This report will be written in a slightly different manner than a usual MLA style research paper. Five Web sites will be reviewed describing their relative uses of marketing communication tools. Each site will be reviewed in the following manner:
The URL will be listed first
The title will be listed next.
How the site was found.
An itemization of significant software used on the site, if available.
A description of significant and interesting features.
Nine variables set forth from the text, including site credibility , design look, information design/structure, information focus, information content, content quality, site organization, perceived usefulness, and ease of use (Laudon & Traver, 2007) will be exploited. These dimensions will be ranked thusly: site credibility-very high, high, medium, low, very low; design look-very professional, professional, semi-professional, non-professional; information design/structure-very efficient, efficient, somewhat efficient, non-efficient; information focus-excellent, good, medium, poor; information content-excellent, good, fair, poor; content quality-high, medium high, medium, medium low, low; site organization-well organized, organized, less than organized; perceived usefulness-excellent, good, fair, poor; ease of use-excellent, good, fair, poor.
A lexicon of problems encountered while visiting the site.
A subjective account of overall impressions.
Linksys by Cisco
Found using Google search for home networking; high listing; organic link.
Source code blocked.
The site includes rich media, interesting graphics, featured products, and the images change. The main links utilize drop down menus for increased specificity. It also allows for selected parameters to recommend products for prospective consumers. There were no distracting banner ads or pop ups. Other features included site search, community forums, a support link, a "learning center" for informative product usage, a "feature focus" to highlight products ,and a site map. Also, there are links for registration, an e-mail link, a displayed link to the privacy policy, and streaming video on some pages.
Site credibility-high Design look-professional Information design/structure-efficient Information focus-good Information content-fair Content quality-medium high Site organization-less than organized Perceived usefulness-fair Ease of use-fairProblems: Navigation was difficult; I had difficulty finding a listed product, i.e., I was sent to a "page not found" when I clicked on the link. I did a site search, and was directed to Best Buy, where I found a preferable product after a little searching. Another problem that made site navigation somewhat difficult, I could not return to the home page (no link), even after adjusting the URL. I finally copy/pasted the URL from my notes into the browser to get there. Also, I learned more from the referral sites than from the home page. Products are sold only through referral sites, so navigation away from the site was necessary to purchase. Products I was interested in were given poor reviews on referral site customer reviews. In fact, while reading reviews for other similar commodities, several complaints were listed about LinkSys products.
Overall impression: This is a fairly designed Web site. The problems with navigation were disruptive, and the dead links were almost unforgiveable, given this is a well known firm. I would have expected a higher level of professionalism.
Microsoft: 4 steps to home wireless network
Found using Google search for home networking; high listing; organic link.
This was not really an e-commerce site, nor were many others on this search. It was more information content. I therefore refined my search with the keyword "products". No rating was made on this site because of these reasons.
Pasadena Networks LLC
Found using Google search for home networking products; highest listing; sponsored link.
This site was very simple; no Java, streaming ads, banners, etc. Easily navigated; links sparse, yet well placed. Categories links were placed down the left side of page. On each internal folio, the product displays in the center of each page. Other helpful attributes were search, shopping cart service, and e-mail.
Site credibility-medium Design look-semi-professional Information design/structure-efficient Information focus-good Information content-good Content quality-high Site organization-well organized Perceived usefulness-good Ease of use-excellentProblems: From this consumers viewpoint, I could not readily find what I was looking for, as I am a novice, and this site is geared towards more informed individuals.
Overall impressions: I would imagine this would be a good Web site for technically savvy users. The marketing communications tools are understated. It is difficult to imagine why this was the highest ranked site, other than because it was sponsored.
NETGEAR-Networking Solutions for Home and Business
Found using Google search for home networking products; organic, high listing.
Programming included Java scripts, CSS, and Flash.
Dynamically changing graphics were on the homepage. There were user selected streaming video offerings, support, shopping cart service, product listings that were easily accessible. There were also community forums, service provider listings, vendor listings, registration, and search options. Products can be individually viewed in user controlled 360 degree views, and further info can be accessed from this graphic .Some products can be purchased directly from site, others through affiliate vendors.
Site credibility-high Design look-very professional Information design/structure-highly efficient Information focus-excellent Information content-excellent Content quality-very high Site organization-well organized Perceived usefulness-excellent Ease of use-excellentProblems: Actually didn't incur any. In fact, I was actually able to send a pre-purchase question about configuration, though I've had no response at the time of this writing.
Overall impressions: Very professionally designed site, very rich in informational content, beautiful design work.
3COM / Routers, Switches, VoIP, Wireless, Network Management
Found using Google search for home networking products; organic, high listing.
Software employed included Java, fly-outs, Shockwave/Flash.
Each category has its own homepage. The product homepage is not overstated, yet tastefully presented. There was minimal use of graphics, no banners or pop ups. Integrants include search, access to the entire site from each page, registration, downloads, and an affiliate site link. Literature links to research product offerings, related links, and drop down menus. There were buttons for Instructor led training, Are you voice ready, and Get a network health check. The routers page is a series of short descriptions of products with links to each product. Emoluments are not available directly, only available through resellers, on- and off-line.
Site credibility-high Design look-professional Information design/structure-efficient Information focus-excellent Information content-excellent Content quality-high Site organization-well organized Perceived usefulness-good Ease of use-excellentProblems: While this site was found on a search for home networking products, they offer none. Strictly for business and professional use.
Overall impressions: Well designed site for B2B use only.
D-Link / Welcome
Found using Google search for home networking products; organic, high listing.
Programming techniques included Java and DHTML.
Focal points comprise drop down menus, main link backgrounds that highlight in color with mouse over, links open in separate window, and each product graphic has a drop down offering compare and information for the contrivance, a choices selector on the left side of page that asks questions about needs/desires. It begins with all products (in this case routers) being shown, then reduces product graphics illustrated with each answered question, until all questions are answered, leaving viewer with the one choice that best fits their answers. There is also a tool called D-Link TV. A product demo that shows Intro, Features, Benefits, Gallery & 360 view, etc. and includes a streaming info/comparison video ad. Purchase is available directly from the site or from affiliate dealers online.
Site credibility-high Design look-professional Information design/structure- very efficient Information focus-excellent Information content-excellent Content quality-high Site organization-well organized Perceived usefulness-excellent Ease of use-excellentProblems: None.
Overall impressions: This was by far the best site. Maybe not the prettiest, but when it comes to selection and price, they couldn't be surpassed. I was able to put together an entry level wireless home network for $80.00 from this site. The closest competitor was priced at $240.00.
Works Cited
Laudon, K. C., & Traver, C. G. (2007). E-commerce business. technology. society. Upper Saddle River: Pearson - Prentice Hall.
