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.
Keywords
- Marketing
- web promotion
- user experience
- best practices
- root cause analysis
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© 2011 Springer-Verlag Berlin Heidelberg
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Welker, K., Guo, F.Y., Shamdasani, S. (2011). Designing Web Marketing that Works for Users: Finding Best Practices through Evaluation and Conversation. In: Rau, P.L.P. (eds) Internationalization, Design and Global Development. IDGD 2011. Lecture Notes in Computer Science, vol 6775. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-21660-2_46
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DOI: https://doi.org/10.1007/978-3-642-21660-2_46
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-21659-6
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