Question

Exploring Websites

COLLAPSE

Complete both Part A and Part B to complete this discussion post.

Part A:   Browse and find a website that you would like to use for this activity.  Pretend you are a customer that is considering buying the company's product or service. Browse the website and using the criteria and the information you learned in the lesson content, critique the website from a customer's perspective. When you are ready, click the "Reply" button (see below) and comment on the following information:

Is the site easy to navigate and find information about products/services you are interested in?

Indicate if there is a knowledge base and what type (ie. search box, live chat feature, FAQs, etc.).

A link to the website you chose.

Part B: After you have made your post from Part A, review some of the other student posts and the websites links they chose (if you are the first one to post in this thread, then check back later for other posts).

Answer 1

Answer :

The feedback on the website is as follows:

- UA is an American manufacturer, marketer, and distributor of performance and sports apparel, footwear, and accessories. - It has established itself as a formidable competitor to leading brands such as N, NB, R, etc.

- UA.com has been able to carry its strong brand online. The company's logo, slogans, and imagery portray and reflect it as a hip, sports-oriented company that appeals to a specific market segment.

- The UA website has been able to successfully integrate all these elements and match the standards that have been set by the physical brand. The product pages of UA.com are very informative, easy to use, and easy to navigate. They highlight the products through sharp, large images for a closer look.

- The website has addressed the big three of online shopping - color, size, and quantity, providing customers with the options they can choose from and adding items to the cart. The website has a one-column layout on the product page, enhancing the product view further. It takes the focus off the main navigation and common site elements to focus on the products. Thus providing not only a better user experience but also increases the likelihood of a conversion.

- From a customer experience standpoint, the UA.com webpage scores high on design elements, usability, engagement, and conversion. The UA website has been able to successfully create an immersive digital experience for the customer.

- The company's digital strategy puts the customer at the center of everything that they do. It has entirely modernized its system to an omnichannel model. For enhanced customer experience, the website has combined the physical and digital products to help customers achieve their fitness goals. It has launched a fourth-generation connected shoe, which uses machine learning to coach on the customer's running form.

- The website makes use of user-generated content, like a review of shoppers to tell their story. Through UGC, the UA website demonstrates better peer and influencer guidance. The company wants to show rather than tell about its products. It has a search box at the right-hand top portion of the page. The landing page also has a feedback box or link for customers to share their feedback and experience.

- However, the on-page search engine optimization on UA.com can be improved. Even though the site is aesthetically pleasing, maintains a consistent and appealing image, is easy to use, essential search engine optimization factors are missing. One of the most vital search engine optimization factor is considered to be the page title. This fundamental element seems to be missing on several pages. For example, in the Boys golf bag or the Boys caps category, the page title simply mentions UA. However, this is not sufficient for search engines to define the page's theme or which terms should be ranked in the results pages.

- All the defined page titles begin with UA before the product or the category name. In terms of search engine optimization and from a user's perspective, it should start with particulars and details of what is on the page and then the brand.

- The UA.com website has a fair amount of content; however, it is not defined to maximize search engine visibility or top rankings. The names of the categories and subcategories on the category page show up as text. They do not use the appropriate h1 or h2 header tags. Search engines insist on the use of header tags and are considered essential elements of search engine optimization.

- UA.com's products page is similar; the product names are present but are not inside the appropriate tags that will help the individual page to rank higher in the SERPs. The view cart button is not very prominent as the dark color matches the rest of the website, which makes it look like just another button. The information details forms are simple and easy to read. However, the optional steps have been given way too much prominence, which is distracting from the purchase option.

- UA.com has created a successful and consistent website branding, with good product presentation and ease of use. However, I feel that there is a great scope for improvements. To generate more organic traffic and increase the conversion rate, UA.com needs to focus on improving its on-page search engine optimization and the checkout process.

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