Value-based approach to Web site design - Part 3

Steve Baty rounds up his guide to helping Web developers answer business owners' demand to show a return on investment.

In Part 1 and Part 2 in this series I covered the need for Web developers to understand the nature of 'value' in business, to better target a site's design to create value and produce that elusive ROI through increased sales and reduced operational costs. Part 3 will examine the value of a site's contribution to marketing effectiveness.

Increase marketing effectiveness

Marketing Effectiveness
The impact of the site design on the user's experience will influence their impression of the company.

Remember that 'branding' is much more than using a logo or adhering to a corporate style guide. It is the perception that the public has of a particular product or organisation. Hence, the site design should create an experience that supports the claims made by a company in its marketing communication activities. The site must deliver on the brand promise claimed by the company--there is no point in claiming to be easy to deal with if site visitors leave feeling frustrated and unfulfilled.

The ground rules for creating a good impression through the online presence are the same as those in the rest of the business; know your target audience, develop a consistent message to that audience and communicate it clearly, and support the strategic goals of the business. By designing the site around the needs of the customer and incorporating the desired business positioning you will create the fitting user experience.

i) Usability
Poor usability can damage a customer's image of the company. Conversely, good usability can enhance a customer's image of the company. Therefore, you can justify time and money spent on information architecture by looking at the company's investment in 'brand building' advertising campaigns. That money is being partially wasted if the Web site is acting as a negative influence.

As information architecture plays a key role in site usability, this argument not only supports a Web designer's ability to provide a return on investment, it also supports the Web development team's request for sufficient investment to ensure the Web site is able to deliver the desired results.

ii) Consistency
Make certain the online experience is consistent with what the customer experiences offline, whether this be on TV, in print advertisements, in the retail stores they shop at, direct mail, sponsorships and events. Consider whether the emphasis should be on the ease of a transaction, depth of information detail, the ability to customise, portraying exclusivity verses mass appeal, conveying a feeling of cutting edge verses trusted reliability and so on.

Consistency of the message across all forms of media also relies on the design team correctly translating offline campaign materials into an online space. Use the Web site to reinforce and enhance campaign messages with more detailed product information, prize redemptions and relationship-building activities.

iii) Audience contact
The sheer scope of Web functionality allows a site to actively contribute to the marketing program through direct audience contact in a number of ways such as:

• Using the Web site as a low-cost competition entry form (see Part 1 - Reducing Operational Costs)
• Running promotions that are redeemable in-store, to drive potential customers into retail outlets.
• Learning more about your customers through online surveys.
• Creating reasons for permission-based ongoing contact such as subscriptions to online newsletters or product updates.

Understand Value to Overcome Cost Cutting Cultures
During the year, most companies will attempt to increase sales, and reduce operational costs through greater efficiencies. They may even target marketing campaign effectiveness, although usually not at a corporate executive level.

It can be particularly difficult for Web teams to gain development funds during a cost-cutting drive. However, by recognising the power of a well-designed Web site to remove costs from the business, and improve customer satisfaction at the same time (e.g. through a well thought out and implemented online customer service channel), Web teams can demonstrate the potential value achievable through their efforts and secure the funds they need. Similarly, by understanding the relationship between good site usability and brand perception, development teams - in particular their information architects - can continue their work with the full blessing, and backing, of the business.

Lacking an understanding of where business value is generated on the Web, development teams and the companies they work for can fall victim to a 'save money at all costs' mentality that blinds business owners to the value waiting to be unlocked. However, Web teams that take a value-based approach to site design will consistently deliver a return on investment, and continue to receive budgets for future initiatives.

Steve Baty is the Senior Analyst at RedSquare, one of Australia's leading full-service Internet agencies. Founded in 1995,Red Square's clients include Telstra, Smorgon Steel Group, P&O Nedlloyd, Youth Hostels Australia and Panasonic Australia.