Presentation on theme: "Date: February 1, 2010 Authors: Travis Metcalf & Brock Horne Roadside Assistance Membership Web Site Competitive Analysis IMD 200 - Assignment #2."— Presentation transcript:
Date: February 1, 2010 Authors: Travis Metcalf & Brock Horne Roadside Assistance Membership Web Site Competitive Analysis IMD 200 - Assignment #2
Executive Summary We evaluated our site along with two of our competitors web sites in an effort to identify gaps and opportunities for improvement to our existing web site. We discovered that our site needs to be redesigned to address some technical, performance, organizational, SEO and accessibility concerns identified during our analysis. Summary of Scoring Results Web Site Score Automobile club of America2.75 National Auto Club2 Auto Assistance Anytime1.25
Introduction Scope Conduct a competitive analysis of roadside assistance membership service web sites. Purpose Evaluate the strengths & weaknesses of major competitors web sites. Identify areas of opportunity for enhancement to our clients existing web site. Web Sites Evaluated Auto Assistance Anytime (our site) Automobile Club of America National Auto Club
Analysis Approach - Criteria Each Web Site in our Competitive Set was evaluated based on the following criteria: Home Page Navigation / Organization Purchasing Process (aka: shopping cart) Usability Performance
Analysis Approach - Scoring Each web site was assigned a value ranging from 1-3 for each of the evaluation criteria. Good = 3 Average = 2 Poor = 1 Overall score is calculated by summing up the total and dividing by the number of evaluation criterion.
Home Page Score: Good = 3. http://www.aaa.comhttp://www.aaa.com/ Automobile Club of America Information and layout are clear and clean. The Home page utilizes maximum amount of space for displaying information. Segments with in the site layout are busy. Requires user to search for information. Note: the join button was difficult to locate The home page holds a mass amount of information. With the amount of information beginning displayed it difficult to locate the site focal point. Analysis:
Home Page Score: Average = 2 http://www.nationalautoclub.comhttp://www.nationalautoclub.com/ National Auto Club Logo is in the left upper corner. The main navigation holds 6 tabs. Header/feature window is text heavy. Services are featured in three cell windows. Homepage is text heavy and lacks hierarchy. logo header/feature window services footer main navigation Analysis:
Home Page Analysis: Poor layout and design. The Home page lacks any appeal or representation of a brand or feel. Text is within non indexable images, thus adding to poor SEO. Content organization is confusing and not well thought out. The images are clearly stock photography that arent used to create an original design. Score: Poor = 1 Auto Assistance Anytime http://www.autoassistanceanytime.comhttp://www.autoassistanceanytime.com/ text on non indexable images
Navigation / Organization Score: Good = 3. http://www.aaa.comhttp://www.aaa.com/ Automobile Club of America The navigation has 7 tabs. The Information Architecture developed for this site navigation is well thought out and clear. Labels are meaningful and clear. The navigation bar gets lost in the header as a result of the amount of information being display with in that given space. Note: Users ultimately use the home page to assist in navigating to a page deeper within the site, thus creating a strong demand for a more prominent navigation. Analysis:
Navigation / Organization Score: Poor = 1 National Auto Club http://www.nationalautoclub.comhttp://www.nationalautoclub.com/ The main navigation has 6 tabs. The home button is on the far right of the navigation. Employment and Sitemap are main navigation options. sitemap employment home Analysis:
Navigation / Organization Analysis: The navigation consist of 6 buttons. The navigation is clear and prominent. Navigation links have blink as rollover state. Note: consider a color change in back ground of link as opposed to the word blinking Auto Assistance Anytime http://www.autoassistanceanytime.comhttp://www.autoassistanceanytime.com/ Score: Average = 2 main navigation
Usability / Purchase Process http://www.aaa.comhttp://www.aaa.com/ Automobile Club of America Score: Good = 3. The purchase process is 7 steps long and requires the user to answer a series of marketing questions before being able to shop or purchase. The Website has good error handling. Note: A shorter process should be considered. Analysis:
Usability / Purchase Process National Auto Club http://www.nationalautoclub.comhttp://www.nationalautoclub.com/ Score: Good = 3. Home Page Call Out Window Membership page Online Application page The purchasing process is simple and straight forward. The purchasing process involves 3-4 steps. The process is informative and provides a feeling of security. Analysis:
Usability / Purchase Process Analysis: The purchasing process is simple and direction. However the process lack direction and information on the product being purchased prior to shopping. The application page lacks direction and a send button which can present security issues and result in the user not purchasing the product. Overall while the process is not complex, it does offer some issues in the form of security and flow. Auto Assistance Anytime http://www.autoassistanceanytime.comhttp://www.autoassistanceanytime.com/ Score: Poor = 1 home page call out window application page method of payment
Technology / Performance http://www.aaa.comhttp://www.aaa.com/ Automobile Club of America Score: Good = 3. Analysis: The features and functionality of the web site works as expected and the site operates at sufficient speed. The web sites html and/ or css contains numerous error(213). The css errors are a result of using CSS3 (rounded corners for the Safari and Firefox browsers) The html and css contain multiple errors and do not validate.
Technology / Performance National Auto Club http://www.nationalautoclub.comhttp://www.nationalautoclub.com/ Score: Average = 2 Site links and features work properly. The main navigation lacks any status indicator on the home page specifically. The html and css contain multiple errors(32) and do not validate. The site functions at sufficient speed. home page employment page status indicator Analysis:
Technology / Performance Auto Assistance Anytime http://www.autoassistanceanytime.comhttp://www.autoassistanceanytime.com/ Score: Poor = 1 Analysis: All of the text on the home page of the site is within images so it isnt SEO indexable. Since the content of the site is contained within images the site is going to load slower on dial up or none broadband connections. Screen readers wouldnt be able to read the content of the site since it is within images.
Conclusion Automobile Club of America scored the highest with a score of 2.75. In our analysis we concluded that this site had minor issues and overall contained many attributes that were successful. Auto Assistance Anytime (our site) scored the lowest 1.25. In our analysis we concluded that this site contained many errors as well as an overall lack of design and originality.
Results Grid Web Siteautoassistanceanytime.comaaa.comnationalautoclub.com Home Page132 Nav / Org231 Usability/Purchas e process 123 Technology/Perfo rmance 132 Totals5118 Overall Score1.252.752 Scoring Good3 Average2 Poor1
Client Recommendations We definitely recommend a web site redesign using a professional web design company that adheres to web standards and best practices. Create a visual design that appeals to your target audience Branding logo redesign. The current logo is unprofessional and limits the ability to use it in a site redesign. Better content organization (IA) Redesign Sites top-level navigation to better reflect user goals