The first thing that strikes a person entering the XBox website UK is the familiar logo in the corner and the use of grey and green being recognizable XBox colours. Since a website is more than an online window for users of a product or service, but also a community platform and most certainly an effective branding tool, the XBox website design succeeded in building brand familiarity online. The website analysis will look at the use of existing tools by XBox to further its image online, build effective customer relations, ensuring interactivity, and succeeding in Internet Marketing as well.

The XBox website UK domain was registered in 1999, bringing its age to more than eight years and as such it indicates that the domain is mature, which is good for Internet marketing purposes. The site caters to users of Xbox360 products. This however, does not mean that the website design is outdated; to the contrary. The website design includes several advanced features such as the usage of cascading style sheets for the menu ensuring the same look throughout navigation. This is extremely important as the users should never wonder whether they are still at the same site.

The XBox website UK has done a lot to ensure easy navigation through attention to detail such as search facilities, help functions, and text links that compliment the colours on the website. The images also form links and with all links working and leading to relevant content, browsing through the site is enjoyable. The home link however, is the XBox logo, and although its audience may be computer savvy, it is important to still offer a familiar way to get back to the main page. There is no sign of a site map, which is essential when a website grows to be the size of the XBox website UK. Users may need the additional navigation assistance and it will certainly help with search engine optimisation and thus placement.

The copyright notice is displayed at the bottom and a contact option is available. There is no option available for increasing or decreasing text size, although the text is fairly readable at most of the pages. Screen resolution need not be adjusted and the site displays well in several browsers. There is no option for a non-Flash version or a JavaScript disabled version. A person can argue that its users will most probably have plugins and software installed to use the site, but it will still be considerate to new comers which may just become loyal customers to include these versions or options to help with easier browsing.

The use of images has been taken to another level with a flash banner at the top of the home page which introduces the user to several games and specials in a spectacular display of movable images. Flash videos are prominent throughout the website and though it can seriously hamper the Page Rank, there is enough text to ensure indexing. Many of the images lack ALT tags which are not only important for search engine optimisation, but also for user friendliness. The quality of images however, is beyond any dispute and possibly of the best quality ever seen on the Internet. This does contribute to their branding as a graphically enhanced provider of quality consoles, accessories, and games.

When it comes to content the XBox website UK caters to the needs of its audience. Gamers love graphics to discuss their gaming experiences. There is ample opportunity to do so at the site. Social networking is made possible through the forum and option to link with new friends. In addition, the blogs provide more space for sharing of opinions, obtaining help, and simply enjoying the online gamer’s community. Users also have the option to join in online gaming with other XBox gamers and thereby get the competition which they long for. Another feature worth mentioning is the newsletter sign-up option as this ensures the building of a large client database and expansion of their market. Instead of waiting for users to come to the site, they bring their products and services to the inbox of their loyal customers.

The XBox website UK would not address the needs of its audience if it didn’t offer reviews, news and latest releases. The same applies for the ability to purchase consoles, accessories, and games online. In addition the website design also includes a support function where users can register their consoles for live support and repair as well as get assistance through forums and expert advice from the XBox team. Overall the content is excellent and as such should be applauded.

In terms of search engine optimisation or SEO, the XBox website UK does well, but can do better. It boasts a Google Page Rank of 5 (May 28, 2008). It has more than 200 incoming links and has 57 outgoing links. The Meta tag is present and the site competes for keywords such as XBox, XBox360, and gaming consoles, etc. Although XBox is certainly a highly competitive keyword, the site does well by including links to fan sites which also promote their website. Page Rank can be improved by getting more incoming links from the major search engines, a site map, ALT tags with all images and more wording on the main page for SEO purposes. It is a fun website and if you don’t have an XBox360 console yet, you should visit the website as they offer excellent specials.