1. Introduction
In 1984, Michael Dell, a student from the University of Texas has found his own
company selling computers build together from stock parts. With the philosophy of
offering customers customized PC’s and selling these directly to them Dell’s company
became the biggest PC seller in the United States in 2000.1 Since in 1996 Dell started
to market his business predominantly over the internet. With this paper the author
wants to analysis the main company homepage, www.dell.com, from an effectiveness
perspective. On the following pages the reader will receive information about the
business objective, Dell’s business models, the audience profile, the web evaluation
and a competitor analysis. At the end the findings will be summed up in an overall
assessment and a conclusion with a recommendation will be given.
[...]
Table of Contents
1. Introduction
2. Business Objectives and Business Model
3. Audience Profile
4. Website Evaluation
4.1 Information Design
4.2 Navigation Design
4.3 Presentation Design
4.4 Accessibility
4.5 Visibility and Traffic Generation
5. Competitor Analysis
6. Summary and Overall Assessment
7. Final Conclusion and Recommendation
Objectives and Scope
This paper provides an in-depth analysis of the corporate website www.dell.com, examining its effectiveness, usability, and strategic alignment with the company's business model. The primary research goal is to evaluate how the website serves as a tool for customer interaction, support, and direct sales, while benchmarking its performance against key competitors like Apple and HP.
- Analysis of Dell's business objectives and direct-sales business model.
- Evaluation of website usability, navigation structure, and information design.
- Assessment of website accessibility and visibility through search engine optimization (SEO).
- Comparative analysis of website performance against Apple and HP.
- Strategic recommendations for enhancing the user experience and online market share.
Excerpt from the book
4.1 Information Design
Dell’s website is well designed because the information the company wants to display and the site visitor is searching for is placed in a precise manner. As soon as the site is opened the user can chose between different topics as news, special deals, offers for B2C or B2B customers etc. The orientation time is short and the information presented is relevant for the purpose why people enter the site. While exploring the platform one might sometimes get a first impression to find content overlaps due to a variety of links and visual sales offers but when looking more closely Dell has indeed done a good job in providing accurate data without duplication or redundancies. Also when a buyer decided on an online purchase Dell switches from the normal protocol (http) to a more secure one (https) which is good to encourage sensitive transactions. Moreover, the homepage content is clearly updated on a constant basis as a comparison of the “Dell Deals” on the entry page on different days evidences.
Summary of Chapters
1. Introduction: Introduces the background of Michael Dell and the evolution of the company into a leading global PC seller via the internet.
2. Business Objectives and Business Model: Outlines Dell’s "direct-to-customer" model and the role of the website as the primary sales and service channel.
3. Audience Profile: Analyzes demographic data of website visitors, highlighting the user base's educational background, age distribution, and professional motives.
4. Website Evaluation: Provides a comprehensive audit of the site’s information architecture, navigation, aesthetics, accessibility standards, and search engine visibility.
5. Competitor Analysis: Benchmarks Dell's online strategy against Apple and HP using Porter’s five forces and direct performance metrics.
6. Summary and Overall Assessment: Synthesizes the evaluation findings, confirming the site’s effectiveness while identifying areas for further optimization.
7. Final Conclusion and Recommendation: Offers strategic advice on design improvements, multimedia integration, and SEO enhancements to sustain competitive advantage.
Keywords
Corporate Web Communication, Dell, E-Commerce, Business Model, Website Evaluation, Information Design, Navigation Design, User Experience, Accessibility, Search Engine Optimization, SEO, Competitor Analysis, Customer Loyalty, Digital Strategy, Online Sales
Frequently Asked Questions
What is the core focus of this research paper?
The paper focuses on the effectiveness of Dell's corporate website (www.dell.com) as a primary sales and communication channel in the digital era.
What are the central themes discussed in the analysis?
The analysis covers business objectives, target audience demographics, web design evaluation (including navigation and accessibility), competitor benchmarking, and search engine visibility.
What is the primary objective of the website evaluation?
The goal is to determine how well the website supports Dell's business model, facilitates customer transactions, and provides adequate product and support information.
Which research methods are employed in this study?
The author uses a combination of descriptive analysis of web design principles, comparative metrics against competitors, and usability testing (e.g., click-through tests and load-time analysis).
What is covered in the main section of the paper?
The main section evaluates specific aspects of the website: information design, navigation, presentation, accessibility compliance, and search engine ranking strategies.
Which keywords best characterize this work?
The work is characterized by terms such as Corporate Web Communication, E-Commerce, User Experience, SEO, and Competitor Analysis.
How does Dell's website accessibility performance compare to its competitors?
While Dell follows many W3C standards and uses ALT tags effectively, the paper suggests that Dell needs to improve automatic resolution adjustments to better serve older users and those with visual impairments.
What is the author's primary recommendation for improving Dell's search engine ranking?
The author recommends reducing the excessive number of meta-keywords and shortening the meta-description to focus on the most essential terms, such as the company's customization strength.
- Citation du texte
- Christian Baumann (Auteur), 2009, Analysis of the website www.dell.com, Munich, GRIN Verlag, https://www.grin.com/document/134004
