The financial accounting services market in Australia is very lucrative, and this has attracted very many businesses which have joined the sector (Weigl, 2016). The companies that have been considered for this study are Deloitte Australia and Ernst and Young Global Limited (EY). The e-commerce business model used by these businesses is the business to business (B2B) model. Both Deloitte and EY carry out business operations with other companies whereby they provide financial services. Deloitte provides services to other firms by carrying out activities such as tax, risk advisory, financial advisory, economics, consulting, assurance, and audit services (Deloitte Australia, 2018). On the other hand, EY provides services such as assurance, tax, advisory, and transactions services (Ey.com, 2018).
Deloitte Australia and EY have websites which they use to provide financial services to their clients as well as provide contact information through which potential or existing clients can reach the company staff. The URL to Deloitte’s website is https://www2.deloitte.com/au/en.html. Conversely, the URL to EY’s website is https://www.ey.com/au/en/home.
When one logs into the Deloitte Australia website, the first thing that stands out is information about the company. The Website provides information about the company whereby it states that Deloitte is a brand name that is used by thousands of professionals across the globe to offer financial services such as technology services, human capital, tax, financial advisory, economics, and audit services.
At the top right corner, the website provides the services, industries, and careers that relate to Deloitte Australia. The company’s contact information is also easily accessible as soon as one opens the website and this hence makes the website very easy to navigate. Another crucial functionality contained on the website’s homepage is the search tab where one can search for any services that they may require and reach it within a matter of seconds without manually looking for it (Deloitte Australia, 2018).
The website also provides a story about Deloitte Australia which is essential since it enables a potential or existing client to gain a better understanding of the company. The website states that the Deloitte Touche Tohmatsu (a private limited company in the United Kingdom) partnership targets at growing, providing high-quality services to its clients, and is also very committed to its people. The company has seven hundred partners, in its fourteen offices located in Australia with seven thousand employees. The company, in a bid to continue growing and improving, invests in innovative people, services, and products (Deloitte Australia, 2018).
The homepage also provides the company’s purpose which is to make a significant impact in all its operations. The company also aims to provide positive results for its clients as well as for the community around it. The homepage also contains information about Deloitte’s global impact in 2017, facts about the operations and outcomes of the company’s operations, the significance of diversity to the company, as well as its vision and culture. Finally, the company contains a video in which people tell stories about how the company is impacting various businesses and the country in a meaningful manner (Deloitte Australia, 2018). All this information is crucial and strategically placed on the home page to ensure that people can read it and understand the company’s culture before engaging their services. The information is also strategically set to make sure that it does not overwhelm the client when going through the website.
On the other hand, when one opens the website for EY Australia’s company, there is a lot of information that is visible. This includes the information about insights, industries, services, careers, and alumni. The homepage also contains information about news and views regarding different topics. According to the website, the company provides various financial services such as people advisory services, specialty services, growth markets, transactions, law, as well as assurance services. The company also deals with companies in different industries such as telecommunications, technology, among others. Finally, the homepage contains information about how clients can connect with the company on their social media platforms such as Facebook, Instagram, Twitter, YouTube, and web cats (Ey.com, 2018).
Screenshots of Deloitte Australia’s website and EY are shown in figure one and two respectively.
The sites for Deloitte Australia and EY belong to the B2B category because they both provide financial services to other firms. EY offers financial services to companies in different industries such as telecommunications, technology, real estate, hospitality, private equity, utilities, power, construction, media, automotive, life sciences, financial services, and health (Ey.com, 2018). According to its website, Deloitte Australia most recent alliances and transactions were with different firms such as Strut Digital, Plenary Networks, Torridon Partners, Cinder Agency, Morse Consulting, The Explainers, and Six Tree. Additionally, the website states that the company deals with businesses in the public sector, telecommunications, healthcare, media, technology, industrial and consumer products, as well as the energy and resources industries (Deloitte Australia, 2018).
Principle Business Goals of the Websites
According to its website, the principle goals of Deloitte are the provision of quality financial services which enable its clients to have the best outcomes, displaying proper conduct and developing trust between the company and its different stakeholders. Moreover, the company aims at continually growing by being innovative and highly competitive. To achieve these goals, the company hires highly experienced experts with expertise that has been proven to be able to tackle business challenges that are complex (Deloitte Australia, 2018).
Conversely, EY is committed to providing customer services to their clients that are exceptional in four main financial fields namely; transaction advisory services, advisory, tax, and assurance. The company also aims at building a better working environment for its clients. The company states that it can help its clients improve their effectiveness and performance by analyzing the company’s business operations and management to determine the best courses of action and identifying existing opportunities that the company can seize. The company also provides advisory services that are aimed at ensuring that companies can strategically manage their transactions and capital. Additionally, it gives tax strategies for its clients that are in line with their drivers to ensure transparent reporting and effective compliance (Ey.com, 2018).
Website Attributes
The URL for Deloitte Australia is https://www2.deloitte.com/au/en.html while the URL for Ernst and Young is https://www.ey.com/au/en/home. The websites for both businesses are related to their business names in different ways. Deloitte Australia’s URL contains the names ‘Deloitte’ and ‘au.’ These words show that the URL is about Deloitte company which is operational in Australia and this makes one well aware of what the URL is about without even opening it. The company’s domain name is also in the URL. This, therefore, gives it a rating of 5.
Conversely, the URL to Ernst and Young only contains the word EY, and this is not sufficient information for someone who may not know what EY stands for. The URL, however, contains the company’s country of operations. The company’s URL is also short, and its domain name is not explanatory of what the firm does. However, it is short which is easy to remember and concise. Therefore, EY’s URL has a rating of 4.
Both Deloitte Australia and EY Australia’s websites are the top searches on the different search engines such as Yahoo, Google, Ask, Bing, and AltaVista. This hence gives both websites a rating of 5.
The Deloitte Australia website contains different information that is crucial such as the different services that the company offers and the industries that the company works with. This information is crucial because a potential client will become aware of the services that it can enjoy as well as find out if it is in an industry that the company can work with. The website also contains information on how potential or existing clients can contact the company’s employees. Additionally, it has information on various career opportunities that may be in existence in the firm. Finally, it has legal information about the company, the terms of using the company’s website as well as privacy laws in regards to the personal information that the company may collect.
Conversely, EY Australia contains information about the different services that the company offers, existing career opportunities in the company, and the industries that it works in. Additionally, it contains information about existing opportunities for the company’s alumni. It, therefore, helps its alumni connect with each other, work together, and build their brands. Moreover, the website contains insights about different topics. Finally, it has information on how various stakeholders can connect with the company’s employees. Therefore, the information provided on both websites is crucial, and it covers the basics of all the information that one would need when visiting the site. Both sites hence have a rating of 5.
Requirements by companies for people to provide personal information is crucial in some cases in a bid to gain a better understanding of the people (Yang et al., 2014); (Storto, 2014). However, there is specific information that is very sensitive and should therefore not be provided. In 2016, identity theft was very prevalent in the country, and it affected more than thirteen million people (Weigl, 2016). Deloitte Australia requires one to fill information about the topic of their visit to the website, their names, email address, job title, location, financial records, and their message. It also asks people to provide information such as their address and phone number, but this is not mandatory. EY Australia does not require one to provide their personal information in a bid to communicate with the company’s employees. Therefore, AY Australia’s website does not collect personal information while Deloitte Australia collects people’s personal information. Thus, Deloitte has a rating of 4 while EY Australia has a score of 5.
EY reassures its users on the privacy of their personal information by stating that they use industry-standard encryption technology while Deloitte Australia indicates that it complies with the Australian Privacy Principles (APPS). They, therefore, both have a rating of 5.
Both Deloitte Australia and EY foster trust with their potential and existing clients by putting measures in place to protect their information and by promising to deliver high-quality financial services. Additionally, they both have a good track record which shows that they are effective in their operations. Hence, they both have a rating of 5.
Both Deloitte and EY both have terms and conditions that are associated with the use of the website. Deloitte states that any users who do not agree to the terms of use should immediately terminate the use of the site. Both companies report that their websites are protected by trademarks and copyrights and other national laws giving them a rating of 5.
The websites have a search tab where one can enter keywords about any information that they may need from the websites. Moreover, the sites have menus at the top of the page which makes it easy to navigate the site.
Both websites address the global language requirements of their users by providing different languages. On the top right corners of both sites, there are different languages such as French, Portuguese, and Albanian, among others. This gives both websites a rating of 5 on language and cultural considerations.
Both websites contain information about the different financial services offered by the companies as well as the industries that the companies deal with which gives them a rating of 5.
Deloitte Australia and EY websites have an ease of use. They also have a modern, clean, and mobile-friendly design. However, both sites have limited user customization capabilities. This, therefore, gives them a rating of 3.
Both websites offer a personalized users experience. This is because, for both sites, a user can change the language preference to their preferred or native languages to suit their individual needs. However, more customization is not available. Therefore, this gives them a rating of 4.
The EY website provides different channels that users can reach them such as Facebook, LinkedIn, Twitter, Google Plus, and YouTube. Conversely, Deloitte Australia states that users can contact them through Facebook or by using the company’s Office Locator to find the office closest to them. Hence, in this regard, EY has a rating of 5 while Deloitte has a score of 4.
It is straightforward to find information about the products of both Deloitte Australia and EY in their websites. Information about both companies is also available on their sites. They both have a rating of 5 in this regard.
The information provided on both the Deloitte Australia and EY website is easy to understand because the companies provide explanations for all their services. Additionally, both sites have articles that aid to illustrate different services that they offer. They also use words that relate to their various services. This gives them both a rating of 5.
Both websites are easy to navigate giving them a rating of 5. Deloitte Australia has excellent anesthetics with colors that are quite bright but not distracting. It also has many images that make it interesting. On the other hand, EY uses different colors, images, and fonts which are appropriate for the site. However, some of the pictures or media don’t work as intended. This gives the Deloitte website a rating of 5 while that of EY has a score of 4. The sites do not foster community among their users since there are no features that enable them to interact. In this regard, they have a rating of 3. Deloitte loads into the browser fast and all its features are visible which gives it a score of 5. However, for EY it takes a few more seconds to load, and some images do not load as intended giving it a score of 4.
Both the Deloitte Australia website as well as the EY website support different web browsers such as Chrome, Firefox, Internet Explorer, and Safari. This gives them both a rating of 5. Both Deloitte Australia and EY do not provide payment options on their websites. Instead, they provide information through which clients can contact them and discuss the service provision techniques as well as the payment options. If the clients meet the employees physically, they can either pay physically or use electronic means. On the other hand, if they communicate using online platforms, they can make payments using different online platforms as requested by the companies. This hence provides a rating of 3.
Both Deloitte Australia and EY provide financial services to their clients. This means that for them to satisfy their clients’ needs, they have to communicate through their online platforms and deliver services through the same platforms. The delivery options are hence sufficient given that these companies deal with services and not products.
Comparison of the Deloitte Australia Website Against the EY Website
Both the Deloitte Australia and the EY websites are mobile compatible. They also have well-planned information architecture. According to (Lowe and Gaedke, 2011); (Küster, Vila, and Canales, 2011), it is vital to plan website categories and sections carefully to ensure that the information can be found easily by the users. The websites also use headings and subheadings to break up the text. This is vital since it makes information more accessible to users to read (Rossi, Schwabe and Guimarães, 2005); (Gies, 2018). Both websites also load quickly. This is crucial since it makes sure that users do not leave the site due to slow loading. The sites are also compatible with different browsers. Browser compatibility is vital since it ensures that all browsers interpret sites in the same manner (Garett et al., 2017); (Ghandour, 2015).
The websites also have easy navigation. One of the most critical aspects of website usability is good navigation (Wissen, 2004); (Bürdek, 2005); (Yong Song and Kang Nam Mi, 2010). Additionally, both websites have a contrasting color scheme. A contrasting color scheme between a website’s contents and its background is a fundamental principle of web design (Whitten et al., 2011) (Al-Qallaf and Ridha, 2018); (Choice Reviews Online, 2008). Deloitte makes use of forms while EY does not have a form for users to input their information. Forms are significant since they enable an interaction between the users and the site (Yalcin and Kilic, 2016); (Hasan and Abuelru, 2011); (Jasek, 2004). The Deloitte Australia website displays all its images correctly, but the EY website does not properly display all its pictures. The Deloitte Australia website also has a better contrast between the texts and background colors when compared to the EY website. Overall, the Deloitte Australia website is better than the EY website.
References
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