The importance of web design in digital marketing strategy
Ruben De Maere
A good web designed webpage is a big asset a company can have these days. Other than the fact that a well-designed page looks good, it also has an impact on a couple of other aspects. If your site is well designed costumers will often be able to navigate quickly and efficiently through your pages. The company its logo, brand colors, brand messaging and imagery have to be carried over into its website. If a company succeeds in doing this, this will have a positive impact on its brand consistency.(Palmer, J. 2002) states that navigation is one of the most significant factors associated with website success as measured by user satisfaction, likelihood to use a site again, and use frequency
References
Why website design is important, 2001. Available from www.bopdesign.com/bop-blog/2011/09/why-website-design-is-important [20 Februari 2015]
Palmer, J.(2002) “Web Site Usability, Design, and Performance Metrics,” Information Systems Research 13, no. 2 (2002): 151-67, doi:10.1287/isre.13.2.151.88.
Medhad Nassar Chowdhurry
One of the ways a website can gain competitive advantage is by developing and strengthening the Interactivity quotient of the Website. Interactivity as a concept has been one of the foundation pillars of online marketing based on all the research taken place till date. Steur (1920) suggested in his school of thought that Interactivity is a function of 3 variables: a) the speed of site response, b) the user’s level of control over the site and c) the relationship of the former two variables. With using Rafaeli’s (1988) concept of ‘Interconnectivity of messages’, Song and Zinkhan (2008) suggested the three dimensions of Interactivity as a) control, b) responsiveness and c) communication. These dimensions of interactivity are very important to digital marketers is order gain competitive advantage.
References
Rafaeli S. (1988), “Interactivity: From New Media to Communication,” in Advancing Communication Science: Merging Mass and Interpersonal Processes, RP Hawkins, JM Wiemann and S Pingree eds., Newbury Park, CA: Sage Publications, 110134.
Song J. and Zinkhan G. (2008), “Determinants of Perceived Web Site Interactivity,” Journal of Marketing, 72(2), 99-113.
Steuer J. (1992), “Defining Virtual Reality: Dimensions Determining Telepresence,” Journal of Communication, 42(4), 739
Below Kikelomo Bolanle
Web sites have become a key channel connecting buyers and sellers in cyberspace.
The emphasis on usability in web applications indicates web sites have to be designed from a user-centered perspective. For this purpose, it requires understanding users needs and then devising ways to meet their needs (Huang and Cappel 2012).
However, user-centered design takes time but once it has been designed properly, it tends to generate greater success, user satisfaction and positive attitude in the long-run which in turn result in purchase intention (Kalbach 2007, Küster and Vila 2011).
References
Huang, Z. and Cappel, J. J. (2012) 'A Comparative Study of Web Site Usability Practices of Fortune 500 Versus INC. 500 Companies'. Information Systems Management 29 (2), 112-122
Kalbach, J. (2007) Designing Web Navigation.: " O'Reilly Media, Inc."
Küster, I. and Vila, N. (2011) 'Successful SME Web Design through Consumer Focus Groups'. International Journal of Quality & Reliability Management 28 (2), 132-154
Adam Laing
Website design is of more significance than ever before, with there being great web proliferation, web usage and the change in the way that people are spending their everyday lives, spending more time online. Of course not forgetting the hyper competition caused by the internet as now competitors can trade internationally with the click of a button.
Having a functional and easy to use website is of critical importance for businesses and must be an integral part of digital marketing strategy. If a visitor to a site cannot find the information they need or the site layout is not conducive to easy searching and page hopping visitors, users will be able to jump to another site.
References
Küster, I. and Vila, N. (2011). Successful SME web design through consumer focus groups. Int J Qual & Reliability Mgmt, 28(2), pp.132-154.
Cappel, J. and Huang, Z. (2012). A Comparative Study of Web Site Usability Practices of Fortune 500 Versus INC. 500 Companies. Information Systems Management, 29(2), pp.112-122.
Nathan, R. and Yeow, P. (2010). Crucial web usability factors of 36 industries for students: a large-scale empirical study. Electron Commer Res, 11(2), pp.151-180.
Charles Turpel
In many cases, a company’s website gives a first impression to the consumers (Wang and Emurian, 2005). Therefore, a website should clearly communicate its purpose and objectives in order to achieve the expected performance. It serves as storefront for a business and its design decides on whether customers want to engage or not.
Factors like the visual appeal, the ease of use as well as the usefulness of the content and the integration of social media can improve the website in interactivity and navigability, but it also has an influence on the consumers’ trust, confidence, satisfaction and attitude towards the website and the company behind the website (Küster and Vila, 2011).
References
Küster, I., Vila, N. (2011) ‘Successful SME web design through consumer focus groups’. International Journal of Quality & Reliability Management 28(2), 132-154
Wang, Y.D., Emurian, H.H. (2005) ‘An overview of online trust: Concepts, elements, and implications’. Computers in Human Behavior 21, 105-125
Laure Portier
