Website Analysis

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Transcript of Website Analysis

Website Analysis

Edward Macky, MDM Prof. Ronan Gruenbaum Word Count: 2196

Executive Summary

Adidas is the second largest athletic brand in the world, with a robust history and a heritage of innovation. Its website aims to reinforce the brand and sell products. Its ideal user is a young, educated athlete who is inspired by, or just loves sport. He/she appreciates style and innovation and is a savvy Internet user. Adidas do their best to reach this group by tailoring their content across a variety of different sports and activities.

To deliver on its objectives, adidas creates content that is relevant to the user, with a strong push to promote its new products and services. The MiCoach web-based training program is an integral part of the product/service offer. It also forms the online value proposition, which while not explicitly clear, is a distinct offer that typifies the brands online presence. Athletes can go to the website to design customised training programs, specific to their chosen sport and skill level. This is a key feature of adidas innovation strategy.

The design and website architecture are well planned and consistently delivered throughout the site. With the exception of a few pages (SLVR, NEO, Y-3, Originals, MiCoach) on the site, the header and footer remain the same with site exploration and shopping options at the top and a site map at the bottom. In between, the content is structured hierarchically so that the most important content is by itself in the middle, and content of secondary importance is split into three groups below, with further quick links below again. Content can be found easily and calls-to-action are plentiful, if a little ambiguous and poorly labelled.

The site suffers under testing, with results found wanting in areas of download speed, browser resolution, search engine optimisation and web standards. And while the site fits perfectly onto an iPad screen, it needs a mobile version.

If the sites aims are to provide high quality content and innovative, stylish products for its target consumers then adidas is successful. The content is relevant in its context, can be accessed easily and makes users want to return. However, it fails in areas that require attention to detail, so that potential customers can find the adidas website and use it without difficulty. In this regard, the website analysis could be called a mitigated success.




IntroductionThe two most important questions to ask when analysing a website are who is the website for? and what are its intended objectives? (Chaffey, 2008). All organisations need to have identified their target audience and built the website to fit the needs of this audience. Assisted by marketing theory and testing techniques, these two questions will underpin this analysis, with answers and recommendations provided at the conclusion.

Unfortunately, during the assignment the adidas server was hacked, rendering the website inaccessible for ten days. So while this should be read with the caveat that the site may perform poorly in the analysis for this reason, it may also be noted that an organisation the size of this German sports giant should perhaps have a stronger contingency in place for such events.

Who?From the homepage of the adidas website, we can make some assumptions based on who the intended target is. These people are: Young; Athletes of any skill; Fashion-/style-conscious; Appreciative of innovation; Mindful of the adidas brand.

The ideal user is interested in football, basketball, running, training or the Olympics in London, 2012. They are motivated to improve themselves as athletes and are aware of the heritage that adidas has forged over its long history. Data incorporated from the adidas Group Annual Report (2010) illustrates that target consumers are active or inspired by sport, are 14-29 and are interested in the sports mentioned above. This group differs only slightly from the statistics provided by Alexa (, which reveal that the average users are predominantly male, aged 18 to 34, childless, college or graduate school educated, and browsing from work or school. Thus, the user has been defined. Now what are the sites objectives? 4

Fig. 1: adidas Home Page, November 2011

ObjectivesThe objectives of the adidas website are twofold: brand reinforcement and product sales. Chaffey and Smith (2008) state that when considering a websites objectives, one must consider the five Ss: sell, serve, speak, save, and sizzle. This is a simple way of illustrating whether the website is helping its customers in carrying out these objectives.

SellThe site makes several references to the online store, including the Shop, the Product Search box, the shopping Cart (all at the top of the screen), calls-to-action in the main page stories, and below the fault line in the Features section. The Store Finder at the top left of the page assists mixed mode buying.

ServeThe Store Finder provides quick offline shopping information for a users local area. Callsto-action for each story on the homepage provide links to videos, social media pages, interactive on-site games and further information throughout the site. The Explore dropdown button on the main menu (header) allows the user to choose any part of the site 5

theyd like to see (differentiated by sport, service, product or sub-brand), while the Customise drop-down button next to it lets the user create their own wardrobe. Both of these are easily found and add value to the experience.

SpeakAt the top right of the page, a user can sign up for an email, which also doubles as creating an adidas account, effectively adding them to the database. There is content tailored to different segments of customers who visit the site, such as basketball, football and MiCoach content. This content is found by accessing calls-to-action on the homepage stories, or via the page that each of these segments has within the site. All of this is a way of subdividing the content for different users and speaking to them more directly.

There is a blog on the site, located in the MiCoach section with an RSS feed attached. There is a twitter handle for @adidasrunning (which is very successful

(, but isnt visible anywhere onsite including the Running page. Some pages (running, football, Originals) allow a user to connect to a Facebook page to encourage further contact. Users can also write reviews and share links of all the products at the online store.

SaveAt the online store, there is a Sale page that offers products discounted by up to 30%. There is also an opportunity to receive a 15% discount voucher if a user signs up for the email newsletter. Both of these details are visible in the Shop drop-down button on the header menu throughout the site, as well as below the fault line at the online store itself.

Fig. 2: Screen shot of Shop drop-down menu, November 2011


SizzleThe homepage uses large action photos of famous athletes and celebrities to captivate the user on arrival. Small slogans accompany each photo creating a story, while the slogans take cues from adidas keywords found in the brand strategy (adidas Group Annual Report, 2010) faster, stronger, cooler, smarter, natural as well as references to the adidas slogan, All In. There are six stories on an 8-second timed rotation, which keep the homepage fresh and dynamic. On each page there is interactive content, global superstars and further product information.

The Customise section on the header menu allows users to create bespoke footwear and clothing lines based on their own tastes. Its a way for adidas to further their innovation strategy, which is at the heart of the brand (adidas Group Annual Report, 2010).

Fig. 3: adidas MiCoach Page, November 2011

Online Value PropositionA clearly stated online value proposition gives the user a reason to be at the website rather than a competitors site, or in the retail store *Chaffey, 2008). Visible throughout the adidas website is MiCoach, the worlds first web-based personalised training service (adidas Group 7

Annual Report, 2010). This symbolises what adidas offers that others dont: innovation. MiCoach can be seen on every adidas Sports page and is clearly one of the main promotional objectives for the brand. MiCoach is only available online and a user logs into their account at the adidas website. Thus, the website becomes the place where adidas athletes can set training programs, monitor their progress and get coached by adidas. Its pushing one of adidas core strengths innovation but its not clearly detailed as an online value proposition. Rather it is implied by its prevalence throughout the site.

Key Variables Encouraging Return VisitsHaving established adidas website objectives and its online value proposition, its critical for the brand to be delivering its message to its intended user. Forrester

( mentions four variables that encourage visitors to return to a website (Chaffey, 2008), which will provide an insight into how effectively adidas is delivering that message.

Content/ContextSince the sites objectives are brand reinforcement and product sales, the content available on the adidas website is geared towards creating interest in specific products, as well as promoting specific e