Report on

CNDive website
PREPARED BY
MOHD RAZUWI ABU BAKAR
STUDENT ID: 14083319

LECTURER: ASSOC. PROF. DR. SETYAWAN WIDYARTO

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INTRODUCTION
Indonesia is an epicenter of biodiversity, hosting a greater variety of marine life than anywhere
else on earth. The South China Sea, the Pacific Ocean and the Indian Ocean converge here, on
the worlds largest archipelago of more than 18,000 islands, and the result is spectacular diving.
Generally accepted to be the world's best country for sea life, Indonesia has more marine
diversity than anywhere on earth.
With 20% of the world's coral reefs, over 3,000 different species of fish and 600 coral species,
deep water trenches, volcanic sea mounts, World War II wrecks, and an endless variety of
macro life, Indonesia scuba diving is both excellent and inexpensive.
CN Dive is one of the best dive operators in Komodo. The owner, Condo Subagyo (fondly
known as Pak Subagyo) an ex-ranger of Komodo National Park is not only one of the best dive
masters but also a pioneer in Komodo's underwater industry with extensive knowledge on all of
the dive sites as well as on conservation ethics.
He was one of the first who discovered most of the dive sites in Komodo and has contributed so
much to the marine conservation of Komodo, helping and supporting the work of the Komodo
National Park Authority.
The web cndivekomodo.com is the official site for CNDive which is the first Dive Operator in
Labuan Bajo-Komodo.
Established in 1987. Under Pak Subagyo supervision, CNDive is credited with finding and
naming some of the famous dive spots in the National Park.
CND VALUE
CNDive has certain values along which lines it operates. The central theme is that tourism
should benefit local people and decrease poverty. By creating jobs for locals CNDive further
hopes to preserve the nature of Komodo NP. CNDive believes in changing fishery into diving, so
tourism helps to prevent overfishing.
CND LOGO

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ASSESSMENT of CN Dive
METHODOLOGY USE
In assessing the CN Dive website, a Critical Success Factor (CSF) technique was used. Ten factors
or categories were chosen for the assessment of this website as follows:
1. First impression - URL (Intuitive), Download time, Look and feel, Home page on one
screen (above the fold), Unique Selling Point (USP) or Value Proposition, Ability to take
action (Key action point KAP, Contact details, Credential validation certifications,
associations etc, and Statement from management.
2. Navigation Ease of use, Return to Home Page from any page, Internal links, Text as
well as graphic links (ALT tags), Navigational links visible.
3. Content - Useful information, Degree of substantiated information, Authority, Currency,
Coverage, Accuracy, Level of interaction, Use of valuable graphics, Use of valuable
animation, Use of valuable sound, Content in digestible quantity, Up-to-dateness,
Available in multiple languages, Accessibility for the disabled, Terms and conditions,
FAQs and Availability of follow up discussion.
4. Attractors Special offers, Freebies, Breaking news, and Newsletter.
5. Findability - Intuitive URL, Designed for search engine performance, Intuitive keywords,
Use of metatags, Use of frames, Advertising, and Partner and affiliate sites
6. Making contact Email and other details visible, Response time to enquiries, Use of
online forms, Telephone contact number provided and Telephone call back offered.
7. Browser compatibility - Internet Explorer (1-5), Netscape Navigator (1-4)
8. Knowledge of users Availability of utilisation statistics, Adaptive website and Offers
based on buying history.
9. User satisfaction - Robustness/reliability of the site, Clicks to completion, Acknowledge
order/request
10. Other useful information History of the company , Mission statement.

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RESULT & RECOMMENDATION

1.0

FIRST IMPRESSIONS
1.1 URL (Intuitive)

1.2 Download time

1.3 Look and feel

1.4 Home page on one screen (above the fold)

1.5 Unique Selling Point (USP) or Value Proposition

1.6 Ability to take action (Key action point KAP

1.7 Contact details

(i).The site should be more

interactive with users. This is
to encourage users
participation from the outset.
(ii).There should also be direct
links to key action points
immediately visible on the
homepage.
(iii). Information to fit 1 page
no scroll up-down
(iv). To provide credential
statements from past
customers

1.8 Credential validation certifications, associations

etc
1.9 Statement from management

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2.0

NAVIGATION
2.1 Ease of use
2.2 Return to Home Page from any page
2.3 Broken links
2.4 Text as well as graphic links (ALT tags)
2.5 Navigational links visible

3.0

(i). The web should introduce an online advanced booking features for its
business as well as introducing anonline payment process. This will
attract more customers as this
reduces the time factors as well
customers will feel more secured.
(ii).Booking process should be made
easy and fast to attract customers.

CONTENT
3.1 Useful information
3.2 Degree of substantiated information
3.2.1 Authority
3.2.2 Currency
3.2.3 Coverage
3.2.4 Accuracy
3.3 Level of interaction
3.4 Use of valuable graphics
3.5 Use of valuable animation
3.6 Use of valuable sound
3.7 Content in digestible quantity
3.8 Up-to-datedness

(i). The web should be made available

in other languages, example in Bahasa
Malaysia as this is the main language
spoken in the South East Asian
countries. Other languages will attract
more users from various continent to
the web and can boost their diving
business.
(ii). Website operator should update
recent activities that may attract
interest of users. The web was last
updated in 2014, which may reflect that
there are no activities happens
recently.

3.10 Accessibility for the disabled

(iii). Web also should offer diversified

activities such visiting Komodo Lizard,
jungle tracking or a visit to local village.

3.11 Terms and conditions

(iv) Interactive with users

3.9 Available in multiple languages

3.12 FAQs
3.13 Availability of follow up discussion

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4.0

ATTRACTORS
4.1 Special offers
4.2 Freebies
4.3 Breaking news

4.4 Newsletter

(i). The web should be more customers oriented. Periodically,

special offers or freebies on its activities or facilities should be
offered to attract more customers. Special offer or freebies can be
given during low session where fewer customers come for the
diving activity to attract more customers.
(ii). Group discount or discount on under-age children should be
given to attract more customers.
(iii). Discounted price should be given to loyal customers

5.0

FINDABILITY
5.1 Intuitive URL
5.2 Designed for search engine performance
5.3 Advertising
5.3.1 On-line advertising

(i). The web should provide for on-line

advertising facilities as well as have link
for its affiliates sites such as the on-land
transport providers, the hotels as well as
the flight agent. This can further
enhance its business.

5.3.2 Off-line advertising

5.3.4 On-line recommend a friend

(ii). The web should also create facilities

for on-line recommendation for friends.

5.4 Partner and affiliate sites

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6.0

MAKING CONTACT
6.1 Email and other details visible
6.2 Response time to enquiries
6.2.1 Automatic email response
6.2.2 Personal email response
6.3 Use of online forms
6.4 Telephone contact number provided

(i). The web should provide an

automatic response to email to
increase its respond time to improve
in customers confidence.
(ii). It should also provide on-line
booking forms and to provide a quick
respond to any enquiry.

6.5 Telephone call back offered

7.0

BROWSER COMPATIBILITY
7.1 Internet Explorer (1-5)
7.2 Netscape Navigator (1-4)

8.0

KNOWLEDGE OF USERS
8.1 Availability of utilisation statistics
8.2 Adaptive website
8.3 Offers based on buying history

9.0

It should ensure that its browser is

compatible to other system

CNDive should provide a link to shows

statistics of its past customers as well
as to keep and shows past customers
preference and comments.

USER SATISFACTION
9.1 Robustness/reliability of the site
9.2 Clicks to completion
9.3 Acknowledge order/request

Website should introduce click to

completion facilities as well as there
should
be
acknowledge
order/request facility.

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10.0

OTHER USEFUL INFORMATION

10.1 History of the company

10.2 Mission statement

A simple and brief introduction of the company as

well as the mission statement should be placed on
the front page of the web to explain, show and
direct the direction of the company.

CONCLUSION
Overall, from the assessment, the web gets an average percentage score of 60.7%. This shows
that the website has a lot of room for improvement to attract more users and customer,
improve its business and to compete with its competitors.
Some of the improvements the company can do to further enhance its website are:
1. To gain market share;
Create successful relationships with associates or partners e.g. transportation operators and
also to introduce link to its affiliates such as the land transport operators, hotels as well as
flights. This will help potential customers to overall plan their trip.

2. To sustain customer satisfaction rate;

Attract and satisfy new customers with introduce on-line booking and payment system,
ensure that the information presented in the website is up to date, introduce an interactive
page to the website, prices quotes in customers local currency with automatic exchange
rate made available, the web should be made/translated in/into several international
languages to ensure wide spectrum of customers from different continents, example in
Bahasa Malaysia, Mandarin, Spanish and French and on the web, should indicate that they
have support staff that is well verse in several languages

3. To expand product range to attract more customers;

Secure financing for expansion by offering a diversification activities, example a visiting
Komodo Dragon, jungle tracking and a visit to a local village.

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