CHAPTER 6

DELIVERING THE ONLINE CUSTOMER EXPERIENCE

NUR AQILAH BT ZAINUDIN2014416824

OUTLINE

Introduction

Planning web site design and built

Initiation of website project

Defining site or app requirement

Designing the user experience

Development and testing of content

Online retail merchandising

Promote sites

Services quality

INTRODUCTION

Effective means that the presence must deliver relevance

and a satisfactory online.

Online customer experience: the combination of

rational and emotional factors of using a company’s

online services that influence customer’s perception of a

brand online.

Conversion rate optimization (CRO): Improving

commercial returns from a transactional site through

increasing conversion to key goals such as sales quotes

or booking or leads.

CONTINUE

CRO combines customer and competitor research with

evaluation of customer behavior using web analytics and AB

and multivariate testing.

Five dimension of brand equity assessed by asking question:

- Emotional connection

- Online experience

- Responsive service nature

- Trust

- Fulfillment

PLANNING WEBSITE DESIGN AND BUILD

Pre development task

Analysis and design

Content development and

testing

Content development and

testing

Pre-launch promotion or

communications

Ongoing promotion

The main development task as

part as planning process

Figure 7.3 Iterative approach to improving site effectiveness.Source: Sullivan (2011)

WHO SHOULD INVOLVE IN PROJECT

Site sponsor

Site owner

Project manager

Site designer

Content developer

Webmaster

stakeholders

PROTOTYPING AND AGILE SOFTWARE DEVELOPMENT

Prototype: are trial versions of website or a framework of all of a website,

which can be reviewed by its target audience or the marketing team. Prototype

is an iterative process in which website users suggest modifications before

further prototypes and the final version of the site are developed

Each prototype passes through stages which are:

- analysis

- design

- develop

- test and review

Agile software development: website functionality or software applications

where it is known as agile software development. The goal is to create stable

releases more frequently

INITIATION OF THE WEBSITE PROJECT

The phase of the project should involve a structure review of the costs and

benefits of developing a website. The successful outcome to initiation will

be decision to proceed with the site development phase,, with an agreed

budget and target completion date.

Domain name registration: the process of reserving a unique web

address that can be used to the company website.

Selecting a hosting provider: selecting the right partner to host a

website.

Website performance optimization: download page performance is

essential to the success of a site.

The availability of the website: indication of how easy it is for a user to

connect to it.

DEFINING SITE OR APP REQUIREMENT

Analysis : the identification of the requirements of a website.

Technique to achieve this may include focus groups ,

questionnaires sent to existing customers or interview with key

account.

In analysis seeking answer the following types of ‘who’, ’what’,

’why’, ’how’, ’when’ , ’where’ question.

User - center design: a design approach which is based on

research of user characteristic and needs.

BUSINESS REQUIREMENT

Customer acquisition

Customer conversion

Customer retention

Service quality

Branding

USABILITY REQUIREMENT

Usability : an approach to website design intended to enable the

completion of user task.

Expert review: an analysis of an existing site or prototype by an

experience usability expert.

Usability testing: representative users are observed performing

representative task using a system.

WEB ACCESSIBILITY REQUIREMENT

An approach to design intended to accommodate site usage using different

browsers and setting.

Accessibility legislation : legislation intended to protect users of websites with

disabilities including visual disability.

Main argument in favorite accessibility are:

- number of visually impaired people.

- number of users of less popular browsers or variation in screen display resolution.

- more visitors from natural listings of search engines.

- legal requirements.

LOCALISATION

Tailoring of website information for individual countries.

A site may need to support customers from a range of countries:

- Different product need

- Language differences

- Cultural differences

REVIEWING COMPETITORS’ WEBSITE

Benchmarking of competitors’ websites is vital in positioning a website to compete

effectively with competitors.

Benchmarking criteria should include:

- Financial performance

- Conversion effectively

- Marketplace performance

DESIGNING THE INFORMATION ARCHITECTURE

The combination of organization, labeling and navigation schemes constituting an

information system.

Benefits of creating an information architecture:

- A defined structure and categorization of information will support user and

organization goals.

- Its helps increase ‘flow’ on the site.

- Search engine optimization

CARD SORTING

The process of arranging a way of organizing objects on the website in a

consistent manner.

BLUEPRINTS

Shows the relationships between pages and other content components, and

can be used to portray organization, navigation and labeling systems.

WIREFRAMES

Also known as ‘schematic’, a way of illustrating the layout of an individual web

page.

LANDING PAGES

An entrance page to the site when a user clicks on an ad or other form of link

from a referring site.it can be a homepage but more typically and desirably, a

landing page is a page with the messaging focused on the offer in the ad.

DESIGNING THE USER EXPERIENCE

Design phase: the design phase defines how the site will work

in the key areas of website structure, navigation and security.

EVALUATING DESIGN

A test effective design for usability is dependent on:

- effectiveness

- productivity

- satisfaction

ELEMENT ON SITE DESIGN

Three main areas:

- site design and structure

- page design

- content design

Site design structure:

- the structure created by designer for websites will vary

greatly according to their audience and the site’s purpose.

- some basis factors that determine the effectiveness of

an ecommerce site are coherence, complexity, legibility.

Site style:

Effective site design that communicate through color,

images, typography and layout.

Visual design:

- Constrained by a number of factors

- The speed of downloading graphics

- The screen resolutions of the computer

- The number of colors on screen

- The type of web browser used

SITE ORGANISATION

Information organization scheme : a structure chosen to group and

categorize information.

Information organization scheme are: - Exact

- Ambiguous

- Hybrid

SITE NAVIGATION SCHEMES

Is a tools provided to the user to move between different information on a

website.

Important aspects to a site that is easy to navigate:

- consistency

- simplicity

- context

CONTINUE

Navigation

Narrow and deep navigation

Broad and shallow navigation

Deep linking

Nielson suggest that the designer of navigation system

should consider the following information that site user want

to know:

Where am i?

Where have I been

Where do I want go?

Menu option

Designing and creating the menus to support navigation present several

option.

a. Page design

Page element

Resizing

Consistency

Printing

b. Content design

Content engagement value

Content media

Content syndication

Content participant

Content access platform

Characteristic of 5 stage information processing describe by hofacker

(2000):

Stage

Exposure

Attention

Comprehensive and perception

Yielding and acceptance

Retention

DEVELOPMENT AND TESTING CONTENT

Content management system: a software tool for creating, editing and

updating documents accessed by intranet or internet.

CRITERIA FOR SELECTING A CONTENT MANAGEMENT SYSTEM

Easy authoring system

Search engine robot crawling

Search - engine - optimization - friendly markup.

Different page templates

Link management

Input and syndication

Versioning

TESTINGTHE EXPERIENCE

Development : the creation of a website. It involve writing the

HTML content, creating graphics and writing any necessary

software code.

Testing: involved different aspects the content.

The necessary testing steps include:

- Test that the content displays correctly on different types and

versions of web browsers

- Test plug-ins

- Test spelling and grammar

- Test adherence to corporate image standards

ONLINE RETAILING MERCHANDISING

Some of the common used are:

- Expanding navigation through synonyms

- Applying faceted navigation or search approach

- Featuring the bestselling product prominently

- Use of bundling

- Use of customer ratings and reviews

PROMOTE SITE

Promotion of a site is a significant topic that will be apart of

the strategy of developing a website.

Particularly important issues that must be considered during

the course of site design are search engine optimization and

the experience delivered on landing pages where the visitors

arrives not on the home page but deeper within the site.

SERVICE QUALITY

Delivery service quality e-commerce can be assessed through

reviewing existing marketing framework for determining levels of

services quality.

This is still determining service quality:

Tangible

Reliability

Responsiveness

Assurance

Confident

Empathy

Two of the most significant framework for assessing online service quality

1. Webqual (that consist 14 dimension)

1) Information quality

2) Functional fit to ask

3) Tailored communication

4) Trust

5) Response time

6) Ease of understanding

7) Intuitive operation

8) Visual appeal

9) Innovativeness

10) Emotional appeal

11) Consistent image

12) Online completeness

13) Relative advantage

14) Customer service

2. e- servqual (contains 7 dimension)

1) Efficiency

2) Fulfillment

3) Reliability

4) Privacy

5) Responsiveness

6) Compensation

7) contact