BITS Pilani

Pilani Campus

Digital Marketing

BITS Pilani Nirankush Dutta

Pilani Campus
 BITS Pilani
Pilani Campus

Optimizing Customer & User Experience

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Characteristics of Good Websites
• Good content
• Regularly updated
• Easy to navigate
• Fast download
• Online value proposition
– Value proposition: an offer defined in terms of the target
customers, the benefits offered to these customers, and the
price charged relative to the competition
– Value proposition encompasses the totality of the experience
that the customer has when selecting, purchasing and using the
product

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Try to Answer!
• How your website is different from competitors?
• What is your site offering that is not available in the real
world?
• How does your website make a difference in customers’ lives?

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OVP
• May constitute
– Content
– Customization
– Community
– Choice
– Cost reduction

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BITS Pilani, Pilani Campus
Customer Orientation
• Define
– Purpose of website
– Audience
• Result
– Content

– Form

– Structure
• Would you like a customer-oriented site or a product-oriented
site?

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Classifying Website Visitors
• Buyers
• Potential buyers
• Disqualified traffic

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Dynamic Design & Personalization
• Customization:
– Allows the visitor to select and set up their specific preferences
• Individualization
– Uses patterns of your own behavior to deliver specific content to
you that follows your patterns of contact
• Mass customization
– Different products, services or content are produced for
different segments
• Personalization
– One-to-one
– Not only the web site and communications are personalized, but
the product is also personalized

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BITS Pilani, Pilani Campus
Dynamic Design & Personalization

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BITS Pilani, Pilani Campus
Options for Customization
• Customer or company name
• Country
• Customer preference
• Recommendation algorithm
• News and events
• Viral personalization
• Referrer string
• Location
• Multivariate real-time, conversion-optimized personalization

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BITS Pilani, Pilani Campus
Online Retail Merchandizing
• Findability
– Expanding navigation through synonyms
– Applying faceted navigation or search approaches
– Featuring the bestselling products prominently
– Use of bundling
– Use of customer ratings and reviews
– Use of product visualization systems

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Aesthetics
• Graphics
• Colour
• Style
• Layout
• Typography

• Form: Aesthetics created by visual design

• Function: Interaction, navigation, structure

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BITS Pilani, Pilani Campus
Aesthetics: Site Personality
• Formal
• Fun
• Engaging
• Entertaining
• Professional
• Serious

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Aesthetics: Site Style
• Information intensive
• Graphics intensive

• Which one will you prefer?

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Aesthetics: Design Constraints
• Download time
– 4-second rule
• Screen resolution
• Number of colours
• Browsers
– www.browsercam.com
• Plug-ins
• Font size
• Platforms

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BITS Pilani, Pilani Campus
Aesthetics
• Visual design
• Colour
– Symbolism
– Colour wheel
• Colour blindness
• Typography

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Page Design
• Page layout
• Content management system
– Wordpress, Drupal, Magento
– Wireframes: used by web designers to indicate the eventual
layout for web page templates by showing where navigation
elements and different types of content will appear on the page

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BITS Pilani, Pilani Campus
Content Strategy & Copywriting
• Content engagement value
• Content media
– Plain text
– Flash
– Internet or mobile applications
• Content syndication
• Content participation
• Content access platform
• BEST principles
– Behavioural – Strategic
– Essential – Targeted

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Content Strategy & Copywriting
• Copywriting
– Chunky
– Relevance
– Accuracy
– Brevity
– Scannability

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Navigation & Structure
• Ease of use
– Structure
– Navigation
– Page layout
– Interaction
• Information architecture
• Card sorting or Web classification

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Navigation & Structure
• Site structure
– Three clicks!
• Flow
• Navigation rules
– Simple
– Consistent
– Sign-post
• Navigation types
– Global
– Local
– Contextual
– Breadcrumbs
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Interaction
• Types of interaction
– Mouse click
– Drop-down boxes
– Drag and drop
– Slider
• Move customers through buying process
– Learning
– Deciding
– Buying
– After-sales support

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Mobile Site Design
• SMS
• QR Code
• Bluetooth
• Mobile applications
• Mobile sites
• App advertising
• Location based advertising

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