Since the introduction of the World Wide Web in 1995, the Internet has changed the way the world disseminates information. It became a global medium for the distribution and exchange of information among the users. Today it is a fast and cost effective vehicle for worldwide communication business-to-business (B2B), business-to-customer (B2C) or customer-to-customer (C2C).
Every day companies, organizations, networks or individuals try to develop a presence on the web, competing for attention across the look of their site. The quality of the presentation in combination with different techniques and technologies determines the success or failure (meaning: will the user stay or go) of the presented subject.
To evaluate the effectiveness of a web site, several evaluation tools have been made up in the last years. The purpose of this report is to give an overview of key aspects to use when to evaluate a website and how they can be applied. Four chosen websites will be described and evaluated by means of a grading rubric. Furthermore it will be identified and demonstrated on the examples how many different tools and techniques can be used by a marketer to create an efficient image of a company in the public.
Table of Contents
1. Introduction
2. Overview of key aspects to use when evaluating a web site
3. Narrative description of web sites
3.1 NCR – Transforming Transaction into Relationships
3.2 Garnier – Beauty Bar
3.3 Google
3.4 Wonka
4. Diskussion of the web site analysis
5. Conclusion
Research Objectives and Core Themes
This report provides a comprehensive overview of essential criteria for evaluating website effectiveness. It investigates how various design, content, and technical tools can be applied to build a professional company image and enhance user experience, utilizing a structured grading rubric to analyze four diverse case studies.
- Methodologies for website evaluation
- Design and development standards
- Content quality and organizational structure
- Technical implementation and functionality
- Comparative analysis of industry-specific web strategies
Excerpt from the Book
3.1 NCR – TRANSFORMING TRANSACTION INTO RELATIONSHIPS
The English website is made of tables in the corporate design colours green, grey and white. It has a clear overall view, well structured content and easy to navigate links. On the top is a dark green bar with the corporate sign of NCR, the phrase “Transforming Transactions into Relationships” and a site search engine that allows the user to get details about the web site. Underneath, it has a standardised pull down menu, which is linked to the different information’s about the company, product offerings, a feedback area and a password protected login-area. In a grey bar on the left side, one sees the actual stock market price and links to different resources. This bar is also related to the menu and shows at which information the user is actually looking at in the main body. In a dark green bar on the bottom of the site are further links including a contact-facility and the indication of the actual year with the copyright form (Illustration 1).
Summary of Chapters
1. Introduction: Outlines the rise of the World Wide Web as a global communication medium and introduces the report's purpose of applying evaluation tools to measure website effectiveness.
2. Overview of key aspects to use when evaluating a web site: Discusses theoretical evaluation models, including the "Attitude toward a Website" scale and a ten-point checklist for competitive benchmarking.
3. Narrative description of web sites: Provides detailed insights into the visual and functional design choices of four specific corporate websites (NCR, Garnier, Google, and Wonka).
4. Diskussion of the web site analysis: Evaluates the previously described websites using a grading rubric, highlighting strengths and weaknesses in their respective strategic approaches.
5. Conclusion: Summarizes that functionality and design must blend together to create a positive user experience, tailored to the specific corporate mission and target audience.
Keywords
Electronic Marketing, Web Marketing Tools, Website Evaluation, B2B, B2C, User Experience, Corporate Design, Web Presence, Digital Strategy, Interactivity, Navigation, Online Communication.
Frequently Asked Questions
What is the fundamental focus of this report?
The report focuses on evaluating the effectiveness of websites as marketing tools for various business models, including B2B and B2C.
What are the central thematic areas covered?
The core themes include website design, content quality, technical performance, and the strategic application of interactivity to build customer relationships.
What is the primary objective of this study?
The objective is to provide a framework for evaluating websites and to demonstrate how marketers can use specific tools to create an efficient and professional public image.
Which scientific methods are applied in the analysis?
The author uses a qualitative approach by adapting a grading rubric, which assesses websites based on design, development, content, and technical criteria.
What topics are discussed in the main section of the document?
The main section covers theoretical evaluation methodologies and provides a detailed narrative and comparative analysis of four specific websites: NCR, Garnier, Google, and Wonka.
Which keywords define this work?
Key terms include Electronic Marketing, Website Evaluation, User Experience, Corporate Design, and Digital Strategy.
Why does the NCR website use a standardized design?
As a B2B platform, the NCR website prioritizes professional information delivery and services for businesses, finding no significant need for high-level "fun-factors" or experimental interactivity.
How does the Garnier website use its login area for data collection?
Garnier requires users to complete a detailed three-page questionnaire to gain access, allowing the company to gather specific target group data and tailor future marketing communications.
- Quote paper
- Gisela Schneider (Author), 2002, Report on Web Marketing Tools, Munich, GRIN Verlag, https://www.grin.com/document/14895
