White Knight

The most compelling recent news amongst the professional web design and online commerce/development audience pertains to the merger or adoption of technologies between Yahoo, and Microsoft’s Bing search engine. Essentially the 2nd and 3rd leading search engine platforms (#1 being Google) have combined not technologies, but audiences in hopes to gain more of the market share, and refine search engine specifications through user experience.

Google vs. The World

Google controls approximately 65%-75 % of the market share in the U.S. and even more on an international basis. This leaves the combined available share, now dominated by Yahoo/Microsoft, around 28%. Yahoo will adopt Bing’s search technology, but retain autonomy over their interface, thus providing the features that have cemented Yahoo’s audience, while implementing functions that have up started Microsoft’s’ foray into the search engine market. The move will have some influence on search users and advertisers, affecting their experiences and initiatives in different ways. However, the larger impact will be by affecting web developers and advertisers, as their options and audience capabilities have been instantly impacted.

For consumers, the merger will likely be beneficial. As this move creates a direct competition between Google and Yahoo/MS, the quality of search engine optimization and results will likely improve. Because the two engines are now explicitly comparable, stress on continual search efficiency will now be more key than ever. Additionally SEO ‘s and site owners will likely fall victim to a higher filtering standard, translating into better search results for users. Advertisers will also benefit from the merger as the dynamic condenses the overall traffic, and reduces the need for multiple ad placement.

The Real Impact

As the merge relates to not only audiences, but also the inclusion and abandonment of total search indexes, web developers are prone to experience the most major resulting effect. For instance, BOSS (Build Your Own Search Service) developers rely on the Yahoo search index, with it being replaced, many developers will have to seek for a new index and application programming interface in order to continue their aspirations. According to Vanessa Fox, an organic search expert and web columnist, this transition will prove to be complicated. She explains that “If BOSS’s future is left up to Microsoft, I have no doubt that future will involve migrating BOSS users to the Bing search API (application programming interface}. In order to continue to support BOSS, Microsoft would have to completely recreate it to work with the Bing search infrastructure.”

BOSS developers could potentially turn to Google’s Custom Search API.  However, this interface is viewed as more limiting than Microsoft’s rendition. Also Google’s API doesn’t serve to be a conducive basis for web programming. Many other companies, such as CommonCrawl and Alexa, provide web indices as well. Therefore this merge may open the door to a new leader regarding the self-development industry, as BOSS will most likely become defunct.

What the future of search engines holds

While analysis and predictions regarding the effect on various aspects of custom web design and development may prove to be useful, the major concern elicited by this monumental deal relates simply to web traffic. Will this move really change which search engine users decide to work with? Prior to the merge, site owners referred to Yahoo and Google’s indexes chiefly as the barometer for success based on ratings and traffic. Now, a portion of that audience has immediately transferred to Bing, meaning that a major player has been removed, and a new more multifaceted variable has now been introduced. Time will tell how much of a factor the merge will play out to be. However, one piece of knowledge that both the companies and developers share is the fact that Microsoft has now multiplied its force in yet another area of consumer based technology.

The concept of user experience, and the consideration of ideas that lend toward the optimization of that concept, have created a field of interest and study that is growing as a concrete and primary business model regarding the online world. The focus on user experience is defined through standards that involve multiple dynamics. A paramount is placed upon not only the user’s perception of a web site, but also the sites ability to efficiently serve the user’s needs while simultaneously reflecting the business operatives sought after by the owner of the site.

There are many standard sets, such as The Stanford Guidelines, which relate to the functional aspects of a web site, referring to credibility, updates, and other performance based deals. However, evaluating and applying user experience principles involves a more complex and multifaceted mindset. When dealing with UX, (user experience) a web designer or programmer must incorporate concepts that exist independently, but also blend smoothly and work efficiently.

User experience is more than just building a website

One common misconception surrounding UX is that it is the responsibility of the professional web design company to create an effective reflection of one’s business. In reality, all areas of development of a website are critical, especially the content as it contains the philosophy of your business and is the key in sharing this philosophy with your users. Along with effective content organization, marketing techniques and add to the overall effectiveness of a web-site, by understanding what your visitors are looking for when they visit your site.

The discipline of UX is complicated, and in many aspects, still being mastered. Many debate whether the topic is even a distinct area of study. Louis Rosenfeld, an author and publisher who focuses on web information architecture claims of UX that, “At best, it’s a common awareness, a thread that ties together people from different disciplines who care about good design.” While this may be true in many aspects, the discipline albeit still forming, is commanding extensive attention via statistical research methods throughout the online arena.

The Specific Set Of Concepts To Follow

The UX Honeycomb Model, designed by information architect Peter Morville, lays out a specific set of Concepts to be systematically applied when designing a site. Like models focus on functional aspects, such as usability, while involving emotional design principles, which strictly apply to the user’s comfort and attraction to a given website.

This supports the fact that all facets of custom web design and consultation come into play when analysing how a user will feel and react when they visit your site. Perhaps the most key aspect to consider when thinking about UX is how to actually apply its principles. UX is a complex entity which cannot be generally applied through blanket methods. The identity and purpose of each site reflects a unique desired user experience. Therefore, attempting to apply standard methods in order to copy a set formula of another site with a different set of values can be not only detrimental, but also wasteful.

User Experience Must Be Unique For Every Site

Every project engaging UX principles call for a custom outline predicated on the business or non-profit’s available resources, abilities, timeline, finances, and a plethora of realistic factors.

Additionally, because the concept of UX is based on users or people, a detailed paradigm of interpersonal qualities in many ways define the effectiveness of user experience initiatives. Therefore, attempting to broadly and forcefully incorporate a devotion to UX, rather delicately fuse it with existing business principles, would be an ineffective strategy. Steve Baty, principal and user experience strategist at Meld Consulting, concludes that, “People cling to things like personas, user research, drawing comics, etc…In reality the best designers have a toolbox of options, picking and choosing methods for each project what makes sense for that particular project.”

In the world of online efficiency, user experience models and principles are in many ways the logistic DNA of a site as it relates to its audience. In effect, the result of that blueprint proves to be the signature or fingerprint that separates a simply conducive web site from an engaging, capturing, and truly optimal site that rewards the user, developer, and company in a similarly gratifying manner.

It is very interesting to note just how quickly the face of the World Wide Web is advancing. We only have to take a look at the past twenty years to realise just how much the internet has impacted our day to day lives and the way we conduct business. This advancement is quite amazing considering that internet only introduced to Australian universities in 1989.

Today, you only have to turn on your television or open a newspaper to notice the Australian government and the communication networks are in a race to create superior quality networks specifically designed to enhance the way we use the web. Likewise, there is a major shift in designs of hardware, software technologies and increased development of eCommerce Design in an attempt to maximize a businesses profits and reduce overheads.

Opportunities for Small Businesses

It is quite clear that today consumers (in particular small business owners) are looking at ways of streamlining their current practices through the use of portable devices such as laptops, mini-notebooks and wireless data devices such as the iPhone and BlackBerry. According to the research conducted by Gartner, sales of mini-notebooks in Asia Pacific increased by a massive 82% in 2008 and are predicted to continue through 2010 and 2011.

Hardware limitations of these devices are cleverly substituted though the development of online applications. Some of these include: a wide range of Online Office Suites, virtual meeting rooms such as GoToMeeting, online faxing services such as  faxmate and accounting and invoicing packages such as Freshbooks just to name a few.

The Internet makes business online a reality

The introduction of the 3G Mobile networks and the common use of WiFi technology have recently enabled business owners to alter and streamline the way they conduct business through this new range of online products, allowing them to operate their businesses from just about anywhere.

This major shift is also supported by professional web design firms, in particular through the use of cleverly developed ecommerce sites automating the ordering, dispatching and accounting processes.

Why smart business owners are embracing online applications

Online applications are becoming more frequently used as they offer business owners a large range of benefits including:

• Minimal hardware requirements – all that is required to run online applications is a basic computer, a web browser and a reliable internet connection. Simple and portable devices such as mini-notebooks can now be
  used in place of large and expensive hardware solutions.
• Platform independent – with online applications, users are no longer limited to specific operating systems such as Windows or Mac OS.
• Users can access the applications from any computer that is connected to the internet - there is no need to purchase additional licences. Users can access documents saved on the server from any computer connected to the internet. This can present a massive saving to small businesses with multi licence requirements.
• There is no need to download or install software - all software upgrades are applied to the server. Users will automatically be able to access the updated version of the application net time they log in.
• Documents are stored in a secure online location – this prevents loss of valuable information if the computer experiences hardware failure, is lost or stolen.

The Future of online applications

The only limitation to effectively utilising online applications is access to the internet. This minor hick-up is however diminishing day by day as Telco’s continue rolling out state of the art technologies. As an example Telstra exclusively offer a new range of Next G Data Cards capable of 21 Mbps downlink speeds accessible to 98.8% of Australian population, whilst K-Rudd is well and truly on the way to build a world class high speed broadband network.

Moving forward, it is important for business owners to consider and embrace some of the available solutions emerging today. Online applications are fast becoming part of our day to day lives and most certainly are already affecting the way we conduct business. Just think, the internet only became available to the Australian public 20 years ago.

At our current rate of advancement, what are the potential consequences for those that don’t embrace this type of technology and use it to their advantage?

Most businesses owners are under the impression that in order to stay in touch with current buying trends, they must have a website - they are correct.

According to a report released in 2008 by Internet Measurement Company ‘Nielsen Online’, Australians are spending around 13.7 hours per week surfing the internet in comparison to the 13.3 hours of viewing television.

These figures in conjunction with the massive increase of online purchases have prompted the business world towards more active forms of sales and advertising using the World Wide Web.

As a consequence of this newly developed customer expectation, businesses are rushing in flocks to purchase websites so that they too can keep up with today’s customer demands.

The true purpose of a website

Interestingly though prior to engaging a professional web design company, a large number of businesses don’t take into consideration how this web tool will add to their bottom line. Rather than generating revenue, websites (if developed for wrong reasons) can simply add to companies running operational costs.

Before embarking on a mission to build a site, business owners should take into consideration that websites can serve different purposes and as such, content displayed should vary.

Business sites generally fall into the following three categories:

eCommerce Sites - these sites feature products and services that can be purchased without any form of consultation. Customers can simply browse through the online store and proceed to purchase goods using the available checkout on the site.

Features of effective eCommerce Sites can include:

• Professional looking and legitimate
• Easy and intuitive Navigation
• Simple and free of clutter
• Necessary links to privacy and /or assurance documentation
• Legitimate security payment logos (PayPal, GeoTrust, Security Seals, etc.)
• Simple to locate business contact details
• A fully intact and operational site without broken links, images, spelling and grammatical errors

In a bricks and mortar world, compare this concept to the newly designed self checkouts in stores in Big-W. These stores are designed to easily lead a customer through the sales process and use minimal human interaction. Compare this concept with a site that implements proven concepts of eCommerce design. This type of site will lead a customer along a clearly defined process, answering any concerns or objections along the way, concluding with a transaction.

Image Building Sites – these sites are specifically designed to distribute information. Generally, these types of sites are used by manufacturers – not retailers. Their sole purpose is to educate the greater society on the features and benefits of their products and services. If designed effectively, Information sites contain links to sites of their preferred distributors.

Features of effective Image Sites can include:

• A professional and legitimate look
• Accurate and descriptive information about products and services offered
• Links to preferred distributors

Companies like Coke and Nokia use Image Sites to drive business towards their distributors where the eventual conversion or sale will occur.

Information/ Lead Generation Sites – these sites form a part of the greater sales process. Their sole purpose is to educate clients on the range of products and services on offer and create a link between the website and a consultant.

In December 2008, Nielsen Online released a report showing that 81% of online holiday shoppers read reviews written by others customers when doing their shopping. This highlights the use of the Internet for research when making purchasing decisions. A good Information Site will use this to their advantage and offer topically related, quality information whilst still leading the consumer down a set path toward a physical point of contact and eventual conversion.

Features of effective Information Sites can include:

• Educational and topically related information regarding the company’s products and services
• Clearly visible contact details (e.g. phone number and/or company address)
• Ability to subscribe to regular newsletters
• Contact ‘me’ web forms
• Customer testimonials

Deciding the purpose of Your Website

It is vital to understand the purpose of a new website prior to engaging a web development company. You must consider whether the site will be built to educate potential customers on their range of products and services, generate immediate income in the form of an eCommerce store or determine whether its purpose is to create a lead for eventual conversion.

With a clear understanding of a websites purpose, business owners can incorporate their site to form a larger part of their overall sales process.