Module 5 Principles of website design: customer experience and usability

The importance of website design
1. Website is an integrated communications channel.
  1. Primary customer communications
  2. Vehicle for direct response from other mediums
2. Key part of buyer behaviour
3. A branded customer experience.
4. Should deliver a dynamic personalised experience
5. Customer-centric
Aligning website with marketing strategy
1. Prevents common problems
  1. No objectives set and results are not measured
  2. Needs of different audiences are not met.
  3. New OVP not developed.
  4. Not integrated with other promotional activity.
2. 1. Set emarketing objectives
  1. a. Evaluate e-marketing performance.
  2. b. Assess online marketplace
3. 2. Define emarketing strategy
  1. a. Define customer value proposition
  2. b. Define e-comms mix
4. 3. Implement emarketing plan
  1. a. Implement customer experience
  2. b. Execute e-comms
5. 4. Customer profiling plus monitoring and enhancing the site.
User centred web design
1. Who are the important users?
  1. Create content to appeal to particular users
  2. Target message to their actions
  3. Try personalisation AND mass communication
  4. Assess conversion rate
  5. Segmentation
    1. Characters
    2. Needs and wants
    3. Behavior
    4. Relationship with site
    5. Relationship with organisation
2. What is their purpose for accessing the site?
3. How frequently will they visit the site?
4. What experience and expertise do they have?
5. Can they read your language?
6. What type of information are they looking for?
7. How will they want to use the information?
8. Browsers?
9. Screen size?
Usability
1. To be successful site tasks must be completed
  1. Effectively
  2. Efficiently
  3. To achieve satisfaction
2. Techniques
  1. Expert reviews
  2. Usability testing
    1. Identifying typical users
    2. Asking them to try typical tasks
    3. Observing them
Accessibility
1. Reasons for accessibility
  1. Number of visually impared users
  2. Number of users on less popular browsers
  3. Visitors from natural search
  4. Legal requirements
2. Guidelines
  1. Use Alt tags to identify images
  2. Use client side map and text for hot spots.
  3. Captioning and transcripts of audio
  4. For hyperlinked text use text that makes sense out of context.
  5. Use headings, list and consistent structure.
  6. Include summaries for graphs and charts
  7. When using scripts, applets and plug-ins provide alternatives
  8. Use the no-frames element and reasonable titles
  9. Use validation tools
SEO
1. Set goals
2. Site inclusion
  1. Make sure robots can access your pages
  2. Check google to check coverage
3. Document meta-data best practice
  1. Title tag
    1. Given considerable weight by search
    2. This is the call to action hyperlink on natural search
  2. Description meta-tag
    1. Denotes the information that will show beneath the title
  3. Keywords meta-tag
4. External and internal link building
  1. Combined with key phrases
  2. Mesh site performs better than hierarchical
Information architecture
1. Definition
  1. Combination of organisation, labelling and nav schemes in an information system
  2. Structural design of an information space to facilitate task completion
  3. Art and science of structuring and classifying websites and intranets to help people find and manage information
  4. An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape.
2. Techniques
  1. Card sorting
  2. Blueprints
  3. URL Strategy
Principles of effective web design
1. Home page best practice
  1. Show you are trustworthy
  2. Do not use a splash page
  3. Use flash hybrid
  4. Whitespace vs content
  5. Prioritising real-estate
  6. Get visitors on their journeys
2. Landing page best practice
  1. Deliver relevance
  2. Intergrate with referral source
  3. Provide sufficient detail
  4. Start the user on their journey
  5. Use the right page length
  6. Meaningful graphics
  7. Reduced menu options
  8. Use liquid layout
  9. Remember search marketing
  10. Remember the non-responders
3. Navigation
  1. Should deliver
    1. Consistancy
    2. Simplicity
    3. Context
  2. Types
    1. Global Navigation
    2. Local navigation
    3. Contextual navigation
    4. Breadcrumbs
    5. On-site search engines
    6. SItemaps
  3. Marketing-led approaches
    1. Product led
    2. Organisation-structure led
    3. Visit-based
    4. Task based or need related
    5. Relationship based
    6. Customer/Non customer
    7. Customer-type based
    8. Company need
4. Page template design
  1. Don't use frames
  2. Be aware of browser resizing and screen resolutions
  3. Consistancy
  4. Allow for printing
5. Content design
  1. High quality content is
    1. Relevant
    2. Detailed
    3. Clear
    4. Accurate
    5. Up to date
    6. Timely
    7. Easy to find
    8. Personalised
  2. Typical user behaviour
    1. We don't read pages, we scan them
    2. We don't make optimal choices we "satisfice"
    3. We don't figure out how things work we muddle through
6. User generated content
Persuasive design and copywriting
1. Persuasive design
  1. To optimise
    1. Home page optimisation
    2. Customer persona and journey optimisation
    3. Landing page optimisation
    4. Shopping basket
    5. Online search
2. Principles of effective communications
  1. Succinct - 50% less than print
  2. Scannable- Make it easy to see the main headlines
  3. Skimmable - Make it easy to read key parts of the copy
  4. Hyperlink to detailed copy

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Module 5 Principles of website design: customer experience and usability

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