best practices in website design and online marketing by top it and bpo companies

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The annual Prayag Website study benchmarks websites of companies operating in the Indian IT and BPO sectors against global best practices for website design, navigation, content strategies and online marketing

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  • 1. WebWatch 2014 Prayags Annual Website Benchmark Analysis Report
  • 2. From the Principals desk The annual Prayag Website study benchmarks websites of companies operating in the Indian IT and BPO sectors against global best practices for website design, navigation, content strategies and online marketing The study showcases websites that stand out for their innovative design, navigation and content strategies Best-in-class tactical ideas and practices are also highlighted Prayags Annual Website Benchmark Analysis Report 2
  • 3. Corporate websites in the study Prayags Annual Website Benchmark Analysis Report 3 The study examined 54 corporate websites. The companies studied represented the typical mix of technology companies. The study included both domestic companies and multinationals operating in India List of companies studied is available at the end of the report 10 10 13 10 11 Integrated Service Providers IT Products Emerging and Mid-size players BPO Other Number of corporate websites analyzed Integrated Service Providers (IT Services): Companies with revenues flowing from diverse vertical and horizontal services. IT Products: Companies with revenue attributable mainly to software product sales. Emerging and Midsize Players (E&M): IT companies with increasing presence in the IT market. BPO: Companies deriving a major portion of their revenues from BPO services Others: Miscellaneous technology companies
  • 4. Assessment criteria Navigation Interaction cues Flexibility and search Sitemap Contextual Navigation Mobile responsiveness Personalization Prayags Annual Website Benchmark Analysis Report 4 Content Highs and lows Content style Value proposition marketing Employee and client speak Design Aesthetics Hygiene habits Packaging Hall of Fame SEO Page Title Meta Description Tags Content & Structure
  • 5. Navigation Interaction Cues Flexibility Sitemap and Search Contextual Navigation Personalization Mobile Responsiveness Prayags Annual Website Benchmark Analysis Report 5 Forrester Research estimates that approximately 50% of potential sales are lost because users can't find information and that 40% of users do not return to a site when their first visit is a negative experience.
  • 6. Attention deficit syndrome Interaction cues feature in the websites studied and their purpose is to capture the attention of the users and provide them with ways to engage with the company. Prayags Annual Website Benchmark Analysis Report 6
  • 7. No more wild goose chases Flexibility Flexible navigation features allow the visitor to steer through the site effortlessly. Breadcrumbs afford one-click access to higher site levels allowing for easier and quicker navigation. Case In Point The Aegis site with dynamic menus, breadcrumbs, sectional and contextual navigation makes it easy to use the site. Prayags Annual Website Benchmark Analysis Report 7 Navigational features % using this feature Breadcrumb trail 65 Breadcrumb trail with backward navigation 63 Dynamic menus/ Tab Metaphor 94 A combination of Breadcrumb trails and dynamic tabs are key to a good website
  • 8. A blueprint of the website Who has included sitemaps? Zensars detailed sitemap Prayags Annual Website Benchmark Analysis Report 8 Other than IT product and E&M players, most others had them thus organizing information in a structured manner 80 54 58 70 73 20 46 42 30 27 IT Services IT Products Emerging and Mid-sized players BPOs Others Without sitemap With sitemap A combination of Breadcrumb trails and dynamic tabs are key to a good website
  • 9. Different strokes for different people An example of a site with a mobile responsive website: Prayags Annual Website Benchmark Analysis Report 9 B2B sites reported that between 8% to 15% of visitors, accessed their site from mobile devices and this is bound to increase. Given this statistic, it is surprising that almost 70% of companies studied in this report had NOT enabled their site for multiple devices. DESKTOP VIEW TABLET VIEW
  • 10. Information no further than a click or two away The majority of websites surveyed were structured for optimal navigation and provided critical information within 2-3 clicks Prayags Annual Website Benchmark Analysis Report 10 How many clicks to your critical information? % ISPs IT Products E&M Players BPOs Others Yes No Yes No Yes No Yes No Yes No 1-2 clicks 40 60 0 100 46 54 20 80 9 91 2-3 clicks 50 50 50 50 54 46 80 20 55 55 3-4 clicks 0 100 40 60 0 100 0 100 18 82 Inconsistent 10 90 10 90 0 100 0 100 18 82 Note: Critical information represents web pages that provide important information on the company and do not include any downloadable material
  • 11. The Related Zone Contextual Navigation Contextual navigation bars encourage users to visit more pages. It promises improved user experience as it provides relevant content. A win-win for all! Niche company sites displayed increased contextual navigation as they need to present relevant content owing to the specialized nature of their business Case in Point All things related to business are available a click away encouraging the user to learn more about that offering. Prayags Annual Website Benchmark Analysis Report 11 Category Websites with contextual navigation(%) IT Services 70 IT Products 100 E&M Players 85 BPOs 90 Others 100
  • 12. Appealing to the global user Site localization which was seen more prominently in the websites of larger companies is now featuring in the websites of emerging and medium-sized companies as well. Unity in Diversity Prayags Annual Website Benchmark Analysis Report 12 Category % of sites with personalization ISPs 70 IT Products 90 E&M Players 46 BPOs 80 Others 100
  • 13. CONTENT The highs and lows Content style Value proposition marketing Employee and client speak Prayags Annual Website Benchmark Analysis Report 13 Technology creates the context for persuasion, but content persuades Colleen Jones
  • 14. The highs and the lows Hits Acknowledgment and acceptance that content is key to an effective website Use of multiple ways to communicate a message and going beyond text to attract a reader and retain their attention Misses The content on some websites were overloaded with technical details, making it hard to read. A text-heavy style without diagrams or tables was another reason making the content a difficult read. Prayags Annual Website Benchmark Analysis Report 14
  • 15. Content is King Use of Diagrams Wipros array of collaterals have images and illustrations that go with each of them Prayags Annual Website Benchmark Analysis Report 15 Most sites contained case studies, whitepapers, and articles. Some included reports that were results of academic or other collaborations. Diagrams, charts and animations were used extensively, for greater visual impact, especially among IT services companies. 30 60 30 14 30 60 20 10 72 30 10 20 60 14 40 Integrated Service Providers Product Emerging and Mid- sized Players BPO Others % of Limited % of No % of Yes IBM has showcased its significant collection of case studies effectively
  • 16. A potpourri of content Content Mix All company sites in the survey provided content through a mix of technical and non- technical topics. Technical content was limited while contextual and diagrammatic representations were popular. Case in Point Accenture illustrates its solutions with illustrations and graphics that captivates the reader. Prayags Annual Website Benchmark Analysis Report 16 18.4 32.8 25.8 18.4 38.4 60.263.2 28.8 14 Contextual Use of Resources Use of Diagrams Technical Style of Contents Content presentation across segments % of Partly/Limited % of No % of Yes
  • 17. What they said and What I heard Case in Point It is essential to convey your value proposition clearly. Adobes site announces its message in a simple and clear manner along with key information required for the site visitor. Prayags Annual Website Benchmark Analysis Report 17 All the basic details needed to inform and attract customers
  • 18. Your brand ambassadors Brand promotion Companies used employee quotes and even videos to showcase their work environment Case in Point Product offerings and solutions too were introduced through client testimonials videos or quotes by some companies like SAP. Prayags Annual Website Benchmark Analysis Report 18 For professionals seeking jobs For jobs in customer service For interns and freshers Link to

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