Non-technical web page considerations

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Non-technical web page considerations
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Electronic Business Models

• B2B
• Linking with your suppliers
• Linking with your transportation provider
• B2C
• Replacing the traditional storefront
• Actually enhancing the entire process
• C2C
• eBay

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As we go through this

• Think about the differences and similarities
  between electronic business and bricks mortar
  business
• One example of this is the marketing perspective
  of prepurchase, purchase and postpurchase support

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Pre / purchase / post

• Prepurchase
• Pros/cons of electronic business?
• Purchase
• Pros/cons of electronic business?
• Postpurchase
• Pros/cons of electronic business?

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Making money via the webyou can...

• Sell products
• Sell information
• Provide services
• Design/host web sites for others
• Provide access (ISP) like America Online
• Sell advertising

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Focus of this module

• This module will focus more on selling a product
  or service

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Traditional store

• Focus is on location, location, location
• But also important
• store layout
• customer service

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Web storefront

• Focus is on web presence
• This takes on a lot of different meanings

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One issue

• Might be easier for customers to find a
  traditional store
• once youve been to the mall, you kind of
  remember where it is
• easier to forget where a particular web site is
• although bookmarks make this easier
• So it may be more difficult to get repeat
  customers

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Web Presence Goals

• Attract visitors to your site
• Make site interesting so customers stay
• Create an impression consistent with
  organizations desired image
• Reinforce POSITIVE images about the organization
  visitor already has
• Encourage visitors to use site links

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No standard solution

• Visit these two sites
• http//www.coke.com
• http//www.pepsi.com
• Note the differences
• Are there similarities?

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A few more sites

• http//www.quakeroats.com
• http//www.toyota.com
• How easily can you get information?
• How recognizable are the images/products?

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Some Visitor Needs

• Learning about products
• Buying products
• Obtaining information
• Identifying people
• Contact information
• Company history
• probability company will stay around

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Jakob Nielsen(ONE web presence expert)

• http//www.useit.com/alertbox

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Usability testing

• To see how effective a web site is
• Volunteers view web sites and
• verbalize their thought processes
• eye patterns are monitored
• keystrokes are captured
• mouse clicks are monitored
• Oftentimes, function vs. visual appeal is the
  issue

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Question

• What do you think are important issues in web
  design?

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Webbies

• Similar to the CLEO award for best commercial
• Given to the best web sites
• Muddies are given to the worst web sites

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Advertising costs and effectiveness

• In the traditional business world
• Advertising costs are sometimes based on cost per
  thousand customers (CPM)
• (The M of CPM is not a typo here)
• Measured by estimates

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Web site advertising terms

• Trial visit - first time a visitor clicks a site
• Repeat visit - subsequent page loads at the same
  site
• Page view - each page loaded by visitor
• Ad view - if the page has an ad, the page view is
  also counted as an ad view

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More web site advertising terms

• Impression - each time a banner add loads while
  the visitor is on that page
• Click (or click-through) - number of times a
  visitor clicks on a banner add

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Different measurements for different businesses

• For example, you might expect a lower page view
  at a stock quote site than at a museum
• Visitor types in stock symbols, then loads one
  more page to view results
• Museum visitor would hopefully load many pages
  during their visit
• Both could be considered successful visits

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Advertising costs and effectiveness for the web

• CPM basis is still used
• but the thousand is 1000 impressions

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Question

• What are some differences between advertising on,
  say, TV and advertising on the web?
• You can focus your response in terms of
• What customer information can you get?
• How easily can you measure effectiveness?

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Traditional advertising

• Mass media
• broadcast media
• limited demographics about customers who might be
  exposed to the ads
• addressable media
• more focused (direct mailings)
• Personal contact
• mall surveys, telemarketers

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Questions

• How is web communication different from mass
  media or personal contact?
• What characteristics are the same?

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Trust issues
Approach Trust level of consumer
Mass media Lowest Web Medium Pers
onal contact Highest
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Technology-enabled Customer Relationship
Management

• Abbreviated (CRM)
• Firm obtains information about customers
• behavior, preferences, needs, buying patterns
• And uses them to
• set prices, negotiate terms, tailor promotions,
  add features to products
• customize its customer relationships

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Reaching people through technology

• You can buy lists of potential customers
• then call them (telemarketing)
• or email them
• You can gather email addresses from chat rooms,
  listserves, bulletin boards, etc.
• Sending unsolicited emails is spamming
• received about as well as telemarketers calls

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Permission marketing

• Maintain an email list of people who have
  requested information about your product
• Use this email list for promotions and
  advertisements

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Conversion rates

• Percentage of customers who respond to an
  advertisement
• banner ads have around 0.5 - 1 rates
• permission marketing has 10 - 30 rates

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Affiliate marketing

• Cross linking between sites
• If a visitor comes to my site because they were
  directed by another site, that other site gets a
  commission
• I benefit from the advertising that is posted on
  the original site
• Amazon.com has these links with 10s of thousands
  of sites

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Branding on the web

• Branding looks to build
• differentiation from competitors products
• relevance to the customer
• perceived value to the customer

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Types of branding

• Emotional
• appeal to the customers feelings
• United Way showing people in need
• Rational
• focus on utility to the customer

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Emotional branding

• Works better with TV, radio, billboards
• most customers will put up with ad as opposed to
  changing the radio station
• Difficult to convey on the web
• web users are more into utility and may not view
  the entire add
• user is more in control on the web

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Rational branding works better

• Offer to help web user
• In exchange for getting the user to view ad
• Yahoo gives free email service
• User puts up with banners everytime they use Yahoo

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Bricks vs. online

• Similarities?
• Differences?

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Summary

• Web presence requires different thinking than
  traditional business practices
• Web customers may not be at all like traditional
  customers
• Web sites need to entertain while remaining
  functional
• Web technologies have potential to create better
  and worse customer relationships