How to create activity specific website features ?

How to create website features for a specific target audience ? Part - 2


In part 1, we talked about how to woo the target audience with user specific features. In this part, lets discuss how features, related to activities in the site, can be used attract the target audience to the website. Lets go back to our example of our beloved pensioner again. Here the activity that our pensioner is expected do on the site is to pay online. So based on this one aspect alone i would include in the site, the following features:

           

·                    Both card and direct online bank payments

·                    Develop a mix of online and offline payment. Pay using conventional demand draft or wire transfer and keep an e wallet.  Use the e wallet to pay online. This would help the user to avoid using cards online.

·                    A contextual help menu that explains the user the significance of each process in the online payment.

·                    A help section with all the possible questions answered related to the use of the website and payment online.

·                    Reply messages before and after payments with a unique number to identify the payment.

In the part 1 and 2, we considered both the user specific as well as the activity specific features that may be included in the site to attract the TA. In the 3 rd and the last part of the article, we shall address the most relevant features that emerge from the interaction of user with the activities in the site. In situations like online payment, these features are so important that they can significantly increase the taking place of the activity. By including these features I shall explain in the 3 rd part of this article, the web site will be able to increase the number of online payments done through the site by pensioners by giving them optimum user experience. So keep glued to identical self.