Website Loyalty: Analysis of NewGenn - Assignment Example

Website Loyalty: Analysis of NewGenn The first component of NewGenn that can be seen is the visual aspects of the business. The website is static and has no moving content and the platform only consists of a centered area for information. There isn’t a logo or a banner that is eye – catching and which creates different components for standing out. There also isn’t anything that visually states what the website is about, such as the target market of mother’s day care and nurseries. The visual appeal is also weak in terms of looking at the colors. The entire site is white, except for a small blue sign on one side. The only other colors that are available are seen in the products and the original colors of the products. However, these are not visually appealing and stand out from the rest of the site instead of creating a sense of contrast. Another aspect to the visual component is from the alternative pages. Each has a hand on the right hand side of the content. This doesn’t fit with the target market or the products unless one reads in specific sections of the content. The links under this and in various sections are also not appealing and can become confusing with where one should go for the products. The other aspect of NewGenn is from the technical viewpoint. The top menu is difficult to find and is hidden from the other parts of the site. When visiting this site, it is immediately difficult to navigate through, with uncertainty on where to click to find specific types of information. Since the colors of the products are the only visible component, this is clicked on. However, this doesn’t provide a complete understanding of what NewGenn offers. There is also an immediate redirect link to NewGennDirect, which is used for floor and antibacterial cleaner. Having a separate site for these two products is one that doesn’t offer more on the site and creates unnecessary links through the site, especially since it is displayed on the first page. Enhancements with the website also move into different pages and concepts which can be used. The site is static, as opposed to being dynamic, which doesn’t create an appeal to the site. The first page can enhance this by changing the content and offering sections that display the several concepts and products that are in the business. The news section can do this as well, specifically by creating dynamic content which can either be displayed on the first page or which has a scroll on the second page. Another page which may turn away customers because of the lack of technical modules is the technical data, which seems disorganized and has several links to display information. Another component to the site is the display of products and the way that they work with the site. The technical aspects of this require too many clicks and scrolls to retrieve information about the products. The ability to buy a product needs to be shortened with the display information and the order information easier to follow. Making this section more appealing and having less clicks, as well as modules that make the order process dynamic and easier to follow will help to enhance the site. Evaluation of NewGenn and Competition The NewGenn competition is one that is creating enhanced sites by using different options that are more dynamic and appealing in nature. An example is “Micro Cleaning Products.” The visualization includes a banner that is in flash, several sections on the home page and division of dynamic content throughout the website. There are four sections of modules, including an opt – in newsletter as well as a dynamic news section that changes with updates desired. While the website is still in white, there is a combination of a green banner and a blue menu, which helps the site to stand out. The navigation through the site doesn’t have as many unnecessary links and technical aspects for ordering provide more information and details, as well as instant buy options (Micro Cleaning, www.cleaningproducts-pro.com). Another top competitor that has a different type of presence is Eco Lab. The visualization of this site is more appealing, specifically because it uses sections of a column on both sides and three boxes underneath for more visual appeal. The colors are structured with blue as the main component and a white background. The images are directly associated with health and make the site appealing by offering direct insight into the sanitation products and the food industry. The upper left hand corner also has “Ecolab” as both the company name and logo to create more appeal. There are also technical components that are not static, such as the headlines created. There are several links that are easy to navigate through as well as links to in – depth information that is clear and defined through each section. However, the e-business component of the side is difficult to find and requires several clicks, specifically because the website is built off information first (Ecolab, www.ecolab.com). E-Business Strategy Market Research The focus of NewGenn is in the UK with a specific target market of mother’s, day cares and nurseries. The main target is based on current surveys which indicate that the concerns of health are based on children and infants that need extra assistance. It is known that when hygiene and cleanliness are associated with health, then it reduces the diseases and problems among children. This is related specifically to reduction of diseases among infants and the ability to stop death among infants and children because of complications from hygienic practices (Department of Health, www.dh.gov.uk). The statistics and expectations are a strong indicator that the use of hygienic materials will be in stronger demand among mothers, day care centers and other areas which demand use of better materials for care of children. Customer / Product Research The products that are used, as well as the consumer response, also relate to how infectious diseases can be transferred through hygiene. Working patterns, moving outside of the home, eating in restaurants and being in other public places are all attributed to hygiene and the cause of diseases. Working mothers as well as those that are associated with different care centers have a stronger association for the care of children because of the found hygienic responses and diseases which are caused when going into specific areas (Larson et al, 321). For both industries and for homes, this creates a strong customer base from the products available. More important, the competition in the UK is not as strong, with the latter mentioned suppliers creating the main demand. For products on the web, this creates a new market to assist those who are interested in hygiene supplies. Database Development To create a better build to the NewGenn material, a different database will need to be developed. Currently, there is not an opt – in system or a way to gather information when an individual checks out various supplies. The database development can consist of gathering information on two levels. The first is from interested and prospective clients, specifically who want to receive a newsletter or other types of information from the site, such as coupons. The second can be done through the database of those who are buying products. These individuals can move into a more secure system that is able to keep the information given while assisting in a better e-commerce system for checkout. The main viewpoint created is user centered, which will use database designs and techniques of ER for the creation. This will show several layers that store the information and data securely, while continuing to retrieve consumer information. This will also link to the products available while storing and updating the inventory that is within the database (Troyer, 51). Website The website that is used can also be redeveloped to incorporate several concepts and to focus on the target market. Information visualization is now an important component in developing websites because of the way that it is able to appeal to different customers. The information visualization will include information through images that defines the site. This will be combined with central colors that are more appealing and which help the main concept of the site to stand out, specifically with the ideology of hygiene as a part of health for mothers and those taking care of children. The layout of the website will also be changed into various sections, each which describes the products more thoroughly. More important, the visual information will gather the attention of readers by creating different fields of information, which relate to different types of products that are within the website. This can be done with relation to dynamic content and images that move throughout the site (Chen, 387). Sales, PR, Marketing Communications The sales, PR and marketing communication is another part which needs to be reconsidered. Perceived usability, consumer trust and satisfaction are the best ways to alter this so individuals become more committed to the site (Flavian, Gurrea, 1, 2006). The sales can be built with privacy and confidentiality notices first on the site, which currently aren’t available. The communication can be continued by displaying the PR and the levels of communication in a way that is not intimidating and which is easy to access with mother’s and child type centers. Changing the way in which this looks can also help to alter the different associations with the website. The marketing can also include different areas where customers can find information about the sites and which link to the site, both through external and internal links that are more logical. The sales will then naturally become a part of the NewGenn site because of the built trust and loyalty as well as the easy usability on the site. Online Transactions, E-Commerce, Customer Service and Operations The e-commerce and online transactions also need to be altered to create different and effective measures for the transactions that take place. Currently, e-commerce is known to be most effective when multidimensions are incorporated into the main outline. This includes basic networks and transactions, content for further information, check out centers which are secure and various ways to pay and receive the products, all which are seen as safe and secure, as opposed to being spam and taking information. The transaction can be combined with customer service through live operators, either by chat or through phone to create further levels of trust and multiple dimensions of assistance for loyal customers that are accessing information (Kim et al, 143). The operations can then be redefined by the customer service that is seen in e-commerce as well as the individuals that are manufacturing and supplying the products to the interested target markets. Obstacles and Barriers According to the 7S diagram, there are several obstacles and barriers which need to be overcome. The structure of the website will need to be re-looked, specifically by changing the layout, structure and links that are between pages. The e-commerce will need to have a special design that includes new formatting and structures. However, this will require different operational structures and possible changes in the team that is offering assistance to the website. The systems combined with this will also have barriers, specifically because there isn’t a sense of certainty to the team and how the databases can be incorporated. The obstacle will need to be overcome specifically by looking at how the operations currently work as well as how this can be enhanced through online transactions. Shared values will also potentially create barriers as there isn’t an understanding over the target market and how the value of the product should be targeted. Defining objectives and aims of the website and how to change this so it reaches potential markets can provide different incorporation of those that are within society. The staff will need to be aware of the reflections on the site as well as the designated role. The complications from the staff may include change management structures that create resistance or misunderstandings, specifically because the website and information will need to be monitored in an alternative manner. The skills required will include design, marketing and database designs, all which incorporate the overall outlook of the site and which may create some barriers in terms of communication and expectations from the organization. The style will also need to be defined, as obstacles can come with different types of visions and objectives that are associated with the site. Tasks and Timeline Task Timeline Staff New aims and objectives for design 1-2 weeks Design, programming, marketing Redefine images and layout 1-2 weeks Design, programming, marketing Building of basic structure 1 Week Design Programming of customer database 1 month Programming Confidentiality and privacy database legalities 1 week Legal, Marketing Building of e-commerce area 2 weeks Programming Implementation of new images 1 week Design Implementation of new content and materials 1 week Marketing Rebuild links and modules of display 2 weeks Programming Testing phase 1 1 month Programming Training of staff for customer service, etc. 1 month Marketing, in-service staff Testing phase 2 1 month Programming, staff The timeline will take a total of 6 months to complete, with flexible time of 3 months for any problems that can’t be solved for the initial launch. This will include a new website with design, marketing, customer service and modules that are designed with databases and programming to implement better results from those that are interested in implementation of a dynamic site. Works Cited Chen, Chaomei. “Information Visualization.” Wiley Interdisciplinary Reviews: Computational Statistics. (2), (4), 2010. Department of Health. Health Profile of England 2007. 2010. Retrieved from: http://www.dh.gov.uk/en/Publicationsandstatistics/Publications/PublicationsStatistics/DH_079716. Ecolab. About EcoLab. 2010. Retrieved from: http://www.ecolab.com/PublicHealth/#. Flavian, Carlos, Miguel Guinaliu, Raquel Gurrea. “The Role Played by Perceived Usability, Satisfaction and Consumer Trust on Website Loyalty.” Information and Management (43), (1), 2006. Kim, Dan, Yong Song, SB Braynov, HR Rao. “A Multidimensional Trust Formation Model in B to C eCommerce: A Conceptual Framework and Content Analysis of Academia / Practitioner Perspectives.” Decision Support Systems (40), (2), 2005. Larson, Elaine, Susan Lin, Cabilia Gomez, Phyllis Latta. “Effect on Antibacterial Home Cleaning and Handwashing Products of Infectious Disease Symptoms.” Annals of Internal Medicine (140), (5), 2004. Micro Cleaning Products. About Micro. 2010. Retrieved from: http://cleaningproducts-pro.com/index.php/personalcare/C12/. Troyer, Olga. “Designing Well – Structured Websites: Lessons to Be Learned from Database Schema Methodology.” Conceptual Modeling (1507), 1998. Read More