Both it is very important to balance the visual appeal and content of a website to both
the audience and the search engine spiders (techniques companies like Google and
Yahoo uses to index sites in their search engines). An audience that is not appealed
to with the right content and design will probably not visit again and therefore you
loose the chance of a sale, clientèle or better still possibilities of collecting personal
data for data mining and eCRM purposes.
Navigation friendliness is also of importance. In question nineteen of the
questionnaire, 60% of the companies surveyed said their website were navigation
friendly. This means visitors to their sites will find it easy to move around in a few
clicks to find what they are looking for. In sites where the reverse is the case, visitors
will come to a beautiful site with lots of content but spend ages to find exactly what
they cam there for. If such a visitor visits another site with same appeal and content
with a better navigation, the tendency is that he/she will not visit the other website
again resulting in loss of potential customer.
Question twenty of the survey indicated that 60% of the companies surveyed did not
have an avenue for their website visitors to sign-up for their newsletter or
correspondence. The implication of this is that personal data of prospective
customers will not be easily collected for consented communications of marketing
campaigns or correspondence.
In a world where mobile devices are ubiquitous, businesses should take advantage
of the mobile age. 60% of the companies surveyed said their website is moderately
mobile phone friendly i.e. it renders without much distortion on a mobile device
screen. When a company embarks on creating a web presence the designer should
bear in mind the small screens of mobile device and design a site that will have
minimal distortion on such devices otherwise it'll not appeal to people on the move
and searching for products or services. A mobile version of websites are sometimes
designed to deal with this issue.
Findings also show that 60% of the companies surveyed said they undertake web
analytics. This topic is beyond the scope of this study but was highlighted in the
literature review. While, the figure indicates positiveness towards web analytics, it
must be said that, web analytics, has many parameters that must be investigated to
understand visitor/customer behaviour on a website. Only then will it lead to useful
information that will better the impact the website is supposed to have on the
business.
Although, the interview revealed generally that marketing with ICT has an impact on
the companies' revenue and value, figures could not be discussed because of the
short interview timing for the interviewee's convenience and schedule.
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