Building an Attractive Site Structure

Klaus Solberg Söilen
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Klaus Solberg Söilen: Halmstad University

Chapter 12 in Digital Marketing, 2024, pp 141-159 from Springer

Abstract: Abstract The chapter delves into the essential aspects of constructing an engaging and functional site structure for e-commerce, focusing on practical steps and techniques rather than design specifics like colors or fonts. It highlights the importance of defining clear objectives and understanding the target audience’s needs through demographic and psychographic research. The chapter outlines the process of creating a content inventory and organizing content into a logical, hierarchical structure to enhance usability and navigation. Various types of navigation systems, including structural, associative, and utility navigation, are discussed to ensure intuitive user paths. The role of wireframes and mockups in visualizing the site layout is emphasized, along with the need for responsive design to ensure mobile compatibility. SEO considerations are addressed to improve site visibility and organic traffic. The chapter also covers the significance of usability testing and continuous improvement through regular updates and performance monitoring. By integrating these elements, businesses can create user-friendly, visually appealing websites that meet their strategic goals and provide a seamless user experience.

Date: 2024
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DOI: 10.1007/978-3-031-69518-6_12

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