4/8/22

Gmartek

Web Marketing

Gmartek - IDM - Nga Ho-Dac

Learning objectives

• Explain the website development process

• Identify important issues in websites design

• Design a website using WordPress CMS

• Conduct usability tests

• Measure web metrics using Google analytics

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Strategic context

Business websites are not an exercise in

technology or aesthetics. They are an exercise in
cost-effective execution of marketing strategy.

è Websites must have objectives, be tested for

usability, and be measured

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Establish site objectives

• Increase sales revenue

• Increase visibility and branding
• Advertise
• Provide customer service
• Generate sales leads
• Retain and grow customers
• Build an online community
• Provide cost savings

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Identify and describe target markets

• Who are they? (A website can serve different groups of

customers.)
• Their profiles.
• Their needs and wants.
• Their behaviors.

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Site content

• Objectives

• Target markets

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What is the objective of the content?

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What is the objective of the content?

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Discussion
Choose a website, go through its content to determine the
objectives of the site.

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Wireframe: Page Design

Hierarchy: Navigational Structure

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Above the fold

Remember: different screen sizes

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Golden triangle

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Other website design tips

• Use search options

• Avoid videos that load automatically
• Use large fonts and white background
• Avoid scrolling
• Test on multiple platforms

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Discussion
Choose a website, go through its design and determine how to
improve it.

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Content management system (CMS)

Build and maintain websites without coding à focus on the content.

Required reading:
https://blog.hubspot.com/blog/tabid/6307/bid/7969/what-is-a-cms-and-why-should-you-care.aspx

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WordPress CMS

Instruction is on a separate file

Hands on demonstration is in Web design + SEO class

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Usability testing: how?

• Be sure testers are target audience

• Have testers perform one or more typical tasks on site
• Ask them what they think: Think out loud

Examples (desktop and mobile): required

https://www.trymyui.com/site/example

Screen recording software: just Google “screen recording”

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Usability testing: when?

• Before site construction.

• Multiple times during construction.

• Before site goes public & at intervals after.

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Usability testing: how many?

Frequent small-scale
tests are better than
one large test

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Deployment and tuning

• Upload to host server

• Monitor site performance

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Measurement and improvement

Technical task Marketing task

Measuring and
Measuring and
improving the
improving the site
business
performance
effectiveness

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Google analytics

Instruction is on a separate file

Hands on demonstration is in Google Analytics class

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Quiz

1. Which of the following should drive website design?

a. Business objectives
b. Target audience
c. Both

2. A good copywriting technique for the Internet is to stay

“above the fold.”

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