Analysis of Integra Synergy Systems Online Presence: A Focus on Usability, Visibility, Quality and Improvement Recommendations

Abstract

The expansion of new technologies is affecting all the areas of life, from health to spare time, including business. In order to have the strongest and most effective impact on their targets, companies work on the development of their websites and social media. Despite of how easy or current it may seem to customers that any brand is available in the Web, it is in a fact a struggle for many businesses to find the way to create and maintain an online presence that can be successful and endurable. This is the case of Integra Synergy Systems (ISS), a Spanish company devoted to the ceramic sector. The aim of this paper is to analyse the websites and social media of ISS and make improvement recommendations. The aspects taken into account for such analysis are the relevance of a website, the relevance of social media, Search Engine Optimisation (SEO), quality features of a website and usability. Different tests were designed and conducted to detect possible shortcomings in the sites and social media of ISS regarding the fore-mentioned aspects. For most of the tests, the participation of volunteer users was needed, and the results provided an insight of the reasons why the websites and social media of ISS are not performing as they successfully should, consequently preventing the company from obtaining the expected results.