Web presence review. Evaluating web design - Assignment Example

?Web Presence through Website Introduction Internet presence todayno longer rests on the paying-ability alone of one firm but of several factors thatmay or may not be controlled by the website owner or the firm itself. The evolution of the new media has redefined how businesses big and small, established and newcomers,compete or complement one another with the common goal to earn profit and maintain web presence. This paper will try to review the web design of Monsoon and demonstrate understanding of the theory and processes involved in the initiation, design and use of web sites in a business environment. It will evaluate and identify examples of best practice in the industry and apply them. Discussion Web Presence Web Presence is defined as the overall performance of a website and its programs or adopted strategies to sustain as well as maximize internet popularity and usefulness (Balwani, 2010). It is an indication of the maintenance and sustainability of an online business, shop, or an e-commerce entity. Monsoon (www.monsoon.co.uk) Monsoon claims to have about 600 Monsoon and Accessorize stores around the world. It was started in 1973 by a vendor named Peter Simon who sold shaggy woollen coats and block printed clothes from Rajasthan on the Portobello Road. The company background and history is short but the website provides a comprehensive detail about their store location, CSR program, terms and conditions of site use, complete and updated listing of products, online shopping, delivery information promo and free return policy, among others (Appendix B). Evaluating Web Design The Management Centre International Limited (2011) or MCIL provided 10 criteria or checklist in evaluating a website. While these criteria will not determine the overall web presence of a product, service or company, it provides the user with important information about how a company sustains web presence in its domain. It should be understood that a firm’s website is the “most important piece of the business’ web presence” (Balwani, 2010, P 1). The checklist of evaluating the Monsoon website is as follows: 1. First Impressions. The first impression encompasses the intuitive choice for URL or uniform resource locator or web address which should be short and simple that fits perfectly on the characteristic of the firm. It should consider download time, thereby the capability of its host and size of homepage in order to minimize time in opening the page, or quick to download (Negrino, 2006; MCIL, 2011). The look and feel of the site is determined with its readability: clear and easy to understand with text and images in harmony (England & Finney, 2001). It should not be demanding such as asking for the viewer to download a program that will allow the reader to view the page. The page should be compact and fits the screen. The homepage should indicate immediately to the user its “unique selling point” or value proposition in order for the user to determine what is in store for him or her at the site. It should contain highly visible direct links to key action points or KAP in order to engage the user but at the same time, impart a feeling of “wanting more” so that the user will either stay at the page or site to explore, or come back again. Contact details are an important part of all websites to convey approachability, openness, and a welcome feeling for the user (Mandell, 1997; MCIL, 2011). Many users will feel comfortable to establish trust, thereby, the site should indicate credential validation through certifications or associations. A statement from the management will provide the user an opportunity to know the vision and values of the company. It should not force users to register or subscribe in order to navigate as this will scare users away. After navigation, they will feel free to subscribe or register (MCIL, 2011, 2). Monsoon was able to accomplish majority of the first impression requirements although failed to immediately impart its message of unique selling point. It will take the first-time buyer or user to the “History” first prior to learning the USP of the firm. It used the intuitive “monsoon” with the flash images containing offers and main products it sells. 2. Navigation. Easy navigation in a website is an added attraction to welcome a user as direct access to information they need will make them stay longer and explore MCIL, 2011; Koupland, 2000). A site map may be necessary where loads of links are hidden beneath other pages although cascading windows can be adopted in order for the user to determine immediately the location of what he is looking for. A direct link to the homepage should be present in all pages or links of the site to impart a feeling of security. An internal search engine may be necessary to support large data of information contained in the site, and to assist user in finding the data or information needed. Internal links should maximize navigability and this can be achieved through hyperlinked key words in the content. Links should also be visible. In updating the site, all links should be continuously tested to determine broken links, which should be removed or replaced immediately. Provide additional information or links for graphics or images to aid the viewer. Avoid cluttering every page by minimizing frame use (MCIL, 2011, 3). Monsoon has an easy navigation using cascading window for immediate viewing of multiple choices under one label or brand, and complete with internal search engine. Shopping convenience is adopted through provision of thumb nails of products which expand with the details upon a click. A click on a thumbnail allows the user to proceed through checkout while repeat buyers have registered login for easy access to customer information and delivery. 3. Content. Content is the valuable and useful information which fulfills website objectives. The content should be original as well as extensive. If possible, it should provide credibility of the owner of the website, should be updated, should contain focus, with clear headings, should be objective and as accurate as possible. It must succeed in conveying the right message to the user, Message should have direct and relevant relation in using graphics, animation, video or sound. Availability of multiple languages is also useful. Consideration for the disabled is also important, with clear terms and conditions how the business operates and interacts with its users. It should provide answers to anticipated or frequently asked questions and there should be an indication for follow-up of discussion (MCIL, 2011, 4). The products listed in Monsoon are detailed, from images, sizes, down to colors, price, and “Add to Bag” button as an alternative to “add to cart” or “buy”. It links each product to a FaceBook “like” page indicating an extensive database of its product lines’ like pages at Facebook. 4. Attractors. “Attractors draw individuals and businesses to the site.” (MCIL, 2011, 5). To determine this component, the owner must check its competitors, indicate any special offers or freebies, provide breaking news or updates, has external links, has a newsletter, and other features to encourage interactivity with users (MCIL, 2011, 5). The homepage of Monsoon indicates special offers as well as several others such as new products, free return policy and delivery. Immediately during the time of this writing, one will note the adoption of the “Taylor Swift” image since the model has striking resemblance with the popular musician, who is also considered a “fashionista.” With flash images and muted content design, Monsoon achieved a balanced visual presentation (Gatter, 2006). 5. Findability. In order for users to find the site easily, the URL must do its job as simple and intuitive, as it was found that “47% of all website referrals come from direct navigation (the URL typed directly into the navigation bar),” (MCIL, 2011, 6). Keywords that relate directly to the product, service, or firm should be indicated to maximize search engine optimization or SEO through use of meta tags. On-line advertising will help, maximize use of user / friend recommendation, partner or get affiliation with other sites, offline advertising as supported in business literature, carsds, letterheads, brochures, catalogues, and invoices (MCIL, 2011, 6). Since the website URL is intuitive, it is easy to locate “monsoon fashion” among search engines. It also has a FaceBook “like” or fan page allowing followers to learn about discounts, promotions, and other online and high store, attractions. It has also tie-up with fashion sites or magazines such as Red to advertise its promotions (Haig, 2001) and products. 6. Making Contact. Under this criterion, the website should be able to provide immediate information on how to contact the firm by indicating email, phone, and office address, or use of a contact form within the page, chat, and automatic email acknowledgment (MCIL, 2010, 7). The “Contact Us” link is at the home or every page and although like the rest of the buttons that are quite small and gray in font at that, it is not easy to spot it, and so are Login, Register or Help buttons which were all located at the same right corner. The Help Page provides a complete listing of the site’s headings or pages from FAQ, care guide, payment, to other information necessary to establish trust on the part of the buyer. Contact phone numbers and emails are provided with the message that the customer will be receiving a reply in about 3 days. The website could have found a contact form useful in its Contact Us page as well as for each product page to determine immediate concerns. 7. Browser Compatibility. Many browsers continue updating and sometimes require program or application compatibility with the website’s own. The firm should be updated in order to accommodate these requirements or changes (MCIL, 2011, 8). Since the site requires only an Adobe flash (free downloadable application), it is browser-friendly and downloads fast due to a limited use of 3 flash images already containing the text and graphics of the promotions. 8. Knowledge of Users. The user should be aware of its users to deliver their needs. It should be adaptive to remember buying habits of users; offer customers based on their buying history, as well as determine utilization (MCIL, 2011, 9). By using a registry and secure login, it is highly probable that Monsoon employs buyer-habit tracker and has a database of its buyers to determine possible interests as well as future offers customized on buyer wants and needs (McKracken, 2004). ‘ The Facebook Page is also interactive with the administrator actually answering queries or posts that need answers. 9. User Satisfaction. This criterion maximizes visit and repeat users and can be determined with the robustness or reliability of the website, clicks or buttons that allow completion of transaction, acknowledgment of order or request, online tracking, and effective after-sales communications (MCIL, 2011, 10). The website is easy to use and friendly enough to merit customer satisfaction. The images and the use of various media complement (Kerman, 2006) each other that make it easy for the user to navigate and complete transaction. 10. Other Useful Information. This criterion helps build trust and repeat visit. The site should provide supplier terms and conditions if necessary, history of company, contact details of suppliers if necessary, career opportunities, the contact detail of HR department, financial results, company performance, management structure, mission statement and updated coverage (MCIL, 2011, 11). The Help Page contains an extensive list of headings and information about the site and the company as well as its policy with buyers. Accredited payment systems were also indicated such as the credit cards, mailing office address, downloadable PDF map and Google map for directions. It has an ethical commitment page and culture to showcase their transparency as well as CSR initiatives. Conclusion: The web presence of Monsoon based on its website meets the majority of the criteria presented by MCIL. It employs compact content on its homepage to allow fast download and page opening making the viewer stay for a while, and probably, shop. It has an extensive list and images as well as information about its products. It also provides sufficient information to assure its first-time users feel secure as well as place trust on the site. Shopping is quite convenient online and there is an apparent integration of its online as well as offline operations since it banners a “Free Return to Store or By Post.” Extensive knowledge about a company as already discussed is important in establishing trust with user, which will lead to purchase and repeat buying. Monsoon also has active presence in top social networking site Facebook as well as maintains support through advertising and promotions in major fashion magazines. Monsoon has achieved majority of the checklist. Reference: Balwani, Samir. 4 Elements of a Successful Business Web Presence. February 10, 2010. Mashable. Accessed from http://mashable.com/2010/02/10/business-web-presence/ England E & Finney A, (2001) Managing Multimedia: Technical Issues, (3rd Edition), Addison Wesley, Gatter, M, (2006), Software essentials for graphic designers, Laurence King Haig, M, (2001), The B2B e-commerce handbook: how to transform your business-to-business global marketing strategy, Kogan Page Kerman, P, (2006), Teach yourself Macromedia Flash MX 2004 in 24 hours, Sams Koupland, K, (2000), Webworks: navigation, Rockport Mandel, T, (1997), The elements of user interface design, Wiley McCracken, (2004), User centred website development, Pearson Prentice Hall Negrino,T& Smith, D, (2006), Macromedia Dreamweaver 8 for windows and macintosh: visual quickstart guide, PeachpitManagement Centre International Limited. 10 CRITERIA TO EVALUATE A WEBSITE. Accessed March 2011 from http://www.mcil.co.uk/review/7-10-criteria.htm Monsoon.Monsoon. Accessed March 2011 from http://www.monsoon.co.uk Appendix: A: Monsoon website Homepage Appendix B: The Company Read More