INMA_A01.QXD

Gleisser (2001) surveyed web site designers to identify consensus on what were success

factors in web site design. The results of this research are used to summarise this section:

The home page essentials. Segmentation, targeting and positioning play a key role in

informing design. The essentials are: who we are, what we offer, what is inside and

how to contact us.

Cater for the needs of anticipated users. Web sites should be quick to download and easy

to navigate. The users may not be able to incorporate the latest technical capabilities,

such as plug-ins, so these should be used with care.

Update the web site frequently. This is to encourage repeat visitors and keep customers

informed of new products and offers.

Gathering customer information. The web site should be used as part of a ‘push’ market-

ing strategy which includes gathering customer information and better targeting of

direct marketing using a range of media.

It is not practical to provide details of the methods of developing content – for two rea-

sons. First, to describe all the facilities available in web browsers for laying out and

formatting text, and for developing interactivity, would require several books! Second,

the programming standards and tools used are constantly evolving, so material is soon

out-of-date.

Testing content

Marketing managers responsible for web sites need to have a basic awareness of web site

developmentand testing. We have already discussed the importance of usability testing

with typical users of the system. In brief, other necessary testing steps include:

test content displays correctly on different types and versions of web browsers;

test plug-ins;

test all interactive facilities and integration with company databases;

test spelling and grammar;

test adherence to corporate image standards;

test to ensure all links to external sites are valid.

Testing often occurs on a separate test web server (or directory) or test environment, with

access to the test or prototype version being restricted to the development team. When

complete the web site is released or published to the main web server or live environment.

Tools for web site development and testing

A variety of software programs are available to help developers of web sites. Some of

these tools are listed below to illustrate the range of skills a web site designer will need;

an advanced web site may be built using tools from each of these categories since even

the most advanced tools may not have the flexibility of the basic tools.

CHAPTER 7· DELIVERING THE ONLINE CUSTOMER EXPERIENCE

Development and testing of content

Development phase

‘Development’ is the

term used to describe

the creation of a web

site by programmers. It

involves writing the

HTML content, creating

graphics, and writing

any necessary software

code such as

JavaScript or ActiveX

(programming).

Testing phase

Testing involves

different aspects of the

content such as

spelling, validity of

links, formatting on

different web browsers

and dynamic features

such as form filling or

database queries.

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