A Comparison of B2B Australian Financial Firms

Compare two B2B Australian financial firms, Nudge Accounting and Mazars, based on their websites and business goals. Assess their website attributes and identify their e-commerce business model. The paper includes a rating table for each website based on 22 attributes, such as website URL, user information requirements, user trust, and website customization. The paper also explains the principal business goals of each website and why they belong to the B2B e-commerce model.

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 1
A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS
Professor’s Name:
Institution:
Location of Institution:
Date:

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 2
Questions
A. Clearly state which e-commerce business model you have chosen. For each chosen
website; report the business name, the homepage URL, and include a screenshot of
the homepage.
There are several e-commerce models available for use by business organizations. In this
paper a B2B ecommerce model will be considered (Kowalkowski & Ulaga, 2017). A B2B e-
commerce model is a model where business organizations conduct business activities with other
business. The purpose of this paper is to compare two accounting firms that operate using this
model (Mahdi et al. 2015). In this paper, Nudge Accounting and Mazars together with their
websites will be compared.
First Business Description
Name: NUDGE ACCOUNTING Homepage URL: https://nudgeaccounting.com.au/

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 3
Second Business Description
Name: Mazars Homepage URL: https://www.mazars.com.au/
B. For each chosen website; in 1-2 paragraphs, explain why the website belongs to that
particular e-commerce business model.
Nudge Accounting Company
Nudge accounting is a financial firm. They specialize in offering several online financial services
to small businesses and new entrants in small business. They provide services related to tax,
book keeping, accounting among others (Bryce, Ali, &Mather, 2015). Since this company offers
online services to other businesses, then it utilizes the B2B model of e commerce. This company
website requires one to register by creating an account before receiving a service.
Mazars Company
Mazars is a multi-national company with a branch in Australia. They specialize in
providing a wide range of financial services to its clients. They provide audit, tax services and

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 4
advice to large organizations and firms across the globe (Galaz, & and Pierre, 2017). By the fact
that this company offers services to other businesses, then it utilizes a B2B business model.
C. For each chosen website; in 1-2 paragraphs, identify what you think is/are the
principal business goal(s) of the website.
Nudge Accounting website’s business goals
A website is one of the ways in which business get to reveal it image and communicate
with the customers. There are so many goals that Nudge intends to achieve through its websites
(Jackson, Lipe, &Waddoups, 2016). The main purpose of the website is to enable the company
to explain to the customers who the company is and what they stand for. The website also
explains about what they deal with and how they can be reached. Through the website, the
organization has managed to explain to the client their unique capabilities that differentiate them
with the competitors (Oliveira et al. 2017).
Mazars’ website business goals
Mazar is able to achieve much through its website. One of the business goals is to enable
the company give more information to those who want to know about it (Sippel, Larder,
&Lawrence, 2017). Contacts on how they can be reached are also given in their website. They
have managed to provide a platform through which customers can perform transactions. They are
also able to update their customers on new products that they may have introduced in the market.
D. For each website; consider the following attributes and assess them on the following
five-point semantic differential scale. Use a TABLE with each Attribute (1 to 22),
add your rating (1 to 5) and a brief comment.

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 5
Nudge Accounting Website rating
Attribute Very
poor
1
Poor
2
Inappropriate
3
Good
4
Very
good
5
Comment
1. How does the
website URL
relate to the
business name?
 The url
contains all the
items of the
business name
thus showing a
relation
between the
two.
2. How easily is
the website
found using
general internet
search engines
(e.g. Google)?
 It is the very
item to be
listed when
searched using
Google
3. Does the
website give me
all the
organizational
information a
user could
reasonably
require?
 User
information
such as
products and
services,
contacts,
prices of the
product
offered is
available
4. Are  For you to

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 6
requirements to
provide a user’s
(personal or
sensitive)
information
appropriate?
sign up, email,
business name
and some few
information
which is not
very sensitive.
5. How well
does the
website
reassure users
about the
security and use
of their
information?
 Their
information is
not to be
disclosed to
third party
unless if the
law requires
so.
6. How well
does the
website foster
user trust in the
organization?
 Trust is
improved
through
assurance of
security of
information
and prompt
delivery of
service.
7. How well
does the
website address
legal issues
associated with
use of the
 Requires that
each party
both the user
and the
company
comply with

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 7
website or
engagement in
transactions?
terms and
conditions
8. How well
does the
website provide
for the
accessibility
needs of users?
 A search tool
is provided in
website
homepage to
enable to
search what
they want.
9. How well
does the
website address
the language or
cultural needs
of users?
 The website
displays its
content in
English which
a standard
language in
many
countries.
10. Does the
website contain
all the product
information that
a user could
reasonably
require?
 All products
are visible in
the website
with their
prices to
enable the
buyer to make
informed
decision.
11. Does the
website allow
all the
 The search
tool helps the
users to look

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 8
customization
(user-managed
features) that a
user could
reasonably
expect?
for the product
or service they
require from
the website.
12. How well
does the
website
personalize the
experience for
users?
 Presence of
beautiful
illustrative
photos and
animations
makes the
users
experience to
be good.
13. Does the
website identify
sufficient
channels for
user
service/support
?
 There is a
contact
provided that
enquiries are
channeled to.
There are also
the email
services which
users can use
to
communicate
with the
company.
14. How easy is
it to find any
information on
 The display
and
organization

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 9
the website
about the
organization,
their products
or services?
of the website
is good to
enable the user
to get access
to information
and product.
15. How easy is
the information
on the website
to read (i.e. is
provided
information in
appropriate
language and
with sufficient
detail for most
users)?
 Information
provided in the
website is
written in
simple
understandable
language with
detailed
information
about product.
16. Is the
website easy to
navigate (i.e.
move through
the website to
find
information,
products, or
services, and
engage in
transactions
with the
 The proper
arrangement
of information
in the website
allows the user
to move freely
in the website.

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 10
organization)?
17. How
appropriate are
the website
aesthetics (e.g.
use of layout,
colors, imagery,
fonts, etc) for
the target
audience?
 Presence of
good attracting
color and good
illustrative
photos makes
the website to
be appealing
to users.
18. How well
does the
website foster
community
among users?
 It provides
newsletters to
the clients
which enable
them to
receive
updates
concerning
new products
other services
available.
19. How
quickly does
the website load
into your
browser and do
all website
features, links
 Provided there
is network the
website loads
relatively fast.

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 11
and embedded
objects (e.g.:
media files or
applets) work
as intended?
20. How well
does the
website support
different web-
browsers or
platforms (e.g.
mobile
devices)?
 The website is
available in
several
browsers
including
those that are
mobile based.
21. Does the
website provide
a sufficient
range of
payment
options as could
be reasonably
expected?
 Information
not provided
in the website
on the mode of
payment
22. Does the
website provide
a sufficient
range of
delivery options
as could be
 Since they
deal with
service
delivery, they
do their
delivery
online.

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 12
reasonably
expected?
Mazar website rating
Attribute Very
poor
1
Poor
2
Inapplicable
3
Good
4
Very
good
5
Comment
1. How does the
website URL
relate to the
business name?
 The website
name forms the
major part of
the url
2. How easily is
the website
found using
general internet
search engines
(e.g. Google)?
 It appears first
when searched
using Google
search engine
3. Does the
website give me
all the
organizational
information a
user could
reasonably
require?
 The website
gives majority
of the
necessary
information
about the
organization.
4. Are
requirements to
 Only necessary
information is

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 13
provide a user’s
(personal or
sensitive)
information
appropriate?
required for a
sign up
5. How well
does the
website
reassure users
about the
security and use
of their
information?
 They have
assured
customers that
their
information is
only available
to the
employees.
6. How well
does the
website foster
user trust in the
organization?
 By assuring
customer of the
security of
their
information.
7. How well
does the
website address
legal issues
associated with
use of the
website or
 People are not
supposed to
break the copy
right rule. The
company is not
liable to any
loss caused by

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 14
engagement in
transactions?
use of
information in
the website.
8. How well
does the
website provide
for the
accessibility
needs of users?
 There is a
search tool
available in the
website
9. How well
does the
website address
the language or
cultural needs
of users?
 Available in
English which
is a common
language to
many people
though not all
10. Does the
website contain
all the product
information that
a user could
reasonably
require?
 Product
information
can be
obtained by
clicking on the
icon ‘our
services’
11. Does the
website allow
all the
customization
(user-managed
features) that a
 No such
service
provided. It is
inapplicable to
this
organization.

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 15
user could
reasonably
expect?
12. How well
does the
website
personalize the
experience for
users?
 The layout of
the website and
design with has
animation
improves the
experience of
the customer.
13. Does the
website identify
sufficient
channels for
user
service/support?
 Two platform
of
communication
is provided.
Customers can
fill an online
enquiry form
or contact the
organization
through email.
14. How easy is
it to find any
information on
the website
about the
organization,
their products
or services?
 Easily
accessible by
clicking on
icons listed in
the home page.
15. How easy is
the information
 Language used
is simple and

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 16
on the website
to read (i.e. is
provided
information in
appropriate
language and
with sufficient
detail for most
users)?
easy to
understand.
The font of the
letters is easily
visible.
16. Is the
website easy to
navigate (i.e.
move through
the website to
find
information,
products, or
services, and
engage in
transactions
with the
organization)?
 The website is
properly
arranged to
facilitate easy
navigation of
the users.
17. How
appropriate are
the website
aesthetics (e.g.
use of layout,
colors, imagery,
 Colors used are
well chosen
and appealing
to the eye.
Photos
displayed are
of high

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 17
fonts, etc) for
the target
audience?
resolution thus
impresses
customers
18. How well
does the
website foster
community
among users?
 Provides users
with necessary
information
which helps
them to make
informed
decision.
19. How
quickly does the
website load
into your
browser and do
all website
features, links
and embedded
objects (e.g.:
media files or
applets) work as
intended?
 It loads fast
depending with
the speed of
the network.
Media takes
longer
compared to
texts
20. How well
does the
website support
different web-
browsers or
platforms (e.g.
mobile
 Accessible
even through
your mobile
phones.

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 18
devices)?
21. Does the
website provide
a sufficient
range of
payment
options as could
be reasonably
expected?
 Three secure
payment
modes are
available,
credit card,
ETF and Quick
fee
22. Does the
website provide
a sufficient
range of
delivery options
as could be
reasonably
expected?
 Delivery is
done by visit
of the
companies to
the clients’
premises.
E. Compare and contrast your chosen websites: which website is more likely to be
successful than the other, and why?
Website comparison
From the above comparison it can be observed that the two companies have tried to
maintain their website to the standards that is appealing to the users. Both companies have
ensured that their name is closely related with their website url (Valdez, & Molyneux, 2015).
This enables a user to easily locate the website through search engine. Both companies have a
well design website that is appealing to the users (Hannak et al 2014). Despite all this there is

A COMPARISON OF B2B AUSTRALIAN FINANCIAL FIRMS 19
one crucial aspect that Mazars lack. They have not indicated the prices of their services in their
website (Wang, Wang, & Liu, 2016). Most consumers like conducting price comparison.
Comparisons help them decide what product or service to choose from the many provided
( Bailey et al. 2016). It helps the customer to made informed decision. Closely looking at the
website of Nudge Accounting, they have clearly provided the prices of their different services.
This enables the customer to choose suitable and affordable product. Considering the above
mentioned points, I can say that Nudge Accounting is in a better position of succeeding.
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