0 foundation websites tools

8/13/2019 0 Foundation Websites Tools

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12/26/2013

Module: Websites Term: Foundation

Website Competitive

Analysis - ToolsFacilitator: Ms. Radhika Rathi


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EyeTrack Study

12/26/2013 Module: Digital Basics Term: Foundation (2)


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Eyetrack Study

Conducted in early 2004 to measure Online Website Consumption

Tracked Movement of Respondents eyeballs across web pages, along withtime spent and click data

Measurement Criteria

Average time:

Average of the amount of time participants spent with a particularhomepage design model.

Average fixations:

Average number of times participants' eyes stopped (for a least afraction of a second) and noticed something on the homepage.

Average clicks per person:

Average number of times our test participants clicked on thepage.


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Eyetrack Study A Sampler

The eyes most often fixated first inthe upper left of the page

Only after perusing the top portion of

the page for some time did their eyes

explore further down the page.


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WARM ZONEHOT ZONE COLD ZONE


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Eyetrack Study

The logo and

the navigation

bar has beenrightly placed

in the hot

zone

The warm zone has

been used to

highlight key sections

by putting up banners

or a snapshot of the

activity

The cold zone

has been

rightly placed

with no so

important

content

The content has been well

placed on the website and

ties in with the norms ofEyetrack Study


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MICA logo shouldhave been in hotzone the mosteye catching area

Some of the key links arelisted in hot zone, howevermost of the area is leftunutilized

Even the warm zone hasnot been utilized properly

The links have been spreadover to cold zone

Importantannouncementsare listed in theright hand cornerspilling over incold zone.


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Website Benchmarking Tool



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Website Benchmarking Tool

A proprietary tool of Ignitee that

benchmarks the website with othercompetitive websites


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Parameters

Design and Layout

Contents, Applications and Features

Navigation

Search Engine Friendliness

Scores on a scale of 5

1 bad

2 poor

3 acceptable

4 good

5 excellent



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Design and Layout

Look and Feel

Does the overall look (template, colours, images) tie in with the

objective ?

Branding

How much space on the website template is being taken for branding and

in which form ?

Customer Centric

Is the site designed keeping in mind the consumer and why he/she would

come to the website ?

Representative

Is the site design/layout representative of the information that isavailable on the website ?

Grouping

Are the elements grouped logically in the template ?



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Contents, Application and Features

Informative

Is the content providing enough information as per the objective of the

website ?

Engaging

Are we involving the customer? What is the extent of personalization or

customization available ? What is the tonality ?

Tools and Application

Are the tools and applications useful as per the objective of the website ?

Are they comprehensive yet user friendly ?What is the scope of

interactivity ?

Customer Communication System

Have we built in customer communication systems ? Are they simple to

use ?



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Navigation

User Friendly

Does the navigation aid the user movement in the website or does it end

up confusing him ? Is it in the logical flow of the user requirement ?

Representative of the Information

Does the navigation ensure that the right information is passed on at the

right time and therefore represents all the information available logically

and effectively ?



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W3C Coding Standards(World Wide

Consortium/Internal Standards Organization) coding

standards

W4

Meta tag optimization W5

Link Popularity Status W5

Indexed pages W5

Google Page-Rank value W4

Sitemap W4

Domain age W5

Internal navigation system W4

Site Structure W4

Spider Friendly Technology W4


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Expects users to log in right

in the beginning. One can

proceed to see inside pages

only after logging in.

The main navigation kind of

hides between the login

section and tag cloud.

No Sitemap available to

get a snapshot of what all

does the website offer

Website Benchmarking

Tool

Too many main links. Also

navigation is very slow. Onrolling over them it scrolls to

reveal more links.

Highlights on the

homepage has different

formsbanners, content

snapshot, textual links


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Too much space is wasted

in first scroll by putting

up big banners. All the

content is visible either

at end of first scroll or in

second scroll.

Complicated tool. No

how-to guide

available for user.


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Hair Care changes to All

about hair in bread

crumb trail

The layout changes with

another illustrative bar

added to the right hand side


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Errors in the text

display

Most of the

content sourced

from third parties


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Hardly any consistency in

colors across pages.

Too much of color on the

page makes it look to loud


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Summarizing the findingsDesign

At first glance the website gives an impression of a microsite

No consistency in the look and feel across pages

The layout changes often as the user moves from one page to another

The design/colors used are very loud

The illustration style has been kept same which gives some consistency to the

website


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Summarizing the findingsContent

Contests, games, talent parades and gang wars keep user engaged

Tools like Sunsilk Gang of Girls Messenger, Desktop Widget make it interactive

Discussion forums, blogs etc. allow users to express themselves and share their

views

Most of the informational content has been sourced from third parties

There were typo and spelling errors in the content which makes it look frivolous

The responses to queries in the expert section appear fake


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Summarizing the findings


No Site Search / Site Map

Meta Tag Optimization is very poor

The Site has not been optimized well for Search Engine


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Navigation

Home page takes 13.08 Sec to load on a broadband and even navigation is slow

Website has Table & Div based HTML, which makes the site slow

Home page is complete flash page - restricts users with no flash player to access

the site

Requires compulsory registration in the beginning to access the website

If the user remains idle for about 10 mins, the account logs off automatically

Too many main links and sub links leaves the user confused as to what to expect

where

No sitemap / site search to get a snapshot of the the website

No site search feature available

Bread crumb trail appears on a couple of odd pages

The names in the main navigation and bread crumb trail are not consistent

URLs are not meaningful & user friendly

http://www.sunsilkgangofgirls.com/haircare/haircare/drying.asp (URL)shows Home > All About Hair > Coloring in bread crumb

Design Content Navigation Search Engine

Friendliness

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