Worthy Website

7/31/2019 Worthy Website

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Texas Tech University

THANK YOU SPONSORS

Creating an Effective Website:

Is Yours Worthy?by Natalia Kolyesnikova, Ph.D.

Texas Wine Marketing Research Institute

2011


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Background

In todays fast paced technology-driven world,consumers expect to find virtually any

information online

Todays consumers have very high expectationsfor websites quality

Forrester Research (2009) has identified that

the new threshold for acceptable webpage

response time is now two seconds


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Shopper Expectations for Site Performance

0 2 4 6 8 10

2012

2009

2006

1999

2 seconds

4 seconds

8 seconds

?

Website Response Time in Seconds


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Background

Poor site performance is a major cause ofcustomer dissatisfaction

In addition to speedy functionality, the site

design and content also impact consumer

perceptions of the company and its products

A well performing and informative website can

be a powerful marketing tool

It is crucial for the winerys exposure topotential customers, brand loyalty with existing

customers, and for generating revenue


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Introduction

Currently, there are close to 200 wineries in Texas

Most have websites

In reality, however, a nationwide expert evaluation

shows that few US winery website are designed for

optimal return

The Texas Wine Marketing Research Institute

undertook an initiative to conduct a researchproject to evaluate Texas wineries websites across

a number of criteria


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Purpose

Project Purpose:

to develop objective website

evaluation criteria

to measure the effectiveness of Texas

wineries websites from multiple

perspectives


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Research Design

Sample: 56 Texas winery websites

Evaluators: 21 students in Wine Marketing class

Each evaluator had a coder number (anonymous evaluation)

Evaluators randomly drew websites from a cowboy hat

For cross validation purposes, each web site was evaluated

three times (by three different evaluators who workedindependently)

Evaluation was performed in computer lab (controlled research

setting)Data entries were compared across the three evaluations. All

inconsistencies were checked on the websites and manually

corrected by the researcher


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Sample Selection

A blast email was sent from the Texas Wine MarketingResearch Institute to a mailing list of Texas wineries

The email introduced the project and requested a return email

if the winery wishes to be included in the sample

Dear Texas wineries owner:

The Texas Wine Marketing Research Institute is conducting a research project to evaluateTexas wineries websites across a number of criteria (e.g., availability of contact

information, ease of navigation, mailing list sign-up, list of wines, etc.)

Due to our research design and availability of resources, we can evaluate a sample of 56Texas wineries. We are currently developing a list of these 56 wineries. If you want your

winery to be included in this project, simply reply to this email and well include your

webpage in the evaluation.

We intend to present the results of this project at the next year TWGGA conference.

For obvious reasons, only cumulative results for the entire sample (not individual wineries)will be presented. However, if a winery wants to see their own evaluation, we will provide

confidential individual results to the owner.Sincerely


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Sample

22 wineries responded and requested to be included in thesample (individual confidential reports of their websites evaluations were

provided to these wineries upon completion of the project)

Additional 7 wineries were selected from members of the

Texas Wine Agri-Tourism and Marketing Committee

The remaining wineries were selected randomly from a list

of Texas wineries

The sampling frame was divided into strata based on sizeand geographical location of the winery to ensure that all size

and different location wineries from across Texas were

comparatively represented


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56 cards

with wineries

names and

websites

Pool Three

7 evaluators

random drawingof

8 cards by

each evaluator

Research Design Model

56 cards

with wineries

names and

websites

7 evaluators

random drawingof

8 cards by

each evaluator

Pool One 56 cardswith wineries

names and

websites

7 evaluators

random drawingof

8 cards by

each evaluator

Pool Two


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Evaluation Criteria (Instrument)

Evaluation Criteria (instrument) has been initiallysuggested by students and by the instructor

Refined / finalized by experts and instructor

Factors included objective criteria for evaluation and

required a yes or no response

Websites were evaluated on the basis of presence or

absence of a specific feature

yes = present, coded as 1

no = not present, coded as 0


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I. USER FRIENDLINESS

Ease of Navigation YES NO

Home button available from all pages?

Site map or index available?

Search engine for website content available?

Ease of Contact YES NO

Contact Us button available?

Direct e-mail contact available?

Mailing address available?

Physical address available?

Telephone number available?

Fax number available?

Contact persons name identified?

Maps and/or driving directions available?


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II. WINERY INFORMATION

About Us YES NOHistory/stories about winery available?

Owner name identified?

Profile of the winemaker(s) provided?

Photos of winery and/or vineyard available?

Winery staff contact information available?

Virtual tour or video of the winery or vineyard available?

Employment opportunities?

Operational Information YES NOHours of operation available?

Availability of tour of winery (or vineyard)?

Wine tasting fee (or free tasting) information available?

Calendar of events (e.g. festivals, tastings, special

dinners, educational seminars) available?

Facilities YES NO

Information on wine production facilities available?

Picnic facilities?

Facilities/services for children?

Facilities for physically challenged customers?

Gift shop?

Banquet/conference facilities?

Private events?


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III. PRODUCT INFORMATION

E-commerce YES NO

Online shopping cart available?

Method of payment identified?Terms and Conditions?

Shipping Cost available?

Wine Shipment Rules and Regulations

Product Information YES NO

Wine list available?

Description of wines available?

Price of wine available?

Discount information (e.g., by case) available?

Pictures of bottles / labels available?

Awards /Medals information available?

Information on winerys merchandize (e.g., souvenirs, gift

baskets) available?

Information on where to find the winerys wine in local

restaurants and/or retail stores

Information on customized label available?


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IV. MARKETING ASPECTSStrategic Marketing YES NO

Mission statement

Vision statementBranding/Positioning/Image YES NO

Logo and winery name on the first page?Logo and winery name reflected on everypage?

Public Relations YES NO

Newspaper articles?Press releases?

Press kits?

Testimonials (words given by customers of the winery)?

Media updates / Latest news?Featured wine information?

Partnership YES NO

Regional information available?If YES, please specify which specific information is provided?

Local attractions?

Local festivals / events?

Local tourism-related activitiesLocal restaurants

Local lodging

Local shoppingLinks to local CVBs, chamber of commerce?

Links to other wineries?

Links to wine-related web sites?

Links to wine and/or grape industry associations?Links to Texas wine organizations? (e.g., Texas Wine Marketing

Program, Go Texan)

Information for distributors available?


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V. CUSTOMER RELATIONS

Educational Opportunities YES NOInformation on grape growing?

Information on wine making?

Recipes on food pairing with the winerys wine?

Tips /info on wine tasting?Tips/info on wine storage?

Health-related information?

Winemaker notes?

Interactive Functions YES NO

Online sign-up for wine club available?

Wine club information available?

If YES, please specify which wine club information is provided?

Cost of membership?

Benefits / discounts?

Frequency of shipments?

E-mail newsletters sign-up (mailing list) available?

Privacy policy available?

Frequently Asked Questions available?

Discussion groups available?Number of website hits available?

Links to follow winery on social networking sites?

Customer Feedback (e.g., comment and suggestion box?)

If YES, please check specific links below:

Facebook?

Twitter?

Blog?

MySpace?


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VI. SITE ATTRACTIVENESS (subjective judgment)

1. How easy is the domain name to remember? (i.e., reasonably reflects the winerys name)2. How easy is the website to navigate?

3. How current and timely is the information?

4. How readable is the font?

5. How uncluttered/ clean are the pages?

6. Is the contrast between the background and the text sufficient?

7. What is the quality of the pictures and/or other images?

8. Is the use of the web page space effective?

9. Is the scrolling (vertical & horizontal) appropriate?

10. How well organized is this website?

11. Overall, how user-friendly is this website?

12. Is the color visually appealing?

13. Is the design visually appealing?

14. Overall, how aesthetically appealing is the website?15. Does the website make customers want to visit the winery?

16. In your opinion, what target market(s) can this website reach?

17. If you were to give a letter grade to the overall quality of this website,

what would that grade be?


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Grading

Each student started with full 100 for this projectEach errorresulted in one (1) point deduction from a

students grade

Each missing answeralso resulted in one (1) point

deduction from a students grade for this projectError detection: the instructor and the Teaching

Assistant checked data entries across three evaluators

and all inconsistencies were manually checked

Evaluators were also asked to write their comments forEACH section. These comments were anonymous and

provided important customer perspectives for wineries


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Initial Data Coding

Winery Evaluator ID UFnav1 UFnav2 UFnav3 UFcontact1 UFcontact2 UFcontact3 UFcontact4 UFcontact5 UFcontact6 UFcontact7 UFcontact8

1 3 1 0 0 1 1 1 1 1 1 1 1

1 19 1 0 1 1 1 1 1 1 1 1 1

1 7 1 1 1 1 1 1 1 1 1 1 1

2 3 1 1 1 1 1 1 1 1 1 1 1

2 6 1 1 1 1 1 1 1 1 1 1 1

2 9 1 1 1 1 1 1 1 1 1 1 13 14 1 1 1 1 0 1 0 0 1 1 1

3 15 1 1 0 1 0 1 0 1 1 1 1

3 2 1 1 1 1 0 1 0 0 1 1 1

4 7 1 1 1 1 1 1 1 1 1 1 1

4 3 1 1 1 1 1 1 1 1 1 1 1

4 5 1 1 1 1 1 1 1 1 1 1 1

5 1 1 1 1 1 1 1 1 1 1 1 1

5 10 1 1 1 1 1 1 1 1 1 1 1

5 12 1 1 1 1 1 1 1 1 1 1 1

6 13 1 1 1 1 1 0 1 1 1 1 1

6 1 1 1 1 1 1 1 1 1 1 1 1

6 6 1 1 1 1 1 0 1 1 1 1 0

7 21 1 1 1 1 1 1 1 1 1 1 1

7 18 1 1 1 0 1 1 1 1 1 1 1

7 17 1 1 1 1 1 1 1 1 1 1 1

8 1 1 1 1 1 1 1 1 1 1 1 1

8 7 1 1 1 1 1 1 1 1 1 1 1

8 19 1 1 1 1 0 1 1 1 1 1 1

9 21 1 1 1 1 1 1 1 1 0 1 19 16 1 1 1 1 1 1 1 1 0 1 1

9 13 1 1 1 1 1 1 1 1 1 1 1

1 = YES Red cells represent inconsistencies in data entries0 = NO Researcher then manually checked and corrected all inconsistencies


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Final Data CodingWinery Evaluator ID UFnav1 UFnav2 UFnav3 UFcontact1 UFcontact2 UFcontact3 UFcontact4 UFcontact5 UFcontact6 UFcontact7 UFcontact8

1 14 1 1 0 1 1 1 1 1 1 0 1

1 2 1 1 0 1 1 1 1 1 1 0 1

1 18 1 1 0 1 1 1 1 1 1 0 1

2 14 0 0 0 1 1 1 1 1 1 0 1

2 1 0 0 0 1 1 1 1 1 1 0 1

2 6 0 0 0 1 1 1 1 1 1 0 1

3 19 1 1 1 1 1 1 1 1 0 0 1

3 16 1 1 1 1 1 1 1 1 0 0 1

3 3 1 1 1 1 1 1 1 1 0 0 1

4 20 1 1 0 1 0 1 1 1 0 0 1

4 13 1 1 0 1 0 1 1 1 0 0 1

4 19 1 1 0 1 0 1 1 1 0 0 1

5 3 1 1 0 1 1 1 1 1 0 0 1

5 15 1 1 0 1 1 1 1 1 0 0 1

5 9 1 1 0 1 1 1 1 1 0 0 1

6 9 1 1 0 1 1 1 1 1 0 0 1

6 12 1 1 0 1 1 1 1 1 0 0 1

6 22 1 1 0 1 1 1 1 1 0 0 1

7 2 0 1 0 1 1 1 1 1 1 0 1

7 4 0 1 0 1 1 1 1 1 1 0 1

7 17 0 1 0 1 1 1 1 1 1 0 18 15 1 1 0 1 1 1 1 1 1 1 1

8 21 1 1 0 1 1 1 1 1 1 1 1

8 17 1 1 0 1 1 1 1 1 1 1 1

8 7 1 1 0 1 1 1 1 1 1 1 1

9 6 1 1 1 1 1 1 1 1 0 0 1

9 10 1 1 1 1 1 1 1 1 0 0 1

9 13 1 1 1 1 1 1 1 1 0 0 1

10 10 0 1 0 1 1 1 1 1 0 0 1

10 4 0 1 0 1 1 1 1 1 0 0 110 8 0 1 0 1 1 1 1 1 0 0 1

10 7 0 1 0 1 1 1 1 1 0 0 1


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RESULTS: User Friendliness

Website Features Percent yes Percent no

Home button available on all pages 78.6 21.4

Site map available 92.9 7.1

Search option 10.7 89.3

Contact Us button 80.4 19.6

Direct e-mail contact 82.1 17.9

Mailing address 92.9 7.1

Physical address 98.2 1.8

Telephone number 100 0Fax number 33.9 66.1

Contact persons name identified 30.4 69.6

Map and/or driving directions 100 0


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RESULTS: Winery Information

About Us Percent yes Percent no

History/stories about winery 80.4 19.6

Owner name identified 71.4 28.6

Profile of the winemaker(s) provided 37.5 62.5

Photos of winery and/or vineyard 82.1 17.9

Winery staff contact info listed 12.5 87.5

Virtual tour/video of winery or vineyard 7.1 92.9

Employment opportunities 3.6 96.4


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Operational InformationPercent yes Percent

no

Hours of operation identified 96.4 3.6

Availability of tours 57.1 42.9

Wine tasting fee (or free tasting) information 50.0 50.0Calendar of events (e.g. festivals, tastings, etc.) 80.4 19.6


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FacilitiesPercent

yes

Percent

no

Information on wine production facilities 44.6 55.4

Picnic facilities 26.8 73.2

Facilities/Services for children 5.4 94.6

Gift shop 33.9 66.1

Banquet/Conference facilities 44.6 55.4

Private event accommodations 66.1 33.9

Other facilities 16.1 83.9


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RESULTS: Product Information

Product Information Percentyes PercentnoWine list available 98.2 1.8

Description of wines 96.4 3.6

Price of wine 69.6 30.4

Discount information (e.g., by case) 41.1 58.9

Awards/Medals information 53.6 46.4

Info of local restaurant and/or retail stores that carry winerys wine 32.1 67.9

Online shopping cart available 46.4 53.6

Method of payment identified 32.1 67.9

Terms and Conditions 30.4 69.6

Shipping cost available 26.8 73.2

Wine Shipment Rules and Regulations 35.7 64.3


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RESULTS: Marketing Aspects

MarketingPercent

yes

Percent

no

Logo and winery name on the first page 100 0

Logo and winery name reflected on every page 96.4 3.6

Public relations:

Newspaper articles about winery 21.4 78.6

Press releases 14.3 85.7

Press kits 3.6 96.4

Featured wine information 26.8 73.2


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RESULTS: Marketing Aspects

Marketing Percentyes Percentno

Partnerships:

Regional information available 67.9 32.1

Local attractions 23.2 76.8

Local events / festivals 28.6 71.4

Local restaurants 33.9 66.1

Local lodging 33.9 66.1

Local shopping 3.6 96.4

Links for local CVB, Chamber of Commerce 23.2 76.8

Links to wine and grape growing associations 42.9 57.1

Links to Texas wine organizations / programs 50.0 50.0

Links to wine-related websites 55.4 44.6


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RESULTS: Customer Relations

Interactive FunctionsPercent

yesPercent no

Online sign-up for wine club available 42.9 57.1

Wine club information 55.4 44.6

Cost of membership 37.5 62.5

Benefits/discounts 53.6 46.4

Frequency of shipments 50.0 50.0

Frequently asked questions 8.9 91.1

Educational Opportunities:

Recipes on food pairing with winerys wine? 19.6 80.4

Tips /info on wine tasting? 7.1 92.9

Tips/info on wine storage? 5.4 94.6

Health-related information? 0 100

Winemaker notes? 8.9 91.1


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RESULTS: Customer Relations

Interactive FunctionsPercent

yes

Percent

no

Links to follow winery on social networking sites 33.9 66.1

Facebook 28.6 71.4

Twitter 21.4 78.6Blog 10.7 89.3

MySpace 3.6 96.4


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Discussion

Overall the websites cover most of the issues andappear effective in communicating various messages

to consumers

However, several features need improvement

User-Friendliness:

Providing a contact persons name would add a personal

touch to the website and facilitate communication

between the winery and the consumer

Home button should be available on all pages


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Discussion

Winery Information:Winemaker profile adds to the story

Availability of tours helps to plan visit

Wine tasting fee (or free tasting) information

More detailed description of facilities

Product Information:

Discounts information is not always available

Info of local restaurant and/or retail stores that carrywinerys wine

Online shopping (general overview should be available

without logging in)


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Discussion

Marketing Aspects:Regional information should be more available

Media coverage

Customer Relationships:

Wine clubs info is not always available on the web

Research shows that the vast majority of wine consumers

appreciate opportunities to learn more about wine. Thus,

educational opportunities are important

Social media link is a must nowadays


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Limitations

Comparison of responses revealed a reliable level ofconsistency across the three evaluations

Nevertheless, the human factor needs to be taken

into consideration while interpreting the results of the

evaluations. Occasional inaccuracy may occur due tomisinterpretation of information

Some facilities/services (e.g., amenities) may not be

available at the winery. The no response does not

necessarily indicate missing information on thewebsite. These facilities or services may not be

available at the winery


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Conclusions

Quality of a winerys website reflects on the scopeof its marketing activities and influences its position

in the competitive wine business environment

The website has to communicate the winerys

position to the consumer.

The more effective the website, the more effective

the message, and hence, the better the winerys

position


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T T h U i it

Conclusions

For the industry, the results of this study may serveas a checklist for designing more effective websites

for their businesses

The presentation will be posted on the Texas Wine

Marketing Research Institute Website:

www.depts.ttu.edu/hs/texaswine

For questions about the project or the instrument:

[email protected] OR [email protected]

806.742-3077
http://www.depts.ttu.edu/hs/texaswinemailto:[email protected]:[email protected]:[email protected]:[email protected]://www.depts.ttu.edu/hs/texaswine

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