Learning objectives

After reading this chapter, the reader should be able to:

 Describe the different stages involved in creating a new site or

relaunching an existing site

 Describe the design elements that contribute to effective web site

content

 Define the factors that are combined to deliver an effective online

customer experience

Questions for marketers

Key questions for marketing managers related to this chapter are:

 Which activities are involved in building a new site or updating an

existing site?

 What are the key factors of online service quality and site design

that will encourage repeat visitors?

 Which techniques can I use to determine visitors’ requirements?

 Which forms of buyer behaviour do consumers exhibit online?

 What are the accepted standards of site design needed for an

effective site?

Links to other chapters

Related chapters are:

Chapters 4 and 5, which describe the development of the strategy

and tactics that inform the design of the web site

Chapter 8, which describes approaches to promoting web sites

Chapter 9, which describes the maintenance of a site once it is

created

7

Main topics

Planning web site design and

build 304

Initiation of the web site

project 309

Researching site users’

requirements 312

Designing the user experience

322

Development and testing of

content 334

Promote site 335

Service quality 335

Case study 7

Refining the online customer

experience at dabs.com 341

Chapter at a glance

Delivering the online

customer experience

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