Target Market and Goals, Desired Conversions on the Website
Order ID:89JHGSJE83839 Style:APA/MLA/Harvard/Chicago Pages:5-10 Instructions:
Target Market and Goals, Desired Conversions on the Website
Go to the IBM Department Website(https://www.cpp.edu/~cba/international-business-marketing/index.shtml) answer the following questions:
Target Market and Goals/Desired Conversions on the Website
- Who is the Target Market for this website? (who does IBM want to come to this website?)
- What is the Desired Goal of this website? (what is it that IBM department wants someone to do once they come to this website?)
Users should be able to answer three questions after viewing the website. Does the IBM website answer these and what is the answer?
- What does the organization offer?
- Why should I pick you? (i.e. Why a student should pick IBM to major in? Why should a company partner with us? Or alumni donate to us?)
- What do you want me to do next? (i.e. Apply? Contact advisor?)
Recommendations for Website
Design for Usability: does (and how does) the website…
- Follow website conventions?
- Create effective visual hierarchies?
- Break pages up into clearly defined areas?
- Make it obvious what’s clickable?
- Eliminate distractions?
- Format content to support scanning?
Conversion-Centered Design on the website
- Attention- What action would you like users to take? What is the Call to Action (CTA)?
- Context- Does the message/content match user expectations?
- Clarity- Is it clear what the webpage is about?
- Congruence- Does everything on page encourage conversion or is there distraction from desired behavior?
- Credibility- Do users have reason to believe you will deliver on promises?
- Closing- Use positive messaging close to the CTA click region
- Continuance- After conversion, does user know action is completed and encouraged to next conversion?
Mobile first: look up the website on your phone
- Does it look ok? Are items easy to find?
- Does it appear that they designed for smaller screens first, and then added features and content for larger screens (“Progressive enhancement”)
Webpage elements: how does the website utilize the following?
- Color Scheme- contrasting colors to direct attention
- Buttons- key buttons for CTA (call-to-action)
- Images- first indication of website credibility
- Navigation- minimalist aesthetic vs. ease of search
- Trust Symbols- guarantees, awards social media etc.
- Video- less effort than reading; improves credibility
- Forms- incentives to fill out form; “won’t take long”
- Phone Numbers- primary lead generation is a phone call
RUBRIC
Excellent Quality
95-100%
Introduction 45-41 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Literature Support
91-84 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Methodology
58-53 points
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score
50-85%
40-38 points
More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
83-76 points
Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
52-49 points
Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality
0-45%
37-1 points
The background and/or significance are missing. No search history information is provided.
75-1 points
Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
48-1 points
There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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