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Transactional Web Site Study - [3] Techniques used to entice customers
Customers need to be able to find transactional web sites easily. This can be done by selecting an obvious URL (www.boots.co.uk), advertising by placing the address on transport, making sure the site is submitted to all popular search engines, or placing advertising links on other sites.

 

It is important that a visitor to a transactional web site is not put off and go elsewhere. Visitors must be enticed to stay long enough to buy goods or services on offer.

The web site pages must be interesting enough to quickly engage a visitor's interest.

A transactional web site must...

  • have clear presentation of information.
  • not be too cluttered that it gets confusing trying to read it.
  • be simple enough to use for those who are not ICT experts.
  • load the page quickly. Slow loading will lead to customer frustration.
  • have up-to-date information.
  • have eye-catching banners for things such as special offers.

 

Assess (a)

In your study of a transactional website you will need to comment on the methods used to engage, retain and entice customers.

You also need to comment on the usability of the site. In other words...Was it easy to use? Would it be easy for someone who does not regularly use computers? for a child? for a handicapped person? Explain what made it easy to use. (or not!)

 

 TIPs : Make sure you work on your own as much as possible.

Make sure you include suggestions as to how the web site could be improved or enhanced.

Include plenty of screen shots to illustrate your comments.

 
You also need to comment on the 'customer experience' offered on your web site. It is important for customers to be able to buy goods easily without too much effort and to enjoy the experience.

If customers are frustrated or fail to complete the transaction for any reason, they are unlikely to return.

 
Also make a note of any terms and conditions which are displayed on the site.

What security measures are mentioned to make sure the customer's details are not revealed to unauthorised people?