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SEI SODDISFATTO DEL TUO SITO WEB?

La maggior parte delle aziende dispone di un proprio sito Web. Anche molte persone, soprattutto professionisti. Per capire se si hanno buone ragioni di essere del soddisfatti del proprio sito sarebbe sufficiente porsi le seguenti domande e rispondere in modo obiettivo:

a) chi ha costruito il sito Web?

b) quale obiettivo si è posto l’azienda?

c) abbiamo raggiunto gli obiettivi che ci eravamo posti?

d) siamo soddisfatti del nostro sito Web?

Passiamo in rassegna le domande  una per una.

a) chi ha costruito il sito Web? La domanda è più pertinente di quanto sembri. A seconda di chi ha costruito il sito Webdella sua formazione,  ci si rende conto immediatamente di quanto abbia saputo capire quali fossero le aspettative del committente. Quelle autentiche. Il più delle volte di siti Web enfatizzano i risultati che si potranno ottenere, senza cercare di capire quale sia la sensibilità del committente, quali siano i suoi obiettivi, ecc. Chiunque costruisca un sito Web deve rispettare i seguenti requisiti: costruire un sito autogestibile, interattivo, di facile usabilità.

b)Quale obiettivo si è posto l’azienda? I siti Web posso essere costruiti per conseguire i seguenti obiettivi: comunicare, vendere, informare, interagire con gli internauti. Quanto più chiaro è l’obiettivo del sito Web tanto maggiore è la probabilità che soddisfi alle aspettative di chi l’ha ordinato. Un sito creato per informare non si potrà pretendere che aiuti a vendere. Così pure un sito creato solo per mettere in mostra i prodotti dell’azienda (sito catalogo o sito vetrina) difficilmente sarà adatto per vendere gli stessi prodotti. Occorre anche aver allestito una piattaforma adatta per favorire gli ordini di acquisto ed il pagamento.

d) siamo soddisfatti del nostro sito? Questa è la domanda più insidiosa. Provate a domandare a chiunque se sia soddisfatto del proprio sito. La risposta sarà quasi sempre negativa. Le ragioni sono molte: sono stati accavallati più obiettivi, i contenuti sono confusi, la usabilità è problematica.

Un giorno ho chiesto ad un concessionario di una importante casa automobilistica se fosse soddisfatto del proprio sito. La risposta fu feroce: in due anni non aveva venduto nemmeno un’auto. Per di più aveva speso una sacco di soldi. Certo, il sito era a mala pena un sito vetrina.I contenuti non solo non erano stati finalizzati alla vendita, ma confondevano anche le idee a qualsiasi internauta. Forse avrebbe dovuto domandarsi quali obiettivi avrebbe voluto raggiungere prima ancora di costruire il sito.

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