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Page 1Prof. Rushen Chahal
DEVELOPING ANDMAINTAINING
EFFECTIVE WEB SITES
Prof. Rushen Chahal
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Page 2Prof. Rushen Chahal
STRATEGIC PREMISE
Building A Web Site For An Enterprise Or Non-Profit
Is Not An Exercise
In Either Technology Or Aesthetics.
9-2
ItIs An Exercise In Creating Satisfying
Customer Experience In A Way That Leads To
Cost-Effective Execution OfMarketing Strategy.
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Page 3Prof. Rushen Chahal
WEB SITE DEVELOPMENT
PROCESS
9-3
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Page 4Prof. Rushen Chahal
ESTABLISHING SITE
OBJECTIVES Enterprise/SBU Marketing Objectives
The Interactive Nature Of The Internet
Communications/Branding Objectives
Behavioral Objectives
Role Of Web Site In Overall Marketing/
Marketing Communications Strategy
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Page 5Prof. Rushen Chahal
IDENTIFY/DESCRIBE TARGETMARKET
Demographics, Life Styles Motives For Using The Site
Tasks They Wish To Perform
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Page 6Prof. Rushen Chahal
SITE CONTENT/NAVIGATION STRUCTURE
What Content Do Visitors Need/Expect? How Do They Access Content?
What Role Should Visuals/Graphics
Play?
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Page 7Prof. Rushen Chahal
SITE HIERARCHY9-7
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Page 8Prof. Rushen Chahal
PAGE DESIGN9-8
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Page 9Prof. Rushen Chahal
SITE DESIGN ISSUES
Content
Navigation
Color (especially background) Font
Minimize Scrolling
Artwork Animation/Graphics/Rich Media
9-9
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Page 10Prof. Rushen Chahal
DEPLOYMENT AND TUNING
Uploading Site Server/Hosting Service
Raises Many Technical Issues
Calibrating And Fine Tuning For Best
Site Performance Highly Technical
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MEASURE/EVALUATE/IMPROVEPERFORMANCE &
EFFECTIVENESS Measuring And Improving SitePerformance Is A Technical Task
Measuring And Improving The Business
Effectiveness Of Site Is A Marketing Task
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MEASUREMENT
TECHNIQUES
Concept Tests
Prototype Tests
Beta (Functional) Tests
Customer Usability/Satisfaction Feedback
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Page 13Prof. Rushen Chahal
Measuring Customer Satisfaction
On The Web
Employs Research Methods
Developed Offline,
Adapted For The Online
Environment
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Page 14Prof. Rushen Chahal
SATISFACTION WITH
CONTENT
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Page 15Prof. Rushen Chahal
SATISFACTION WITH
TRANSACTIONALEXPERIENCES
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Page 16Prof. Rushen Chahal
BIZRATE.com SURVEYS CUSTOMER
EXPERIENCE TO RATE SITES9-16
At Checkout and After Delivery
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Page 18Prof. Rushen Chahal
What Should The Marketer Do
To Create Good
Customer Experience
On The Web Site?
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Page 19Prof. Rushen Chahal
STAGES/ELEMENTS OF
CUSTOMER EXPERIENCE
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Page 20Prof. Rushen Chahal
REI EXPERIENCE STRATEGY
Integrate Offline And Online Channels
Accept Inevitable Conflicts BetweenMultiple Channels
Continue To Acquire Customer
Knowledge
Innovate Retail/E-Tail Business Strategy
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Page 21Prof. Rushen Chahal
STRATEGIC IMPERATIVE
Recognize Differential Effectiveness of
Channels
Use In Mutually Supportive Way To
Execute Strategy
Create Seamlessly Effective Customer
Experience
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Page 22Prof. Rushen Chahal
CONTINUOUS IMPROVEMENT ESSENTIAL9-22
Figure 9.12TOP Image OnlyGoes Here
Figure 9.13TOP Image OnlyGoes There
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Page 23Prof. Rushen Chahal
ELEMENTS WSJOnline
OFFERS Usable Site Navigation Made Easier By Familiarity
With Print Version Personalization Options
A Trusted Brand Name
E-Mail NoticesFeatures, Breaking News
Community Through
Feedback/Discussions
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WEB SITE COSTS9-24
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Page 25Prof. Rushen Chahal
STRATEGIC SUMMARY
Marketers And Technical Professionals Must
Work Together To Create Customer-
Effective Sites
Research, Testing & Tracking All Necessary
Customer Experience Is The Key Criterion
Satisfaction (Single/Multiple) Important Measure
Create Exceptional Experience In All
Channels
Practice Continuous Improvement
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