Delivering the Online customer experience · Key concepts in improving the online customer experience • Usability –achieve specified goals with effectiveness, efficiency and satisfaction

Delivering the Online customer experience

Session 6

Georg Singer

georg.singer ät ut . ee

Agenda

• Case study presentations (45’)

• Delivering the online experience (44’)

• Homework for next week (1’)

3/23/2011Internet Marketing - UT Spring Semester

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Why is it important?

• Website management key part of IM

• Effective online presence key

Relevance to audience

Deliver results for the company

• Online brand promise online customer experience


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The customer experience pyramid

© Pearson Education Limited 2009

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Planning website design


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Four stages of website prototyping


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Analysis


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Aspects

• Key audiences, buyer personas

• Use of the site

• Content, services

• Structure of the content

• Navigation

• Marketing out come(registrations, leads, sales)


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Key concepts in improving the online customer experience

• Usability– achieve specified goals with effectiveness, efficiency and satisfaction

• Accessibility– accommodate site usage using different browsers and settings (online,

mobile, pads, visually impaired and visitors with other disabilities).

• Persuasion– Maximising returns from web by using techniques including web

analytics and usability studies.

• Localisation for range of countries – Different product needs

– Language differences

– Cultural differences



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Designing the user experience


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Design concepts/tools

• Information architecture – combination of organisation, labelling and navigation schemes of an information system

– Increases flow on site

– Supports SEO by structuring and labeling (Google is biggest blind user on the internet)

– Performance measurement: related content grouped and measured separately

• Site map –relationship between different groups of content on a live web site

• Wireframes – Schematics – a way of illustrating the layout of an individual page or page template

• Blueprints –relationships between pages, used to portray organisation, navigation, and labelling systems



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Example wireframe for a children’s toy site



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Blueprint – Plan of the page


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http://www.userexperience.co.nz/images/home-page-blueprint.jpg

Different aspects of high-quality information content



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Web site organization schemes



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(a) Narrow and deep (b) broad and shallow organisation schemes

Narrow and deep organisation scheme for consumers at Sainsbury’s online groceries site (www.sainsburys.com)



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Broad and shallow organisation scheme and professional style at Cisco.com



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Development and testing


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Methods

• A/B testing– Different versions to different users

– Test parameters like response rates etc.

• All versions of browsers– Functionality and design

• Plug-ins

• Interaction with company databases

• Spelling, grammar

• All links are valid


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Zinio.com – a school book example of how not to do it

• Zinio.com – Magazine retailer with proprietary reader, up -80% cheaper than print version

• Re-launch web product and reader

• Goals

– Show how to not do a relaunch

– Show how to communicate during such a failed relaunch


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The reader

• Nice product – from 2007 till 3 weeks ago

• Georg was a happy and loyal customer


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“New” Reader – what a joke


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Facts

• Users used to certain features (quick turning of pages, keys and functionality, reliable service)

• New Zinio reader a lot worse than the old one

– keys do not work any more

– starting takes ages

– downloaded magazines are obviously not downloaded and need to load when being consumed

• Download did not work for 3 weeks


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Complaint

Immediate automatic Reply

They try to make me happy

Want the old READER back

Zinio admits that new product is crap

How to resolve this?

• Find out what users liked and disliked – before relaunch

• Implement “likes” get rid of “disliked” in new release

• Test new release with small group (A/B testing)

• Get the bugs out

• Then roll the product out


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Service Quality – integral part of a superb online experience


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Online elements of service quality

• Companies need to:

– Understand customers’ expectations

– (a)Make clear service promises

– (b)Deliver on those promises, minimize gap (a-b)

Tangibles Reliability Responsiveness Assurance and

empathy

•Ease of use

•Service quality

•Content quality

•Price

•Availability

•Bugs

•E-mail replies

•Download speed

•E-mail response

•Callback

•Fulfilment

•Contacts with call

centre

•Personalise

•Privacy

•Security



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Customer ratings of what counts online



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Source: J.P. Morgan report on e-tailing

Show stoppers


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Ordi


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•Content quality•Translation issues•Responsiveness problem•Lousy customer service

OIS – my favorite


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pathetic interface, lousy search functions and translation issues

Homework - Case Study

• “Online Marketing at Big Skinny”• Read case and answer the following questions (at the

end of page 6)• Should Big Skinny concentrate on drawing new

customers to Big Skinny’s website through search engines, or prioritize engaging existing customers through social and interactive media?– What are the (dis)advantages of either?

• Or should Big Skinny hand off more of its web marketing to retail portal like Amazon or Buy.com?– What are the risks and benefits of this approach?

• 3-4 slides max, 5-6 minutes per group


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Documents

Delivering the Online customer experience · Key concepts in improving the online customer experience • Usability –achieve specified goals with effectiveness, efficiency and satisfaction