Designing web marketing that works for users: finding best practices through evaluation and conversation

Authors:
Kate Welker;Frank Y. Guo;Sanjay Shamdasani
Affiliations:
Liberty Ship Way Ste, Sausalito, CA;Goodwin Drive, San Bruno, CA;Liberty Ship Way Ste, Sausalito, CA
Venue:
IDGD'11 Proceedings of the 4th international conference on Internationalization, design and global development
Year:
2011

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Abstract

Many think of marketing as a separate discipline from user experience design; however, marketing is an integral part of users' experiences in using many web sites. This paper describes methodology and findings of a study aimed at understanding how to effectively use marketing promotions to raise financial advisors' awareness of relevant products and resources on a fund family web site, while at the same time supporting the broader experiences around their intended uses of the site. High-level guidelines for using marketing promotions on a web site are described, as well as tactical best practices to guide design of such promotions.