Improving the Content of the Derby Canal Trust Website
The Derby Canal Trust website is primarily concerned with advertisement and so the target customer should be well defined for every posted advertisement. Their preferences and needs should be well addressed to enable they find the usefulness of the Derby Canal Trust website as well as stay longer. This will also make the website a formal referral site since the user will be satisfied by what they get from the website1. This will meet the needs of the customer thus promoting the usability of the website. The identification of the right keywords and maximization of the most popular search engines such as Google and yahoo2. This requires the Derby Canal Trust website managers to conduct a research on how the customer thinks and how they perceive the product which is advertised.3
Another technique is to improve on how the Derby Canal Trust website attracts the customers is by use of headings and title. Home page is very important page which should contain the brief overview of what the customers can find from the Derby Canal Trust website which currently is blank4. Other techniques such as use of animated pictures, and company logos to attract the customers’ eyes are extremely beneficial to sustain the existing customers and attract the new customers. The Derby Canal Trust website has pages which are not categorized .The company should allow for simple navigation by designating simple information architecture to assist customers easily navigate5. .A meta-description of the prime keywords that may confuse the customer and the metadata should be used to present and woo the customer into checking out the real information in the website6. This information should also be linked with the websites URL with the Meta analysis of the keywords appearing in these search engines. The website should also include links that connect the user to the company’s product page advertised on the website. The use of videos on the product advertisement page complete with a compatible flash player should be used7. Currently Derby Canal Trust the advertisement page with video which the company should download and avail on the website page for easy access by their customers. It is also recommended that the video should be from the product manufacturers who explain the product features8. If the website is large and has lots of content involving many products, a site map video should be embedded on the first page.9
References
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Peachpit Press.
Ackermann, M., 2006, Semantics, web and mining: Joint international workshops, London:
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Dykes, B., 2009, Web Analytics Action Hero. Chicago, CA: Adobe Press.
Olsson, M., 2011, Handbook of Web Business: How to Build a Profitable Website, Canberra:
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Jansen, B., 2009, Understanding user-Web interactions via Web analytics, London: Morgan &
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