain information
– Creating an impression consistent with the
organization’s desired image
– Building a trusting relationship with visitors
– Reinforcing positive images about the
organization
Electronic Commerce, Ninth
3
Edition

20. Identifying Web Presence Goals
(cont’d.)
• Web business site objectives:
– Attracting Web site visitors
– Keeping visitors to stay and explore
– Convincing visitors to follow site’s links to
obtain information
– Creating an impression consistent with the
organization’s desired image
– Building a trusting relationship with visitors
– Reinforcing positive images about the
organization
– Encouraging visitors to return to the site
Electronic Commerce, Ninth
3
Edition

21. FIGURE 3-5 Volkswagen of America home page
Electronic Commerce, Ninth
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Edition

22. Identifying Web Presence Goals
(cont’d.)
• Matching site design to function
– Volkswagen of America site
• Accomplishes important functions for the
company
• Provides links to detailed Volkswagen model
information, links to a dealer locator page, links
to information about the company, a link to a set
of shopping tools
– Volkswagen’s home page
• Meets the needs of most visitors quickly and
effectively
– Volkswagen site enhances company image by
providing useful information to customers 5
Electronic Commerce, Ninth Edition

23. Web Site Usability
Electronic Commerce, Ninth
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Edition

24. Web Site Usability
• Current Web presences
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Edition

25. Web Site Usability
• Current Web presences
– Few businesses accomplish all goals
Electronic Commerce, Ninth
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Edition

26. Web Site Usability
• Current Web presences
– Few businesses accomplish all goals
– Most fail to provide visitors sufficient
interactive contact opportunities
Electronic Commerce, Ninth
9
Edition

27. Web Site Usability
• Current Web presences
– Few businesses accomplish all goals
– Most fail to provide visitors sufficient
interactive contact opportunities
– Improving Web presence
Electronic Commerce, Ninth
9
Edition

28. Web Site Usability
• Current Web presences
– Few businesses accomplish all goals
– Most fail to provide visitors sufficient
interactive contact opportunities
– Improving Web presence
• Make site accessible to more people
Electronic Commerce, Ninth
9
Edition

29. Web Site Usability
• Current Web presences
– Few businesses accomplish all goals
– Most fail to provide visitors sufficient
interactive contact opportunities
– Improving Web presence
• Make site accessible to more people
• Make site easier to use
Electronic Commerce, Ninth
9
Edition

30. Web Site Usability
• Current Web presences
– Few businesses accomplish all goals
– Most fail to provide visitors sufficient
interactive contact opportunities
– Improving Web presence
• Make site accessible to more people
• Make site easier to use
• Make site encourage visitors’ trust
Electronic Commerce, Ninth
9
Edition

31. Web Site Usability
• Current Web presences
– Few businesses accomplish all goals
– Most fail to provide visitors sufficient
interactive contact opportunities
– Improving Web presence
• Make site accessible to more people
• Make site easier to use
• Make site encourage visitors’ trust
• Make site develop feelings of loyalty toward the
organization
Electronic Commerce, Ninth
9
Edition

32. th i nk
m e
make
on’t
D

34. Allow the reader to get the gist of your
message in a few seconds by merely
scanning the page

35. How the Web Is Different
• Simple mid-1990s Web sites
– Conveyed basic business information
– No market research conducted
• Web objectives achievement
– Failed due to no understanding for Web
presence-building media
• Web sites designed to create an
organization’s presence:
– Contain links to standard information set
– Success dependent on how this information
offered
Electronic Commerce, Ninth
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Edition

36. Center for Management Development

37. Center for Management Development

38. Center for Management Development

39. Multi Channel
Retailer
19

40. Pure Play
20

41. Comparative Shopping
21

42. Center for Management Development

43. Center for Management Development

44. Center for Management Development

45. Center for Management Development

46. Center for Management Development

47. Center for Management Development

48. Meeting the Needs of Web Site
Visitors
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Edition

49. Meeting the Needs of Web Site
Visitors
• Successful Web businesses:
– Realize every visitor is a potential customer
(partner)
Electronic Commerce, Ninth
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Edition

50. Meeting the Needs of Web Site
Visitors
• Successful Web businesses:
– Realize every visitor is a potential customer
(partner)
• Web presence is an important concern
– Know visitor characteristic variations
• Understand that the visitor is at the site for a reason
Electronic Commerce, Ninth
11
Edition

51. Meeting the Needs of Web Site
Visitors
• Successful Web businesses:
– Realize every visitor is a potential customer
(partner)
• Web presence is an important concern
– Know visitor characteristic variations
• Understand that the visitor is at the site for a reason
• Varied motivations of Web site visitors
– Why visitors arrive at Web sites
• Learning about company products or services
• Buying products or services
• Obtaining warranty, service, repair policy information
Electronic Commerce, Ninth
11
Edition

52. Meeting the Needs of Web Site
Visitors (cont’d.)
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Edition

53. Meeting the Needs of Web Site
Visitors (cont’d.)
• Varied motivations of Web site visitors
(cont’d.)
Electronic Commerce, Ninth
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Edition

54. Meeting the Needs of Web Site
Visitors (cont’d.)
• Varied motivations of Web site visitors
(cont’d.)
– Why visitors arrive at Web sites (cont’d.)
Electronic Commerce, Ninth
12
Edition

55. Meeting the Needs of Web Site
Visitors (cont’d.)
• Varied motivations of Web site visitors
(cont’d.)
– Why visitors arrive at Web sites (cont’d.)
• Obtaining general company information
Electronic Commerce, Ninth
12
Edition

56. Meeting the Needs of Web Site
Visitors (cont’d.)
• Varied motivations of Web site visitors
(cont’d.)
– Why visitors arrive at Web sites (cont’d.)
• Obtaining general company information
• Obtaining financial information
Electronic Commerce, Ninth
12
Edition

57. Meeting the Needs of Web Site
Visitors (cont’d.)
• Varied motivations of Web site visitors
(cont’d.)
– Why visitors arrive at Web sites (cont’d.)
• Obtaining general company information
• Obtaining financial information
• Identifying people
Electronic Commerce, Ninth
12
Edition

58. Meeting the Needs of Web Site
Visitors (cont’d.)
• Varied motivations of Web site visitors
(cont’d.)
– Why visitors arrive at Web sites (cont’d.)
• Obtaining general company information
• Obtaining financial information
• Identifying people
• Obtaining contact information
Electronic Commerce, Ninth
12
Edition

59. Meeting the Needs of Web Site
Visitors (cont’d.)
• Varied motivations of Web site visitors
(cont’d.)
– Why visitors arrive at Web sites (cont’d.)
• Obtaining general company information
• Obtaining financial information
• Identifying people
• Obtaining contact information
• Following a link into the site while searching for
information about a related product, service, or topic
Electronic Commerce, Ninth
12
Edition

60. Meeting the Needs of Web Site
Visitors (cont’d.)
• Varied motivations of Web site visitors
(cont’d.)
– Why visitors arrive at Web sites (cont’d.)
• Obtaining general company information
• Obtaining financial information
• Identifying people
• Obtaining contact information
• Following a link into the site while searching for
information about a related product, service, or topic
– Challenge to meet all motivations
Electronic Commerce, Ninth
12
Edition

61. Meeting the Needs of Web Site
Visitors (cont’d.)
• Varied motivations of Web site visitors
(cont’d.)
– Why visitors arrive at Web sites (cont’d.)
• Obtaining general company information
• Obtaining financial information
• Identifying people
• Obtaining contact information
• Following a link into the site while searching for
information about a related product, service, or topic
– Challenge to meet all motivations
• Visitors arrive with different needs, experience, and
expectation levels
Electronic Commerce, Ninth
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Edition

62. 30

63. Meeting the Needs of Web
Site Visitors (cont’d.)
• Making Web sites accessible
– Build interface flexibility options:
• Frame use
• Text-only version
• Selection of smaller graphic images
• Specification of streaming media connection type
• Choice among information attributes
– Controversial Web site design issues
• Adobe Flash software use
– Some tasks lend themselves to animated Web pages
Electronic Commerce, Ninth
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Edition

64. FIGURE 3-7 Lee® Jeans FitFinder Flash animation
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65. Trust and Loyalty
• Creates relationship value
• Good service leads to seller trust
– Delivery, order handling, help selecting
product, after-sale support
• Satisfactory service builds customer
loyalty
• Customer service in electronic
commerce sites
– Problem
• Lack integration between call centers and Web
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Edition

66. Rating Electronic Commerce
Web Sites
• Companies routinely review electronic
commerce Web sites for:
– Usability, customer service, other factors
– Sell the gathered information directly to the
companies operating the Web sites
• Include suggestions for improvements
• BizRate.com posts ratings
– Provides comparison shopping service
– Compiles ratings by conducting surveys of
sites’ customers
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Edition

67. 35

68. Usability Testing
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69. Usability Testing
• Importance
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70. Usability Testing
• Importance
– Helps meet Web site goals
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71. Usability Testing
• Importance
– Helps meet Web site goals
– Avoids Web site frustration
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72. Usability Testing
• Importance
– Helps meet Web site goals
– Avoids Web site frustration
• Customers leave site without buying anything
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Edition

73. Usability Testing
• Importance
– Helps meet Web site goals
– Avoids Web site frustration
• Customers leave site without buying anything
– Simple site usability changes
Electronic Commerce, Ninth
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Edition

74. Usability Testing
• Importance
– Helps meet Web site goals
– Avoids Web site frustration
• Customers leave site without buying anything
– Simple site usability changes
• Include telephone contact information
Electronic Commerce, Ninth
18
Edition

75. Usability Testing
• Importance
– Helps meet Web site goals
– Avoids Web site frustration
• Customers leave site without buying anything
– Simple site usability changes
• Include telephone contact information
• Staff a call center
Electronic Commerce, Ninth
18
Edition

76. Usability Testing
• Importance
– Helps meet Web site goals
– Avoids Web site frustration
• Customers leave site without buying anything
– Simple site usability changes
• Include telephone contact information
• Staff a call center
– Learn about visitor needs by conducting
focus groups
Electronic Commerce, Ninth
18
Edition

77. Usability Testing
• Importance
– Helps meet Web site goals
– Avoids Web site frustration
• Customers leave site without buying anything
– Simple site usability changes
• Include telephone contact information
• Staff a call center
– Learn about visitor needs by conducting
focus groups
– Usability testing cost
Electronic Commerce, Ninth
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Edition

78. Usability Testing
• Importance
– Helps meet Web site goals
– Avoids Web site frustration
• Customers leave site without buying anything
– Simple site usability changes
• Include telephone contact information
• Staff a call center
– Learn about visitor needs by conducting
focus groups
– Usability testing cost
Edition • Low compared to Web site design costs
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79. http://www.UserTesting.com/Popups/ViewMovieShare.aspx?file=7mPRLiwNOvM%3d

82. http://whichtestwon.com/

83. Customer-Centric Web Site
Design
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84. Customer-Centric Web Site
Design
• Important part of successful electronic
business operation
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85. Customer-Centric Web Site
Design
• Important part of successful electronic
business operation
• Focus on meeting all site visitors’ needs
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86. Customer-Centric Web Site
Design
• Important part of successful electronic
business operation
• Focus on meeting all site visitors’ needs
• Customer-centric approach
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Edition

87. Customer-Centric Web Site
Design
• Important part of successful electronic
business operation
• Focus on meeting all site visitors’ needs
• Customer-centric approach
– Putting customer at center of all site designs
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Edition

88. Customer-Centric Web Site
Design
• Important part of successful electronic
business operation
• Focus on meeting all site visitors’ needs
• Customer-centric approach
– Putting customer at center of all site designs
• Follow guidelines and recommendations
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Edition

89. Customer-Centric Web Site
Design
• Important part of successful electronic
business operation
• Focus on meeting all site visitors’ needs
• Customer-centric approach
– Putting customer at center of all site designs
• Follow guidelines and recommendations
• Make visitors’ Web experiences more efficient,
effective, memorable
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Edition

90. Customer-Centric Web Site
Design
• Important part of successful electronic
business operation
• Focus on meeting all site visitors’ needs
• Customer-centric approach
– Putting customer at center of all site designs
• Follow guidelines and recommendations
• Make visitors’ Web experiences more efficient,
effective, memorable
• Webby Awards site
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91. Customer-Centric Web Site
Design
• Important part of successful electronic
business operation
• Focus on meeting all site visitors’ needs
• Customer-centric approach
– Putting customer at center of all site designs
• Follow guidelines and recommendations
• Make visitors’ Web experiences more efficient,
effective, memorable
• Webby Awards site
– Examples of good Web site design
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Edition

93. Each Week, ICE.com serves enough unique visitors
to fill 8 high capacity football stadiums!

94. Each Week, ICE.com serves enough unique visitors
to fill 8 high capacity football stadiums!

95. Each Week, ICE.com serves enough unique visitors
to fill 8 high capacity football stadiums!

96. Understanding Personas
customers, not as a
demographic, but as
individuals

97. What do we want to
learn?

98. Personal
Characteristics
What do we want to
learn?

99. Goals and
Tasks
Personal
Characteristics
What do we want to
learn?

100. Goals and
Tasks Motivations
Personal
Characteristics
What do we want to
learn?

101. Goals and
Tasks Motivations
Attitude and
Personal needs
Characteristics
What do we want to
learn?

103. Listen for
stories

104. Stories reveal tactic information
What do they tell stories about?
Who is in their stories?
Listen for
stories

105. Stories reveal tactic information
What do they tell stories about?
Who is in their stories?
Quotes help you hear their voice
Listen for
stories -What terminology do they use?
-How they talk about task or product?

106. Sarah is single, and works for a
advertising agency
She loves to make a fashion
statement but cannot afford what
she loves. She is impulsive.
Sarah Newman She recently broke up with her Boy
Female friend and spends 3 nights a week
Age 30 out with the girls.
Income 60k
She works out 4 time a week and
makes sure to take care of her
appearance.

107. David is a stock broker and loves the
high life. He enjoys to travel and loves
fast cars. He is getting engaged in the
near future.
He is a procrastinator. He dislikes
shopping but he is service-oriented.
David Jones
Male He is searching for the perfect diamond
Age 31 for his fiancé
Income 90k

108. David is a stock broker and loves the
high life. He enjoys to travel and loves
fast cars. He is getting engaged in the
near future.
He is a procrastinator. He dislikes
shopping but he is service-oriented.
David Jones
Male He is searching for the perfect diamond
Age 31 for his fiancé
Income 90k

109. Motivations
key customer scenarios
?
offers action

114. Fashion

115. Affordability
Fashion

116. Affordability
Impulse
Fashion

125. Education

126. Customer Service
Education

127. Customer Service
Education
Accessibility

128. Web Design Targeting at David Jones

129. Web Design Targeting at David Jones

130. Web Design Targeting at David Jones

131. Web Design Targeting at David Jones

132. Personas Action Entity Trigger
Help her to make an Make her look and feel
impulse purchase fashionable
Sarah Newman
Enable him to create a Educate himself to choose
diamond ring the right diamond
David Jones

133. FIGURE 3-9 Business communication modes
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134. The Nature of
Communication on the Web
• Communication modes
– Personal contact (prospecting) model
• Employees individually search for, qualify,
contact potential customers
– Mass media
• Deliver messages by broadcasting
– Addressable media
• Advertising efforts directed to known addressee
• Internet medium
– Occupies central space in medium choice
Edition continuum
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135. Design sites for your users above
all else

136. Accessibility

143. Identity

144. Company Info

145. Make it easy for them to contact you!

146. Navigation
Make sure they can find what they
want quickly and easily

147. A well thought out and usable site
map can be more important than
navigation
– especially for big sites

149. Navigation allows users to orient
themselves in a website and drives
them towards desired goals

151. Tell people to take the exact action you
want them to perform in order to get the
best response

152. Does this page look hard, complicated or
time consuming?

153. Is it relevant to my search query?

156. Content
"Click to Continue" resulted in the
highest increase in conversions (over
"Continue to Article" or "Read More").
Grokdotcom.com

157. Trust

159. Looks are very important, BUT the
least important consideration in
web development

160. That doesn’t mean ugly sites are
OK

161. Sites must look professional and
demonstrate credibility

162. If these two goals are met, the user
will be satisfied.

163. Remember, they are looking to
achieve a goal – not look at a
piece of artwork.

164. Real testimonials on each page

165. 88

166. Graphics are the #1 thing that draws
the eye.

167. People like to click on graphics so give
them something to click to…. and
convert

168. 9 Shopping Cart Rules

169. 1. Where am I

171. 2. Solidify

173. 3. Clear Shipping Options

176. 4. Allow for Guest Check-in

177. 5. Availability

178. 6. Up Sells

180. 7. Avoid shell shock

181. 8. Edit Shopping Cart

182. 9.

183. Assignment One
Comparative Web Site Evaluation
Purpose of assignment
Apply what we’ve learned about strategic planning, web site
strategy, and user experience
Choose two web sites
Inthe same industry (e.g. Destina.ca vs. Expedia.ca)
Choose your company and a competitor if you wish
For both sites
Apparent web site strategy, target audience
What is the site’s value to users and to the company?
Relative strengths/weaknesses of user experience (high level)
For one site
Suggest improvements (strategy and experience) you would make
Format
Thisis a group assignment
5-10 page report
15 min PowerPoint presentation