2011

Creating an Effective Website: Is Yours Worthy?

by Natalia Kolyesnikova, Ph.D. Texas Wine Marketing Research Institute

THANK YOU SPONSORS

Texas Wine Marketing Research Institute

Texas Tech University

Background
In todays fast paced technology-driven world, consumers expect to find virtually any information online Todays consumers have very high expectations for websites quality Forrester Research (2009) has identified that the new threshold for acceptable webpage response time is now two seconds

Texas Wine Marketing Research Institute

Texas Tech University

Shopper Expectations for Site Performance

1999 8 seconds

2006

4 seconds

2009

2 seconds

2012
0

?
2 4 6 8 10

Website Response Time in Seconds

Texas Wine Marketing Research Institute

Texas Tech University

Background
Poor site performance is a major cause of customer dissatisfaction In addition to speedy functionality, the site design and content also impact consumer perceptions of the company and its products A well performing and informative website can be a powerful marketing tool It is crucial for the winerys exposure to potential customers, brand loyalty with existing customers, and for generating revenue
Texas Wine Marketing Research Institute

Texas Tech University

Introduction
Currently, there are close to 200 wineries in Texas Most have websites In reality, however, a nationwide expert evaluation shows that few US winery website are designed for optimal return The Texas Wine Marketing Research Institute undertook an initiative to conduct a research project to evaluate Texas wineries websites across a number of criteria
Texas Wine Marketing Research Institute

Texas Tech University

Purpose Project Purpose:

to develop objective website evaluation criteria to measure the effectiveness of Texas wineries websites from multiple perspectives

Texas Wine Marketing Research Institute

Texas Tech University

Research Design
Sample: 56 Texas winery websites Evaluators: 21 students in Wine Marketing class Each evaluator had a coder number (anonymous evaluation) Evaluators randomly drew websites from a cowboy hat For cross validation purposes, each web site was evaluated three times (by three different evaluators who worked Evaluation was performed in computer lab (controlled research Data entries were compared across the three evaluations. All inconsistencies were checked on the websites and manually corrected by the researcher
Texas Wine Marketing Research Institute

independently) setting)

Texas Tech University

Sample Selection
A blast email was sent from the Texas Wine Marketing Research Institute to a mailing list of Texas wineries The email introduced the project and requested a return email if the winery wishes to be included in the sample
Dear Texas wineries owner: The Texas Wine Marketing Research Institute is conducting a research project to evaluate Texas wineries websites across a number of criteria (e.g., availability of contact information, ease of navigation, mailing list sign-up, list of wines, etc.) Due to our research design and availability of resources, we can evaluate a sample of 56 Texas wineries. We are currently developing a list of these 56 wineries. If you want your winery to be included in this project, simply reply to this email and well include your webpage in the evaluation. We intend to present the results of this project at the next year TWGGA conference. For obvious reasons, only cumulative results for the entire sample (not individual wineries) will be presented. However, if a winery wants to see their own evaluation, we will provide confidential individual results to the owner. Sincerely

Texas Wine Marketing Research Institute

Texas Tech University

Sample
provided to these wineries upon completion of the project)

22 wineries responded and requested to be included in the sample (individual confidential reports of their websites evaluations were Additional 7 wineries were selected from members of the Texas Wine Agri-Tourism and Marketing Committee The remaining wineries were selected randomly from a list of Texas wineries The sampling frame was divided into strata based on size and geographical location of the winery to ensure that all size and different location wineries from across Texas were comparatively represented
Texas Wine Marketing Research Institute

Texas Tech University

Research Design Model

Pool One
56 cards with wineries names and websites

Pool Two

56 cards with wineries names and websites

Pool Three
56 cards with wineries names and websites

7 evaluators random drawing of 8 cards by each evaluator

7 evaluators random drawing of 8 cards by each evaluator

7 evaluators random drawing of 8 cards by each evaluator Texas Tech University

Texas Wine Marketing Research Institute

Texas Wine Marketing Research Institute

Texas Tech University

Evaluation Criteria (Instrument)

Evaluation Criteria (instrument) has been initially suggested by students and by the instructor Refined / finalized by experts and instructor Factors included objective criteria for evaluation and required a yes or no response Websites were evaluated on the basis of presence or absence of a specific feature
yes = present, coded as 1 no = not present, coded as 0 Texas Tech University

Texas Wine Marketing Research Institute

Evaluation Criteria (Instrument)

Six major sections:
I. II. III. IV. V. VI. USER FRIENDLINESS (yes/no) WINERY INFORMATION (yes/no) PRODUCT INFORMATION (yes/no) MARKETING ASPECTS (yes/no) CUSTOMER RELATIONS (yes/no) SITE ATTRACTIVENESS (subjective judgment across three evaluators)

Texas Wine Marketing Research Institute

Texas Tech University

I. USER FRIENDLINESS
Ease of Navigation Home button available from all pages? Site map or index available? Search engine for website content available? Ease of Contact Contact Us button available? Direct e-mail contact available? Mailing address available? Physical address available? Telephone number available? Fax number available? Contact persons name identified? Maps and/or driving directions available? YES NO YES NO

Texas Wine Marketing Research Institute

Texas Tech University

II. WINERY INFORMATION

About Us History/stories about winery available? Owner name identified? Profile of the winemaker(s) provided? Photos of winery and/or vineyard available? Winery staff contact information available? Virtual tour or video of the winery or vineyard available? Employment opportunities? YES NO

Operational Information Hours of operation available? Availability of tour of winery (or vineyard)? Wine tasting fee (or free tasting) information available? Calendar of events (e.g. festivals, tastings, special dinners, educational seminars) available? Facilities Information on wine production facilities available? Picnic facilities? Facilities/services for children? Facilities for physically challenged customers? Gift shop? Banquet/conference facilities? Private events? YES NO

YES

NO

Texas Wine Marketing Research Institute

Texas Tech University

III. PRODUCT INFORMATION

Product Information Wine list available? Description of wines available? Price of wine available? Discount information (e.g., by case) available? Pictures of bottles / labels available? Awards /Medals information available? Information on winerys merchandize (e.g., souvenirs, gift baskets) available? Information on where to find the winerys wine in local restaurants and/or retail stores Information on customized label available? E-commerce Online shopping cart available? Method of payment identified? Terms and Conditions? Shipping Cost available? Wine Shipment Rules and Regulations YES NO

YES

NO

Texas Wine Marketing Research Institute

Texas Tech University

IV. MARKETING ASPECTS

Strategic Marketing YES NO Mission statement Vision statement YES NO Branding/Positioning/Image Logo and winery name on the first page? Logo and winery name reflected on every page? Public Relations Newspaper articles? Press releases? Press kits? Testimonials (words given by customers of the winery)? Media updates / Latest news? Featured wine information? Partnership YES Regional information available? If YES, please specify which specific information is provided? Local attractions? Local festivals / events? Local tourism-related activities Local restaurants Local lodging Local shopping Links to local CVBs, chamber of commerce? Links to other wineries? Links to wine-related web sites? Links to wine and/or grape industry associations? Links to Texas wine organizations? (e.g., Texas Wine Marketing Program, Go Texan) Information for distributors available? NO YES NO

Texas Wine Marketing Research Institute

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V. CUSTOMER RELATIONS
Interactive Functions YES NO Online sign-up for wine club available? Wine club information available? If YES, please specify which wine club information is provided? Cost of membership? Benefits / discounts? Frequency of shipments? E-mail newsletters sign-up (mailing list) available? Privacy policy available? Frequently Asked Questions available? Discussion groups available? Number of website hits available? Links to follow winery on social networking sites? Customer Feedback (e.g., comment and suggestion box?) If YES, please check specific links below: Facebook? Twitter? Blog? MySpace? Educational Opportunities Information on grape growing? Information on wine making? Recipes on food pairing with the winerys wine? Tips /info on wine tasting? Tips/info on wine storage? Health-related information? Winemaker notes? YES NO

Texas Wine Marketing Research Institute

Texas Tech University

VI. SITE ATTRACTIVENESS (subjective judgment)

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. How easy is the domain name to remember? (i.e., reasonably reflects the winerys name) How easy is the website to navigate? How current and timely is the information? How readable is the font? How uncluttered/ clean are the pages? Is the contrast between the background and the text sufficient? What is the quality of the pictures and/or other images? Is the use of the web page space effective? Is the scrolling (vertical & horizontal) appropriate? How well organized is this website? Overall, how user-friendly is this website? Is the color visually appealing? Is the design visually appealing? Overall, how aesthetically appealing is the website? Does the website make customers want to visit the winery? In your opinion, what target market(s) can this website reach? If you were to give a letter grade to the overall quality of this website, what would that grade be?

Texas Wine Marketing Research Institute

Texas Tech University

Grading
Each student started with full 100 for this project Each error resulted in one (1) point deduction from a students grade Each missing answer also resulted in one (1) point deduction from a students grade for this project Error detection: the instructor and the Teaching Assistant checked data entries across three evaluators and all inconsistencies were manually checked Evaluators were also asked to write their comments for EACH section. These comments were anonymous and provided important customer perspectives for wineries
Texas Wine Marketing Research Institute

Texas Tech University

Initial Data Coding

1 = YES 0 = NO
Winery 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5 6 6 6 7 7 7 8 8 8 9 9 9 Evaluator ID 3 19 7 3 6 9 14 15 2 7 3 5 1 10 12 13 1 6 21 18 17 1 7 19 21 16 13 UFnav1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1

Red cells represent inconsistencies in data entries Researcher then manually checked and corrected all inconsistencies
UFnav2 0 0 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 UFnav3 0 1 1 1 1 1 1 0 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 UFcontact1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 1 1 1 1 1 1 1 UFcontact2 1 1 1 1 1 1 0 0 0 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 1 1 1 UFcontact3 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 1 0 1 1 1 1 1 1 1 1 1 UFcontact4 UFcontact5 UFcontact6 UFcontact7 UFcontact8 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 0 1 1 1 0 1 1 1 1 0 0 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 1 1 1 1 0 1 1 1 1 1 1 1

Texas Wine Marketing Research Institute

Texas Tech University

Final Data Coding

Winery 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5 6 6 6 7 7 7 8 8 8 8 9 9 9 10 10 10 10 Evaluator ID 14 2 18 14 1 6 19 16 3 20 13 19 3 15 9 9 12 22 2 4 17 15 21 17 7 6 10 13 10 4 8 7 UFnav1 1 1 1 0 0 0 1 1 1 1 1 1 1 1 1 1 1 1 0 0 0 1 1 1 1 1 1 1 0 0 0 0 UFnav2 1 1 1 0 0 0 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 UFnav3 0 0 0 0 0 0 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 0 0 0 0 UFcontact1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 UFcontact2 1 1 1 1 1 1 1 1 1 0 0 0 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 UFcontact3 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 UFcontact4 UFcontact5 UFcontact6 UFcontact7 UFcontact8 1 1 1 0 1 1 1 1 0 1 1 1 1 0 1 1 1 1 0 1 1 1 1 0 1 1 1 1 0 1 1 1 0 0 1 1 1 0 0 1 1 1 0 0 1 1 1 0 0 1 1 1 0 0 1 1 1 0 0 1 1 1 0 0 1 1 1 0 0 1 1 1 0 0 1 1 1 0 0 1 1 1 0 0 1 1 1 0 0 1 1 1 1 0 1 1 1 1 0 1 1 1 1 0 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 0 1 1 1 0 0 1 1 1 0 0 1 1 1 0 0 1 1 1 0 0 1 1 1 0 0 1 1 1 0 0 1

Texas Wine Marketing Research Institute

Texas Tech University

RESULTS: User Friendliness

Website Features
Home button available on all pages Site map available Search option Contact Us button Direct e-mail contact Mailing address Physical address Telephone number Fax number Contact persons name identified Map and/or driving directions Percent yes 78.6 92.9 10.7 80.4 82.1 92.9 98.2 100 33.9 30.4 100 Percent no 21.4 7.1 89.3 19.6 17.9 7.1 1.8 0 66.1 69.6 0

Texas Wine Marketing Research Institute

Texas Tech University

RESULTS: Winery Information

About Us
History/stories about winery Owner name identified Profile of the winemaker(s) provided Photos of winery and/or vineyard Winery staff contact info listed Virtual tour/video of winery or vineyard Employment opportunities Percent yes 80.4 71.4 37.5 82.1 12.5 7.1 3.6 Percent no 19.6 28.6 62.5 17.9 87.5 92.9 96.4

Texas Wine Marketing Research Institute

Texas Tech University

RESULTS: Winery Information

Operational Information
Hours of operation identified Availability of tours Wine tasting fee (or free tasting) information Calendar of events (e.g. festivals, tastings, etc.) Percent yes 96.4 57.1 50.0 80.4 Percent no 3.6 42.9 50.0 19.6

Texas Wine Marketing Research Institute

Texas Tech University

RESULTS: Winery Information

Facilities
Information on wine production facilities Picnic facilities Facilities/Services for children Gift shop Banquet/Conference facilities Private event accommodations Other facilities Percent yes 44.6 26.8 5.4 33.9 44.6 66.1 16.1 Percent no 55.4 73.2 94.6 66.1 55.4 33.9 83.9

Texas Wine Marketing Research Institute

Texas Tech University

RESULTS: Product Information

Product Information
Wine list available Description of wines Price of wine Discount information (e.g., by case) Awards/Medals information Info of local restaurant and/or retail stores that carry winerys wine Online shopping cart available Method of payment identified Terms and Conditions Shipping cost available Wine Shipment Rules and Regulations
Percent yes Percent no

98.2 96.4 69.6 41.1 53.6 32.1 46.4 32.1 30.4 26.8 35.7

1.8 3.6 30.4 58.9 46.4 67.9 53.6 67.9 69.6 73.2 64.3

Texas Wine Marketing Research Institute

Texas Tech University

RESULTS: Marketing Aspects

Marketing
Logo and winery name on the first page Logo and winery name reflected on every page Public relations: Newspaper articles about winery Press releases Press kits Featured wine information 21.4 14.3 3.6 26.8 78.6 85.7 96.4 73.2 Percent yes 100 96.4 Percent no 0 3.6

Texas Wine Marketing Research Institute

Texas Tech University

RESULTS: Marketing Aspects

Marketing
Partnerships: Regional information available Local attractions Local events / festivals Local restaurants Local lodging Local shopping Links for local CVB, Chamber of Commerce Links to wine and grape growing associations Links to Texas wine organizations / programs Links to wine-related websites 67.9 23.2 28.6 33.9 33.9 3.6 23.2 42.9 50.0 32.1 76.8 71.4 66.1 66.1 96.4 76.8 57.1 50.0
Percent yes Percent no

Texas Wine Marketing Research Institute

55.4 44.6 Texas Tech University

RESULTS: Customer Relations

Interactive Functions
Online sign-up for wine club available Wine club information Cost of membership Benefits/discounts Frequency of shipments Frequently asked questions Educational Opportunities: Recipes on food pairing with winerys wine? Tips /info on wine tasting? Tips/info on wine storage? Health-related information? Winemaker notes? 19.6 7.1 5.4 0 8.9 80.4 92.9 94.6 100 91.1 Percent yes 42.9 55.4 37.5 53.6 50.0 8.9 Percent no 57.1 44.6 62.5 46.4 50.0 91.1

Texas Wine Marketing Research Institute

Texas Tech University

RESULTS: Customer Relations

Interactive Functions
Links to follow winery on social networking sites Facebook Twitter Blog MySpace Percent yes 33.9 28.6 21.4 10.7 3.6 Percent no 66.1 71.4 78.6 89.3 96.4

Texas Wine Marketing Research Institute

Texas Tech University

Discussion
Overall the websites cover most of the issues and appear effective in communicating various messages to consumers However, several features need improvement

User-Friendliness:
Providing a contact persons name would add a personal touch to the website and facilitate communication between the winery and the consumer Home button should be available on all pages

Texas Wine Marketing Research Institute

Texas Tech University

Discussion
Winery Information:
Winemaker profile adds to the story Availability of tours helps to plan visit Wine tasting fee (or free tasting) information More detailed description of facilities

Product Information:
Discounts information is not always available Info of local restaurant and/or retail stores that carry winerys wine Online shopping (general overview should be available without logging in)
Texas Wine Marketing Research Institute

Texas Tech University

Discussion
Marketing Aspects:
Regional information should be more available Media coverage

Customer Relationships:
Wine clubs info is not always available on the web Research shows that the vast majority of wine consumers appreciate opportunities to learn more about wine. Thus, educational opportunities are important Social media link is a must nowadays

Texas Wine Marketing Research Institute

Texas Tech University

Limitations
Comparison of responses revealed a reliable level of consistency across the three evaluations Nevertheless, the human factor needs to be taken into consideration while interpreting the results of the evaluations. Occasional inaccuracy may occur due to misinterpretation of information Some facilities/services (e.g., amenities) may not be available at the winery. The no response does not necessarily indicate missing information on the website. These facilities or services may not be available at the winery
Texas Wine Marketing Research Institute

Texas Tech University

Conclusions
Quality of a winerys website reflects on the scope of its marketing activities and influences its position in the competitive wine business environment The website has to communicate the winerys position to the consumer. The more effective the website, the more effective the message, and hence, the better the winerys position

Texas Wine Marketing Research Institute

Texas Tech University

Conclusions
For the industry, the results of this study may serve as a checklist for designing more effective websites for their businesses The presentation will be posted on the Texas Wine Marketing Research Institute Website: www.depts.ttu.edu/hs/texaswine For questions about the project or the instrument: n.kolyesnikova@ttu.edu OR texaswine@ttu.edu 806.742-3077

Texas Wine Marketing Research Institute

Texas Tech University