Web Design 4

1
Web Design 4

• Gary Akehurst

2
Web Design

• Drop-Down Menus, Web Site Search Boxes, Pop-up
  Boxes
• ideal for providing multiple choice or navigation
  options within a small space
• select and go or select then click a go button
• easy web site search tools are very useful
• web design software may include pre-designed
  components
• site maps or tables of contents are important for
  large sites with many pages
• pop-up boxes overlay the browser window and
  enable clicks to links but can be very irritating
  if keeps popping up

3
Web Design

• Forms
• web forms are powerful tools enabling
• direct interactivity
• valuable user information to be gathered
• collected marketing information can be processed
• receipt of focused feedback about goods, services
  and web site issues such as usability and content
  relevancy
• sometimes email links meet these objectives but
  forms enable faster processing
• becoming quite popular as web users become more
  used to web transactions and more relaxed about
  giving details like credit cards online to secure
  servers

4
Web Design

• Guestbooks and Feedback Forms
• guestbook forms are popular and useful in getting
  to know visitors and hopefully gain feedback
• any mechanism that can legally capture email
  addresses is useful but remember the Data
  Protection legislation
• feedback forms can help build a trusting
  relationship with visitors
• does the web site meet their needs?
• is it easy to use?
• what more would they like to see?
• but dont ask for too much information as
  visitors may feel this is too intrusive

5
Web Design

• Autoresponders
• visitors are often impatient and first
  impressions count so important to respond quickly
  and efficiently to enquiries
• autoresponders provide an automated email back
  system when a visitor sends an email to your web
  address
• smart autoresponders can be set to follow up on
  previous messages
• can be designed on a FAQ (Frequently Asked
  Questions) basis
• you can quickly ensure that most questions are
  answered promptly
• by careful design visitors may not be aware that
  they have received an automated response

6
Web Design

• FAQ Pages
• buyers of goods and services may have many
  questions to ask before deciding to buy and
  actually buying
• a page devoted to Frequently Asked Questions can
  be valuable for visitors and save you much extra
  work
• FAQ pages
• can help overcome possible objections to a sale
  without needing direct contact
• demonstrate that care has been given to
  customers needs
• provide a greater range of information thus
  enabling better buying decisions
• can reduce after-sales problem-solving support as
  basic questions are usually answered in advance

7
Web Design

• Effective Advertising on the Web
• the web is ideal for advertising - costs can be
  lower than other media and advertising space is
  not as yet limited
• to be effective ads need to be attractive,
  compelling, clear and quick to load for these
  groups of user
• information seekers
• cost- and value-conscious, value-oriented
  individuals
• number seekers (like viewing statistics, charts
  and graphs)
• motivated by graphically rich web designs
• those who particularly enjoy audiovisual content
• a strong brand name actively and consistently
  promoted on and offline

8
Web Design

• Online Promotion Strategies
• search engine registration and positioning
• banner ad creation
• banner ad payment method (cost per view vs cost
  per click through or other completion methods)
• other online advertising (e.g. placing company
  name on other sites)
• link-building campaigns (sponsorships,
  associates, co-branding, etc.)
• affiliate programmes
• online publicity and public relations (e.g.
  articles, e-zines, podcasts, bloggs, newsgroups,
  newsletters)
• email campaigns (including cost of list
  rental/purchase, transmission fees, landing pages
  design, testing)

9
Web Design

• Offline Promotion Strategies
• include internet address in company printed
  material (business cards, letterheads, envelopes,
  catalogues, product information sheets, etc.)
• listing and advertising the URL in company
  advertisements and other promotional or publicity
  campaigns
• developing specific ad campaigns for the web site
• advertising in special offline directories,
  books, magazines, etc.
• training employees to publicise the web site,
  especially sales staff

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Web Design

• Bowen, D., et al. (2000). The Daily Telegraph
  electronic business manual. London Net Profit
  Publications, chapter 5 What makes a good Web
  site? and chapter 6 Marketing
• Strauss, J., El-Ansary, A. Frost, R. (2006). E
  Marketing (fourth edition). Upper Saddle River
  Prentice Hall, chapter 13 E-Marketing
  Communications
• Chaston, I. (2001). E-Marketing strategy. London
  McGraw-Hill, chapter 2 E-Buyer Behaviour,
  chapter 8 E-Promotion, chapter 9 E-Pricing and
  Distribution.
• Chaffey, D., Mayer, R., Johnston, K. and F.
  Ellis-Chadwick (2003) Internet marketing, (2nd
  edition) Harlow Pearson, Financial Times
  Prentice Hall, chapter 7, pp. 288-304 Designing
  the user experience
• Rayport, J.F. Jaworski, B.J. (2001).
  E-Commerce. Boston McGraw-Hill/Irwin, chapter 4
  Customer Interface, chapter 5 Market
  Communications and Brandingchapter 7 Metrics
• Reedy, J., Schullo, S. Zimmerman, K. (2000).
  Electronic marketing. Fort Worth The Dryden
  Press, chapter 11 Web Page Design

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Web Design

• Chaffey, D., Mayer, R., Johnston, K.
  Ellis-Chadwick, F. (2003). Internet marketing.
  (second edition). London Pearson Education
• Janal, D. (2000). Marketing on the internet. New
  York John Wiley
• Navarro, A., Khan, T. (1998). Effective web
  design. London Sybex
• Hanson, W. (2000). Principles of internet
  marketing. London South Western College
  Publishing/Thomson Learning
• Sterne, J. (1999). World wide web marketing.
  (second edition). New York John Wiley
• Bayne, K.M. (2000). The internet marketing plan.
  (second edition). New York John Wiley