An exploration of small business Website optimization: Enablers, influencers and an assessment approach

Abstract

The literature reveals a need for more integrated research contributions to small business Internet adoption and theoretical development. There is also a need for these developments to relate more closely to effective, or optimized, use of web applications in business processes and growth. To address this, and building upon recent integrated theoretical developments, the aim of this study is to explore the determinants and outcomes relating to small business Website optimization. Five determining variables isolated from recent theoretical developments relate to small business Website adoption outcomes. Utilizing an optimization rating instrument with these variables a methodological approach produced four key findings. From these findings we develop an optimization model and focus important contributions as propositions. These propositions provide a new understanding of the enablers and influencers of small business Website optimization and a basis for research to develop further insights in this area.

Representing small business web presence content: the web presence pyramid model

“…In fact, a study of the changes in website content of 39 micro businesses (Burgess et al, 2007) showed little evidence of stage growth and that some businesses had actually removed features from their websites. Simmons et al (2011) suggested that subsequent to the development of stage models, 'contingent' models had been developed that recognise that different types of businesses will take different approaches to their online presence. The stage models presented thus far are inward looking in regards to a business website and do not consider external influences (such as the website strategy of competitors).…”

Entrepreneurial Orientation and E-business Capabilities of Manufacturing SMEs: An Absorptive Capacity Lens

“…A second form of KAA capabilities is e-commerce. As this capability is transactional in nature, it has become easier for SMEs to develop successfully [35]. E-commerce capability refers to the buying and selling of goods and services through the Internet and Web-based technologies [36].…”

Marketing planning and digital customer loyalty data in small business

“…These tools were used to facilitate more formalized and structured approaches to understanding online customers. Simmons et al (2011) found that such tools complemented and supported online and offline the more informal type of marketing planning the small businesses studied would normally practice. They based this on small business competencies such as creativity, flexibility and intuitive judgment.…”

“…Pelham and Wilson (1996) and Pelham (2000), indicate that the typically low levels of formalization in small businesses' marketing planning will not necessarily reduce the innovative and flexible aspects of their ways of achieving this. Recent work by Simmons et al (2011) suggests that an informal-formal synergy may exist in this regard. In a study of small business web site optimization they found that those firms at leading edge were positively influenced by using cost-effective web tools such as web analytics, online surveys, community forums and database technology.…”