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How rewarding is your web solution?

Web solutions came with unquantifiable goodies that include:

  1. Global presence and 24 hours service availability
  2. Affordable and unlimited means of advertising to wider audience - local, national and international.
  3. Generate leads and request for information.
  4. Instant and affordable source of information and means of material circulation - news, newsletter, contacts, downloadable materials, etc.
  5. Instant and affordable means of communication - instant messaging, electronic mail, discussion groups, etc.
  6. e-Commerce - selling products and services online
  7. Online research and development - product and service survey, opinion pools, etc
  8. Education and work without borders
  9. Online recruitment - jobs, matching, volunteering, and other new opportunities
  10. Source of entertainment, etc - video, music, TV programmes etc
  11. And many more

Interestingly, as the innovation in web technology mature, web solutions are promising infinite possibilities like we never witnessed. Little wonder why companies, institutions, governments, churches and individuals are all moving their businesses to the web. Having enumerated some of the benefits of a web solution, one is tempted to ask - what is a web solution and how can I tell if the web solutions built by and or owned by Nigerians are delivering the benefits or not?

A web solution can simply be termed as any solution that is built to be used through a web browser, no matter if it is a simple personal or corporate web site, portal or complex enterprise resource planning (ERP). The key determinant is that the solution is built to be delivered to users through a web browser.

On the question of web solutions delivering required benefits, Multi Dynamics Nigeria Limited observed and would say that some of the web solution built by and for Nigerians are successful, delivering the needed benefits but a larger number are not. Our reviews show that the unsuccessful web solutions do have a common story behind them. Some of the stories are as follows:

  1. The solutions were built for reasons of status symbol rather than business. "My company needs a website and we must be counted among businesses that own one". So, once our pages are hyperlinked, that is fine by us.
  2. The solutions were deployed by quacks that are hungry to script away rather than learning the peculiarities of a business processes before implementation.
  3. The solutions are owned by those that are ignorant about the possibilities that abound for their web solution and settle for any available option.
  4. The owners never defined a goal or seek professional opinion.
  5. The owners are under budget constraint or trivialised the potentials of web solutions before approving an impossible budget for a quality job and ended up with a solution commensurate to their budget.
  6. Professional task outsourced to quacks for gratification, ego, infighting or similar reasons.

How do you tell if a web solution is delivering the benefits or not? Though it may seem simple from a distance but it is a complex process as web solution owners often engage numerous forms of publicity and it may be difficult to attribute their success to a web solution or any other marketing effort for that matter. Nevertheless, it is possible to know how well a particular web solution is performing. Many often think of visits and hits to determine success or failure but it is more than that. Professionals usually scrutinize lots of things about a particular web solution before commenting on how a web solution is performing. Usually lots of data are gathered from the users of such solution, the solution itself, its specification, etc before testing for complaints - standards, business rules, performance, return on investment and many more tests. Often, efforts are focused on the business goals, evaluating the milestone and ascertaining if a solution is on course, need further help, re-engineering or completely derailed.

Poor design can hinder a solution from performing and therefore, denying the owner the benefits that ought to have been derived from having a web solution. Quite often, we hear from web solution owners that the web designer made a mess of the opportunity and totally responsible for a non performing solution. Such statement is not entirely true, as a well thought-out intention, properly analysed and documented, prototyped, built and tested can hardly go life without someone sensing an issue with it along the line. Web solution development is like any other work of engineering that requires professionalism and attention to detail and must pass through some processes before attaining internal certification. Admittedly, the web designer ought to ask relevant questions, and through such process discover if appropriate procedure was followed or not. Further, design issues entail the entire process, including intentions, decisions, specification, etc and not just the graphical, colours or content formatting aspects.

Common design issues that web solution owners need to look out are discussed subsequently as follows:

Web solution without mission
It is strange but true that some web solutions do not have a mission. They were built purely to be counted, no focus, no baselines, no nothing. The most interesting thing about such solution is that there is no documentation to show what the intentions were, let alone of what was achieved. All that is available is just hyperlinked pages and that is it. If you are building a web solution, it is important you insist on knowing what the minimum expectation is, when and how the solution is to attain it.

Solution hosted in the wrong domain
Another major design flaw is hosting a solution in the wrong domain. It is interesting to notice that even some government and educational institutions are hosted in .org instead of .gov and .edu. Naturally, users will be looking for your solution in the appropriate domain, instead of the incorrect one.

Solution without integrated business processes
Solutions are built mainly to enforce complaint, fast track and complement business rules. Where a solution fail to integrate established business rules, it ends up creating parallel processes, competing for attention, human and material resources. Take for example, content management systems (CMS) of most newspapers in the country that are always out of sync with their daily publications tell one that their news gathering, and editorial processes were never built into their solutions. A CMS typically has many capabilities - private sections, various levels of authorisation and approvals, auto inform, auto reminder, auto approve, who is active, discussion boards, chat, etc. When a CMS is properly implemented, reporters gathering news in the field can feed what they think is newsworthy into the solution and appropriate editor will be notified immediately. Such editor can start working on the content once the reporter releases it by granting permission to the editor. If such an editor is not available, within the allowable number of hours, the request escalates and the editor's supervisor gets notified. This way, the editor's supervisor can intervene directly through a telephone or engage the reporter through an online chat if the reporter is active on the site. To cut the long story short, once a decision to publish is made, the editors can then approve their sections subsequently to be available on the life server for public use. There is no need to have additional staff that will start another round of cut and paste, typing, etc, the solution is suppose to work seamlessly.

The use of unpaid public emails
This is another important issue most unsuccessful web solution owners choose to ignore. Most corporate bodies often filter out emails emanating from unpaid public emails and the chance that yours (if you use unpaid public email to write corporate mails) will be filtered is very high. Further, emails emanating from public domains can not be verified easily and often create credibility problem. We assume "419", once someone writes using an email from a public email domain and claim to be working in a reputable establishment that we can ascertain that has a web solution. Many do not know that emails help a lot in promoting businesses, as people end up visiting the domain that they received an email from, especially when the person writing is new to them. It does not make any technical sense to own a web solution and yet use unpaid public email. It may cost a little more to ensure that anything@yourdomain emails are captured. If the company hosting your solution does not offer email hosting services, it is possible to have your email hosted elsewhere.

Content quality and presentation
Many web solution owners often neglect this most important aspect of a web solution and spend more time on graphics and animations. No matter how beautiful a web solution is, if the content is not concise, direct to the point and above all, presented in a manner that it will be inviting to read, it may not encourage users to revisit or consider the solution as a source of valuable information. Web solutions should be considered as a front desk, which should be given maximum attention, ensuring that the content is of high quality. Some of the factors to consider when preparing materials for a web solution include:

  1. Page layout and partitioning - there is no harm in having more pages on a web solution. The idea of having fewer pages portrays the establishment as one that does not having many ongoing activities.
  2. Positioning of statements and or phrases - It is always elegant to position eye catching statements in locations where it will be visible to anyone visiting the solution for the first time.
  3. Grammar and spelling mistakes - Always check for grammar and spelling errors.
  4. The use of contrasting colours - Avoid the use of text and background colours that contrast each other. This applies to links - hover, mouse over, visited etc
  5. Use only legible fonts - Even though some fonts could be very stylish, once it is not readable the content is of no value. The use of such stylish font should be avoided.
  6. Accessibility - Ensure that your solution is inclusive and can be accessed by people that use assistive technology.

Insufficient, hidden or no contact information
One unpardonable issue is to provide only a contact form on a web solution and assume that visitors will complete the form and wait for a response. The recommended practice is to give as much contact options - phone, email and or online form to users as possible and encourage them to use the most cost-effective and convenient option.

Effects without purpose
The use of flash and other animating tools that does not deliver any specific message and unnecessary background music that does not relate to the subject matter is highly discouraged. Note that flash and animation tools are great tools but should be used in proper perspective. For example, flash and other animation could be used to demonstrate the transmission of HIV virus from one individual to another. It does not help when lights, thunders, etc are flashing across the screen unnecessarily, creating distractions.

Compatibility issues
Many unsuccessful solutions display well in some browsers and awful in others, making it difficult for users of such browsers to access some of the features if not the entire site content.

Unnecessary pop ups
While the use of pop ups for marketing purposes is helpful, the use of pop ups unnecessarily is discouraged. Pop ups are major source of distraction to anyone reading a content on the screen. It always remind one of virus, hijack, etc

Speed of response
For a particular web solution to deliver the goods, it must respond to users request within a reasonable time. This is the only way to guarantee revisits. Heavy images and scripts (un - optimised) are usually responsible for slow response.

Navigational issues
The use of lots of frames, menu options that can only work in certain situation (JavaScript enabled browsers for example) are highly discouraged. Improper classification and partitioning of contents can also make navigation difficult.

Solution optimisation for search engines
This is one factor that has the tendency to impact positively on the potentials of a web solution. It is important to ensure that appropriate data dictionary is defined for a solution. Once the solution is optimised and submitted to search engines, it has the tendency of boosting the visibility of such web solution. There are certain meta tags when embedded, using the defined data dictionary at the appropriate header section of solution pages that will help optimise the pages for search engines, and to enable search engines to index them. When this is not done, the solution can only be accessed by those who know the domain name but can not be found among solutions within a search engine.

To summarise, it is a worthy venture to know how well your web solution is performing so as to enable you take appropriate action. For an ERP, decision support system, and solutions of the likes, the best approach is to call for an impact assessment study. This will help to reveal lots of information about your web solution.

For simple solutions like websites, portal and content management systems and the likes, it is easy to tell how well your web solution is performing. The starting point is to review your solution specification, checking what the solution promised against what the solution is delivering. Emphasis should be on the target group, verifying that they are truly accessing the needed resources within the solution. Thereafter, check the solution visibility on the web, particularly the search engines to see how the solution is ranked among others. You can perform keyword search on major search engines to see if your solution will be found. The next step is to head for your log files, checking the statistics of the solution. Pay less emphasis on hits or visits. Dig deep into what pages visited, by whom, and how long the visitor spent on each page. If your contact page is included, then compare calls received with visits. Where the pointers are not converging with the outcome you are experiencing, then you should check design issues, ensuing that your solution is not found wanting.

About this Article
This article is a contribution of Education Programme of Multi Dynamics Nigeria Limited to the public. It is aimed at enlightenment and creation of Information and Communication Technology awareness. All articles contributed by the Education Programme are available on this website. Enquires, reviews, response regarding this article should be directed to info@multi-dynamics.com