The use of website advertising has become a highly effective method of reaching consumers. Why is this the case? The purpose of this assignment is to answer that question and to identify the characteristics of an effective website design by comparing two websites within the same product category. First, pick one of the product categories listed below, and access the websites of two companies that sell the same type of product (go directly to each company’s website rather than visiting Amazon-type websites that sell everything):
- health/fitness clubs,
- cameras or other technology,
- cosmetics, or
- recreational/sports equipment.
After selecting two companies that offer the same type of product, write a three-page analysis that identifies the characteristics of an effective website design by comparing the two companies based on each of the following:
- What type of financial incentives are offered on each company’s website to encourage the consumer to purchase?
- Do they offer greater convenience and/or added value incentives?
- Compare the overall effectiveness with respect to influencing the target market to purchase.
- Compare how these characteristics might be different in reaching the business-to-business (B2B) vs. business-to-consumer (B2C) customer.
- What other characteristics contribute to the effectiveness of the website’s design?
If you find ineffective characteristics on the two companies’ websites, describe how those issues could be improved to be effective. Your response should be a minimum of three, double-spaced pages (not including the title page and references page). References should include the two websites, the textbook, and one additional, credible source. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and be cited per APA guidelines.
Explanation & Answer
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Running head: WEBSITE DESIGN
In recent and past years, the use of internet in online commercial business has grown
significantly and is continuing to develop at a great speed. This increase has brought a significant
interest in examining the factors that influence the acceptance and success of a website. Studies
show that web design is the most critical aspect for the success of any virtual store website
whether it is for the goal of increasing brand awareness or sell of a product or service. Many
people have resolved to the use of website advertising as an effective method of reaching their
consumers. Why is this case? This essay strives to answer this question and also examines the
characteristics that make an effective website by comparing two cosmetic websites;
www.maccosmetics.co.uk operating MAC cosmetics and www.toofaced.com operating Too
Critical success factors of an effective website
The success of a website depends on the marketing strategies that they employ to attract
and maintain customers. One marketing strategy that these websites have employed is the use of
consumer financial incentives. A company may utilize financial incentives to encourage
customers to buy more of their products; for instance; buy three foundations to get four. The two
main financial incent...