eHospitality: Role of Website Personality on Website Effectiveness

39
Scanyours.com © 2000-2010 Scanyours.com © 2000-2010 Milan Verstegen Datum: March 25, 2010 Hotel Website Marketing Conference “Role of Website Personality and Gender on Website Effectiveness”

description

 

Transcript of eHospitality: Role of Website Personality on Website Effectiveness

Page 1: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010Scanyours.com © 2000-2010

Milan VerstegenDatum: March 25, 2010

Hotel Website Marketing Conference

“Role of Website Personality and Gender on Website Effectiveness”

Page 2: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Who am I :)

Page 3: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

De ScanYours Tag-cloud

Internet consultancy

Market Research

Strong connection with VU University

30 ScanYoursers

Increase online sales

Improve online processes

With Fun and Result driven

Innovation

Online marketing

Webdevelopment

Customers in different industries

Page 4: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Topics Online consumer behavior

Building blocks of website effectiveness

Website Personality = Stylability

Role of Gender

Page 5: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Personality Quiz I

“Who is making the actual decision to book a room online?”

1 2

Page 6: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Personality Quiz II

“What is important in making the final booking decision?”

1. Welcoming atmosphere

2. Elegant

3. Trustworthy

4. Depth of selection / information

5. Ease of use

Page 7: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Online Consumer Behavior

Need Search info Alternatives Decision Consuming After sales

SUPPORT ALL STAGES

HOW?WHY?

Page 8: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Multi-channel

MULTI-CHANNEL GUEST EXPERIENCE

Page 9: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

WHY?

Page 10: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

HOW: Five building blocks

Stylable

Functional

Usable

Available

Accessible

Source: Dr. Tibert Verhagen, VU University, ScanYours

Page 11: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Accessible

StylableFunctionalUsableAvailableAccessible

“Over 80% of initial site visitors uses a search engine as starting point”

Page 12: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Available

StylableFunctionalUsableAvailableAccessible

Page 13: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Usable

StylableFunctionalUsableAvailableAccessible

“Attention to usability approximately doubles desired business metrics”

Page 14: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Functional

StylableFunctionalUsableAvailableAccessible

“Functionality offers a way to accomplish strategic value and unique positioning”

Source: Dr. Tibert Verhagen, VU University, ScanYours

Page 15: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Stylable

StylableFunctionalUsableAvailableAccessible

“Mental representation of a website on dimensions that are similar to and reflect the dimensions of human personality”

“It’s about Impressionsand Experiences”

Page 16: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Perceived Guest Experience

So differs on:

PersonalityCultural backgroundInternet ExperienceGENDERMany more

Page 17: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Stylable

StylableFunctionalUsableAvailableAccessible

Website Personality

Online Atmosphere

Multi-channel Experience

Website Design

Trust and Risk

Emotions

Branding

Online Store Image

Page 18: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Website Personality: 3 factors

Sophistication: elegant, high class, upscale

Authencity: reliability, thrustworthy

Pleasantness: easy to use

Page 19: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Sophistication

Page 20: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Authencity

Page 21: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Pleasantness

Page 22: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Results Online Survey

Page 23: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Relation between building blocks

Functional

Usable

Available

Accessible

Stylable

Basic attribute/dissatisfier

Performance attribute

Exciting attribute

Objective

Subjective

Page 24: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Relative importance of building blocksIm

port

ance

Page 25: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

YES!!!!!!!

Stylable

Functional

Usable

Available

Accessible

Page 26: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

NO!!!!!!!

Stylable

Functional

Usable

Available

Accessible

Page 27: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Role of Gender on Web Effectiveness

Page 28: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Gender differences

Page 29: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Women and the economy

Page 30: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Business potential of women! Women account for 85% of all consumer purchases

By income, women represent a growth market twice as big as China and India combined

84% of women feel misunderstood by marketers

Women are seen as “Business opportunity # 1”

Page 31: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Business opportunity!

Page 32: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Women-friendly websites How to design women-friendly websites?

1. Entertainment and Sensory Experience

2. High Information Standards and Simple Navigation

3. Women are real “word-of-mouth marketers”

Page 33: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Sensory Experience

Page 34: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Can be improved!

Page 35: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Simple Navigation

Page 36: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Can be improved

Page 37: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Word-of-Mouth

Page 38: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

eHospitality Scan

StylableFunctionalUsableAvailableAccessible

Page 39: eHospitality: Role of Website Personality on Website Effectiveness

Scanyours.com © 2000-2010

Let’s keep in contact…?

T: twitter.com/scanyours_ehospL: www.linkedin.com/in/ScanyoursVerstegen

T: 06 411 60 668 E: [email protected]: www.scanyours.com