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12/26/2013
Module: Websites Term: Foundation
Website Competitive
Analysis - ToolsFacilitator: Ms. Radhika Rathi
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EyeTrack Study
12/26/2013 Module: Digital Basics Term: Foundation (2)
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Eyetrack Study
Conducted in early 2004 to measure Online Website Consumption
Tracked Movement of Respondents eyeballs across web pages, along withtime spent and click data
Measurement Criteria
Average time:
Average of the amount of time participants spent with a particularhomepage design model.
Average fixations:
Average number of times participants' eyes stopped (for a least afraction of a second) and noticed something on the homepage.
Average clicks per person:
Average number of times our test participants clicked on thepage.
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Eyetrack Study A Sampler
The eyes most often fixated first inthe upper left of the page
Only after perusing the top portion of
the page for some time did their eyes
explore further down the page.
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12/26/2013 Module: Digital Basics Term: Foundation (5)
WARM ZONEHOT ZONE COLD ZONE
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Eyetrack Study
The logo and
the navigation
bar has beenrightly placed
in the hot
zone
The warm zone has
been used to
highlight key sections
by putting up banners
or a snapshot of the
activity
The cold zone
has been
rightly placed
with no so
important
content
The content has been well
placed on the website and
ties in with the norms ofEyetrack Study
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MICA logo shouldhave been in hotzone the mosteye catching area
Some of the key links arelisted in hot zone, howevermost of the area is leftunutilized
Even the warm zone hasnot been utilized properly
The links have been spreadover to cold zone
Importantannouncementsare listed in theright hand cornerspilling over incold zone.
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Website Benchmarking Tool
12/26/2013 Module: Digital Basics Term: Foundation (8)
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Website Benchmarking Tool
A proprietary tool of Ignitee that
benchmarks the website with othercompetitive websites
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Parameters
Design and Layout
Contents, Applications and Features
Navigation
Search Engine Friendliness
Scores on a scale of 5
1 bad
2 poor
3 acceptable
4 good
5 excellent
12/26/2013 Module: Digital Basics Term: Foundation (10)
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Design and Layout
Look and Feel
Does the overall look (template, colours, images) tie in with the
objective ?
Branding
How much space on the website template is being taken for branding and
in which form ?
Customer Centric
Is the site designed keeping in mind the consumer and why he/she would
come to the website ?
Representative
Is the site design/layout representative of the information that isavailable on the website ?
Grouping
Are the elements grouped logically in the template ?
12/26/2013 Module: Digital Basics Term: Foundation (11)
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Contents, Application and Features
Informative
Is the content providing enough information as per the objective of the
website ?
Engaging
Are we involving the customer? What is the extent of personalization or
customization available ? What is the tonality ?
Tools and Application
Are the tools and applications useful as per the objective of the website ?
Are they comprehensive yet user friendly ?What is the scope of
interactivity ?
Customer Communication System
Have we built in customer communication systems ? Are they simple to
use ?
12/26/2013 Module: Digital Basics Term: Foundation (12)
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Navigation
User Friendly
Does the navigation aid the user movement in the website or does it end
up confusing him ? Is it in the logical flow of the user requirement ?
Representative of the Information
Does the navigation ensure that the right information is passed on at the
right time and therefore represents all the information available logically
and effectively ?
12/26/2013 Module: Digital Basics Term: Foundation (13)
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Search Engine Friendliness
12/26/2013 Module: Digital Basics Term: Foundation (14)
W3C Coding Standards(World Wide
Consortium/Internal Standards Organization) coding
standards
W4
Meta tag optimization W5
Link Popularity Status W5
Indexed pages W5
Google Page-Rank value W4
Sitemap W4
Domain age W5
Internal navigation system W4
Site Structure W4
Spider Friendly Technology W4
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Expects users to log in right
in the beginning. One can
proceed to see inside pages
only after logging in.
The main navigation kind of
hides between the login
section and tag cloud.
No Sitemap available to
get a snapshot of what all
does the website offer
Website Benchmarking
Tool
Too many main links. Also
navigation is very slow. Onrolling over them it scrolls to
reveal more links.
Highlights on the
homepage has different
formsbanners, content
snapshot, textual links
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Too much space is wasted
in first scroll by putting
up big banners. All the
content is visible either
at end of first scroll or in
second scroll.
Complicated tool. No
how-to guide
available for user.
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Hair Care changes to All
about hair in bread
crumb trail
The layout changes with
another illustrative bar
added to the right hand side
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Errors in the text
display
Most of the
content sourced
from third parties
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Hardly any consistency in
colors across pages.
Too much of color on the
page makes it look to loud
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Summarizing the findingsDesign
At first glance the website gives an impression of a microsite
No consistency in the look and feel across pages
The layout changes often as the user moves from one page to another
The design/colors used are very loud
The illustration style has been kept same which gives some consistency to the
website
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Summarizing the findingsContent
Contests, games, talent parades and gang wars keep user engaged
Tools like Sunsilk Gang of Girls Messenger, Desktop Widget make it interactive
Discussion forums, blogs etc. allow users to express themselves and share their
views
Most of the informational content has been sourced from third parties
There were typo and spelling errors in the content which makes it look frivolous
The responses to queries in the expert section appear fake
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Summarizing the findings
Search Engine Friendliness
No Site Search / Site Map
Meta Tag Optimization is very poor
The Site has not been optimized well for Search Engine
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Navigation
Home page takes 13.08 Sec to load on a broadband and even navigation is slow
Website has Table & Div based HTML, which makes the site slow
Home page is complete flash page - restricts users with no flash player to access
the site
Requires compulsory registration in the beginning to access the website
If the user remains idle for about 10 mins, the account logs off automatically
Too many main links and sub links leaves the user confused as to what to expect
where
No sitemap / site search to get a snapshot of the the website
No site search feature available
Bread crumb trail appears on a couple of odd pages
The names in the main navigation and bread crumb trail are not consistent
URLs are not meaningful & user friendly
http://www.sunsilkgangofgirls.com/haircare/haircare/drying.asp (URL)shows Home > All About Hair > Coloring in bread crumb
Design Content Navigation Search Engine
Friendliness
2.6 3.5 1.0 1.9