Web Site Elements and Review of ImageStream Site
As Patrick Lynch and Sarah Horton put aptly in their Web Style Guide (2002), many of the complex Web site creations from the past few years are like "1960s architecture" making users "wince and wonder how it could ever have been fashionable." ImageStream maintains a simple Web site strategy. The company provides customers with detailed market positioning and technical information about its products and technology solutions. At the same time, the company seeks to make the customer feel as comfortable working with ImageStream on-line as they would be if an ImageStream representative were to visit them personally. By providing clear, user-centered tools for pre- and post-sales needs, ImageStream has found a way to add value to the on-line experience and continues to use its informative site as a competitive advantage in the network infrastructure equipment market.
In order to maintain its competitive advantage, however, ImageStream must be able to anticipate and direct changes in its equipment market.
A solid strategy that provides a wealth of information and encourages customers to make use of ImageStream's worldwide sales channel can offset strong competition from well-heeled, but less nimble, competitors such as Cisco Systems. Today's technical buyers have high expectations for quality, performance, price, convenience, and customer service. A corporate Web site often represents the first contact a prospective customer has with any company. ImageStream's ability to proactively exceed customer expectations through its on-line presence will ensure that the company can continue to deliver strong sales growth and high customer retention levels.
Navigation and Usability
An organized, content-rich, professional Web site creates value in the mind of customers and prospective customers. The site needs to act as a multi-functional tool, acting at once to excite prospective buyers, market the company itself, provide technical solutions and...