COMM 464 class 3 Agenda

1
COMM 464 class 3 Agenda

• Marketplace news
• Website usability and customer experience
• Principles
• Framework 7Cs
• Practice Discussion
• Project, teams and clients
• Next steps class 4

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How do you evaluate website effectiveness?

• Small groups brainstorm.
• What questions will you ask?
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3
Prep Qs

• What are the key principles of good website
  usability?
• How would you user test?
• How does customer experience vary across
  different online touchpoints (think social as
  well as company websites) and what are the
  implications for design and ongoing management?

4
What is the purpose of your site?

• Gather information?
• Raise awareness?
• Direct enquiries?
• Influence sales?
• Transact sales?
• Not all sites should try to do everything.
• Who is your target customer?
• How you will serve her/him?
• Fit of website in total experience?

5
The good, the bad the ugly

• Webbyawards.com
• Useit.com
• Webpagesthatsuck.com
• What did you learn from good and bad examples?
• Are there broad principles to take forward with
  regard to web usability, and thus design?

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The 7Cs of the Customer Interface
From Internet Marketing Rafi Mohammed et al,
2003
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A few more Cs

• Consistency of all experiences.
• online and offline
• Control is the user in control? Really!
• Customer service.
• Chance of findingfrom wherever I start!
• Comparison versus other relevant sites.
• C..!
• ..and MOBILE version

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Exercise

• Small groups at laptops, pick a site and a
  comparison site (from same category)
• Attempt to apply 7Cs framework
• Not all are always present or necessary
• Comment on gaps and opportunities
• Make notes be prepared for a brief presentation
  or discussion
• Worksheet follows on next page

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7Cs Summary
Site A (focus brand) Site B (comparison site) or best in class
Content
Context
Communication
Commerce
Customization
Connection
Community
Other
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Synergies eBay example
From Mohammed et al
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Next steps on Usability

• Will include
• add interactivity and individualization
• explore levels of experience and design to
  achieve these at
• a minimum acceptable level
• a superior, winning level
• examine usability changes across relationship
  stages what would you change? When and why?

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teams, clients and project

• Briefing guide on Connect
• Outline for online marketing plan
• What would make for a good client for this
  project?
• What questions will you ask of client when you
  meet with them? Date per course outline.

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Project deliverables

• Teams formed
• Identify company and get Instructor
• Client meeting (instead of class)
• Pairs/threes within team assignments
• Competitor web analysis
• Competitor social media analysis
• Team project outline
• Final paper du
• Minimum requirements
• A full digital marketing assessment and
  improvement plan with detailed implementation
  proposals linked to testing and measuring against
  key metrics. Include adwords test campaign and
  active use of Hootsuite to monitor, converse, run
  tests and show analytics.
• Stretch options
• Build in some more of the tests to the
  development phase and report back on them i.e.
  community management, twitter micro campaigns.

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Next steps

• Teams, clients
• HSU next module
• Class 4 Preparation Questions (that can trigger
  your blog post research and thinking)
• How do people search online?
• What influences search behaviour?
• What are the implications for marketers?
• What is SEO?
• How do paid and organic search relate?
• What is Adwords? Who would use it, when and why?
• Consider a blog post on search.