Website Evaluation Report

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Tourism and Hospitality
E – Tourism

WEBSITE EVALUATION REPORT

www.blacktomato.co.uk www.jdwetherspoon.co.uk

ELEONORA ANGELOVA

Date: 14th May 2010

TABLE OF CONTENTS

I. Introduction ………………………………………………………….3

II. Design………………………………………………………………...4

III. Navigation ……………………………………………………………5

IV. Content………………………………………………………………..6

V. Interactivity……………………………………………………………7

VI. Personalization……………………………………………………….8

VII. Commercial elements……………………………………………….9

VIII. Conclusion …………………………………………………………..10

I. Introduction

Web sites today are sophisticated elements of companies’ strategies designed to effectively and efficiently sell products, generate sales leads, offer service and communicate with customers and suppliers. Ensuring that your web site visitors can easily access the information they are looking for and complete a task, make a decision to buy, or otherwise convert, is accomplished through effective web site navigation and content. Both navigation and content are critical in creating a positive customer experience and higher conversion rates—one of the main measures used in evaluating web site effectiveness. The purpose of this report is to evaluate the strengths and weaknesses of two websites: www.blacktomato.co.uk which is from the travel sector and www.jdwetherspoon.co.uk from the hospitality sector. Each web site is like a public building, available for tourists and regulars alike to breeze through at their leisure. The job of the architect is to set up the framework for the site to make it comfortable and inviting for people to visit, relax in, and perhaps even return to someday. If people believe a website looks good, then this positive quality will spread to other areas, such as the website's content. Since people like to be right, they will continue to use the website that made a good first impression, as this will further confirm that their initial decision was a good one.

General recommendations
–High-quality content
–Often updated
–Minimal download time
–Ease of use
Each website should achieve three things:
1. Attract visitors
2. Engage them so they stay on your site
3. Covert them from visitors to customers
II. Design
One of the usability problems found in many Web sites is a design that took place without a clear target-user population in mind (Head, 1999). Web design is about much more than creating a design that is fresh and appealing. Any web site that is to become successful as a sales and marketing tool needs to be intuitive and easy to use for first-time and repeat visitors. Many elements go into successful web site design. It is quite clear that color plays an important role in the design of a homepage. However, both websites have attractive homepage with strong eye appeal. Each website must make right impression; it must portrait the business and the product or service, to provide positively, in an easy to read format. Jdwetherspoon.co.uk page is elegantly designed and the most important text is bigger than the normal text, making it simple and easy to understand and use. The appearance, layout, and structure of the website are organized, but there is a lot of information presented to the customer on the homepage that may make it appears a little cluttered. The speed of the site is fast going from link to link and selecting various options.

Recommendation:
www.blacktomato.co.uk| www.jdwetherspoon.co.uk|
* Include some videos| * Rearrange the structure to look less cluttered | * make the important text bigger * include special offers | * |

III. NAVIGATION

Navigation refers to the ability to find one’s way within the web site. Navigation is particularly important on the internet, since people easily become lost. It is also crucial to support...
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