Building a better online presence.Internet users have become more sophisticated -- showing a tendency to return to sites that offer a "wow" experience and the ability to accomplish goals in the most efficient, user-friendly manner possible. To attract their attention, many Internet marketers are considering AJAX-enabled applications. Use Google Maps to search for a hotel near O'Hare International Airport, and then access contact information and driving directions without ever clicking through to a new page. Visit retailer The Gap's online store, and find out if your favorite style and color is available in your size by simply moving your cursor over the display.
Or, if you are looking for a luxury apartment community, select your market on the AMLI.com website and instantaneously review a list of AMLI communities in your area. Although very different in purpose, these three sites have one thing in common: they all have been developed with a better, more effective user experience in mind -- using Asynchronous Javascript and XML, or AJAX. A ‘wow’ experience.In establishing their initial Internet presence, most organizations focused on "getting out there" -- opening a new marketing channel or reinforcing branding efforts. Now, organizations are taking steps to fine tune that presence and distinguish it from others. In doing so, many are paying particular attention to user experience. Internet users have become more sophisticated -- showing a tendency to return to sites that offer a "wow" experience and the ability to accomplish goals in the most efficient, user-friendly manner possible. Because of its ability to deliver a robust user interface traditionally found in desktop applications, AJAX has attracted the interest of a variety of organizations for enhancing Internet-based functions that range from simple to complex. A faster, more sophisticated response.AJAX is not a new technology. Rather, it is a package of established technologies for creating interactive applications that enhance user experience. In simple terms, it allows a user to click on items in a browser window and access related data, without having to wait for a page to refresh. When user begins interaction with a page equipped with an AJAX application, the application opens and runs in the existing browser window. This allows the browser to adjust the user experience as the user interacts with the application - without showing the effects of having to communicate with the server. Not only does this typically provide the user with a faster response; it can create an impression of greater sophistication, thus distinguishing the experience from that of many other sites. In addition to improving experience, AJAX offers the added benefits of using stable, proven technologies familiar to many developers. Growing momentum.Although still in its infancy, AJAX is gaining momentum as an Internet development tool. Google, for one, has established itself as a prominent user, with AJAX applications supporting not only Google Maps, but also its Google Suggest toolbar and other applications. One company that recently has adopted AJAX to enhance its online marketing effort is Chicago-based condominium developer American Invsco. American Invsco developed a special Internet portal to host a sales event for the initial offering of its new Orlando, Florida Bermuda Dunes development -- a project expected to attract widespread interest from prospective buyers. The purpose of the portal was to maximize sales during the event by equipping sales staff and prospective buyers with a single source of information about the community's 336 units, as well as current information about the availability of each unit. To deliver up-to-the-minute availability information during the sales event, American Invsco incorporated an AJAX-based application that displayed, on one screen, a grid showing each condominium number and its current status -- available, pending or reserved. The AJAX application updated the availability information in real time, enabling sales personnel and prospective buyers could view the status and obtain unit information without having to refresh their browsers. West Monroe Partners provides comprehensive Internet development and marketing services and can help you evaluate the potential of AJAX-enabled web applications. For more information, please contact
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