In the ever-evolving landscape of digital marketing, establishing and maintaining a strong online presence is paramount. This encompasses a wide spectrum of platforms, from traditional websites accessible via desktops to mobile sites and apps used on tablets and smartphones, as well as active engagement on major social networks like Facebook, Google+, LinkedIn, and Twitter.
Effectiveness in this context hinges on delivering relevance and a satisfying online experience for your target audience. Simultaneously, it involves adding significant value to your brand to yield tangible results. Conversion rate optimization (CRO) is increasingly embraced by companies to enhance the commercial impact of their online presence.
Creating an effective online experience is a multifaceted challenge, entailing numerous practical considerations. Chernatony (2001) posits that delivering the promised online experience necessitates addressing rational values, emotional values, and the experience committed to by your brand (anchored in both rational and emotional values).
Rational values
- Ease of use: Prioritize usability, accessibility, and adherence to standards.
- Relevance: Ensure that your content and search functionalities are tailored and customizable.
- Performance: Enhance speed and availability for a seamless user experience.
Emotional values
- Design: Craft visually appealing designs with the right style and tone.
- Reassurance: Build trust and establish credibility.
Promised experience
- Product: Offer competitive pricing, promotions, and an extensive range.
- Interactivity: Focus on customer journey fit, flow, and data entry.
- Service: Ensure efficient fulfillment and robust support mechanisms.
The bigger picture
Effective online design isn't confined to the website alone. It necessitates a holistic approach, encompassing various facets of the customer journey and diverse scenarios to achieve optimal outcomes. Consider the broader context:
- Facilitate easy discovery through search engines.
- Enhance partner services offered on other websites.
- Maintain the quality of outbound communications like e-newsletters.
- Handle inbound email communications adeptly.
- Integrate online efforts with offline touchpoints, such as physical stores and phone support, as part of a comprehensive multichannel marketing strategy.
Assessing website quality
Christodoulides et al. (2006) have examined the significance of several indicators of online brand equity for online retail and service providers. Their framework, evaluating brand experience across five dimensions, offers a valuable tool for assessing and benchmarking the quality of brand experience across diverse website types:
Emotional connection
- Do customers feel a connection with individuals who are patrons of your brand?
- Do customers perceive that your brand genuinely cares about them?
- Do customers believe that your brand truly comprehends their needs?
Online experience
- Does your website offer straightforward navigation paths?
- Do users feel oriented and unlost while navigating your site?
- Is information readily accessible without delays?
Responsive service nature
- Is your brand responsive and receptive to customer needs?
- Does your website empower visitors to interact and provide feedback to your brand?
Trust
- Do customers trust your brand to safeguard their personal information?
- Do customers feel secure in their transactions with your brand?
Fulfillment
- Do customers receive what they ordered from your website?
- Is product delivery punctual as promised by your brand?
- For transactional e-retail websites, additional critical factors include pricing and promotional strategies that constitute web merchandising.
Adapted from: Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: strategy, implementation and practice (Vol. 5). Harlow: Pearson.