E-Building Blocks for Better Web Design

Posted by arlene

Building a consumer-centered focus is not dependent on the sales vehicle. But each channel experience, best practices, and applied learning for online sales. Whether selling through catalogs, direct mail, a retail store, or website, the basic building blocks are interchangeable. The elements are consistent through the channel:

1. Web Design

2. Functionality

3. Service

4. Engaging the customer

5. Uniqueness

A. Design

Eve seen from the catalog experts, a great deal of planning goes into the design. Successful webs are not just a list of products. They present the information in a compelling way and use graph as a cornerstone. They’re also built on a grid that is consistent from page to page, t each page is unique. Online design is similarly a mix between graphic design, usability standards, programming, and imaging. Customer-centered design adds customer knowledge and advocacy and category expertise.

B. Functionality

Every website is designed to operate as intended. But how many are not completely functional? Customers leave the site when an element doesn’t work. Just as regular maintenance is performed on sensitive equipment or an instrument is tuned periodically, a website requires checking a at regular intervals.

C. Service

Ordering from a website is not enough. We’ve learned from catalogers that backend order fulfillment is as just as important. If delivery mechanisms don’t work, the online merchant will not get a repeat sale. Catalogers have worked through customer fulfillment issues.

D. Engaging the Customer

If a catalog is boring, it will most likely not be read. The most compelling catalogs receive the most orders. Websites are no different. The belief that the Internet is “cool” and transcends everything else is no longer true. Websites can be boring, and customers aren’t likely to stay very long when more interesting alternatives are a click away.

E. Uniqueness

Hundreds of catalogs are mailed out each year. Catalogers compete by offering a unique value proposition—better service, unique presentation, excellent selection, or even a socially conscious program such as environmental stewardship. The key here, though, is that the site must different from its competitors, and the unique advantage must be something that customers fin to be of value.

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