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Slide 7.
Part 3 Digital marketing: implementation and practice Chapter 7 Delivering the online customer experience Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 7.2
Learning objectives Describe the different stages needed to create an effective website, mobile site or social media presence Define the requirements that contribute to effective site Identify the similarities and differences in creating a website and other forms of online presence .
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 7.3
Questions for marketers
Which activities are involved in building a new site or updating an existing site? What are the key factors of online service quality and site design that will help my goals of customer acquisition and retention? Which techniques can I use to determine visitors requirements and whether they are met? How should I integrate the different forms of online presence?
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 7.4
Figure 7.1
The online customer experience pyramid success factors
Source: Reprinted by permission of Macmillan Publishers Ltd.: Journal of Brand Management, based on a diagram in de Chernatony, L. (2001) Succeeding with brands on the internet, 8(3), pp.18695, 2001, published by Palgrave Macmillan.
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 7.5
Figure 7.2
Summary of the process of website development
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 7.6
Figure 7.3
Iterative approach to improving site effectiveness.
Source: Sullivan (2011)
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 7.7
Figure 7.4
Example of website development
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 7.8
Key concepts in improving the
online customer experience Usability (ISO) The extent to which a product can be used by specified users to achieve specified goals/tasks with effectiveness, efficiency and satisfaction in a specified context of use.
Accessibility An approach to site design intended to accommodate site usage using different browsers and settings particularly required by the visually impaired and visitors with other disabilities including motor control, learning difficulties and dead users. Also helps Search engine optimisation
Persuasion Maximising returns from web investments through measurement and optimisation using techniques including web analytics (Chapter 10) and usability studies.
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 7.9
Figure 7.5
Google Webmaster Tools reports PageSpeed for marketers
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 7.10
Design concepts Information architecture the combination of
organisation, labelling and navigation schemes
constituting an information system Site map A graphical or text depiction of the relationship between different groups of content on a web site Blueprints Show the relationships between pages and other content and can be used to portray organisation, navigation, and labelling systems Wireframes Schematics a way of illustrating the layout of an individual page or page template
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 7.11
Figure 7.6
Ultralase website (www.ultralase.com)
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 7.12
Figure 7.7
Explanation of 4Q Intent-satisfaction service (www.4qsurvey.com)
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 7.13
Figure 7.8
pages
Site structure diagram (blueprint) showing layout and relationships between
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
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Figure 7.9
Example wireframe for a childrens toy site
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
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Figure 7.10
CSS Zengarden (www.csszengarden.com)
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 7.16
Figure 7.11
Different aspects of high-quality information content of a website
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 7.17
Bagcheck.com an example of a site where different desktop and
mobile experiences have been implemented Figure 7.12
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 7.18
Information processing stages
Stage
Description
Applications
1. Exposure
Content must be present for long enough to be processed.
Content on banner ads may not be
onscreen sufficiently long enough for processing and cognition.
2. Attention
Users eyes will be
drawn towards headings and content not graphics and moving items on a web page (Nielsen, 2000b).
Emphasis and accurate labelling of
headings is vital to gain a users attention. Evidence suggests that users do not notice banner adverts, suffering from banner blindness.
3.Comprehe nsion and perception
The users interpretation of content.
Designs that use common
standards and metaphors and are kept simple will be more readily comprehended.
4. Yielding and acceptance
Is information (copy) presented accepted by customers?
Copy should reference credible
sources and present counterarguments as necessary.
5. Retention
As for traditional advertising, this describes the extent to which the information is remembered.
An unusual style or high degree of
interaction leading to flow and user satisfaction is more likely to be recalled.
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 7.19
Figure 7.13
(a) Narrow and deep; (b) broad and shallow organisation schemes
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
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Figure 7.14
Faceted navigation at Wine.com
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 7.21
Figure 7.15
Ratings of different forms of web functionality to support customer decision-making
Source: Scene7 (2008)
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 7.22
Online elements of service quality
Companies need to: Understand customers expectations Make clear service promises Deliver on those promises Tangibles
