What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Website Usability - a case study
Designing a site that is easy to navigate is hard work and few really get it right. The website however is only one part of the transaction process. Website Usability is the first step in the process; you then have to deliver on your promise.
The challenge
Berco Express identified a need to provide a courier service that caters to companies and individuals, for parcels under 35kg, for delivery to people at home or at their office at an acceptable price. The customer also needed to access the service without leaving the comfort of their armchair at home or desk at the office.
It was clear from the beginning that traditional courier systems could not be employed to meet this objective.
The first step included a large amount of research into what companies and individuals wanted from the service. Information was collected from potential customers, companies and industry leaders.
The Internet was identified as the only platform that could facilitate the requirements of the service. Automated online processes greatly reduced administration and logistical costs and went a long way in making the service affordable.
Berco now had to select the IT partner to develop the system and ensure that the web interface was user friendly and incorporated all the requirements identified in the research. Once developed the system was tested and refined until it was stable for launching. The process took 4 years to complete.
Website usability aspects included:
The customer is taken through a series of steps to confirm the service required. Each option is explained and there is no room for misunderstanding or error.
Step 1
Asks for delivery and collection details as well as special instructions.
Step 2
Step 3
This is a summary of the choices made to date and the appropriate costs. The customer can also make changes to previously entered information.
Step 4
Step 5
Once ordered a confirmation email is sent to the customer summarising the transaction details.
Usability extended beyond the website
In certain cases the customer ordering was not the person from whom the parcel was collected or delivered to. When the driver collects the parcel he will arrive with the pre prepared courier documents and packaging in hand.
Conclusion
The customer is able to access the service through the Internet without leaving their office or home.
The full interview is available on www.websitemarketing.co.za.
About Bruce Young
Bruce Young has over the past few years lived 'marketing on the web'. He has developed www.websitemarketing.co.za, which has become a useful resource for online marketers and companies. Through many interviews with companies who use online as a major focus for their businesses or are online businesses themselves, he has managed to offer other companies a way of learning and researching what works and does not work. The site also includes essential tools for the creation of both website marketing and email marketing plans. www.websitemarketing.co.za's service also extends to website design, website marketing training and most recently website surveys. Bruce has also penned a workbook that incorporates much of what he has learnt. Email: .
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