Designing web marketing that works for users: Finding best practices through evaluation and conversation

Abstract

Many think of marketing as a separate discipline from user experience design; however, marketing is an integral part of users' experiences in using many web sites. This paper describes methodology and findings of a study aimed at understanding how to effectively use marketing promotions to raise financial advisors' awareness of relevant products and resources on a fund family web site, while at the same time supporting the broader experiences around their intended uses of the site. High-level guidelines for using marketing promotions on a web site are described, as well as tactical best practices to guide design of such promotions. © 2011 Springer-Verlag Berlin Heidelberg.