Key website factors in e-business strategy

摘要

The design of a quality website, as part of e-business strategy, has become a key element for success in the online market. This article analyzes the main factors that must be taken into account when designing a commercial website, concentrating on the Aceros de Hispania company and its business model. We have studied the features which determine website quality: accessibility, speed, navigability, content, and we have calculated the Web Assessment Index (WAI) proposed by Miranda and Bañegil [Miranda, F. J., & Bañegil, T. M. (2004). Quantitative evaluation of commercial websites: An empirical study of Spanish firms. International Journal of Information Management, 24(4), 313–328]. The results obtained provide several lessons which should be borne in mind when designing a commercial e-strategy. Firstly, it can be observed that Internet popularity and search engine positioning facilitate entry to practically inaccessible markets. Secondly, the navigability makes users feel comfortable and secure when browsing it, which increases the probability of a transaction being completed. Finally, the information provided on the website must be accurate, informative, updated and relevant to customers’ requirements. Like Aceros de Hispania, any company, thanks to the Internet, will be able to overcome the barriers which would impede its successful worldwide development in the offline market.