200 Marketing Ideas for Your Website

Transcription

This practical and concise guide contains ideas extracted from over
2,000 websites reviewed especially for this book. It explains the
marketing benefits of the selected ideas, includes tips and guidelines
and refers to 262 web examples, including 50 screenshots, to
demonstrate their application.
Discover various ways to
• Attract and retain visitors
• Project your expertise and authority
• Build your reputation and inspire confidence
• Present favourably your products and services
• Sell and cross-sell your products
• Build a database of qualified leads
• Elicit and utilise feedback astutely
• Give visitors reasons to bookmark your site
• Improve your customer service
• And much more...
200 marketing ideas for your website
Do you need new ideas for your website?
200
marketing
ideas
for your
website
These pages are bursting with constructive ideas. Put one idea into
practice to get your money’s worth from this book, or implement several
ideas to transform your website into a powerful marketing tool.
Henriette Martel-Lawson
Author speaker & consultant
ISBN 0-9752186-0-3
‘The Australian Web Marketer
with a French accent’ runs
her own online business and
teaches website strategies
to small and medium
enterprises, including web
designers and developers.
www.marketingcues.com
2
200
Marketing Ideas for Your Website
200 Marketing Ideas for Your Website © Henriette Martel-Lawson
3
200 Marketing Ideas for Your Website
by Henriette Martel-Lawson
Published by Marketing Cues
21 Sandover Drive
Karrinyup WA
Australia 6018
http://www.marketingcues.com
©2004 Henriette Martel-Lawson
This publication contains the opinions and ideas of its author.
It is intended to provide helpful and informative material on the
subject matter covered. It is sold with the understanding that the
author and publisher are not engaged in rendering professional
services in the book.
Every effort has been taken to make this book as complete and
accurate as possible. All information used has been referenced
when details were available. Whilst written in good faith, the
author and publisher assume no responsibility for any liability,
loss, or risk, personal or otherwise, which is incurred as a
consequence, directly or indirectly, of the use and application
of any of the contents of this book.
All rights reserved. No part of this book may be reproduced,
stored in a retrieval system or transmitted by any means, e.g.
mechanical, electronic, photocopying, recording or otherwise,
without written permission from the author, except for the
inclusion of brief quotations in a review.
Cover design: Design City
Editor: Derek Martel-Lawson
Ebook ISBN 0-9752186-1-1
4
About the Hyperlinks
About the Hyperlinks
To facilitate the navigation of this document, five types of
hyperlinks are provided:
1. Glossary terms: links to definitions.
2. Table of Contents: links to headings and ideas.
3. PDF Bookmarks: These navigation bookmarks
are buttons that launch pages. If you can’t view
them, click on the tab called “Bookmarks’ on the
left side of the navigation pane. The bookmarks
menu can be expanded or collapsed.
4. Index of websites: links to references to websites
within the document.
5. (http://www.URLs.com): links to websites from
which examples have been drawn.
An URL is not linked to the website when:
The website owner has requested not to be linked.
The website is no longer operational.
The example is a short-term event or promotion e.g. a
special offer or contest, that is no longer current.
The details provided in the example are self-
explanatory and give the gist of the idea without
warranting a visit to the website.
Please report any broken link to improve the ebook to
mailto:[email protected]
5
Table of Contents
Table of Contents
About the Hyperlinks ........................................................................ 4
Table of Contents ............................................................................. 5
Table of Figures.............................................................................. 13
Acknowledgements ........................................................................ 15
Introduction..................................................................................... 16
PART 1
Product Information ....................................................... 19
Visuals & Sound.................................................................................... 20
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
Product ‘in context’ ................................................................... 21
Multiple angles ......................................................................... 22
Tangible clues for quality.......................................................... 23
Individual versus group shots................................................... 23
Thumbnails............................................................................... 24
Product composition................................................................. 25
Product colours ........................................................................ 25
Unique attributes ...................................................................... 25
‘Feel’......................................................................................... 26
Location shots .......................................................................... 26
Lifestyle photos ........................................................................ 27
Meaningful pictures .................................................................. 28
‘Service’ shot ............................................................................ 28
Sound....................................................................................... 29
Audio introduction .................................................................... 29
Product Details...................................................................................... 30
16.
17.
18.
19.
20.
Benefits & features ................................................................... 30
Target market ........................................................................... 30
Substantiation .......................................................................... 31
Graphs & charts ....................................................................... 31
Exclusivity & customisation ...................................................... 32
6
Table of Contents
Information Structure............................................................................. 33
21.
22.
23.
24.
25.
26.
27.
28.
29.
Hierarchy of information ........................................................... 33
Product groupings .................................................................... 33
Categories................................................................................ 33
One-page information............................................................... 35
Product ranking ........................................................................ 35
Comparison shopping .............................................................. 36
Backup information................................................................... 38
Mouseovers.............................................................................. 39
Problem & solution ................................................................... 39
Supplementary Information ................................................................... 41
30.
31.
32.
33.
34.
35.
PART 2
Product use .............................................................................. 41
Product in action ...................................................................... 42
Product history ......................................................................... 43
Product applications ................................................................. 45
Virtual tour................................................................................ 45
Fun facts & curios .................................................................... 46
Editorial & Tools ............................................................ 48
Editorial Information .............................................................................. 48
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
Blog .......................................................................................... 48
Tutorials ................................................................................... 50
Articles ..................................................................................... 51
White papers ............................................................................ 51
Webinars .................................................................................. 52
Step-by-step guides ................................................................. 53
Glossary ................................................................................... 53
Library ...................................................................................... 53
Interviews ................................................................................. 54
Reviews.................................................................................... 55
Elsewhere ................................................................................ 55
Useful links............................................................................... 56
Directory................................................................................... 57
Self-service Tools ................................................................................. 59
49.
50.
51.
Buyer’s guides.......................................................................... 59
Product content tools................................................................ 60
Calculators ............................................................................... 60
7
Table of Contents
52.
53.
54.
PART 3
55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
PART 4
Self-assessment tools .............................................................. 61
Design tools ............................................................................. 61
Virtual models .......................................................................... 62
Credentials .................................................................... 63
Testimonials ............................................................................. 63
Experts & customers reviews ................................................... 65
Portfolio .................................................................................... 66
Case studies ............................................................................ 66
Client list................................................................................... 68
Story selling.............................................................................. 68
Makeovers................................................................................ 69
Endorsement seal .................................................................... 70
Expert endorsement ................................................................. 71
Celebrity endorsement ............................................................. 71
Product awards ........................................................................ 72
Sales Strategies ............................................................ 73
Selling Approaches ............................................................................... 73
66.
67.
68.
69.
70.
71.
72.
73.
74.
75.
Unique Selling Proposition (USP) ............................................ 73
Pricing ...................................................................................... 74
Packaging ................................................................................ 74
Bundling ................................................................................... 75
Solution & prevention ............................................................... 76
Projects supply ......................................................................... 77
Ask the expert .......................................................................... 77
Fear.......................................................................................... 78
Worthy cause ........................................................................... 79
Pre-selling ................................................................................ 80
Cross-selling ......................................................................................... 81
76.
77.
78.
79.
Complementary products ......................................................... 81
Target products ........................................................................ 82
Accessories.............................................................................. 83
Affiliate program ....................................................................... 84
Sales Promotion.................................................................................... 85
80.
81.
82.
83.
84.
Top sellers................................................................................ 85
Web exclusives ........................................................................ 86
Coupons................................................................................... 86
Hot prices ................................................................................. 87
Free offers................................................................................ 88
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Table of Contents
85.
86.
87.
88.
89.
90.
91.
92.
93.
94.
95.
Free samples ........................................................................... 89
Bonus packs............................................................................. 90
Joint vouchers .......................................................................... 91
Volume discounts ..................................................................... 91
Cumulative discounts ............................................................... 92
Purchase plans ........................................................................ 92
Rebates on next purchase ....................................................... 92
Loyalty programs...................................................................... 93
Last minute deals ..................................................................... 93
Clearance outlet ....................................................................... 94
Chance to win .......................................................................... 94
Gift Ideas .............................................................................................. 96
96.
97.
98.
99.
100.
101.
102.
103.
PART 5
104.
105.
106.
107.
108.
109.
110.
111.
112.
113.
114.
115.
PART 6
116.
117.
118.
119.
Types of gift certificates............................................................ 96
Gift giving solution .................................................................... 97
Gift advisor ............................................................................... 97
Gift wrapping ............................................................................ 98
Gift search options ................................................................... 99
Gift plans .................................................................................. 99
Corporate gift certificates ....................................................... 100
Gift registry............................................................................. 101
Database Builders ....................................................... 102
Product registration ................................................................ 102
Event registration ................................................................... 103
Registration incentives ........................................................... 104
E-newsletter ........................................................................... 105
Daily tips delivery ................................................................... 106
Daily audio tips ....................................................................... 107
Memberships.......................................................................... 107
Tracking trade with customers ............................................... 109
Email notifications .................................................................. 110
Free e-course......................................................................... 111
Series ..................................................................................... 111
Contests ................................................................................. 111
Community .................................................................. 113
Art gallery ............................................................................... 113
Community photo gallery........................................................ 114
Forums ................................................................................... 114
Community product reviews ................................................... 114
9
Table of Contents
120.
121.
122.
123.
124.
125.
126.
127.
128.
129.
130.
131.
PART 7
Community news & articles .................................................... 115
Favourite links ........................................................................ 116
Production involvement .......................................................... 117
Free personal webpages........................................................ 117
Classified ads ......................................................................... 118
Networking ............................................................................. 119
Tributes .................................................................................. 119
Calendar................................................................................. 120
Guest books ........................................................................... 121
Event sponsorship.................................................................. 121
Community contest................................................................. 122
Charity contest ....................................................................... 122
Freebies & Games....................................................... 124
Fun & Freebies ................................................................................... 124
132.
133.
134.
135.
136.
Cartoons................................................................................. 124
Daily quotes, facts & tips ........................................................ 126
Freebies ................................................................................. 126
Desktop calendars and wallpapers......................................... 127
Greeting e-cards & postcards................................................. 127
Competitions....................................................................................... 129
137. Scavenger hunt ...................................................................... 129
138. Joint scavenger hunt .............................................................. 129
139. Competitions .......................................................................... 130
Games ................................................................................................ 133
140.
141.
142.
143.
144.
145.
146.
PART 8
Sliding puzzles ....................................................................... 133
Memory games ...................................................................... 134
Word search games ............................................................... 136
Hangman................................................................................ 137
Daily games ........................................................................... 138
Quizzes .................................................................................. 139
Crossword puzzles ................................................................. 140
Customer Service ........................................................ 141
Customer Support............................................................................... 142
147. Technical support ................................................................... 142
148. FAQs ...................................................................................... 142
149. User manuals ......................................................................... 144
10
Table of Contents
Communication ................................................................................... 145
150. Discontinued product alert...................................................... 145
151. Reminder messages .............................................................. 145
152. Wish list.................................................................................. 146
Cross-channel Services ...................................................................... 147
153.
154.
155.
156.
Catalogue............................................................................... 147
Offline & online traffic ............................................................. 147
Offline classes ........................................................................ 148
Print documentation ............................................................... 150
Policies ............................................................................................... 152
157.
158.
159.
160.
Security .................................................................................. 152
Privacy ................................................................................... 153
Internet security options ......................................................... 154
Guarantees ............................................................................ 154
E-commerce Functions ....................................................................... 156
161.
162.
163.
164.
165.
166.
167.
PART 9
Niche inventory ...................................................................... 156
Catalogue quick shop............................................................. 157
Order form.............................................................................. 157
Currency converter................................................................. 157
Shipping & delivery................................................................. 159
Shipping options..................................................................... 160
Tracking system ..................................................................... 160
About Us...................................................................... 161
Who You Are ...................................................................................... 161
168.
169.
170.
171.
172.
173.
Your team............................................................................... 161
Your organisation ................................................................... 162
Business history ..................................................................... 162
Awards ................................................................................... 165
Partnerships & alliances......................................................... 165
Featured employee ................................................................ 166
Recruitment of Staff ............................................................................ 167
174. Job opportunities .................................................................... 167
175. Employee benefits.................................................................. 167
176. Premises virtual tour............................................................... 168
Public Relations (PR) .......................................................................... 169
177. Media corner .......................................................................... 169
11
Table of Contents
Investor Relations (IR) ........................................................................ 170
178. Investors corner ..................................................................... 170
PART 10
179.
180.
181.
182.
183.
184.
PART 11
185.
186.
187.
188.
189.
190.
191.
192.
193.
PART 12
Contact Us................................................................... 172
Contact details ....................................................................... 172
Contact forms ......................................................................... 173
Email address ........................................................................ 173
Real-time help ........................................................................ 173
Store locator (for offline stores) .............................................. 174
Map ........................................................................................ 175
Navigation Tools.......................................................... 176
Internal links ........................................................................... 177
Menus .................................................................................... 177
Site index ............................................................................... 178
Site search engine ................................................................. 179
Site map ................................................................................. 180
Breadcrumbs .......................................................................... 180
Virtual tour.............................................................................. 181
What’s New ............................................................................ 181
Logo as a navigation tool ....................................................... 183
Marketing Tools ........................................................... 184
Feedback............................................................................................ 184
194. Feedback ............................................................................... 184
Surveys & Polls................................................................................... 188
195. Surveys .................................................................................. 188
196. Instant polls ............................................................................ 189
Site Promotion .................................................................................... 191
197.
198.
199.
200.
Tell a friend ............................................................................ 191
Bookmark this page................................................................ 191
Link to Us ............................................................................... 192
Make this home ...................................................................... 192
12
Table of Contents
Conclusion.................................................................................... 193
Glossary ....................................................................................... 194
Index of Websites ......................................................................... 198
About the Author........................................................................... 207
Contact us .................................................................................... 208
13
Table of Figures
Table of Figures
Figure 1
Product ‘in context’: Anything Left-Handed ......................... 21
Figure 2
Multiple angles: Buckle Babies............................................ 22
Figure 3
Quality clues: Buckle Babies ............................................... 23
Figure 4
Thumbnails: Roc Candy ...................................................... 24
Figure 5
Graphs & charts: eMarketer ................................................ 31
Figure 6
Customisation: Doctors Forster & Smith ............................. 32
Figure 7
Categories: Doctors Foster & Smith .................................... 34
Figure 8
One-page information: Web and Print Design..................... 35
Figure 9
Comparison shopping: Web and Print Design..................... 37
Figure 10 Backup information: University of Western Australia........... 38
Figure 11 Product use: Nordic Track ................................................... 41
Figure 12 Product in action: Wiggly Wigglers ...................................... 42
Figure 13 History of Balloon Flight: Balloons Over New England........ 43
Figure 14 History of The UCard: The UCard ....................................... 44
Figure 15 Tutorial: Chandra X-Ray Observatory ................................. 50
Figure 16 Library: Doctors Foster & Smith .......................................... 54
Figure 17 Useful links: Pets Place ....................................................... 57
Figure 18 Case studies: NetIQ ............................................................ 67
Figure 19 Feedback request: Doctors Foster & Smith......................... 69
Figure 20 Bonus packs: Wiggly Wigglers ............................................ 90
Figure 21 Various search methods: RedBalloon ................................. 99
Figure 22 Audiocast: NetIQ ............................................................... 104
Figure 23 Tracking trade: Women’s Network Australia ..................... 109
Figure 24 Free links demo: Bravenet................................................. 116
Figure 25 Classified ads demo: Bravenet.......................................... 118
Figure 26 Community tribute: Femail Creations ................................ 120
14
Table of Figures
Figure 27 The Daily Cartoon: Bravenet ............................................. 125
Figure 28 Daily quotes, facts & tips ................................................... 126
Figure 29 E-card demo: Bravenet...................................................... 128
Figure 30 Free competition: Flowers.com.au .................................... 131
Figure 31 Free competition: Mizambar .............................................. 132
Figure 32 Sliding puzzle: Newfoundland and Labrador Heritage ...... 134
Figure 33 Memory game: Newfoundland and Labrador Heritage...... 134
Figure 34 Element concentration game: Jefferson Lab ..................... 135
Figure 35 Word search game: Chandra X-Ray Observatory............. 136
Figure 36 Hangman: Newfoundland and Labrador Heritage ............. 137
Figure 37 Vocabulary hangman: Jefferson Lab................................. 138
Figure 38 Quiz: Chandra X-Ray Observatory.................................... 139
Figure 39 Crossword puzzle: Jefferson Lab ...................................... 140
Figure 40 FAQs: Bottle Domains ....................................................... 143
Figure 41 Offline classes: The Scrapyard.......................................... 149
Figure 42 Print documentation: Chandra X-Ray Observatory ........... 151
Figure 43 Currency converter: x-rates.com ....................................... 158
Figure 44 Currency converter: XE.com ............................................. 159
Figure 45 Business history: Olde Timers’ Herbals............................. 163
Figure 46 Real-time help: Bravenet ................................................... 174
Figure 47 What’s New: Femail Creations .......................................... 183
Figure 48 Feedback: Fiona Maclean Designs ................................... 186
Figure 49 Minipoll: Femail Creations ................................................. 190
Figure 50 Minipoll demo: Bravenet .................................................... 190
Figure 51 Email This Article to a Friend............................................. 191
15
Acknowledgements
Acknowledgements
Thank you, thank you, thank you…
To the 3-Ds:
Delphine, daughter and muse, who paved the way for
my literary journey.
Derek, editor and husband, who gave me his
unconditional love and support and who, as the quiet
achiever, supplied expertise and wisdom.
Dean Krajnovic (Marsonia Business Computing),
friend and technical advisor, who always has answers
to my difficult questions.
To Alyssa Miller (Design City) who offered professional
desktop publishing guidance and my first book feedback.
To my National Speakers Association of Australia
colleagues who shared their publishing experience, namely
Sharon Brown, David Price and Michael Tunnecliffe.
To all the business owners, marketers and webmasters
who freely related their personal web stories and gave me
permission to quote them and reproduce screenshots of
their website.
16
Introduction
Introduction
Little is written about website content. Web marketing
has been overshadowed by internet marketing, search
engine optimisation and web design. Web content has
become a distant relative reduced to a few lines in reams
of more fashionable topics. But strangely enough, the
first question that business owners ask me as a web
marketer is: “What do I put on my website?”
For me, web marketing is what happens at the website
level. Interesting and useful content is vital. Content
ranks highly with search engines. Content entices visitors
to explore, connect, act and return. In the context of this
book, ‘act’ does not necessarily mean ‘sell’. It refers to
any action you want your visitor to take. It could be
to contact you, download an article, subscribe or refer
you to a friend.
This non-technical book is a collection of ideas gathered
through experience and research. In the past six months,
I have studied over 2,000 websites to uncover trends and
strategies. Unfortunately, you may find that some
examples used to illustrate the ideas have disappeared
from websites by the time you read this book. That is
17
Introduction
the nature of the web: one mouse click and you will find
that the information has vanished.
I have found inspiration in studying a wide spectrum of
organisations. Initiatives from unrelated fields are easily
overlooked when, in fact, they may be transposed into
your own situation. For example, travel agencies have
been offering package deals and giving away branded
hand luggage as a bonus for a long time. In other types
of businesses, these simple practices could translate into
bundling products; giving away a tangible item when
delivering a service; branding items for exposure and
publicity; and introducing bonuses to close a sale.
I encourage you to look upon the ideas in this guide
from a conceptual viewpoint: starting points to trigger
your imagination and creativity. An idea that is supported
by an example in the retail industry may well have equal
relevance when applied to the service sector.
Many times throughout the book, I use ‘product’ in place
of ‘product or service’ in phrases such as ‘selling your
product’. This is not meant to restrict the application of
the idea to a product. It is done merely to facilitate the
flow of information.
For those less familiar with website terminology, I have
included a glossary.
Disclaimer: This book can only be used ‘as is’: a source
of ideas. It provides no warranty. While every effort has
been taken to make this book as accurate as possible, the
author and publisher, Marketing Cues, cannot be held
liable or responsible to any person or entity in respect of
mistakes, both typographical or in content, or any loss or
damage, alleged to have been caused, directly or
indirectly by the information contained in the book.
18
Introduction
References to other websites are provided for purposes
of illustration and do not constitute any endorsement of
contents, best practices or policies. To make sure you
comply with your legal requirements, particularly in the
areas of the Investor Relations, Competitions and
Policies, you are strongly advised to seek professional
guidance.
19
Product Information
PART 1
Product Information
According to RedSheriff1, 59% of internet users in
Australia and 80% in the UK accessed the Internet
in 2003 to research product and service information.
This accounts for the second most important online
activity after the regular use of email. In the United
States, the trend is gathering pace. The Harris Poll2
found that product research is the fastest growing
activity in the past three years, increasing from 25%
in 2000 to 41% in 2003.
The Pew Internet & American Life Project Survey3
found that 46% of the 2,092 Americans interviewed
would favour a physical store that provided product
information on the web even though the business had
no online purchasing facilities.
When we consider the rate of increase in the number
of information seekers browsing the internet, it is vitally
important to attach a high priority to the credibility
1
www.redsheriff.com
www.harrisinteractive.com
3
September 2002, www.pewinternet.org
2
20
Product Information
and quality of web content. Consumer WebWatch4
surveyed 2,600 internet users in 2002, and asked how
they evaluated websites for credibility. On the subject
of e-commerce websites, comments from respondents
related to:

Design look (46.2%).
Information structure (26.5%).
Information focus or depth (24.7%).
Information usefulness (16.3%).
Information accuracy (15.5%).
This research clearly indicates that visitors rely heavily
on visual design including layout, typography, white
space, images and colour scheme to make credibility
judgements on websites.
Visitors also seek information that is well-organised,
focused and useful. Consumer confidence and product
knowledge will increase with the provision of accurate
information. In January 2003, Harris Interactive found
that 35% of the 2,221 US respondents were annoyed
with unreliable and inaccurate information found online.
“An informed consumer is likely to be a satisfied
consumer”. (Better Business Bureau)
Visuals & Sound
Visual information captures attention, clarifies text and
positions products in the competitive web environment.
‘A picture is worth a thousand words’ but sound adds
another dimension to the website, engaging the auditory
sense and sustaining the visitor’s interest.
4
www.consumerwebwatch.org
21
Product Information
1. Product ‘in context’
Show product shots ‘in context’ because dimensions
such as height, width and depth are difficult to visualise.
Picture a person or familiar object adjacent to your
product to illustrate its size and scale. It will serve as
a visual reference.
Example: Anything Left-Handed Ltd is a specialist
supplier of left-handed products. On their website, they
display the “funky, freaky pen that looks the part, writes
like a dream and is great fun to use”.
The second picture of the ergonomic pen is indispensable
to set the “funky, freaky pen” in a familiar context and view
how “it fits perfectly into your hand, making sure you feel
extremely comfortable while you write.” It also helps to
gauge the size of the pen.
(http://www.anythingleft-handed.co.uk)
Figure 1
Product ‘in context’: Anything Left-Handed
Source: www.anythingleft-handed.co.uk
22
Product Information
2. Multiple angles
Use multiple pictures of the product to portray it in
various perspectives.
Example: Buckle Babies, a manufacturer of leather
pouches that hold photos and emergency contacts, uses
macromedia to display three different views of their
product (back, front and inside), the retail box and a call
for action with the ‘Buy Now’ prompt. Ravindra Papineni,
owner of Buckle Babies, receives positive feedback from
satisfied customers like: “I was convinced 100% after
seeing live usage.” (http://www.bucklebabies.com)
‘Retail Box’ image
changes from ‘Back
View’, to ‘Front View’,
then ‘Inside View’ &
finally ‘Buy Now’.
Figure 2
Multiple angles: Buckle Babies
Source: www.bucklebabies.com
23
Product Information
3. Tangible clues for quality
Quality is a subjective word. But how do you portray
quality? First, define quality and its attributes in the
context of your product. Then, determine what product
features best represent those attributes.
Example: Buckle Babies associates quality with
craftsmanship excellence. So, to demonstrate the use of
genuine material and attention to detail, Buckle Babies
provides close-ups of the leather logo, the stitching and
the fitting of the buckle.
Figure 3
Quality clues: Buckle Babies
Source: www.bucklebabies.com
A customer of Buckle Babies said: “I use a lot of leather
products, I bought it because it has got a good number of
functionalities with fine detailing.”
(http://www.bucklebabies.com)
Research how potential customers define quality in your
field and educate them by drawing attention to how you
meet or exceed industry standards.
4. Individual versus group shots
Product shots that portray individual items offer greater
flexibility than group shots, which can show a range of
items and minimise the size of the webpage but become
obsolete when one or two items are no longer available.
Inventory changes are readily expressed using single
product shots.
24
Product Information
Furthermore, a caption of an individual product shot
unequivocally describes the item on the image whereas
referencing to a single object in a cluster can result in
ambiguity and confusion.
5. Thumbnails
Exhibit products using thumbnails (miniature images).
Thumbnails are often used in a gallery of pictures. The
small file size of the images enables you to display a
wide range of products aesthetically while maintaining
a relatively short loading time.
Example: Roc Candy is a manufacturer of hand-crafted
lollies. To showcase their corporate designs, Roc Candy
presents confectionary samples in a square. When the
visitor clicks on a sample, an enlarged photo is displayed
in the middle of the square. (http://www.roccandy.com.au)
Thumbnail selected
to be enlarged.
Enlarged image
Figure 4
Thumbnails: Roc Candy
Source: roccandy.com.au
25
Product Information
Thumbnails are used widely and effectively to display
items linked to another webpage that contains the
enlarged photo, a product description, a colour swatch
and the order form.
6. Product composition
Take your product apart to show its various elements
and explain the features, characteristics and benefits
of each component. This also provides an opportunity
to highlight your competitive advantage.
Example: NB Web Express, a manufacturer of athletics
shoes, displays the various parts of the shoe’s suspension
system. Visitors can view diagrams in which each element
of the shoe is described in terms of material, construction
and benefits. (http://www.nbwebexpress.com)
7. Product colours
Consider displaying your products in a range of colours.
Visitors are often attracted to items in their favourite
colour. You can even use a colour swatch palette. When
the visitor selects a small colour square (called a swatch)
on the palette, the colour of the item changes to the
swatch-colour.
Example: Lands’ End, a direct merchant of clothing
and home products, enables visitors to see garments in
the colour of their choice on a virtual model. Displaying
a shirt in the visitor’s favourite colour can make a greater
impression and increase the likelihood of purchase.
(http://www.landsend.com)
8. Unique attributes
Educate the visitor to appreciate any perceived product
imperfections as being desirable attributes that contribute
26
Product Information
to their uniqueness. Avoid the temptation to eliminate
all product flaws with Photoshop or similar software to
create a ‘perfect’ product. Items that are handcrafted or
made from natural material, such as linen, can look out
of shape or faulty. Describe them in terms of ‘unique’,
‘possesses its own individuality’, ‘as nature intended’.
9. ‘Feel’
Communicate and position products by creating the
appropriate ‘feel’ for the target market. Use evocative
phrases like ‘sanctuary of calm’. Props, colours and
pictures will also help to create the atmosphere that
supports the brand image and encourages your target
audience to browse.
Example: Gucci’s website creates an atmosphere of
refinement and simplicity. The homepage displays a single
image of an elegant gold sandal on a black surround.
To display women’s garments, Gucci recreates a fashion
parade. When a model is selected, the frame is lit up as if
she was under a spotlight. (http://www.gucci.com)
Example: Hershey, a chocolate manufacturer, has
designed a website called KidzTown that appeals
specifically to children with its bright colours, cartoon
characters and the extensive use of the chocolate colour.
Even the menu buttons look like chocolate bars!
(http://www.kidztown.com)
10. Location shots
Location shots that display a product in natural light and
a typical environment will communicate real-life features
and benefits. It is very important to choose a background
that creates an ambience that will not overshadow the
object. For the purposes of selling, the actual product
must remain the focus of attention.
27
Product Information
Example: Frontgate displays their outdoor furniture in
idyllic surroundings. You can imagine yourself sitting in a
lush private garden on those special Gloster teak benches
described as: “All teak furniture is not created equal. We
did the homework, and only Gloster of England earns
consistently superior marks for comfort, rock-solid build,
and finish.” An indoor shot could not have achieved the
same result. (http://www.frontgate.com)
11. Lifestyle photos
Use lifestyle photos to help visitors visualise the benefits
of your products. Show people in action or depict a real
life situation, event or place. Visitors will mirror the web
image or experience, and relate to the product. Introduce
lifestyle photos to:

Draw attention.
Bring products to life.
Create a sense of enjoyment.
Stimulate dreams.
Although they produce a ‘magazine’ look and can help to
enhance your brand image, lifestyle shots on their own do
not necessarily sell. Close-ups, insets of important
features and, above all, good product information must
accompany lifestyle photos.
Example: Sundance, a mail-order catalogue founded
by actor Robert Redford, uses lifestyle photography for
the ‘Apparel collections’. The photographs are set in the
countryside and show models playing croquet, sitting on
a log, standing in a field, etc. Each photo is linked to a
product information page containing images of garments
worn by the model, menus for colour and size, and an
‘Add to Bag’ button. Visitors can experience the ‘airy
feeling’, ‘freedom’ and ‘fun’, and take action with an
easy buying process. (http://www.sundancecatalog.com)
28
Product Information
Example: Tuross Marine illustrates the benefits of hiring
a boat with three lifestyle photos. The first picture shows a
peaceful lake; the second, two fishermen proudly displaying
their catch; and the third, another fisherman feeding a
pelican on the jetty while cleaning fish. Their choice of
photos reinforces the message: “Hire a boat or canoe from
Tuross Marine for an unforgettable day on Tuross lake,
where the fishing is great and the boating conditions safe
and relaxing.” The map with travel directions and boat hire
rates enable visitors to assess the feasibility of the fishing
trip. (http://www.southcoast.com.au/turossmarine/)
12. Meaningful pictures
Increase the comprehension and impact of your message
with meaningful pictures that are:
Relevant to your product or service.
Representative of the target market.
Congruent with your message.
If you are using clipart images and stock photos, be sure
that they truly represent the product on offer. Customers
may be mislead if you display an image of a thick book
when the actual product is a 30-page booklet.
13. ‘Service’ shot
When a service is being supplied, rather than a physical
product, it is not possible to have a product shot as such.
The ‘service’ shot will take the guise of a brand image
that needs to provide instant recognition, e.g. the flying
kangaroo of Qantas Airways. Distinctive colours that
suggest values and the personality of the brand will offset
the inherent intangibility of a service, e.g. gold for wealth
and prestige, red for energy and action, and green for
environmental friendliness.
29
Product Information
14. Sound
When sound is an integral part of the product, give your
customers an audio clip.
Example: West Country Violins restores and sells old
violins, bows and fiddles. Visitors can view multiple
product shots of violins as well as sampling music being
played on those instruments. The West Country Violins
website appeals to the visual and auditory senses.
(http://www.westcountryviolins.com)
15. Audio introduction
Introduce your products or services using audio to lend
a personal touch to your site and establish a relationship
with visitors.
Example: Dan Poynter from Para Publishing uses audio
to promote his new book ‘The Self-Publishing Manual’.
The audio button, placed on the homepage to draw
attention, opens a new window that contains an invitation
to listen to a 5-minute interview with Dan.
The interview, which starts with a third-party providing
Dan’s credentials, is interesting and does not contain a
selling pitch. Dan comes across as a down-to-earth,
experienced and knowledgeable person. The audio serves
as an excellent promotional tool.
(http://www.parapublishing.com)
30
Product Information
Product Details
16. Benefits & features
To cater for the diverse requirements of your audience,
describe products not only in terms of benefits but also
in terms of features. Benefits referring to savings, gains
and convenience are significant for some visitors but
not for others. For them, information such as weight,
measurements and dimensions may be more important.
Highlight special product features and benefits instead
of dwelling on basic features, e.g. nowadays, a CD drive
with a 1 year warranty could be considered as standard
features for a notebook, but a DVD-CD-RW combo, a
3 year warranty and a 17-inch screen, as special features.
Competition is fierce on the web. So capitalise on those
benefits that differentiate your product or service from
those of competitors.
17. Target market
Provide a smorgasbord of information that caters for
people from various regional and cultural backgrounds
and for different types of visitors:

Information seekers.
Comparison shoppers.
Last-minute purchasers.
Impulse buyers.
Bargain hunters.
Surfers or browsers.
Also consider providing information for an audience
outside your usual target market. Visitors may perceive
your business as an investment opportunity, a subject
for their magazine article or an authoritative resource.
31
Product Information
18. Substantiation
Provide recent scientific evidence and survey results
that add credibility to statements. Research professional
journals and magazines to find convincing facts but
select and cite only trustworthy sources of information
to avoid damaging your reputation.
Example: The Outback Emuzing Ranch makes use
of scientific studies to substantiate the unique healing
properties of emu oil. The credentials of researchers are
given to support their assertions.
(http://www.emuoilcanada.com)
19. Graphs & charts
Use graphs and charts to show progression and change.
Example: eMarketer, a provider of e-business research
and analysis, illustrates the growth of online retail sales
with a bar chart that includes data. Using this method,
information can be more easily assimilated by visitors
who prefer a visual representation of figures.
(http://www.emarketer.com)
Figure 5
Graphs & charts: eMarketer
Source: www.emarketer.com
32
Product Information
20. Exclusivity & customisation
Adapt your products in a way that will attract visitors who
are looking for something unique or exclusive. Build an
image that sets you apart from the competition with
products that are:

Customised for special occasions, e.g. wedding, Easter.
Branded, e.g. with your own unique logo.
Exclusive, e.g. ‘sole supplier’, ‘limited edition’.
Personalised, e.g. autographed, monogrammed.
Example: Doctors Foster & Smith, a supplier of pet
products, offers a monogramming service to personalise
items for pets, e.g. name on bed; and for pet lovers, e.g.
embroidered pullovers and caps. Customers can choose
name, colour, fonts and design.
(http://www.drsfostersmith.com)
Figure 6
Customisation: Doctors Forster & Smith
Source: www.drsfostersmith.com
33
Product Information
Information Structure
21. Hierarchy of information
Structure information from broad to detailed, in the
same way as newspapers do. This hierarchical model
facilitates the display of a wide range of information
on a single page without clutter. You can feature articles
or other important information on the homepage using
strong headlines, a short description and a link to access
further detail, e.g. ‘full story’, ‘continued on page…’,
‘more on page…’.
At a glance visitors can see what is available, rapidly
access the information required and bypass data that is
of no interest to them.
22. Product groupings
Group products using colour, proximity or shape to:
Organise the information visually.
Connect similar types of products or services.
Allow visitors to read in chunks.
Example: Aquazoo, a resource for fish keepers, has a
well organised website. The database of 300 freshwater
fish is broken down into four colour-coded categories
based on their type: red (very aggressive), yellow (less
aggressive), green (ideal for beginners) and blue (special
needs). The use of colours is consistent throughout the
site. This maintains the visitor’s awareness of which ‘type
of fish’ section they are in. (http://www.aquazoo.co.uk)
23. Categories
To accommodate the various needs of customers, sort
products and services by size, brand, price, features or
34
Product Information
other appropriate category. Categorising long product
lists, which are difficult to browse, will speed up the
customer’s search.
Example: Doctors Foster & Smith enables visitors to
shop by categories. In the screenshot below, the category
‘Backyard’ is selected. In the new window, the search can
be further refined using additional categories.
New window opens when a
category is selected.
Refine your search:
Product, Price Range,
Specials, Manufacturer
Shop by
Category
Figure 7
‘Customer
Favorites’
Categories: Doctors Foster & Smith
In addition, consider classifying products under multiple
categories to cover several search alternatives.
Example: Wal-Mart may list a single product in one or 12
possible categories, e.g. a CD could appear simultaneously
in the categories of Music, Gifts under $20, Daily Specials
and others. (http://www.walmart.com)
35
Product Information
24. One-page information
Wherever possible, condense product details into one
page. This will help visitors to grasp all the necessary
information and facilitate their decision.
Example: Web and Print Design incorporates sample
work, banner sizes and prices all on the same page to
streamline the purchasing process.
(www.webandprint.com.au)
Pricing grid by
sizes and types
(static or
animated)
Other
popular
banner
sizes
Sample Work
Figure 8
One-page information: Web and Print Design
Source: www.webandprint.com.au
25. Product ranking
Rank products using terminology that implies price and
quality increments such as:
Basic, standard, super.
Bronze, silver, gold, platinum.
Essential, select, ultimate.
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Product Information
Avoid subjective terms such as ‘bigger than’, ‘more
powerful’ that generate questions: How much bigger?
How much more powerful?
26. Comparison shopping
The Web has facilitated comparison shopping and
customers take full advantage of this unique tool.
BizRate survey (Sept 2003) reveals that 96% of US
online buyers do some comparison shopping even though
52% go directly to a merchant site. BizRate surveys 10
million consumers annually from point-ofsale surveys at online retail sites.
According to another survey, the Consumer Internet
BarometerTM5, 25% of men and 16% of women
found that the ability to compare prices and products
was the number one benefit of shopping online. The
survey, conducted in 2003, was based on a sample of
10,000 US households.
To assist visitors, use grids and tables that facilitate
comparison shopping. Communicate your product
knowledge and deep understanding of the market
by creating useful classifications.
Example: Discovery Channel, a Communications
network, sells telescopes. A comprehensive comparison
grid educates potential customers on the use of each
telescope. Five telescopes are compared by availability,
price, level of knowledge, basic and unique features,
included accessories, ‘What you can see’, etc. The grid
caters for all levels of product knowledge and reassures
the shopper in regard to the store’s expertise.
(http://www.shopping.discovery.com)
5
www.consumerinternetbarometer.us
37
Product Information
Example: Web and Print Design gives visitors a grid
of comparative information on their three web hosting
plans that are categorised by usage: standard, small
enterprise and corporate. The ? in the first column links
to a glossary that helps beginners without cluttering the
page or interrupting the flow of information. Leaving
notes and other supplementary details on the right
sidebar of the page keeps the grid straightforward and
tidy for easy comparison. (www.webandprint.com.au)
Names of categories suggest
difference in costs
Guarantee
‘?’ opens the glossary
Figure 9
Payment
info
Comparison shopping: Web and Print Design
Source: www.webandprint.com.au
A comparative grid or table not only informs visitors
and demonstrates your expertise but also builds trust
and confidence.
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Product Information
27. Backup information
Avoid clutter and accelerate the flow of information
using links to additional backup information. The link
opens a small browser window that does not obstruct
the whole page while providing useful information such
as explanations and instructions. According to their
needs, visitors can choose to either bypass or access
the detailed information.
Example: University of Western Australia uses small
browser windows to give the profile of lecturers. This
way, students can access the information only if required
and can do so without leaving the page.
(www.extension.uwa.edu.au)
Link opens small
browser window
Figure 10 Backup information: University of Western Australia
Source: www.extension.uwa.edu.au
39
Product Information
28. Mouseovers
Mouseover (also called rollover) refers to a technique
used to cause a page element to change or to appear
when text or an object is ‘rolled over’ with the mouse.
Note that the effect is achieved without clicking the
mouse. Using this technique, a mouseover can cause an
image to be substituted by another one when rolled over,
e.g. an image of a shack is substituted by a photo of a
modern home to illustrate renovations. Mouseovers can
also trigger a window to ‘pop up’ or suddenly appear to
provide additional information when the object or text is
rolled over.
Mouseovers prevent pages from being cluttered while
facilitating access to information on demand. They also
offer a great opportunity to introduce interactivity to your
site.
Example: Karate Planet, in their virtual tour, uses
mouseovers to explain six karate techniques, each
illustrated with a front and side view. When the cursor
is moved over one of the twelve thumbnails, a larger
version of the picture is displayed in the main window
frame with a short caption referring to the step-by-step
instruction. Furthermore, visitors can move the cursor
consecutively over two thumbnails of the same karate
technique to create an impression that the instructor
rotates through 90 degrees. Karate Planet is a good
example of mouseovers used to add interactivity to the
site and to show techniques, products or services in
action. (http://www.karateplanet.com)
29. Problem & solution
Provide an alternative product classification for those
customers looking for assistance to solve their problem.
40
Product Information
By matching solution to problem, customers are more
likely to adopt a recommendation without reference to
your competition.
Example: Yves Rocher, a cosmetics supplier, guides
visitors through their range of products using a Problem &
Solution approach. A list of 42 common problems is
divided into 6 categories (face, eyes, lips, hair, body,
wellbeing). For each problem, a different product is
recommended to treat the condition.
(http://www.yvesrocherusa.com)
This method of classification minimises the risk that
customers will be overwhelmed by an extensive range
of products and helps to accelerate the buying decision.
41
Product Information
Supplementary Information
30. Product use
Illustrate how to use products with images.
Example: Nordic Track, a supplier of gymnasium
equipment, displays two photos of an incline trainer.
The first image displays the piece of equipment with
the caption: “Incline training is the workout phenomenon
you've been searching for. It blends cardiovascular
exercise with mountainous terrain for a truly amazing
workout experience.”
The second image is important to show the incline trainer
in use and also to indicate its size relative to a person.
(http://www.nordictrack.com)
Figure 11 Product use: Nordic Track
Source: www.nordictrack.com
42
Product Information
31. Product in action
Demonstrate products using interactivity.
Example: Wiggly Wigglers includes a short video
presentation (approx 30 seconds) with step-by-step
instructions on how to set up their ‘Can-O-Worms’.
The potential customer can visualise the packaging and
the size of the product. Moreover, the short and simple
explanations with clear photos reinforce their message
of ease of use. (http://www.wigglywigglers.co.uk)
Figure 12 Product in action: Wiggly Wigglers
Source: www.wigglywigglers.co.uk
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Product Information
32. Product history
Give depth and interest to your website by recollecting
historical milestones of your product.
Example: Balloons Over New England narrates the
History of Balloon Flight. It imparts knowledge while
promoting the activity of ballooning. Visitors learn that
the first recorded balloon flight occurred in France in 1783
and that there are 5,000 balloon pilots in the United States.
The history provides reassurance and trust for newcomers
and a sense of belonging for balloon enthusiasts.
(http://www.balloonsovernewengland.com)
Figure 13 History of Balloon Flight: Balloons Over New England
Source: www.balloonsovernewengland.com
Example: The UCard entitles card holders to obtain
discounts at participating merchants. The story of the
UCard starts with its inception on Valentine’s Day 2000
at the Blue Hen Sports Bar in Newark.
44
Product Information
Readers then follow the evolution of the card from a
combination calling and discount card to a unique Ultimate
Savings Card. The history demonstrates the entrepreneurial
spirit of the business owners who continually monitor the
market to enhance their product. In the last paragraph, the
author promotes some of the card’s advantages: “provides
cardholders with awesome local discounts across a variety
of business categories all year long”, “completely reusable
at your favorite places and can be used anywhere in our
network”.
It is very interesting to follow the path from a concept to
the finished product. The history provides a valuable insight
into the business in a field where visitors need reassurance.
(http://www.theucard.com)
Figure 14 History of The UCard: The UCard
Source: www.theucard.com
Convey a sense of achievement and pride. Write about the
people who invented and developed your product and also
the milestones.
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Product Information
No product history? Why not relate the history of your
product components?
Example: Garnet Hill, ‘the Original Natural Fibers
Catalog’, provides numerous ‘Fiber Histories’, e.g. silk,
alpaca and wool, to educate customers about the natural
materials used in their products.(http://www.garnethill.com)
If you are selling other people’s products, e.g. artwork,
introduce the creator of the product to give a human touch
to your site.
Example: Femail Creations, a catalogue for women,
features creators of the products that they carry. ‘There’s
a Person Behind Every Product’. The segment called
‘Our featured artists’ consists of a short introduction with
a picture of the product. Visitors can follow the links to
previously featured artists.
(http://www.femailcreations.com)
33. Product applications
Suggest as many applications for your products as
possible to reveal their versatility and usefulness.
Example: Kodak suggests projects that demonstrate the
many applications for their products. In the section ‘Doing
more with Your Pictures’, visitors learn how to create
online albums, photo cards and screen savers, as well as
wallpapers, edible and cloth gifts, novelties, puzzles and
much more. Visitors are tempted to buy the product in order
to create the project. (http://www.kodak.com)
34. Virtual tour
A virtual tour is a progressive pictorial representation
of your product or service. It can take the form of a video
or a series of still shots.
Take visitors on a virtual tour to show them around the
premises that you want to let.
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Product Information
Example: Fulton Lane Inn invites potential customers to
visit rooms prior to booking. Rotation of the camcorder gives
a 360-degree view of the room. The tour conveys a warm
feeling and can allay fear of disappointment when booking
a romantic holiday. (http://www.fultonlaneinn.com)
Guide visitors around your factory to show them where
and how the products are made.
Example: Aqua Falls shows dynamic photographs that
demonstrate the water bottling process. They also display
static shots of their premises. These images introduce the
business and build customer confidence.
(http://www.aquafallswater.com)
Example: Hershey presents an informative video on
the chocolate making process in their ‘Kidztown’ website.
The video adds interest and fun to their website.
(http://www.kidztown.com)
35. Fun facts & curios
Relate amusing and unusual facts about your product or
service. Fun facts and curiosities are easily remembered
and provide good publicity through viral marketing
(online word-of-mouth).
Movie fun fact
Example: Godiva, the chocolatier, writes: “Chocolate
syrup was used for blood in the famous 45 second shower
scene in Alfred Hitchcock's movie ‘Psycho’, which actually
took 7 days to shoot.” (http://www.godiva.com)
Scientific fun fact
Example: Chandra X-Ray Observatory states that: “the
electrical power required to operate the Chandra spacecraft
and instruments is 2 kilowatts, about the same power as a
hair dryer.” (http://www.chandra.harvard.edu)
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Product Information
Unusual art
Example: In the Jelly Belly Bean Art Gallery, thirty
commissioned artworks are displayed. The unusual aspect
is that they are done in classic mosaic art form using Jelly
Belly jelly beans. (http://www.jellybelly.com)
To find interesting facts, check out the Guinness Book
of Records or visit Did you know?
(http://www.didyouknow.cd)
Editorial & Tools
PART 2
48
Editorial & Tools
The Editorial and Tools section of a site demonstrates
your sharing capacity and broad knowledge that extends
further than your specific product information.
Editorial Information
Editorial information adds value to a site. It serves to:

Establish authority and expertise.
Familiarise visitors to a brand.
Educate customers about products.
Encourage repeat visits.
Increase sales potential.
On your editorial pages, ensure that calls to action are
incorporated, e.g. ‘More info’, ‘Bookmark this page’,
‘Printable version’, ‘Email to a friend’, ‘Buy now’.
36. Blog
Blog (short for web log) refers to an online journal or
diary that is updated regularly. The author of the diary
is known as a blogger.
Editorial & Tools
49
According to NITLE6, there were 1,271,043 weblogs
worldwide in September 2003. This figure includes
800,119 written in the English language.
Set up a webpage for your blogs to communicate and
interact informally with like-minded people on issues
of your choice.
Blogs can have a personal or business focus. Personal
blogs are used to share thoughts, link to other websites
and inform visitors about your projects. You can also
allow visitors to add their own comments. Blogs provide
interactivity and a reason for visitors to return to your site
and read the latest blog.
On the other hand, B-Blog (B as in Business) provides
a platform to exchange information, increase brand
exposure and strengthen relationships with visitors,
customers, business partners and employees.
Example: Jupiter Research has a page called ‘Jupiter
Research Analyst Weblogs’ linking to analysts’ biographies
and weblogs. Feedback can be sent to a joint email address.
The individual writing style, frequency and length of the
blogs reflect the analysts’ personalities.
(http://clk.about.com)
Use Blogger, a web-based tool acquired by Google,
to create and publish instantly blogs on your website.
With Blogger you do not need to worry about installing
any server software or scripts. The best part is the cost:
it’s FREE. (http://www.blogger.com)
Do not forget to add a ‘bookmark this page’ button on
your blog webpage.
6
National Institute for Technology and Liberal Education
BlogCensus, September 2003
Editorial & Tools
50
37. Tutorials
Set up an informal educational environment to develop
your business expertise. Tutorials demonstrate a desire
and an ability to share knowledge. They also encourage
webmasters to link to your site thereby adding value to
their own sites. Use a variety of visual aids, e.g. images,
photographs, diagrams and graphics to provide a better
understanding of concepts and help memory retention.
Example: Chandra X-Ray Observatory provides a
tutorial to help visitors understand the images in their Photo
Album. Chandra supplies photos, diagrams and images to
explain effectively the complex process of how we see
colours. (http://www.chandra.harvard.edu)
Photo
Diagram
Images
Figure 15 Tutorial: Chandra X-Ray Observatory
Source: www. chandra.harvard.edu
Editorial & Tools
51
38. Articles
Deliver valuable information on products and industryrelated topics to build your reputation as an expert.
Example: Jakob Nielsen provides new articles on web
usability every two weeks. He notifies his subscribers when
a new article is published in his online column called
‘Alertbox’. Jakob Nielsen is now known as the ‘Usability
Guru’ or ‘Usability expert’. (http://www.useit.com)
Keep the material fresh to encourage repeat visits. If
writing articles becomes tedious, increase content by:
Encouraging and including feedback on articles.
Inviting contributors to write an article.
What’s in it for contributors? Recognition plus a third
party link pointing to their site that will increase traffic
and search engine ranking.
39. White papers
Publish your research or other authoritative reports to
provide original material, increase credibility and reach
potential new customers. You can also invite experts from
outside your organisation to contribute.
InsightExpress7 surveyed 316 corporate executives and
found that they download white papers and case studies
for several reasons:
Stay on top of new and emerging markets or
trends (76%).
Obtain preliminary information about products
and vendors (69%).
Identify technical features that apply to their specific
applications (58%).
7
Bitpipe, Forbes.com and Insight Express, March 2004, cited from
www.emarketer.com
Editorial & Tools
52
Compare products as part of the competitive analysis
process (50%).
Help justify potential buying decisions (42%).
Develop a short list of qualified vendors (33%).
Furthermore, InsightExpress reveals that after
downloading the documents, 78% of the executives
passed them to a colleague, 75% filed them for future
reference, 68% contacted a vendor or reseller for more
information and 24% sent them to superiors.
Guidelines
Provide options to download documents, either in a
printer-friendly version (with no navigation bars and
banners) or in a PDF file. When providing a PDF file,
it is considerate to:

Clearly identify the type of file as a PDF.
Provide a short description of the file.
State the file size and number of pages.
Supply a link to Acrobat Reader (the freely
available software required to view a PDF file).
40. Webinars
Webinars are online seminars, presentations, lectures
or workshops available live or on delayed transmission.
They are useful for product demonstration, training and
new product launches.
Example: Paint manufacturer Glidden Paint sponsors
a webinar ‘Color and Design 101’ in which colour expert
Barbara Richardson discusses new trends and decorative
ideas. The half-hour webinar is free but it is necessary to
register in advance. (http://www.gliddenpaint.com)
Editorial & Tools
53
41. Step-by-step guides
A step-by-step guide is a type of tutorial that presents a
set of instructions to be followed in order. The practical
advice establishes credibility and builds traffic. Illustrate
guides with diagrams and photos where appropriate and
use simple, practical terminology.
Example: Aspen Mortgage, a family owned Mortgage
Company, presents a comprehensive Home Buying guide
containing 15 steps to educate home buyers and assist them
through the entire home buying process. It includes
checklists, calculators and worksheets. “Aspen Mortgage
strives to ensure that obtaining a mortgage is not a test of
your will of survival, but rather a painless and worthwhile
undertaking.” The guide supports their message and drives
traffic to their site. (http://www.aspenmtg.com)
42. Glossary
Every line of business has its own jargon. Supply links to
a glossary that clarifies the jargon and terminology
for newbies. In idea number 26, Comparison shopping,
see how Web and Print Design incorporates links to
their glossary within their comparison grid.
43. Library
Assemble your publications (articles, white papers, tips,
guides, etc.) into a library. Each time visitors refer to your
library, they familiarise themselves with your site and are
exposed to your brand. Consider a ‘Bookmark
this page’ button to encourage repeat visits.
Example: Doctors Foster & Smith, supplier of pet
products, has created ‘The Doctors’ Information Centre’
which acts as their library. The centre is divided into eight
categories: dogs, cats, fish, birds, reptiles, small pets, ponds
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and wild birds. Each category has its own index page with
links to guides, ‘How to’, comparison grids, articles and
tips. The library is extensive and gives in-depth information
that encourages bookmarking for future reference.
New window for
‘Dogs’ index page
‘Dogs’: one
of the eight
categories
of the Info
Center
Figure 16 Library: Doctors Foster & Smith
44. Interviews
Interview an expert in your field asking questions about
their experience, opinions and research. Incorporate
anecdotes to introduce a human element. Interviews
will enliven your site and can be conducted using email.
Example: Every week, Promotion World interviews an
expert in the field of website promotion. “This is a very
popular feature here at Promotion World”.
(http://www.promotionworld.com)
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45. Reviews
Reviews of new products, services or books add fresh
content and give an appreciation of your knowledge and
experience. Once visitors value your unbiased opinion,
they will look with anticipation for your next review and
return regularly to your website.
Example: Promotion World tests various services and
products, either free or paid, and gives “an honest look at
whether they are worth using or buying”. The reviews
provide a method of communication with their visitors
who can contribute by submitting requests for other
products to be reviewed. (http://www.promotionworld.com)
Review comparative products or services. You may
even want to share your research findings on products
or services that you have considered for yourself, and
pass on your recommendation.
Example: Michael Bloch from Taming the Beast
reviews products, e.g. online shopping carts, affiliate
softwares, e-book generators and more. Through his
evaluations, Michael demonstrates his knowledge and
experience and helps visitors with recommendations
and links to product suppliers.
(http://www.tamingthebeast.net)
If you feel that you can endorse the product, link back
to the supplier and negotiate a commission for sales of
the product generated via your website.
46. Elsewhere
Collect national and international news relating to your
business to give the website wider appeal. Link to press
releases, research findings and global information to
network and strengthen ties with similar worldwide
businesses. Supply visitors with fresh and interesting
information, and exchange links for greater exposure.
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Example: Science Blog has an ‘Elsewhere’ webpage
that links to news articles all around the world. It adds
interest and establishes links to a global community.
(http://www.scienceblog.com)
47. Useful links
Linking to valuable information on other sites will
demonstrate your extended knowledge of industry
resources and a willingness to share. The ‘Useful links’
page will also serve to improve search engine ranking.
Consider linking to:
Reference material: to deepen your visitors’ product
knowledge, e.g. further readings, similar articles.
Manufacturers: to give customers direct access to
product specifications and technical support. (This can
also save you time by eliminating unnecessary third
party calls).
Complementary services: to assist visitors and foster
relationships with related businesses.
Products of affiliates: to introduce complementary and
related products.
Guidelines
The links must add value to your site: there is little
point in linking with websites that have nothing in
common with your organisation.
Be selective and keep the list short: recommend only
your best resources.
Link to resources of reputable organisations: know
who and what you recommend to protect your
reputation.
Provide a link annotation (a short description): this will
help visitors to decide whether the link is likely to be
of value to them.
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Example: Pets Place, a pet salon, includes carefully
selected links that complement their grooming service:
a veterinary clinic, a dog photo ID system provider, pet
accommodation, grooming products supplier and the Pet
Industry Joint Advisory Council of Australia. The brief
description of links explains the services provided and
serves as a referral. Each business in the ‘Useful Links’
page has the opportunity to display their logo. This is an
excellent way to strengthen ties with related businesses
and possibly exchange links with them for exposure to
new markets and increased search engine ranking.
(http://www.petsplace.com.au)
Short description
of the link
Logo of
business
Figure 17 Useful links: Pets Place
Source: www.petsplace.com.au
48. Directory
A directory is merely an alphabetical list of outbound
links. They are usually used to provide contact details
as would a phone directory, e.g. a list of association
members. Promote links in your directory as:
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Membership privilege: visitors can browse the list
but only members are entitled to be included.
Reciprocal link opportunity: exchange relevant links
with other webmasters to improve search engine
ranking.
Business exposure opportunity: allow related
businesses to list their URLs for greater exposure.
A directory can strengthen bonds with your business
partners and optimise your own search engine ranking
but may be of limited interest to visitors unless you
have selected the links with care.
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Self-service Tools
Provide checklists, self-assessment questionnaires and
interactive tools to help customers ascertain their needs
and accelerate the buying process.
Self-service tools draw visitors. If your budget does not
stretch to finance customised tools, consider linking to
free online tools.
49. Buyer’s guides
A Buyer’s Guide helps visitors in their market research
while giving you an opportunity to demonstrate and
impart your knowledge. Educate with ‘What to look for’,
and ‘How to choose’ guides that explain essential product
features and draw visitors’ attention to the importance
of the specific features and benefits that differentiate your
product from the competition.
But remember that the purpose of a Buyer’s Guide is
to inform visitors and assist them with the information
gathering process, and NOT to sell.
Example: Diamond.com educates potential customers
on “everything to know to make an informed purchase”.
In their ‘Learning Center’, visitors learn the basics about
watches, jewellery and diamonds with simple step-by-step
buying guides, care and cleaning tips, answers to common
questions and a glossary of technical terms.
(http://www.diamond.com)
Example: Bed Bath & Beyond supplies 32 product
guides. Each guide addresses ‘How to choose’, ‘Use and
care’ and ‘Common questions’. Three sizing guides and a
glossary complete the menu.
(http://www.bedbathandbeyond.com)
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50. Product content tools
Customers are becoming increasingly concerned about
undesirable ingredients that may be harmful to health
or the environment. Describe the content of products
in full detail to educate customers, reassure them and
demonstrate your expert knowledge.
Example: Purina ONE has designed an Ingredient Tool
to help health conscious customers to understand their pet
food labels. When an ingredient is selected, the key
advantages are listed and the body part of the animal that
benefits from the ingredient is highlighted.
(http://www.purinaone.com)
51. Calculators
Enable customers to perform calculations to estimate
precisely what they need. By doing so, you give more
responsibility to the customer in the ordering process.
Furthermore, it will save you time handling requests
and returns.
Example: The Home Depot provides eight different
calculators. Visitors can estimate accurately the length of
carpet, number of ceramic tiles, amount of grass seed, and
the quantity of paint and wallpaper they require prior to
ordering. The customer is empowered and The Home Depot
saves time handling fewer returns.
(http://www.homedepot.com)
Example: Capital Bank supplies nine calculators for
various financial assessments such as investment, stock,
retirement planner, loan amortizing, mortgage qualifier.
With customers performing their own calculations, the
Bank can save staff time previously allocated to those
tasks. (http://www.capitalbank-ga.com)
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52. Self-assessment tools
Supply tools to help visitors assess their needs. This is
a time-saving opportunity for you and an empowering
device for potential customers.
Example: Road Runner Sports gives downloadable
charts for men and women so that potential customers can
measure their foot size in the comfort of their own home.
Thereafter, customers enter their measurements in Road
Runner Sports online ‘Super Dave’s Size-O-Meter’ to
find out which shoes are available in their size.
(http://www.roadrunnersports.com)
53. Design tools
Provide visitors with the opportunity to express their
artistic talents and enjoy the rewarding experience of
having created their own ‘masterpiece’.
Involve customers in the design of the product. Give
visitors the ability to choose colours, layout or other
personalised features.
Example: House of Tartan provides an Interactive
Weaver to give visitors the chance of designing their own
Tartan. Visitors choose colours and thread counts and order
garments made from their own design. They can also save
the image of their personal Tartan for their desktop
wallpaper. (http://www.houseoftartan.co.uk)
Example: The Home Depot provides tools to design
a bedroom closet, kitchen pantry, laundry area and garage
storage. Visitors can select the shape of the storage, enter
the number of doors and windows, insert measurements,
choose their accessories, click on cameras to view the
project from different angles and, ultimately, print the final
design. (http://www.homedepot.com)
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54. Virtual models
Apparel is notoriously difficult to sell on the web because
customers want to see how the garment fits. Lands’ End
has addressed this problem.
Example: Lands’ End enables visitors to create and
name a virtual model that will help them to envisage the
fit of garments. To shape the virtual model, visitors input
information and measurements about their weight, height,
body and face shape, colour of hair, hairstyle, nose and
eyes shape, and age. The measurements are entered and
stored for other sessions and visitors can view a mirror
image of themselves. They then choose the type and colour
of garments that the model tries on in the ‘dressing room’.
The model can be rotated to show different views (back,
front, side). The virtual model draws traffic to the site, is
fun to use and facilitates the purchase of clothes.
(http://www.landsend.com)
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Credentials
PART 3
Credentials
Considering that anyone can publish information on
the web, there is a need to influence visitors’ perception
of your credibility if you want them to buy, download
content and disclose their personal details.
Substantiate assertions with hard evidence. Display
achievements and let testimonials, third-party reviews
and recommendations speak on your behalf. Provide
credentials that convince customers of your expertise
and trustworthiness.
55. Testimonials
Obtain written or audio testimonials from satisfied
customers to build credibility. A testimonial is one
of the best promotional tools available because the
recommendation comes from an independent source.
It is a form of consumer endorsement. Testimonials
can be either grouped in one page or interspersed
throughout the website.
You can also use audio testimonials to give satisfied
customers the opportunity to voice your merits and
reassure visitors.
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Credentials
Guidelines for Testimonials
Include only meaningful and positive remarks.

Comments that are too broad are not persuasive,
e.g. “I really liked your (name of product) and can
recommend it”. Potential customers need to know
specific benefits and reasons to convince them that the
product is worth buying, e.g. “I saved $...”, “It lasted
twice as long as…”
Obtain testimonials to cover the various benefits
you promote. For this, you may invite a satisfied
customer to provide a testimonial in a particular area
you want addressed, e.g. customer service, product
quality, on-time delivery.
Select carefully the sources of your testimonials.
They must convey credibility and trustworthiness.
Add appropriate credentials, e.g. ‘author of …’,
‘winner of …’
Include identifiable information on the person
who provides the testimonial, e.g. name, job title,
organisation. Anonymous is not a credible name.
Make sure you obtain the customers permission to
broadcast their testimonials. A satisfied customer may
be happy to give you a testimonial for a flyer, but not
for your website.
If you have distributors, provide them with testimonials
to promote your products as well as helping them with
their own business.
Example: HerbaCall offers resources to independent
Herbalife distributors. Paying subscribers are given access
to hundreds of Herbalife testimonials. The database can be
searched or browsed by categories.
(http://www.herbacall.com)
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Credentials
56. Experts & customers reviews
Invite experts and customers to review your products.
Reviews are informative and give visitors an in-depth
knowledge and appreciation of the product.
Furthermore, unlike testimonials, reviews usually appear
unbiased, and therefore more plausible, because they tend
to cover both good and not-so-good features.
Reviews can be obtained using the following options:
Link to an existing review posted on another website.
Example: NetIQ, supplier of tools in web analytics, links
to third party websites for reviews. This builds confidence
and trust, and demonstrates faith in their products.
(http://www.netiq.com)
Give customers the opportunity to post reviews on
your website.
Example: Both Magellan’s Travel Supplies and
Amazon.com give customers the opportunity to post
reviews on product information pages. They enable
potential customers to view a product and third-party
comments without leaving the webpage.
(http://www.magellans.com) (http://www.amazon.com)
Link to one of the specialised consumers’ review
websites, e.g. www.epinions.com
Reproduce published reviews, e.g. a newspaper article
or e-zine review.
Linking to a review on another site shows confidence in
your products but, beware, an outbound link can be a
distraction and take customers away from your ‘Buy now’
button.
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Credentials
57. Portfolio
Demonstrate how successful you are. Exhibit photos,
plans, diagrams and video clips to highlight your recent
achievements. Lifestyle shots of end results can give a
‘magazine’ feel and establish reputation.
Use a gallery of thumbnails to display variety, flexibility
and quantity, e.g. screenshots of websites that you have
created, will show how versatile you can be.
Example: Ian Esplin, architect, displays a gallery
of thumbnail images of his projects. Each thumbnail is
linked to a webpage that contains additional photos and
a description of the project. His portfolio conveys a sense
of elegance, quality and style. (http://www.esplin.com.au)
58. Case studies
Provide case studies to illustrate situations in which a
customer has successfully used one of your products
to solve a problem. Include the whole process from the
initial identification of the difficulty through to its
satisfactory conclusion. You can either write the case
study yourself or invite customers to contribute.
Example: Preactor International, a specialist in planning
and scheduling software for manufactures, each year
organises a ‘Best Case Study’ competition. “One of the best
ways to evaluate scheduling software is to learn how others
have benefited from using it.” Visitors can download a PDF
file containing over 30 documented case studies written by
customers. (http://www.preactor.com)
Example: NetIQ provides numerous case studies
representing their range of products and their relevance
to various types of industry. Once visitors have selected an
industry type, they can read the case study synopsis
describing the problem and solution.
Thereafter, they can choose to download a case study in
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Credentials
PDF or link to the information page of the product that
solved the problem. (http://www.netiq.com)
Categories by
Industry Type
Link to
PDF
Link to
product
info page
Product Case study (PDF)
Product information page
Figure 18 Case studies: NetIQ
Source: www.netiq.com
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Credentials
59. Client list
Supply a list of satisfied customers, especially those with
a high profile, to demonstrate your extensive experience
and enhance your profile.
Example: Reading Room builds websites. They invite
visitors to browse their list of clients, which is categorised
by industry. Several clients have links to their website that
enable potential customers to assess the work of Reading
Room. (http://www.readingroom.com.au)
60. Story selling
Story selling is a more fluent and less formal approach
to reporting a case study. Simple success stories that
personify a real ‘slice of life’ are convincing.
Example: Simon Delivers gives a short presentation
on home delivery, from lodging the order through to the
delivery of goods. ‘Meet a customer’ is a series of five
pop-up windows that explains the benefits of organising
a home delivery with Simon Delivers. The first window
introduces Nancy, a satisfied customer and mother of two.
Nancy takes over the narration to explain the benefits of
the service and how home grocery delivery works. Nancy
allays fears like the delivery of melting ice-cream, and
praises the service to encourage potential customers.
Nancy’s story acts as a powerful consumer endorsement.
(http://www.simondelivers.com)
Relate your own (or your customer’s) experience with
your products or services. Why not ask your customers
to write their own story?
Example: On the product information pages, Doctors
Foster & Smith provides a ‘Comment on this Product’
linking to a feedback page. “Do you have a success story
about this product? What type of pet or pet owner would
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Credentials
you recommend it for? Did this product help solve a
problem? Save you time or money? We'd love to know
about your experience with this product–and you'll be
helping other pet owners choose the best product for their
pet's needs.
Your comment may be selected for our catalog or website!”
Doctors Foster & Smith invites story selling and supplies a
simple and easily accessible form. The stories provided are
more likely to be natural and persuasive because they are
written by their customers for other customers.
(http://www.drsfostersmith.com/)
New window for
‘Submit a Comment’
‘Comment on this Product’ Link
Figure 19 Feedback request: Doctors Foster & Smith
61. Makeovers.
Makeovers are used to demonstrate how a product can
transform a situation. ‘Before’ and ‘after’ pictures enable
visitors to view possible outcomes and be convinced that
the product claims are realistic.
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Credentials
Example: MARBLELIFE®, wholesaler of marble and
stone care products, shows their restoration work with
‘before’ and ‘after’ pictures. The pictures demonstrate real
situations and are very effective to illustrate product
benefits. (http://www.marblelife.com)
Example: Symynet uses mouseovers to illustrate hairstyle
makeovers. When visitors roll their mouse over a
photograph of a celebrity, the image is substituted by
another of the same person with a different hairstyle.
The mouseover is useful to demonstrate how a hairstyle
can change the overall appearance of a person. It also
creates interactivity and prevents the page becoming
cluttered with numerous photos. (http://www.symynet.com)
62. Endorsement seal
Attain a seal of approval from a reputable third party to
raise your status and reassure visitors. Show that your
product meets or exceeds industry standards.
Example: The University of Birmingham grants the Owl
Mark as a product endorsement. Displaying the mark means
that the product has been evaluated by the Centre of
Applied Gerontology of the University and shown to be
suitable for older people. This mark of approval can be
registered at the Trade Marks Registry. Displaying the Owl
Mark on a website brings prestige and publicity.
(http://www.gerontology.bham.ac.uk)
Example: The Sharper Image, retailer of ‘products that
make life better and more enjoyable’, announces on the
homepage that their air purifier has been awarded the
‘Asthma and Allergy Foundation of America® Consumer
Product Seal’ (AAFA). They also explain in the product
information page why the air purifier received the AAFA Seal.
The award will more than likely persuade allergy sufferers to
buy the item. (http://www.sharperimage.com)
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Credentials
Reassure customers about the quality, safety and reliability
of your products by displaying the ISO (International
Organization for Standardization) logo. It affirms that
your products have attained international standards.
Example: Entech Group, an electronics manufacturing
support and services organisation, proudly displays the
ISO logo together with a list of their accreditations and
certifications to demonstrate a commitment to process
uniformity, product traceability and conformity to industry
standards. This builds credibility and gives assurance.
(http://www.entechgroup.net)
63. Expert endorsement
Experts are individuals renowned for their knowledge,
experience or competence on a subject. To support
their status, expert endorsers must have credentials,
e.g. recognised achievements, formal qualifications.
Example: Mindwerx International, a provider of
education, training, and facilitation services, promotes
‘MindGenius’ as the official and only Mind Mapping,
creative and visual thinking software tool endorsed by
Tony Buzan. The international reputation of Tony Buzan
as an expert gives enormous credibility to the software.
(http://www.mindgenius.com.au)
64. Celebrity endorsement
Draw on the positive image and success of a celebrity.
The endorsement of an admired personality can
reflect favourably on your business and increase
the attractiveness of your product or service. The
choice of celebrity must be compatible with your
audience and consistent with your product. You must
be convinced of the endorser’s integrity and ensure
that they do not endorse similar products.
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Credentials
Example: Yonex, a leading supplier of golf, tennis and
badminton equipment, displays a gallery of eleven
thumbnail photos of champions in the ‘Tennis on Tour’ section.
Each thumbnail links to a webpage that contains
an enlarged photograph, particulars of the tennis player (age,
nationality, etc.) and what type of Yonex racquet
the sports person uses. Visitors may feel that using the
same type of racquet as their idol will enhance their
own performance. (http://www.yonex.com)
65. Product awards
Display prominently any recent and reputable product
awards. The official recognition will reassure visitors
regarding quality and reliability and give them a good
reason to purchase.
Example: Learning Resources, a manufacturer of
innovative, hands-on educational toys and products,
dedicates a webpage solely to list their award-winning
products. The extensive list (Author’s note: I counted
166 products) together with the title of each award is
very impressive and speaks for itself.
(http://www.learningresources.com)
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Sales Strategies
PART 4
Sales Strategies
Selling Approaches
66. Unique Selling Proposition (USP)
The USP is a ‘Point of Difference’ that refers to the
statement that best describes what distinguishes you
from your competitors. Customers need reasons why
they should buy from you. Is it because of low prices,
unique products, excellent customer service, guarantees,
sales promotions, or community spirit? Position your
business. Be creative. Add figures, photos and audio to
substantiate or quantify your claims. Your USP should
be defined and exhibited prominently. Don’t forget to
address shoppers’ main concerns by giving guarantees.
Example: Drugstore.com displayed a rotating banner on
their homepage during the Christmas period. The banner
gave five good reasons to buy from them: free shipping,
savings, guaranteed delivery, loyalty rewards and choice
of unique healthy gifts. To give more weight to their
statement, they quantified the savings (‘up to 30% off’)
and rewards (‘earn 5% store credit’). (www.drugstore.com)
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Sales Strategies
Example: Goodguys.com, an electronics e-retailer,
advertises their USP on its homepage. Prominently
displayed at the top of the right sidebar, Goodguys.com
lists six reasons why visitors should buy from them: ‘No
sales tax’, ‘Free shipping’, ‘Low price guarantee’, ‘Product
specialist hotline’, ‘Online order tracking’ and ‘Authorised
Internet dealer’. When selected, each reason is explained
using a pop-up window. (http://www.goodguys.com)
67. Pricing
Relate price to the cost of other familiar purchases that
are not associated with your product.
Example: Buckle Babies says: “What's more, just for the
price of a pizza or a couple of greeting cards you can have
bucklebabies for months to enjoy. Give as a gift and
recipients will praise you for your thoughtfulness!”
(http://www.bucklebabies.com).
68. Packaging
Design your package so that it can be used after the sale
and continue to promote your brand, e.g. ornamental tins
or stackable boxes.
Example: DistinctDeliveries.com, a gift specialist, has
created tailored packaging for avid golfers. The boxes are
imitation crocodile embossed and scattered with a collage
of tees, balls, clubs and golf bags.
(http://www.distinctdeliveries.com)
Boast about the special attention and care you take in
packaging delicate products.
Example: 0800flowers.com displays an image of their
customised box with a caption explaining that it was
designed to ensure that the flowers arrive in the best
possible condition. (http://www.0800flowers.com)
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Sales Strategies
Promote your unique packaging if it adds value and
differentiates your product from the competition, e.g.
recyclable, durable or sturdy.
Example: Green Home highlights the recyclable package
of their Sun Dog Hemp Oil Shampoo. The package is
congruent with the brand they promote.
(http://www.greenhome.com)
Example: Trax, manufacturer of diecast Australian
model cars, mounts their models on a plastic base and
presents them in a gold and black box with a clear Perspex
window. They recommend keeping the package because
‘mint-boxed’ models attract a higher resale price.
(http://www.topgear.com.au)
Increase brand loyalty by offering collectable packages.
Change your packaging regularly so that customers can
collect the various packages to make a set or series.
69. Bundling
Bundle or package complementary items or services that
can be sold as an ensemble. Buying a package deal for a
fixed price is convenient, quick and relatively easy for the
customer to order.
Example: BodyTrends, supplier of online health and
fitness products, offers various bundles, which are
categorised by types of users, i.e. moms, dads, seniors,
students, athletes, fitness beginners and executives. For
each type of user, there are two bundles, e.g. athletes
have Strength Bundle and Stability Ball Bundle. Each
bundle usually has three products, e.g. the Strength Bundle
contains a grip strengthener, weight training belt and
workout gloves. The Stability Ball Bundle includes a
video, fitness ball and resistance cable. These bundles
are an excellent way to increase the value of the purchase
while assisting customers. (http://www.bodytrends.com)
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Sales Strategies
A report from Vividence and PhoCusWright Inc.
in November 2003 revealed that 77% of the 1,500
vacation-planning Internet users surveyed said that
buying multiple services saved them time and 69% said
that booking all services with one company was a benefit.
Furthermore, the same research found that 73% of those
surveyed felt that pre-packaged vacations lack flexibility.
So, try to provide complete solution packages that
combine convenience and flexibility. Offer bundling
options that enable customers to pick and choose the
elements in the package.
70. Solution & prevention
Move from ‘how to’ and ‘troubleshooting’ solutions to
preventative measures. ‘How to solve a roof leak’ is not
just a lead into selling products to fix the leak. It is also
an opportunity to introduce a maintenance contract or the
sale of a product that prevents another leakage such as a
sealant. Facilitate the purchase of recommended items by
displaying product shots on the sidebar or using text links
within your ‘how to’ guide. Images and text links could
open new pages that contain specifications and the order
form.
Example: Do it Best, ‘the world’s largest hardware
storeTM’, provides advice on home maintenance. For a
wooden deck, they suggest products to solve the problem
of stains and others products to reseal it as a preventative
measure. Each item, e.g. household bleach, mild household
detergent and penetrating oil-based stains, links to a page
that contains a branded product with a short description,
price and an ‘Add to Cart’ button. The text links are helpful
and inconspicuous, and they facilitate the buying process.
(http://www.doitbest.com)
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Sales Strategies
71. Projects supply
Supply projects that require your products or services.
Using a consultative approach, recommend products that
are necessary for the successful completion of the project
and link them to an order form. This adds convenience for
customers and generates sales.
Example: Hancock Fabrics provides instructions on
how to sew a purse. The items required for the project are
displayed on the right sidebar. To place an order, the visitor
clicks on the item and another webpage opens. The new
window contains a short product description, a link to a
colour swatch, an order form and three action calls: ‘Add
to wish list’, ‘Add to shopping basket’ and ‘Tell a friend’.
(http://www.hancockfabrics.com)
Example: Williams-Sonoma, a supplier specialised in
home furnishings, provides recipes on their site. A typical
recipe page contains a photo of the dish, instructions and
images of the tools required to prepare the meal. Each
image is linked to a webpage that contains an enlarged
product shot, a description of the tool and an order form
together with another cross-selling prompt entitled ‘You
May Also Like’. (http://www.williams-sonoma.com)
An advantage of giving free projects is that visitors often
print webpages for future reference. Promote your brand
by including the URL on each page.
72. Ask the expert
Encourage visitors to submit questions. You can either
supply the answers directly or invite an outside expert to
respond on your behalf. In both cases, an ‘Ask the expert’
service attracts visitors while promoting your products.
Providing advice directly will serve to increase visitors’
perception of your expertise and credibility.
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Sales Strategies
However, third party involvement will minimise your
workload and provide a valuable recommendation for
your products.
Example: Purina ONE®, a pet food manufacturer,
enables pet owners to submit questions on behaviour, health
or nutrition to an ‘Online Vet’. Each week the vet chooses
10 questions, and answers them in the ‘Featured Q & A’
page. An ‘Ask A Vet’ feature encourages return visits. Each
time visitors come back to check if their question has been
answered, or consult the library where the past ‘Q & A’ are
archived, they are exposed to the Purina ONE® brand.
(http://www.purinaone.com)
Example: Drugstore.com provides an advisory service
called ‘Dr Weil recommends’. To receive a free personal
assessment and recommendations from the ‘Vitamin
Advisor’, the visitor completes a registration form and
answers a set of health and lifestyle questions. On the
form, visitors are invited to tick a box to receive exclusive
monthly updates covering current health issues and topics.
Through the personal assessment and regular email
communication, Drugstore.com can build strong customer
relationships, maintain product exposure and increase sales.
(http://www.drugstore.com)
73. Fear
Create a sense of urgency and remind customers that
they could miss out if they procrastinate. Once you
have discussed the benefits of your product, spell out
the consequences if they do not purchase in the very
near future.
Example: New Zealand Post Stamps Centre writes:
“Time is running out, this is the last opportunity to buy
products from The Lord of the Rings: The Two Towers.”
(www.nzpost.co.nz)
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Sales Strategies
Example: GHI, a publisher of newsletters, promotes:
“Register for the live interactive conference before May 24
for just $200. After that the price goes up to $220. Don't
miss out!” (www.ghiworld.com)
74. Worthy cause
Support a worthy cause by donating a proportion of the
sales proceeds. This will benefit all concerned:
Customers feel good about becoming benefactors
when purchasing the products.
Fundraising assists the beneficiary.
Community spirit sets you apart from competition and
attracts media attention that may raise your profile.
You may also gain access to the client base of the
beneficiary.
Example: Barbara’s Bakery sponsors the ‘Audubon’s
Project Puffin’ and invites customers to contribute to the
ongoing research and preservation of the puffins’ habitat in
Maine. Schools, clubs or other organisations can name and
adopt a puffin for a year when they have collected 250 box
tops or flaps. Individuals can also participate by sending
proof of purchase and Barbara’s Bakery pools their
contributions until there is sufficient to adopt a puffin. This
promotion helps conservation efforts and builds a
relationship with customers while increasing sales.
(http://www.barbarasbakery.com)
Example: Innovations, an Australian home shopping
company, is donating all proceeds from the sale of the
2004 Starlight Calendar towards the building of a new
multi-media room at John Hunter Hospital. The room will
cater for seriously ill children and their siblings and friends.
This fundraising activity enables customers to contribute to
a worthwhile cause each time they make a purchase.
(http://www.innovations.com.au)
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Sales Strategies
Example: Femail Creations features a charity to which
they donate a portion of the sale proceeds of selected
products. (http://www.femailcreations.com)
75. Pre-selling
Pre-selling refers to obtaining orders for your product
or service prior to its actual availability. Pre-selling
diminishes the gap between interest and conversion.
Selling your products prior to their launch gives you
the opportunity to:

Create anticipation.
Gauge public response.
Estimate stock requirements.
Initiate publicity before the launch.
Improve cash flow.
Example: Iguana supplies Beanie Babies, collectible
small bean-filled toys in the shape of animals. They often
pre-sell ‘hot products’ on their website before their release.
Pre-selling locks the price at the time of purchase and also
protects customers against unpredictable price increases
before the actual release. Orders are charged to the credit
card at the time of the order and there are no returns,
refunds or cancellations on pre-sell products. The strategy
secures orders and helps cashflow. (www.go2iguanas.com)
Example: Neiman Marcus, a luxury retailer, offered
a free ‘signature’ drawstring bag with any pre-order of
apparel to the value of $200 or more selected from the Fall
2004 Marc Jacobs Collection. The offer of a gift made the
pre-order option very attractive and could have swayed
customers into buying immediately.
(http://www.neimanmarcus.com)
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Sales Strategies
Cross-selling
Cross-selling refers to the practice of suggesting related
products: ‘Would you like wine glasses to match the
carafe?’, ‘Are you interested in a maintenance contract
to support this product?’ Using a soft-selling approach
you become an advisor; and potential customers can
take decisions without feeling under pressure.
When customers add products to their shopping cart,
they are not only increasing the size of the order but
also building their loyalty. The more money that
customers spend on your products, the less likely they
will defect to your competitors, e.g. if you have been
using various Microsoft products and are familiar with
the distinctive interface, you will be less tempted to buy
a competitive system or software.
To avoid overwhelming your customers and risk losing
the primary sale consider:
Quantity: restrict the number of cross-sell options.
Type: choose products that complement the main item,
e.g. handbag matching the shoes.
Exposure: choose impulse buying items that will
not steal the show.
Inventory: make sure you have the items in stock.
Price: offer items in a similar or lower price range.
Sense of urgency: entice customers into action with
‘limited quantity’ and closing date offers.
76. Complementary products
Offer related products that will increase your sales while
assisting customers.
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Sales Strategies
As an online shop assistant, suggest complementary
products or services while potential customers are
browsing your merchandise.
Example: Loralie, designer of party dresses and gowns,
pictures the virtual shop assistant as a female cartoon
character. The assistant occasionally emerges to offer
advice. In one instance, the assistant appears beside a
ball gown. The cartoon balloon says: “This style needs
our bouffant slip style”. Because the comment is helpful
and not obtrusive, it is more likely to be acted upon.
(http://www.loralie.com)
To cross-sell, Amazon.com uses numerous cross-selling
prompts:
‘Customers who bought this book also bought…’
‘Better Together…’
‘Customers interested in this title may also be interested
in…’
‘So you’d like to…’
‘Look for similar books…’
(http://www.amazon.com)
Example: Garnet Hill displays ‘Coordinates’ on the
product information pages, e.g. a set of bolster & picnic
mat and another set of quilt and cover are displayed on the
‘Meadow Tree Hammock’ product page. The cost of the
hammock is $68 whereas the total cost for all coordinates
is $273. This is a great way to boost your sales!
(http://www.garnethill.com)
77. Target products
When you understand the mindset of your customers,
you can exhibit products that are not directly related to
those on the webpage but are nevertheless appealing
to the same market. Consider using links on the sidebar
or at the bottom of the page.
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Sales Strategies
Example: Williams-Sonoma uses extensively the ‘You
May Also Like’ cross-selling approach to introduce new
products to customers. The items suggested are closely
related to the product displayed on the page but as the
visitor follows a trail of ‘You May Also Like’ prompts,
the products become less and less related to the initial
product although still relevant to the target market.
Example: Author’s note: I followed successive ‘You
May Also Like’ prompts, starting the trail at the product
information page of an ‘American Artisan Cheese
Collection’. The prompts, positioned inconspicuously at
the bottom of the each page, lead me to the olive wood
cheese knives; then to the olive wood grater; the tulip salad
and servers; a ‘Salad’ book; a personalised apron; and
finally to some oven mitts. There was no end in sight and
I felt gradually drawn further from my cheese. I could have
spent a fortune! The apron and oven mitts bore no relevance
to my initial cheese; nonetheless, they were attractive and
as a gourmet cook, I could have been tempted to purchase
them. A great strategy to help customers discover your new
products! (http://www.williams-sonoma.com)
78. Accessories
What good is a battery operated toy or tool without
batteries? When your customer is ready to check out,
offer accessories, batteries or a battery charger.
Example: Imaginarium.com, a toy manufacturer and
partner of Amazon.com, sells iQuest, a personal organiser
for children. On the product information page, visitors are
offered batteries: ‘Check box to include required batteries
in your order’. They also have a choice of two accessories:
‘Check the box if you’d like to include an item with your
order’. These cross-selling prompts remind visitors that
batteries and accessories are not included and the check
boxes facilitate their purchase. (http://www.amazon.com)
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Sales Strategies
79. Affiliate program
An affiliate program is a partnership in which a
webmaster drives traffic to the associate’s website using
outbound links and receives a commission for sales,
subscriptions, site visits or any other agreed actions
resulting from the referral.
Once a visitor is committed to a purchase, introduce
affiliates’ products that support your brand. Negotiate
referral commissions on products that will appeal to
and benefit your customers, e.g. link to Amazon.com
and sell books related to your products.
Carefully selected affiliate products will strengthen
customer relationships. You will gain an enviable
reputation in regard to your recommendations and,
furthermore, generate repeat business.
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Sales Strategies
Sales Promotion
Sales promotion covers a range of short-term incentives
used to persuade customers into buying. Recent surveys
indicate that at least one third of visitors act in response
to sales promotions.
Jupiter Research8 in the 2003 Retail Consumer Survey
Report reveals that 33% of the 1,952 online consumers
surveyed made unplanned purchases to take advantage
of a special deal or promotion.
In October 2003, CoolSavings9 found that 34% of the
1,716 unique visitors surveyed on their site looked for
promotional offers to save time and money when
shopping online.
80. Top sellers
Promote your top sellers on the homepage and attract the
attention of visitors right from the start with ‘Top 10
List’, ‘New arrivals’, and ‘Best sellers’. Listing the top
sellers may facilitate the buying decision of customers.
Example: Ebags, a retailer of bags and accessories, helps
visitors in their buying decision by narrowing the shopping
options. The ‘Top 10 by Lifestyle’ is split into categories,
i.e. casual travel, family vacations, frequent flyers, women
on the go and international trips. Visitors can also choose
from ‘Best of the Best’. This distinction is determined by
customers who have rated the items. The bags must have
an overall rating of at least 9 out of 10 with 90% or more
of customers saying they would buy them again.
(http://www.ebags.com)
8
9
www.internet.com
www.CoolSavings.com
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Sales Strategies
81. Web exclusives
To encourage online purchases advertise special
‘web exclusives’, i.e. products or services that are
only available on the internet.
Example: Home Trends, home care experts, sells
some products exclusively on the web and also items
that are no longer available in their mail-order catalogue.
This is an excellent way to test the market for new
products and to liquidate end-of-stock items.
(http://www.hometrendscatalog.com)
As an incentive for customers to purchase online,
consider giving discounts or doubling the number of
frequent-buyer points.
Example: MARBLELIFE®, a wholesale of stone
and marble care products promotes a limited time
discount offer on their ‘Products’ page: “Take 10% Off
Internet Orders over $75.00.” This type of promotion
tends to encourage buyers who usually purchase offline.
(http://www.marblelife.com)
82. Coupons
Fill the gap between consideration and trial by giving
away coupons or vouchers that are redeemable both
online or offline. This is an excellent way to:
Introduce new or improved products.
Convert new visitors to your brand.
Encourage repeat purchases.
In October 2003, CoolSavings10 found that 60% of
the 1,716 unique visitors surveyed on their site were
looking for online coupons to save time and money
when shopping on the internet.
10
www.CoolSavings.com
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Sales Strategies
Tips for coupons
Redesign coupons frequently to encourage repeat visits

to your site.
Allow customers to print their own coupons to save on
printing and mailing costs.
Include an expiry date to give a sense of urgency
to act.
Use email marketing to inform customers when new
coupons are available.
State clearly your terms and conditions in order to
avoid questions such as: Do the coupons apply only to
a limited range of products? Are the coupons
transferable?
Example: Kodak offers ‘Save $2.00’ coupons on their
Picture Maker prints that visitors can download from the
website. In offering the coupons, Kodak is providing an
incentive for potential customers to visit a nearby store to
trial a Picture Maker touch-screen and redeem the coupons.
(http://www.kodak.com)
Example: Cleveland Nursery, on their Gardening Now
website, offers a voucher of ‘10% off the next purchase’
redeemable at their nursery. Once customers discover
that Cleveland Nursery offers vouchers online, they are
more likely to access their website to print a voucher
before visiting the nursery. The coupon system enables
the business to reward customers and attract visitors to
the website while saving on promotional costs.
(http://www.gardeningnow.com.au)
83. Hot prices
According to the Consumer Internet BarometerTM,
nearly 45% of online shoppers are ‘bargain’ shoppers.
The survey, conducted in the fourth quarter of 2003,
was based on 10,000 US households.
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Sales Strategies
Display your ‘Hot Prices’, ‘Sales’ or ‘Special Offers’ in
a prominent position to entice impulse buyers. Also, use
descriptive terminology, e.g. ‘originally $... you save $...’
to indicate the discount and attract bargain hunters.
Example: The Sharper Image has a monthly ‘Special
offers’ page. All discounted items have regular and special
prices to highlight the savings.
(http://www.sharperimage.com)
Example: Amazing Designs, a provider of embroidery
solutions, advertises: “Select Design Collections for only
$39.00 EACH! Regularly priced at $50.00. Offer good
while supplies last.” Stating the regular price allows the
visitor to evaluate the offer while the short supply creates
the sense of urgency. Furthermore, the ‘Email this page to
a friend’ link, prominently positioned before the
advertisement, invites visitors to forward the special offer
to friends and family. (http://www.amazingdesigns.com)
84. Free offers
Entice potential customers and add value to your product
with give-aways. Include a sense of urgency, e.g.
‘Limited time only’, ‘While stocks last’.
Example: eHobbies advertises: “For a limited time, buy
any model kit or accessory and get a paintbrush for free!”
The paintbrush is worth $0.99. The limited time offer might
sway customers and generate extra sales.
(www.ehobbies.com)
Example: Magellan’s, a supplier of travel goods, was
promoting: “For a limited time, Magellan’s is pleased to
offer a six-month complimentary subscription to ENTRÉE
with every order of $250 or more.” They also reassured
customers that there would be no pressure to extend the
subscription beyond that period of time. The subscription
to ENTRÉE, valued at $37.50, provides extra value for the
customer. (www.magellans.com)
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Sales Strategies
85. Free samples
A free sample will communicate product features better
than words. Present visitors with the opportunity to
experience the product for themselves and be convinced
of its value.
An actual size or trial-sized product can persuade your
customers into taking action, e.g. ‘There’s nothing to lose
by trying a free sample’, serves as an introduction to the
product and diverts customers from competition while
sampling.
It is important to choose a relevant sample for your target
market in order to:
Generate qualified leads.
Give visitors the chance to familiarise themselves with
the product and encourage future usage.
Introduce the product to visitors who will then be more
responsive to future offerings.
When providing samples, your terms and conditions
could include:
Estimated date of delivery.
Eligibility clause, e.g. ‘limited to one per household,’
‘for Australian residents only’.
Restrictions due to customs regulations, e.g.
‘void when restricted or otherwise prohibited’.
Closing date, e.g. ‘offer closes on…’ or ‘while
supplies last’
Example: Para Publishing provides a sample of the book
‘The Self-Publishing Manual’ by Dan Poynter. Visitors can
download a PDF file that includes the table of contents and
a few pages from each chapter.
Author’s note: In this instance, I enjoyed the taster so much
that I bought the book. (http://www.parapublishing.com)
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Sales Strategies
Example: KJE Computer Solutions carries 125 java
financial calculators. They offer a free trial version of
their calculators so that customers can experience the
benefits of these tools on their own website.
(http://www.dinkytown.net)
Example: Heala gives away free samples of Heala cold
sore treatment. To receive a free sample, the cold sore
sufferer must complete six questions on their cold sore
outbreaks. The respondent is also asked permission to be
contacted for feedback on Heala products. The samples
enable Heala to focus on potential customers.
(http://www.myheala.com)
86. Bonus packs
Create promotional ‘extra value packs’ to offer choice,
interest and value for customers.
Example: Wiggly Wigglers supplies several value packs
to start successful composting:
Extra Value Pack
Education Pack
Figure 20 Bonus packs: Wiggly Wigglers
Source: www.wigglywigglers.co.uk
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Sales Strategies
Example: 4 Wheel Parts, a wholesaler of automotive
parts, offers a ‘Sweet Deal’ Off-Road Kit that includes a
recovery strap, shackle, tire pressure gauge, steel hitch pin,
and a bonus padded carry bag. The bonus pack, valued at
$119.95, is sold for $49.99, a great incentive for potential
customers to purchase. (www.4wheelparts.com)
87. Joint vouchers
Create alliances with partners who have complementary
products and build on each other’s brand equity.
Producing vouchers recognised by all members of
the partnership will broaden the scope of the venture.
Example: The Kingman Area Chamber of Commerce
has 700 members. In supports to the local business
community, they produce gift certificates and publish
them on the web. ‘CertifiChecks’ can be bought online
and redeemed at participating merchants.
(http://www.kingmanchamber.org)
Note that products of similar quality that target the same
audience are more likely to be successful.
88. Volume discounts
Quantity discounts are always a good incentive for the
customer to buy more.
Example: Nature's Rx, a nutritional supplements supplier,
advertises prominently on each webpage: ‘Buy 5 get 1 free
(16.6% savings) Buy 9 get 3 free (25% savings)’ on all their
products. Visitors are more likely to stock up for the sake
of saving money. (http://www.bwell101.com)
Example: Godiva, the chocolatier, offers customers
volume discounts that are calculated on individual orders.
Discounts range from 5% to 20% depending on the size
of the order. (http://www.godiva.com)
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Sales Strategies
89. Cumulative discounts
Cumulative discounts are based on the total sales over a
specified period, not on individual sales. They generate
regular income for your business and reward customers
for their loyalty, e.g. your price structure could be $10 per
unit for less than 25 items purchased in a year and $9 per
unit for 25 or more units purchased in a year.
Example: JSC Dasfa, a builder and wholesaler of building
materials, offers cumulative discounts of 5% to 15% as
patronage rewards. The more a customer spends, the higher
the discount. “Build and repair with us and we will help you
to save!!!” (http://www.dasfa.lt/eng)
90. Purchase plans
Give customers the opportunity to forward purchase by
offering monthly and yearly plans. Discounted purchase
plans increase sales, improve cash flow and build loyalty
while customers benefit from savings.
Example: iSUBSCRiBE sells an annual subscription to
a popular magazine for $39.00. As the issue price is $7.50
bimonthly, the customer saves $6.00 by subscribing for a
year. (http://www.isubscribe.com.au)
91. Rebates on next purchase
Rebates on the next purchase are delayed rewards
that encourage repeat purchases and recompense loyal
customers. Rebates can take the form of a percentage
or a fixed discount.
Example: Classic Aero Models, a manufacturer of diecast aircraft models, promotes a limited time offer of 10%
off the next purchase for customers placing an order for
Corgi Aviation Archive or Gemini Jets models.
(www.classicaeromodels.co.uk)
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Sales Strategies
Example: BabyTrain, a retailer of baby products, offers
$20 off the next online order when making a purchase of
$450 or more. To create a sense of urgency, they set a time
limit for the special offer and write: “To take advantage of
this saving, place your order today!”
(http://www.babytrain.com)
92. Loyalty programs
Develop a frequent-buyer program to:
Generate brand loyalty.
Increase frequency of site visits.
Add value for your customers.
Example: Discovery Channel, a Communications
network, offers ‘passport rewards’ as part of a loyalty
program. Members receive a $10 Passport Reward
Certificate for every $150 spent.
(http://www.shopping.discovery.com)
Example: The Scrapyard, scrapbooking and stamping
specialists, launched a VIP program. Customers receive
a stamp for every $25 they spend and a complete loyalty
card contains 12 stamps divided into two rows. Once
customers have accumulated six stamps for the first row,
they can receive a rebate of $10 off the next purchase.
When the second row is complete a further $20 discount
is earned. Alternatively, customers can wait to complete
the whole card and receive a once off rebate of $30,
representing 10% of previous purchases. Tracey Waters
from The Scrapyard said that the program is extremely
successful. (http://www.thescrapyard.com.au)
93. Last minute deals
Advertise last minute deals to dispose of surplus stock
or to fill vacancies, e.g. if you are running a conference
or seminar, why not offer the few remaining seats at a
discounted price?
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Sales Strategies
Example: Sun Microsystems, a provider of industrialstrength hardware and software, was offering last minute
deals of 50% discount to students willing to enrol at short
notice in some of their US training classes. They also
added a sense of urgency: “Seats are limited, so act now.”
(www.sun.com)
94. Clearance outlet
Attract bargain hunters while discarding old stock. In
your clearance outlet you can dispose of:

Stock surplus.
Odds and ends (stock ends).
Returns (cosmetic damage to the packaging).
Discontinued lines (model no longer available).
‘Imperfects’ or ‘seconds’ (minor defect items).
Demonstration models (for offline businesses).
Example: In their clearance outlet, REI-OUTLET drops
the price on selected items until sold out. The incremental
markdowns occur every 1 to 6 days during the event.
(http://www.rei.com)
95. Chance to win
Sell dreams and reward customers with a chance to win.
Entice new customers and retain existing customers by
giving them the chance to win a competition. With each
purchase, the customer also buys the chance of winning a
prize. The prize does not need to be of high value so long
as it is relevant to the target market.
Example: Curtin University of Technology organised
a competition: “Want some FREE Textbooks?” Entry forms
were supplied with purchases. Books to the value of $500
acted as a worthwhile inducement and reward for students.
(www.bookshop.curtin.edu.au)
95
Sales Strategies
Example: Innovations had a competition during the
Christmas period. Customers who made a purchase could
enter the competition and win $50,000 in cash. The prize
was substantial and highly desirable.
(www.innovations.com.au)
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Sales Strategies
Gift Ideas
Marketing products as gifts can provide a new approach
to selling.
96. Types of gift certificates
A Deloitte11 Consumer Survey (Sep 2003) found that
60% of the 17,035 respondents planned to buy gift cards
and certificates in that year. This represented a growth
of 11% from 2000 and was attributed to convenience:
the gift giver saves time, the gift receiver obtains the gift
of choice and the business handles fewer returns.
There are several types of gift certificates:
Money voucher: the recipient chooses a gift to the
value specified on the certificate.
Gift voucher: the recipient chooses from a range
of gifts without knowing the monetary value of
the voucher they receive.
Gift Notification: the recipient receives the gift
specified on the voucher.
Traditional gift certificates are printed and mailed. With
the internet comes the Web Certificate (also called gift
greeting e-card or e-notification) which is the electronic
version of the traditional gift certificate.
Example: The Home Depot provides e-notifications
for gifts that are being delivered. Gift purchasers are able
to forward an online greetings card with a personalised
message. The card contains a picture and description of
the gift that will be dispatched.
11
www.deloitte.com
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Sales Strategies
97. Gift giving solution
Promote gift certificates or vouchers as a solution to your
customer’s problem.
Example: Truckaddons.com presents their gift
certificates as an answer to avoid crowds, waiting lines,
finding a parking space and giving ‘another set of fuzzy
slippers’. Their gift certificate is promoted as the way to
ensure gift recipients receive what they really want.
(http://www.truckaddons.com)
Example: RedBalloon, a provider of recreational
activities, sells gift certificates. They anticipate common
objections and address possible concerns of gift purchasers:
The recipient does not like the gift. “If you want them
to have the perfect day, we have the perfect answer:
let them choose.”
The recipient will know how much was spent. “The
experience vouchers bear no monetary value.”
The gift voucher will not be received on time. “We can
produce your experience vouchers quickly and dispatch
them throughout the region, by email or express post.”
A gift voucher does not look much on its own. “We can
arrange to have the beautiful gift pack delivered with
a bunch of red balloons.”
A gift certificate is impersonal. “The experience
vouchers can be personalised with your message, and
customised with your company logo.”
(http://www.redballoondays.com.au)
98. Gift advisor
Provide gift suggestions to customers who are lost for
ideas or short of time. Offer alternatives by price or type
of recipients (e.g. ‘him’, ‘her’, ‘kids’, ‘pets’), interests or
occasion (e.g. ‘housewarming’, ‘thank you’, ‘new baby’).
Recommend your best sellers to last minute shoppers.
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Sales Strategies
According to Consumer Internet BarometerTM12,
‘hurried shoppers’ account for 13% of online customers.
The survey, conducted in the fourth quarter of 2003, was
based on 10,000 US households.
Example: FTD.com provides not only a wide selection of
bouquets per price, product and occasion but also a gift
advisory service with ideas and tools such as:
A library of ‘quotable sentiments’ to find the appropriate
words to express feelings.
Hundreds of ‘I love you’ messages in many languages.
Wedding anniversary milestones to find the most
appropriate gift.
Astrological bouquets matching colour to zodiac signs.
(http://www.ftd.com)
99. Gift wrapping
Promote gift wrapping. It is a great time-saver for the
customer and a branding opportunity for you. Combine
the look and feel of your boxes, paper and ribbon with
the brand image, e.g. logo, corporate colour scheme, etc.
If you choose to offer gift wrapping as a free service,
set a minimum purchasing requirement, e.g. ‘Free gift
wrapping with a minimum purchase of $...’
Create your own gift wrapping options.
Example: Gap gives two packaging options. Customers
can request complimentary unassembled boxes with Gap
logo to wrap the gift themselves. Or they can choose the
premium gift packaging to: “ensure the gift arrives in style”.
Gap wraps the present with two-ply tissue paper and a
grosgrain ribbon. A gift card with the customer’s message
is attached to the gift box. (http://www.gap.com)
12
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Sales Strategies
100. Gift search options
Offer a range of search options to assist customers.
Example: RedBalloon is an online business that provides
vouchers for their 600 unique ‘Things to do’ around
Australia & New Zealand. Gift purchasers can search for
ideas using numerous tools.
(http://www.redballoondays.com.au)
Quick search
New experiences
Your State?
Best Sellers
Browse
Your budget
Can’t decide?
red, bronze,
silver & gold
vouchers
Specials
Gift finder
WOW factor
Figure 21 Various search methods: RedBalloon
Source: www.redballoondays.com.au
101. Gift plans
Gift plans provide an opportunity for gift purchasers to
pay upfront for products or services delivered over a
predetermined period of time, e.g. the gift giver pays an
annual subscription and the recipient receives a magazine
every month.
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Sales Strategies
Gift plans provide income in advance and regular brand
exposure. They are a hassle-free solution for gift givers
that enables them to give lasting gifts without having to
go through the buying process every period.
Example: FTD.com offers ‘Flower of the Month’ in a
3-month, 6-month or 12-month gift plan. The recipient
receives a different type of flower each month. FTD.com
also offers a ‘Monthly Cookie Plan’, ‘Monthly Fruit Plan’
and a ‘Monthly Cake Plan’. (http://www.ftd.com)
Example: 1to9.com, a gift specialist for the expectant
mother, sells monthly gift plans. Packaged gift sets are
‘delivered’ each month of the pregnancy.
(www.1to9.co.uk)
102. Corporate gift certificates
Promote gift certificates to the corporate market as a
means for them to:
Recognise employees for length of service, loyalty and
commitment.
Reward top performers for outstanding results and
exceptional achievements.
Develop strong relationships with business partners
and customers.
This is an opportunity to penetrate new markets as the
recipients of corporate gift certificates gain exposure to
your products and services.
Example: Driza-Bone, the Australian Icon of oilskin and
leather goods, offer corporate solutions for staff incentives,
trade premiums and consumer promotions. Without losing
the unique Driza-Bone style, garments can be made to order
following the customer’s choice of style, fabrics, trims,
colours and corporate branding.
(http://www.drizabone.com.au)
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Sales Strategies
103. Gift registry
Give visitors an opportunity to create their wish list.
This feature not only encourages repeat visits from
loyal customers but also attracts new visitors. Friends
and acquaintances check the gift register and familiarise
themselves with your website and products.
Example: Tropical Quilting, an Australian supplier of
patchwork products, gives visitors the opportunity to create
a gift register. The applicant provides personal details and
the date and type of event, e.g. wedding or retirement
celebration. The gift registry is password protected: the
personal password enables the visitor to view and update
the register whereas the public password restricts access
to friends or other authorised persons.
(http://www.tropicalquilting.com)
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Database Builders
PART 5
Database Builders
Create a database with qualified leads and subscribers.
Contrary to unsolicited emails, which are considered to
be spam, requested contact email is perceived as being
excellent customer service. It reinforces your brand and
builds your relationship with subscribers.
According to Bigfoot Interactive and NOP World Survey
January 2004, 28% of the 1,109 US shoppers surveyed
subscribe to, or have received, permission-based email
from a retailer. Of all the respondents receiving such
email, 90% are satisfied with the retailer, 91% are more
likely to buy products from that retailer and 88% are
likely to recommend the retailer to others.
104. Product registration
Ask customers to complete warranty cards or licence
registrations online. Offer incentives for submissions
such as notification of product upgrades and eligibility
for competitions.
Example: Nordic Track provides product registration
online. Before registration, they congratulate customers
on their purchase. This minimises the possibility of post-
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Database Builders
purchase dissonance (buyer’s after-sale discomfort or
remorse). Nordic Track then promotes online product
registration as a means to make it easier to service
customers and notify them of product upgrades and
other offers. (http://www.nordictrack.com)
105. Event registration
Free or paying, live or on-demand, online events can
increase your database and generate qualified leads.
If you offer visitors something worthwhile, they are
more likely to complete a registration form that will
yield valuable data.
Several types of presentations can be used:
Webinars: online seminars (includes interaction
between presenter and audience).
Webcasts: presentations using video and slides
(one-way communication).
Audiocasts: presentations using audio and slides
(one-way communication).
Example: NetIQ, a supplier of tools in web analytics,
offers a range of free webcasts and audiocasts.
Sue Burton explains how they use their audiocasts:
Example: “We invite a targeted audience to attend the
audiocast. In the invitation, we include a URL where the
audiocast is hosted, but we also include an ‘origin id’ in
that URL. We require a registration to view it. For us this
is a standard NetIQ form on a webpage. When someone
clicks on the graphic ‘Watch Now’ (in the case of an ondemand audiocast) or the graphic that says ‘Register Now’
(in the case of a live audiocast), the origin id shows up on
the registration page.
“So, let's say I buy 3 outside lists that I invite to register
to watch an audiocast–and I invite my current customers
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Database Builders
to register. Each of the 4 HTML invites would have
a different origin id in the URL leading them to the
registration page. WebTrends counts registrants from
each origin id–and bingo, I get ROI metrics, like
conversion, showing me how each list did.
Figure 22 Audiocast: NetIQ
Source: www.netiq.com
“That's one of the ways we measure our results–by our
conversion rate (# people invited against # of registrants
against # of people who watched the whole thing, etc.)
The success of any audiocast is, of course, dependent on its
content, whom one invites and the relevance of the content
to that audience.” (http://www.netiq.com)
106. Registration incentives
Ask visitors to register and receive valuable information,
e.g. white papers, e-books or other freebies. But don’t
give away critical information or gifts without receiving
value in return, e.g. the visitor’s email address.
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Database Builders
Example: ZDNet promotes their ZDNet IT Directory
as the Web's largest library of technical white papers,
Webcasts, and case studies. To view and download their
resources, visitors are required to register.
(http://www.itpapers.zdnet.com)
Example: Louisianatravel.com was giving away free
samples of Tabasco® pepper sauce, State maps and
Louisiana Tour Guides to visitors who left their contact
details. Visitors who completed the request form were
automatically added to the guest book to receive email
updates unless they unchecked the text box located at the
bottom of the form. (www.louisianatravel.com)
107. E-newsletter
An e-newsletter is an electronic newsletter distributed by
email. They are widely used for brand awareness, product
advertisement and as a means of keeping in touch with
subscribers because they:
Maintain communication with customers at their own
request.
Cost little to produce, publish and distribute.
Store electronically or can be printed.
Develop a sense of belonging to a community.
Build credibility and trust. The goodwill helps to
sell your products or those of your affiliates.
Can be forwarded to friends via email at no extra cost
(viral marketing).
Attract advertisers with a similar target market.

Tips & Guidelines
Publish relevant, newsworthy and useful information
only, to retain subscribers’ interest.
Invite contributors for fresh content.
Avoid excessive advertising.
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Database Builders
Limit the frequency of your newsletters to prevent
cluttering subscribers’ inboxes.
Use concise subscription forms and do not request
unnecessary personal details.
Display your privacy statement prominently.
Provide a ready option to unsubscribe.
Give incentives for subscribing, e.g. special offers,
eligibility for a prize draw.
Example: On the Head & Shoulders ‘Ask the Experts’
webpage, visitors are invited to sign up for the email
newsletter to see whether their questions about dandruff
and scalp problems have been answered. On one hand,
replies to questions serve as an incentive for subscription.
On the other hand, the questions provide material for
articles that focus on subscribers’ issues. As a result, the
newsletter offers informative content relevant to the target
market. (http://www.headandshoulders.com)
Example: Rei invites their visitors to subscribe to
Gearmail® to be the first to know about new gear, sales,
deals and events. (http://www.rei.com)
108. Daily tips delivery
Offer a free subscription for daily tips to build your
database and remind subscribers of your brand. Daily
tips should be short and to the point. They can be
delivered to the desktop of subscribers or by email.
Example: TIPWORLD delivers a range of tips to the
desktop of subscribers who can choose from: career,
cooking, dieting, gambling, genealogy, golf, health, home
repair, personal finance, relationship, Windows XP and
travel. Their website is worth a visit to pick up ideas for
daily tips to pass on to your subscribers or simply to add
them to your own website. (http://www.tipworld.com)
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Database Builders
109. Daily audio tips
Offer a subscription to daily audio tips of 2 to 3 minutes
duration. You can either record the tips yourself or recruit
experts in your field to pass on their advice.
Example: Alan Stewart from Connect Away says that:
“according to research, providing audio tips on a website
increases the sales potential up to 30% even if the audio is
not listened to.” For audio tips, Alan has set up a special
phone number that is used exclusively for recording digital
messages. This means that he can recruit experts and record
their tips simply by having them talk over the phone. Alan
then adds music and organises a webpage that contains a
PDF transcript and a link back to the expert’s site. This
arrangement benefits everyone concerned. Subscribers
receive new information, experts are exposed to a new
audience and you add value to your subscriptions.
(http://www.connect-away.com)
110. Memberships
Invitations to become a member should be prominently
displayed on the homepage. Broadcast the benefits of
membership and provide compelling reasons for visitors
to sign up.
Example: Rembrandt, ‘Much More Than A Whitening
Toothpaste’ brand, advertises their membership with
‘Become a VIP & Enjoy The Privileges’. Membership is
complimentary and only open to US residents. Member
benefits include: free samples, new product alerts, special
offers and ‘healthcare tips for brighter, sexier smiles’. This
free membership with no strings attached has the potential
of attracting customers who will be repeatedly exposed to
the brand. (http://www.rembrandt.com)
However, you can charge a membership fee and even
extend the invitation to overseas members.
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Database Builders
Example: Trax has established the Trax Club for
enthusiasts who wish to be kept informed of the latest
trends in the Australian diecast model market. Member
benefits are numerous: collector’s viewpoint; sneak
previews of yet-to-be released models; Swap and Sell
column; access to ‘Trax Club Members Only’ section on
the website and message board; exclusive Member-only
competitions, etc. The Club attracts a worldwide
membership that costs $30 for Australians and $37.50
or overseas members. (http://www.topgear.com.au)
Ideas for membership benefits

Newsletter.
Access to ‘Members Only’ area.
Privileged access to information, e.g. white papers.
Sneak previews ‘Be the first to find out…’
Eligibility for contests and promotions.
Member-only discounts or special offers.
Email alerts for advanced notice of sales.
Free personal webpage.
Listing on members’ database. (Anyone can search the
database but only members can advertise their service
and add a link.)
Live events, celebrity chats.
Consider creating a system of graded membership
categories, e.g. platinum, gold, silver and bronze, based
on customer contribution to the profitability of your
business. The platinum level could entitle members to
preferential treatment and exclusive information.
In the ‘Become a member’ section, emphasise member
benefits and explain the joining process. Include terms
and conditions and an application form that can be either
downloaded or completed online. Simplify your work:
allow members to manage their own account.
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Database Builders
111. Tracking trade with customers
Expand your database by offering subscriptions to the
clients of your customers or members. This is a form of
viral marketing where customers refer their clientele.
Example: Women’s Network Australia (WNA) is a
member-based organisation created to empower women in
business. As a patronage reward, they offer a complimentary
‘thank you’ gift to customers who trade with their members.
“Are you doing business with a WNA Member? If so, we'd
love you to tell us about it. And as our way of saying 'thank
you', we'll send you a fabulous complimentary gift from
Goss Cosmetics–so be sure to include your postal details.”
Figure 23 Tracking trade: Women’s Network Australia
Source: www.womensnetwork.com.au
Lynette Palmen, Managing Director of WNA, explains why
‘tracking the trade’ scheme is beneficial for all concerned:
Each month, 30 to 40 customers of members
receive a valuable gift.
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Database Builders
Members get value from their membership because
they receive feedback, and their customers are
rewarded for buying from them.
WNA attracts new members. Lynette says: “With
track trade, we have access to clients that we would
not otherwise have reached. The conversion rate
from customers to members is 60% to 65%.”
(http://www.womensnetwork.com.au)
112. Email notifications
Subscription to email notifications is an open invitation
to send subscribers information of interest, e.g. new
product arrivals, clearance sales and policy changes.
This is a simpler method of keeping in touch with your
customers than producing a full newsletter.
In October 2003, CoolSavings13 found that 31% of the
1,716 unique visitors surveyed on their website look for
email notification of store sales or special offers to save
time and money when shopping.
Each time you contact the customer you have a chance to
demonstrate excellent customer service and promote your
products and services.
Example: To encourage subscribers, Expedia starts off
by asking visitors if they would like to have a friend in the
travel business that keeps them informed on the newest fare
sales, top saving deals and special offers. Expedia continues
with: “You DO have a friend in the travel business—
Expedia.com.” Visitors are then invited to sign up for
‘travel deals email’ and given assurance that it is easy
to unsubscribe. (http://www.expedia.com)
13
www.CoolSavings.com
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Database Builders
113. Free e-course
Free e-courses are an excellent way to build credibility
and an ongoing relationship with potential customers.
They also provide an opportunity to promote your brand.
Give value and keep advertising to a minimum.
Example: Nurse Entrepreneur Network offers a free
nursing business e-course entitled: ‘7 Critical Steps to
Starting and Growing Your Business’. Once registered,
the subscriber receives the first part of the e-course
immediately by email. The remaining lessons are sent every
week for the next 6 weeks. The weekly gap is excellent: it
enables the Network to keep in touch without overloading
the new subscriber with information.
(http://www.nurse-entrepreneur-network.org)
114. Series
As in a television saga, reveal information bit-by-bit,
chapter-by-chapter or tip-by-tip to hook customers and
keep contact. Each time new information is released,
you remind customers about your brand and promote
your products.
Example: Upon registration, NetIQ gives away various
e-books on critical IT topics that are released chapter-bychapter. When an e-book is not yet finished, visitors can
download the chapters that are currently available and
receive notification when the final chapters are released.
Furthermore, with some e-books visitors can have the
chance to ask the author questions that will be answered
in upcoming chapters. (http://www.netiq.com)
115. Contests
Contests are judged according to subjective selection
criteria such as the ‘best idea’ or ‘tell us in 50 words or
less why…’ Such contests draw visitors to the website,
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Database Builders
provide ideas for FAQs and articles, and may even yield a
source of qualified leads. Instead of offering cash, choose
a prize that is relevant to your market.
Example: McCormick, a manufacturer of spices,
seasonings and flavours, organised the ‘Best Holiday
Recipe Contest’. The contest ended on the 2nd February
2004 and the grand prize was a Dream Kitchen Makeover
valued at $35,000. The contest rules stipulated that all
entrants had to relinquish rights to the content of their
entry and that McCormick could use, alter, reproduce,
publish, display, distribute or dispose of the entries as
they saw fit without approval of entrants. This type of
contest could return a list of qualified leads and a wealth
of material for books and promotions.
(www.mccormick.com)
Example: BabyTrain, a retailer of baby products,
organises a ‘Baby of the Month Contest’ that is advertised
on their homepage. The winner, selected at random,
receives a $20 gift certificate and is entered in the annual
draw. The grand winner is awarded a $100 gift certificate
and $100 shopping spree to Baby Gap. The winning photos
are published on the website. They become the property
of Baby Train who will not use them for purposes other
than the contest itself. This contest actively involves
visitors and encourages them to return to the site to look at
the gallery of winning photos. A similar contest could yield
a database of potential customers.
(http://www.babytrain.com)
Promote your contest on ‘Contest Sites’ and encourage
viral marketing with ‘Tell a friend about this contest’
or ‘Refer a friend and get another free entry’. Regular
contests encourage repeat visits to a site, and increase
brand exposure with the likelihood of selling products
to those loyal visitors.
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Community
PART 6
Community
Through the development of a community spirit, you
can build traffic, reinforce your brand and encourage
customer loyalty.
Community members generate content, help each other
with solutions and even influence each others’ attitudes
and behaviour. Furthermore, you gain valuable insight
into the needs, wants and perceptions of your visitors
through observation or involvement.
Communities can be divided into various types such
as geographic, demographic, professional or shared
interest groups.
116. Art gallery
Enable community members to display their artwork.
This provides an opportunity for members to gain
recognition and sell their work.
Example: Britishcarforum.com allows members to
feature and sell their artwork in the Members’ Artwork
Gallery. This website feature adds interest and value to
the membership. (http://www.britishcarforum.com)
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Community
117. Community photo gallery
Give community members permission to submit their own
photos to be exhibited on your website.
Example: Ausfish.com.au permits visitors to display
their personal photos on the Australian Fishing Shop Hall
of Fame. This attracts friends and relatives.
(http://www.ausfish.com.au)
As with the art gallery, you can facilitate the sale of
photographs with or without charging a commission.
118. Forums
Forums enable visitors to network and discuss topics
related to the use of your products. Users can exchange
tips and solutions to problems, and also share successes.
In turn, the information obtained will help you to:

Answer queries.
Alleviate concerns.
Refute rumours or bad press.
Fine tune promotions.
Refine your product design.
Expand your FAQs.
Identify product shortcomings.
Example: Bravenet supplies a free Forum service that
is easy to install on your website. It includes password
protection, a filter for unwanted IP addresses, provision
for images, a choice of 600 ‘smilies’ and customisation,
e.g. layout and navigation bar. (http://www.bravenet.com)
119. Community product reviews
Choose a topic that is relevant to your website and
encourage the posting of reviews about the subject.
Unlike forums, you are in control of the content.
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Community
Reviews increase your web content and attract visitors.
At the same time, reviewers gain recognition and their
contribution is rewarded with a link to their own site.
Because the link comes from a relevant source, the
reviewer’s website gains a higher ranking on search
engine results.
Example: Ferl, an acronym for Further Education
Resources for Learning, encourages visitors to write
reviews on software, websites and resources that will
contribute to teaching, learning or administration.
To assist contributors they supply guidelines on how
to write a product review together with some samples.
Visitors’ contributions provide objective and abundant
content. (http://www.ferl.becta.org.uk)
Example: Amazon.com invites customers to post
reviews of their products. The ‘100 Top Reviewers’, as
selected by fellow readers, are featured in the ‘Friends &
Favorites’ section, as a reward for their contribution.
(http://www.amazon.com)
120. Community news & articles
Display interesting articles or news written by members
of the community concerning their shared interests. This
will attract visitors and provide fresh content for existing
members.
Example: YACHTe is a portal for Yacht enthusiasts.
They supply an entry form that enables visitors to add
a story, race results or media release to their Australian
Sailing News webpage. The News page contains a list
of articles in chronological order with a short summary,
and each article has two links: an email link to the author
and another to the full article page. The contribution of
visitors provides a source of current and newsworthy
information. (http://www.yachte.com.au)
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Community
121. Favourite links
Develop community spirit while becoming a hub of
information. Invite visitors to submit their favourite
links that you review and approve before posting on a
Free Links page. Reduce the workload by letting them
write their own description of the links and add more
interactivity by encouraging visitors to rate the links.
Example: Bravenet provides an online Free Links service
that is easy to install on your website. The Free Links page
can be customised for design and categories. It also comes
with a link rating scale of 1 to 5 (1 being Terrible and
5 being Excellent) for visitors to share their views.
(http://www.bravenet.com)
‘Rate It’ opens into
new window ª
Figure 24 Free links demo: Bravenet
Source: www.bravenet.com
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Community
122. Production involvement
Post daily images of the product-in-the-making to let
visitors follow the whole construction process. Each
day, the visitor returns to the site to view the product
advancement. This feature educates and engages visitors,
and encourages repeat visits.
Example: Sumerset Houseboats, recipient of the
‘Web award for General Excellence 2000’ from Inc.com
magazine, enables worldwide customers to follow the
building progress of their boat. For the benefit of site
visitors and customers, digital snapshots are posted
each day on the website to show the construction progress
of the boat. Besides developing strong rapport with the
customers, Sumerset Houseboats’ initiative builds traffic
and a sense of community. (http://www.sumerset.com)
123. Free personal webpages
Provide free hosting of webpages for customers or
members as an incentive to join your community.
This service helps to develop strong bonds and loyalty.
Example: The Knot hosts free personal wedding
pages for their members (free membership with
registration). Using the various tools supplied by
The Knot, members can:

Choose from 40 page designs.
Add a picture.
Tell their love story and add a picture.
Send email reminders to guests for date and venue.
Activate online RSVP to invitations.
Send updates to guests.
Make a post-wedding page.
Webpages connect members to The Knot community.
They encourage repeat visits from members and build
traffic with their guests. (http://www.theknot.com)
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Community
124. Classified ads
Allow visitors to post their classified advertisements
on your website to develop a community spirit.
Example: On The Groby Directory website, local
community members can place classified advertisements
free of charge to promote their businesses, sell goods or
advertise a local event. (http://www.grobydirectory.co.uk)
Example: Bravenet allows you to append an online
classified ads service to your site free of charge when you
register as a member (free membership). With Bravenet’s
ads service, visitors post and edit their own entries. This
makes it easy to use and maintain.
Figure 25 Classified ads demo: Bravenet
119
Community
125. Networking
Network with association, committee or community
members through your website. Save on printing and
mailing costs by providing newsletters, meeting notices
and minutes, an events calendar and reports online. You
may choose to provide a few people with passwords to
access privileged information.
Example: NSAA, the National Speakers Association
of Australia, caters for prospective and current members.
Visitors are provided with information about the
organisation, application forms, a list of coming events
with online booking facility, a directory of members and
articles. Current members can access the ‘Members only’
section, which is password protected, to edit their directory
entry, renew their membership, access resources and
participate in discussion and commercial bulletin boards.
The website has become the meeting point of Australian
speakers and, furthermore, the association can save on
printing and mailing costs. Likewise, you can organise your
own business network and exchange information over the
web. (http://www.nationalspeakers.asn.au)
126. Tributes
Acknowledge customers, employees, business partners,
organisations and individuals who make an outstanding
contribution to their community or field of work. This
human element will exemplify your community spirit,
draw attention to your website and could even attract
media coverage.
Example: Coach, a manufacturer of leather goods and
accessories, recognised an architect as a person who had
made extraordinary contributions in the field of design.
The awards celebrations were covered in their online
lifestyle newsletter. (www.coach.com)
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Community
Example: Femail Creations pays tribute each month to a
Woman of Courage: an ordinary woman doing
extraordinary things. Visitors can nominate themselves
or their best friend, family member, boss or “anyone you
know who is dreaming big, and living life to the fullest.”
This feature is an excellent way to bring people together
and introduce a touching human element to your website.
‘Nominate a
Woman of
Courage’ link
‘View Past Women
of Courage’ link
Figure 26 Community tribute: Femail Creations
Source: www.femailcreations.com
127. Calendar
Add a calendar to list upcoming events if you have a
website dedicated to a special interest.
Example: Britishcarforum.com allows members to
post their own events such as birthdays. This is part of
membership privileges. (http://www.britishcarforum.com)
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Community
128. Guest books
A guest book is a webpage where visitors can comment
publicly about the website. It adds interactivity to the
site while providing feedback. You can find out where
your visitors come from, how they discovered your site
and what they like about it.
Example: Bravenet provides free guest books that can
be customised. You can choose a template and some
background music. In your guest book, visitors can add
comments, pictures and ‘smilies’, and link to their own
website. For your benefit, Bravenet enables you to include,
edit and delete entries, and also ban internet addresses of
unwelcome guests. (http://www.bravenet.com)
129. Event sponsorship
Drive traffic to your website by sponsoring a major
or local event. This will promote brand awareness and
message association with endorsements such as ‘is the
proud sponsor of…’
Sponsor an event for one of your local schools or
sporting associations. You can generate activity on your
site by providing event details, application forms, online
registration, media releases, event updates, featured
winners, gallery of photos, etc.
Example: The Alpha Sigma Kappa–Women in
Technological Studies of the University of Louisville
and the Society for Women Engineers organised an
‘Eiffel Tower Competition’ for local schools. To win,
a two-student team had to build a tower using plastic
drinking straws within five minutes. The tallest three
towers that could support a tennis ball at its apex and still
stand up for the time set by the judges would be awarded
cash prizes: first prize $50, second $40 and third $30.
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Community
For the competition, they created a sub-site, a site within
the main website of the University, which included six
webpages: the ‘Eiffel Tower Competition’ homepage,
a description page, the rules, an entry form to complete
online, judging guidelines and the prizes.
The ‘Eiffel Tower Competition’ is an excellent example
to demonstrate how a business can organise a local event
to increase their profile within the local community and
use the website to disseminate information and process
entry forms. (www.louisville.edu)
130. Community contest
Community contests connect people with similar interests
and encourage repeat visits.
Example: Chandra X-Ray Observatory organised a
name contest. They received over 6,000 entries from 61
countries to name NASA’s next Great Observatory. All
entrants received recognition and the contest attracted
public attention to the website. (www.chandra.harvard.edu)
Example: The International Art Contest hosts a contest
for mature professional artists. There is no cash prize but all
entries benefit from international exposure through the site
and winners gain peer recognition. The community contest
is the pivotal point of the website.
(http://www.artdept.com.au)
131. Charity contest
Involve customers and employees in a competition
that will benefit a local charity or other worthy cause.
By supporting a cause, you can build a positive image
and make your business stand out from the competition.
Moreover, the charity gains publicity and receives the
benefit of extra funding.
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Community
Example: Hancock Fabrics invited customers and
employees to create a ‘Quilt of dreams 2003’ based on
the dreams of the patients of St. Jude Children's Research
Hospital. These quilts serve as a colourful tribute to the
resilient spirit of each of these children who have a lifethreatening disease and who do not give up on their dreams.
The donated quilts are displayed and the proceeds from the
exhibition go towards funding of St Jude Children’s
Hospital. (http://www.hancockfabrics.com)
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Freebies & Games
PART 7
Freebies & Games
Freebies, competitions and games are fun. They add
interest and give websites interactivity, which in turn
entices visitors and keeps them coming back.
Freshen up resources regularly and often to encourage
visitors to bookmark your site. Create purposeful
competitions and games or register with online services
such as Bravenet that will provide free contents for your
website.
Don’t be discouraged if traffic doesn’t increase as soon
as you introduce freebies and games. These features must
be considered as part of an overall strategy and may take
time before they yield results.
Fun & Freebies
132. Cartoons
ComScore Media Metrix14 found that one in three
Canadians visited websites in the humour category in
January 2004 compared to only one in five Americans.
14
www.comscore.com
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Freebies & Games
Moreover, Canadians spent 22% more time viewing
humorous webpages than Americans, and viewed 57%
more of them.
Add humour to your site but use it cautiously. A sense
of humour can vary dramatically between nations,
cultures and individuals. It is crucial to understand your
target market before including website content that could
offend some of your potential customers.
Example: Bravenet supplies a free Daily Cartoon feature.
It is easy to install and comes with a choice of layouts, an
‘Email this Cartoon to a Friend’ button and monthly
statistics to track down how many cartoons get sent from
your site and how many are opened.
Figure 27 The Daily Cartoon: Bravenet
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Freebies & Games
133. Daily quotes, facts & tips
Attract visitors with daily thoughts, tips and facts.
You can obtain the HTML code free of charge from
numerous websites. Consider the following samples:
Did you know?
http://www.didyouknow.cd
CoolPick
http://www.coolpick.com
Cheapskate Monthly
http://www.cheapskatemonthly.
com
GrailQuest Industries
http://www.grailquest.com
Figure 28 Daily quotes, facts & tips
134. Freebies
Any type of freebie such as templates, screensavers,
software, novelties and greeting cards will attract visitors
to your website. For free publicity, list your freebies on
the many free stuff sites. To find these specialised sites,
perform a web search using the keyword phrase ‘free
stuff’.
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Freebies & Games
Example: Ausfish.com.au sells an extensive range of
Australian made fishing tackle. On their website they have
a menu called ‘free stuff’ which contains fish related
recipes, comic strips, screensavers and greeting cards.
(http://www.ausfish.com.au)
135. Desktop calendars and wallpapers
Give away desktop calendars and wallpapers that will
serve as a daily reminder of your brand.
Example: Hallmark produces two types of monthly
calendars–interactive and static–that visitors download
onto their desktop. Calendars are branded with a discreet
Hallmark logo. (http://www.hallmark.com)
Example: Yves Rocher offers visitors a choice of four
nature pictures to download for desktop wallpaper. The
Yves Rocher logo and tagline are located at the top right
corner of the wallpaper. (http://www.yvesrocherusa.com)
136. Greeting e-cards & postcards
Give visitors the facility to send greeting e-cards from
your website. E-cards encourage visitors to bookmark
and return regularly to your site. Consequently, your
brand will profit from repeat exposure. Create images
inspired by your line of business that will differentiate
you from other e-card and postcard providers.
Example: Chandra X-Ray Observatory is the third in
NASA's family of ‘Great Observatories’. Chandra provides
interesting ‘spacey’ postcards, which reflect the nature of
their work. (http://www.chandra.harvard.edu)
Search the web to find free e-card services that lets you
establish a customised greeting cards facility on your own
website.
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Freebies & Games
Example: Bravenet provides a free e-card service. You
can add your own images and sound that will enable visitors
to customise virtual cards and send them from your site.
Figure 29 E-card demo: Bravenet
To increase revenue, advertise your products or those of
your affiliates on the greeting card webpage.
Example: On their sidebar, Hallmark advertises gifts (not
free) such as flowers and soft toys to send with the free ecards. (http://www.hallmark.com)
129
Freebies & Games
Competitions
137. Scavenger hunt
A scavenger hunt refers to a game in which players
have to locate on the website all the items listed by the
organiser. Scavenger items could be objects, graphics,
facts or other information. Visitors have to scrutinise the
website for scavenger items and are therefore exposed to
your brand. Reward winners with prizes that are related
to your product or service, e.g. free samples, coupons
or discounts.
Example: Insider Viewpoint of Las Vegas organised
a scavenger hunt in which 50 visitors could win various
prizes including a grand prize of $500, hotel nights, show
tickets and dinners. The scavenger hunt ran for a month.
Visitors had to find 20 locations on the website where they
saw the number ‘2121’, the defined scavenger item.
The number 2121 was hidden throughout the webpages,
e.g. in the text, telephone numbers, addresses, graphics and
advertisements. The winner of the grand prize was the first
to locate and record correctly all 20 URLs that contained
the scavenger item. (http://www.insidervlv.com)
A scavenger hunt is a fun way to engage visitors while
they discover your offerings and familiarise themselves
with your website.
138. Joint scavenger hunt
This is a variation of the scavenger hunt. Form a
web ring (interlinked websites) and challenge visitors
to find scavenger items that may be hidden in any of
the websites. You can promote each other’s sites,
strengthen ties with partners and build traffic on your
joint brand equity.
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Freebies & Games
Example: Del Rey Books sponsored by Random House
Publishing Group organised a Legend II Scavenger Hunt.
Entrants were eligible to win the second volume of
Legends, an anthology of short novels. To make the prize
more attractive, the hardcover limited edition was signed
by all eleven of the legendary writers featured in the book.
For the scavenger hunt, entrants had to follow a ‘ring’ of
six author websites. On each site, the entrant would read a
few pages from that author’s Legends II story and at the end
of the excerpt click on the banner linking to the next site on
the ring. At the end of the ring, the scavenger had to answer
a question based on the excerpts.
(http://www.randomhouse.com)
Joint scavenger hunts can be used by established web
rings or to promote websites of individuals or businesses
that are in the same association, business partnership,
region, etc.
139. Competitions
Competitions are powerful, cost-effective tools that serve
multiple purposes. They can be used to:

Expand your market.
Familiarise visitors with your brand.
Encourage repeat visits.
Reward loyal customers.
Research your market.
Collect feedback.
Example: At Flowers.com.au, visitors can win a dozen
roses with no purchase required. Entrants must enter their
name and email address and answer: “How did you find us
and do you have any feedback?” This short entry form
contains links to their terms and conditions and to ‘Your
Privacy Guaranteed’. There is also a ‘Tell a Friend’ button
to spread the word.
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Freebies & Games
As Neil Bridgeman, Marketing Coordinator, explains:
“The free competition gives Flowers.com.au the
opportunity to draw new users to the site–allowing these
new users to interact with our site and come away exposed
to our brand and what it is we have to offer. Additionally,
it adds value and user-interest to our loyal/repeat customers
who enter the competition for a 'little bit of fun'. Via the
thousands of entries we receive each month,
Flowers.com.au is also able to review first hand any useful
feedback from our customers, which is then used in our
development and promotional planning.
“Overall the ‘no strings attached’ Free Competition works
well for Flowers.com.au due to its simplicity and the fact
that no sale is required, furthermore it acts as an effective
platform for brand awareness and exposure.”
(http://www.flowers.com.au)
‘No purchase
required’
‘How did you
find us and do
you have any
feedback?’
‘Tell a friend’
‘Your Privacy
Guaranteed’
Figure 30 Free competition: Flowers.com.au
Source: www.flowers.com.au
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Freebies & Games
Example: Scott Patterson from Mizambar organises
a monthly prize draw for a piece of jewellery worth
approximately $10. To enter his competition visitors
must join the newsletter mailing list. Each month, 150
new visitors participate in the contest in addition to
existing subscribers who are entered automatically.
Scott explains that: “although 150 people isn’t a huge
amount of traffic, it is great considering I have a niche
product. I figure that each monthly contest, I get a
conversion rate of 3-4 sales. So, that works out to be
2%–3.5%. Usually each purchase is over $50, so it is
definitely worth the $10 investment.”
Besides increasing sales, Scott believes that the monthly
contest brings one third of his site traffic, including the
steady flow from freesite.com. Free listings on various
free stuff sites have also improved his search engine
ranking. (http://www.mizambar.com)
‘Win Free
Evil Eye
Jewelry’
Link
Figure 31 Free competition: Mizambar
Source: www.mizambar.com
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Freebies & Games
Games
Games are fun and entertaining. They engage visitors
and promote viral marketing. ‘Did you try that game
on so-and-so’s website?’
Educate visitors and test their retention of your site
information and message. As in the scavenger hunt,
conceal the solutions within your website. This will
encourage visitors to study the webpages attentively
and not just browse them.
From a business point of view, games will expose
your brand and attract advertisers. Games also associate
your message with enjoyment: you have a sense of fun
as well as a sense of purpose.
Vince Walsh, coordinator of the Newfoundland and
Labrador Heritage says: “In November, the games
entry page was the 9th most frequently hit page on the
website. The site contains over 2,000 webpages.”15
Why not develop your own games using words and
images associated with your organisation?
140. Sliding puzzles
Sliding puzzles can test your visitors’ attention to
the fine details while they familiarise themselves with
your web content and have a bit of fun.
Example: The Newfoundland and Labrador Heritage
sliding puzzle displays a graphic taken from the main
'Natural Environment' article. The object of the game is
to restore the original photo after the tiles have been
shuffled. (http://www.heritage.nf.ca)
15
Citation from December 2003 email correspondence.
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Freebies & Games
Original photo
Shuffled T iles
Figure 32 Sliding puzzle: Newfoundland and Labrador Heritage
Source: www.heritage.nf.ca/games/default.html
141. Memory games
Memory games encourage players to focus on, and
recollect the images on your site. Use images of the
products that you particularly want players to recall.
Example: The Newfoundland and Labrador Heritage
memory game uses nine images from the ‘Aboriginal
Peoples’ articles of their website. The object of the
game is to match 9 pairs of images. Throughout the game,
information is given on the images that are displayed. After
completing the game, players are given the opportunity to
visit these articles for detailed information and view
enlargements of the images. (http://www.heritage.nf.ca)
Figure 33 Memory game: Newfoundland and Labrador Heritage
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Freebies & Games
Example: The Jefferson Lab of the Southeastern
Universities Research Association provides an ‘Element
Concentration Game’, which displays a number of cards
with the names and symbols of elements. When the player
is ready, the cards are flipped over and the player has to
guess the element on each card. The game challenges the
visitor’s memory and knowledge.
(http://education.jlab.org)
Figure 34 Element concentration game: Jefferson Lab
Source: http://education.jlab.org
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Freebies & Games
142. Word search games
The aim of a word search game is to find words that can
be hidden horizontally, vertically or diagonally within a
grid of letters. To create your word search game, use
keywords that you want players to recall from your site.
Help memory retention by surrounding your game board
with images relevant to the words and provide links to
additional information.
Example: Chandra X-Ray Observatory provides
different options to complete the word search game.
The player can play online using the mouse to circle
the discovered words or print the HTML or PDF
versions, which include photos illustrating the words.
(http://www.chandra.harvard.edu)
Online interactive game version
©
Printable version (with pictures)
¨
Figure 35 Word search game: Chandra X-Ray Observatory
Source: www.chandra.harvard.edu
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Freebies & Games
143. Hangman
Customise ‘Hangman’ choosing keywords you want
visitors to recall from your information. You can perform
a web search using the keyword phrases ‘hangman script’
or ‘hangman javascript’ to find free hangman games for
your website.
Example: The Natural Environment Hangman game
comprises 25 words taken from the Natural Environment
articles of the Newfoundland and Labrador Heritage
website. For each word, the player has a clue displayed in
the game area and six wrong guesses before being hung.
Once the player has played the 25 words, final statistics
are displayed with incorrect words, correct words and
words skipped. (http://www.heritage.nf.ca)
Figure 36 Hangman: Newfoundland and Labrador Heritage
Example: The Jefferson Lab (JLab) provides several
hangman games. For the science vocabulary hangman
game, players can choose from 57 question sets ranging
from general knowledge to science subjects such as
biology, meteorology and astronomy.
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Freebies & Games
The instruction reads: “Each incorrect guess you make
causes the atom man to decay. Solve the puzzle before
the atom man completely decays!”
(http://education.jlab.org)
Figure 37 Vocabulary hangman: Jefferson Lab
144. Daily games
Daily quizzes encourage repeat visits from games and
trivia enthusiasts and also attract advertisers. The games
are used as a drawcard and can be chosen according to
your audience even though they may have no relevance
to your product or service. The purpose of the games is
to keep visitors coming back.
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Freebies & Games
Example: Zdaily.com offers free website contents that
change daily. They have a range of 17 items including
puzzle, psychology quiz, cryptogram, world geography
quiz, word jumble and trivia. (http://www.zdaily.com)
As an incentive to encourage daily visits do not disclose
answers immediately. Tease visitors into coming back the
next day to find out the solution to your quiz.
145. Quizzes
Quizzes provide a fun game to test visitors’ knowledge
and encourage them to search your site for answers.
Example: Chandra X-Ray Observatory posts a new quiz
game every few weeks with previous quiz results archived
for reference.
New window for results
Results come
in numbers &
percentages
‘Results’
link
Link to site
search engine
Archived polls
Figure 38 Quiz: Chandra X-Ray Observatory
Source: www.chandra.harvard.edu
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Freebies & Games
The quiz is based on available information found on the
site, and the ‘Hint’ link sends players to the site search
engine page. To add interactivity and competitiveness, the
Results page includes the number and percentage of right
answers from other players.
146. Crossword puzzles
Crossword puzzles challenge the visitor’s memory,
knowledge and understanding.
Include product highlights in the clues. This is an
excellent opportunity for brand exposure.
Example: The Jefferson Lab crossword puzzle allows
players to check their answers, refer to the table of
elements or choose a new puzzle. (http://education.jlab.org)
Figure 39 Crossword puzzle: Jefferson Lab
141
Customer Service
PART 8
Customer Service
Customer service is a critical element of your business.
After all, without satisfied customers you do not have
a successful business. Customer service starts when
the visitor lands on your website, whether it is on the
homepage or any other webpage. But it does not finish
when the visitor leaves your site. I think it is similar to
having children. Even when they leave home you still
invite them back to visit, giving them incentives like
‘Come for dinner tonight, we’re having roast chicken’
or ‘Dad has made his pasta sauce’.
Customer service forms a loop. When they first land,
you provide visitors with information and tools, answer
FAQs (Frequently Asked Questions), offer advice, let
them manage their subscription, personal account or
membership, and assist them through the checkout.
When visitors leave the site you keep in contact with
newsletters and email notifications, giving incentives
to return. When they do come back, the whole process
starts again. By then, regular visitors will have assessed
your expertise and trustworthiness and be familiar with
your website.
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Customer Service
Outstanding service demonstrates your competency,
boosts your credibility and strengthens your customer
relationships. It provides a positive experience for both
visitors and customers and encourages many happy and
beneficial returns.
Customer Support
147. Technical support
Provide visitors with self-help technical information
stored in a searchable knowledge database that they can
access at leisure. This will reduce their frustration and
release your time previously spent handling avoidable
phone calls.
Supply step-by-step troubleshooting guides that contain
descriptions and diagnostics of common problems and
solutions. Also provide warranty information with a list
of contact details.
Example: Apple, a manufacturer of computers, has an
‘Apple Knowledge Base’ that can be searched or browsed
to find answers to technical problems. For a specific query,
customers enter a few words in the text box that describe
the product or problem they need assistance with. To
browse, customers can select a link from the directory and
then narrow the search using the text box.
(http://kbase.info.apple.com)
148. FAQs
Track telephone enquiries, surveys, positive feedback
and complaints to create a collection of ‘Frequently
Asked Questions’ (FAQs). Write for visitors at different
buying stages and for existing customers who require
detailed information. Anticipate needs and motives.
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Customer Service
FAQs are not meant for selling. They are meant to give
information. So use a conversational style without any
selling pitch.
Purpose of FAQs

Provide information and customer support.
Allay customers’ fears.
Draw visitors’ attention to unexpected benefits.
Save time by reducing information requests.
Example: Bottle Domains, a registrar of Domains,
has created a database of FAQs that can be searched by
keyword and categories. Visitors can also choose to click
on links to their Top 10 FAQs.
(http://www.bottledomains.com.au)
‘Search
by
Keyword’
‘Search by
Group’
drop-down
menu
‘Top 10’
FAQs
Figure 40 FAQs: Bottle Domains
Source: www.bottledomains.com.au
144
Customer Service
149. User manuals
Save on operational costs (printing, mailing, and storage)
by providing user manuals online. This is a cost effective
way to supply replacements or manuals for discontinued
products.
Example: Nordic Track provides user manuals in PDF.
If a product is not listed, customers can email the customer
service department to obtain the manual.
(http://www.nordictrack.com)
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Customer Service
Communication
150. Discontinued product alert
Alert customers when a product is to be discontinued.
You will demonstrate consideration for your customers
while generating extra sales from stock clearance.
Example: Road Runner Sports provides a shoe
reminder service to avoid the complaint: ‘Why did you
guys discontinue my favorite shoe?’ Customers specify
the brands of shoes they wish to be alerted for and Road
Runner Sports sends a list of ‘soon to be’ discontinued
shoes. As Road Runner Shoes puts it: “that way you can
stock up on that ‘perfect’ shoe for you before it’s gone
forever”. (http://www.roadrunnersports.com)
151. Reminder messages
Become the faithful companion. Send reminders for
special occasions (birthdays, anniversaries) or events
(launch of product, seminar) to avert embarrassment and
disappointment. Sending email reminders as requested
by your clients strengthen your customer relationships
while increasing sales.
Example: Disney provides ‘My reminders’ as an exclusive
membership benefit. Members enter details about upcoming
events and Disney sends email reminders and gift
recommendations to help shopping for those occasions.
(http://disney.store.go.com)
Example: FTD.com sends email reminders for important
occasions and holidays. Prior to selecting the events, the
customer must create an account. (http://www.ftd.com)
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Customer Service
152. Wish list
Provide a ‘wish list’ feature (sometimes called ‘save for
later’ or ‘remember this’). A wish list can be used by
visitors as a bookmark while they continue to browse,
seek a second opinion or compare alternatives. It serves
also as a form of lay-by where visitors can return for a
later purchase.
The wish list is a tool that can be used to discover which
items your customers find appealing but which do not
reach the checkout. To improve your understanding of the
market, research what prevents the sale from concluding.
Example: Nordstrom suggests to visitors that they email
their wish list to friends and family for a second opinion,
drop a hint or just for fun. (http://www.nordstrom.com)
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Customer Service
Cross-channel Services
Cross-channel services refer to the coordination of
complementary online and offline strategies to promote
your range of products.
153. Catalogue
Advertise and promote your mail-order or store
catalogues online and provide a ‘Request a catalogue’
button linking to the order form. Provide catalogues in
PDF format or CD-ROMs as a cost-effective alternative
to a print version.
Example: AutomationDirect, a catalogue & online
automation company, gave away catalogues on CD-ROMs
when they ran out of print catalogues. CD-ROMs can be
practical for customers who enjoy interactivity but do not
always have internet access.
(http://www.automationdirect.com)
Example: NCEE, the National Council on Economic
Education, provides an option to download a copy of their
catalogue in a PDF format. Visitors can print their catalogue
and browse it immediately, without postal delays.
(http://www.ncee.net)
154. Offline & online traffic
Drive customers to your site using the traditional media,
e.g. newspapers, magazines, radio and television. Offer
incentives to encourage visitors to discover your site and
familiarise themselves with its contents.
Example: Miles Kimball advertises on the homepage
a section called ‘As seen on TV’. This allows new visitors
to find a point of reference. (http://www.mileskimball.com)
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Customer Service
Conversely, advertise events and competitions on your
website and direct customers to your bricks-and-mortar
store, e.g. to drop off registration forms.
155. Offline classes
Advertise online any workshops and information
seminars that you provide offline. Although many
visitors may live too far away to benefit from your
classes, they will still appreciate your commitment
and genuine interest in the customer.
Example: The Scrapyard, a scrapbooking and stamping
specialist, advertises classes on their website. The ‘Class
Descriptions’ page includes ample information including
the cost, duration, ‘We’ll supply’ and ‘You’ll need to
bring’. They also provide a comprehensive calendar:
Closing day
Title of workshop,
cost and time
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Customer Service
To give a human touch, lifestyle photos are used. Sandra
and Tracey, the owners, are photographed in their shop
(after a 24-hour scrapbooking marathon). Furthermore,
visitors can view the classroom with the smiling students
that reveal a sense of camaraderie and enjoyment.
(http://www.thescrapyard.com.au)
Class Timetables
Class
Descriptions
Sandra and
Tracey in
their shop
Lifestyle
photo: the
classroom
Figure 41 Offline classes: The Scrapyard
Source: www.thescrapyard.com.au
Example: The Home Depot offers free ‘How-to Clinics’
and ‘Do-It-Herself Workshops’ that teach everything from
laying tiles to fixing a toilet. “We feel it is as important to
empower our customers as it is to provide materials.”
The schedule is advertised online although visitors are
encouraged to look at the clinic board outside their
neighbourhood store for more details.
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Customer Service
By providing detailed information online, you can save
on the printing and mailing costs of expensive glossy
brochures and release your time from answering queries
and handling registrations. Supply information such as:
reasons to attend, who should attend (target audience),
seminar description, venue, date and time, testimonials,
registration form and contact details.
156. Print documentation
Supply documentation online to save on printing and
mailing costs. Allow visitors to print brochures, fact
sheets and contest registration forms giving various
printing options.
Example: Chandra X-Ray Observatory provides
handouts in HTML, PDF and Photo Album. All versions
are printable on a single page.
Handouts are
printable on a
single page
Formats available:
HTML, PDF &
Photo Album
Handout
Sample for
HTML & PDF
Visitors can preview a sample of the HTML or PDF
version, which contains a short caption. The Photo Album
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Customer Service
handout includes extra facts and also links to images in
JPEG, Tiff and PS formats. The options cater for the
different needs of visitors.
HMTL & PDF version
Photo Album version
Links to
images in
JPEG, Tiff
and PS
formats
Figure 42 Print documentation: Chandra X-Ray Observatory
Source: (www.chandra.harvard.edu)
152
Customer Service
Policies
In 2001 Harris InteractiveSM16 surveyed 1,529 adult
respondents in the United States and found that the major
concerns of customers were:
Companies will pass on their information to third
parties without their permission (75%).
Transactions are not secure (70%).
Hackers can steal personal data (69%).
Eliminate customer objections and reassure visitors of
your trustworthiness.
157. Security
Display a third party reliability or trust seal to reassure
visitors that you are reputable and have implemented an
acceptable level of data security.
BizReport (2003)17 found that a secure payment option
would persuade 53% of consumers who had not made
online purchases in the past to buy online. “Payment
security was chosen over price or product related
responses by more that a 2–1 margin.”
Likewise, the NetIQ survey (December 2003) found that
52% of the 638 US adults interviewed rated site security
as one the most important factors that drives them back to
websites for additional purchases.
Educate potential customers on your security measures.
Explain the application of industry standard encryption
protocol, known as Secure Socket Layer (SSL) that is
used to transfer information securely. Describe how to
16
17
www.harrisinteractive.com
www.e-tailing.com
153
Customer Service
recognise a secure webpage with the ‘https’ address and
the padlock icon on the status bar.
Example: Musician’s Friend and Rei offer a secure
shopping guarantee to eliminate perceived customer risk.
They both state that under the Fair Credit Billing Act,
banks cannot hold customers liable for more than $50 of
fraudulent charges. Both Musician’s Friend and Rei offer
to pay the liability up to the full $50 excess if the use of
their customer’s credit card was unauthorized and resulted
from purchases made through their secure server.
(http://www.musiciansfriend.com) (http://www.rei.com)
158. Privacy
BizReport (2003)18 found that, if internet users were not
worried about privacy, 34% would start shopping online
and 37% of current online shoppers would spend more.
Explain how you handle the private information your
visitors supply and display a third-party seal of approval
to build visitors’ confidence. For example, if visitors see
the TRUSTe19 seal on your website, they know that you
have been awarded the trust seal because you adhere to
strict guidelines regarding the collection, disclosure, use
and security of personally identifiable information.
Out of the 1,212 internet users surveyed in November
2003 by NFO WorldGroup, 49.4% would not purchase
from an online site or provide personal information unless
the website posts a privacy statement or privacy seal. This
survey was sponsored by TRUSTe.
As an absolute minimum, you may wish to post a short
privacy statement displayed at the bottom of your page.
18
19
www.e-tailing.com
www.truste.com
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Customer Service
Example: Insider Viewpoint of Las Vegas has a short
privacy statement: “We DO NOT sell, rent or share your
name, email address, or any personal information!”
(http://www.insidervlv.com)
159. Internet security options
Cater for a range of customers’ comfort zones in regard
to internet security.
Example: Doctors Foster & Smith enables customers
to choose from three shopping options:
Anonymous: No information is stored for future orders.
All information must be provided for each purchase.
Remember me: Only billing and shipping information
is stored on their secure server. Credit card details must
be entered for each new transaction.
Express Checkout: Billing and shipping information
plus credit card details are stored. “We will ask you for
your shipping, billing and credit card information only
once so that you will be able to go directly from your
Shopping Cart to Final Checkout in One Click!”
The information provided in Remember Me and Express
Checkout options is protected by a personal password, and
shoppers can change options at anytime.
160. Guarantees
If you are confident in your product or service, offer a
‘100% Satisfaction Guarantee’ or ‘100% Money Back
Guarantee’. This will reassure customers and convince
them that there is no risk involved in purchasing your
product or dealing with you. You may feel that the cost
of offering this guarantee will outweigh the additional
revenue it will generate. But, at worst, a reimbursement
would provide you with helpful feedback about real and
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Customer Service
perceived product faults. Your after-sales service may
also turn a disgruntled customer into an advocate.
Consider displaying your detailed Refund & Return
policies before customers place their order.
Example: Ebags offers a hassle-free returns policy on
unused or defective merchandise (excludes customised
items). They pay all UPS (United Parcel Service) return
shipping costs on US orders: a pre-paid UPS label is
supplied. They also provide a 110% price guarantee: if
customers find a lower priced item elsewhere in the exact
same colour and style, they will refund 110% of the
difference between the lower price and their price up to
10 days after the date of purchase. (http://www.ebags.com)
Example: Home Trends has a simple but comprehensive
guarantee: “Every one of our Hometrends, Picketfence,
and Back to Basics products is Guaranteed to please you
or you may return it at any time for replacement, credit
or refund, your choice. Now that's a guarantee in writing!”
(http://www.hometrendscatalog.com)
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Customer Service
E-commerce Functions
Enable customers to manage their own accounts and
complete order forms online. Allow them to print
invoices, pay their bills and obtain receipts. Self service:

Reduces communication breakdown.
Extends trading hours.
Streamlines processes.
Gives access to real-time information.
161. Niche inventory
“Nothing clarifies the mind more, than an absence of
alternatives.”20 Find a niche market and restrict your
inventory to simplify the customer’s decision making
and hence shorten the buying process.
Position yourself as a specialist and focus on providing
extensive information on a selected range of products
rather than supplying limited information on a broad
stock holding. Remember, Consumer WebWatch found
that some visitors will use the depth of information on
your website to assess site credibility (refer to the
preamble of Part 1: Product Information).
Example: TopKayaker.net, offers in-depth information
about kayaking, e.g. articles, how-to and buying guides,
news and calendar, consumer advice, classified, kayak
touring and camping. Although the online shop carries
a limited niche inventory, additional income is generated
though affiliate links. Tom Holtey, owner of
TopKayaker.net, comes across as very knowledgeable
and experienced and inspires confidence in his product
recommendations. (http://www.sit-on-topkayaking.com)
20
Henry Kissinger
157
Customer Service
162. Catalogue quick shop
Speed up the catalogue ordering process for customers
who know precisely what they want to order. Provide a
‘Catalogue Quick Shop’ button on your homepage that
links directly to the order form.
Example: Miles Kimball uses a different colour for the
express checkout button called ‘Catalog Quick Shop’,
located on the homepage. The button stands out and
guides customers directly to the checkout.
(http://www.mileskimball.com)
163. Order form
Facilitate the ordering process using forms that provide
flexibility with:
Multiple payment options, e.g. credit card, cheque

or cash on delivery.
Alternative remittance methods, e.g. internet, mail, fax
or phone.
Opportunity to use one order form for multiple
purchases. Author’s note: On one occasion, I had
to complete three order forms when booking three
nights accommodation merely because the dates were
not consecutive!
Options for multiple shipping and billing addresses.
Customers may want to separate business and personal
purchases or buy gifts to be sent to different addresses.
Sufficient space for writing suggestions, special
requests or comments.
164. Currency converter
Provide a currency converter adjacent to prices to enable
visitors to assess value. Link to free online converters.
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Customer Service
Example: To link to X-rates.com currency converters
(http://www.x-rates.com), you can choose from a table or
graph text box that they provide, for example:
links to
ª
links to
ª
Alternatively, you may create a dynamic link that will open
the X-rates.com webpage, for example:
Value of $1,500 Australian dollars in all currencies ª
Converts 1500
Australian
Dollars
Value of 1500
Australian
Dollars
Figure 43 Currency converter: x-rates.com
Source: www.x-rates.com
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Customer Service
Example: XE.com provides universal currency converters
that can be customised and hosted on your site.
(http://www.xe.com)
links to
ª
Figure 44 Currency converter: XE.com
Source: www.xe.com
165. Shipping & delivery
Specify a delivery date and explain what will happen
if the goods do not arrive on time. State clearly the total
shipping and handling costs. According to Consumer
Internet BarometerTM21, 20% of consumers find that
shipping charges are the most frustrating aspect of
shopping online. The survey, conducted in the fourth
quarter of 2003, was based on a sample of 10,000
US consumers.
Likewise, Jupiter Research’s 2003 Annual Retail
Consumer Survey Report22 revealed that 44% of
respondents had reduced their purchases at certain
stores because of high or hidden shipping and handling
charges. Furthermore, 89% of the 1,952 respondents
indicated that free delivery and handling was the
promotion most likely to encourage an online purchase.
21
22
www.jupiterresearch.com
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Customer Service
Offer conditional delivery promotions such as free
shipping based on:

Value of order, e.g. ‘free shipping for order over…’
Item, e.g. ‘free shipping on selected items’.
Type of shipping, e.g. ‘free surface shipping’.
Destination, e.g. ‘free nationwide shipping’.
Quantity, e.g. ‘free shipping for 3 CDs or more’.
166. Shipping options
Offer various delivery options, e.g. Standard, Express,
Overnight. Supply customers with a choice of shipping
methods according to their preferences in regard to price,
speed, security and tracking capabilities.
Example: Swift CD, a custom CD duplication service,
uses a table to lay out the different shipping options. Each
method gives an estimated delivery timeline, the cost and
whether it includes a tracking system.
(http://www.swiftcd.com)
Differentiate yourself from competitors with your own
shipping formula.
Example: Williams-Sonoma, a retailer specialised in
home furnishings, provides a white glove delivery service
for selected products. The service includes the delivery,
unpacking, inspection and assembly of the item.
(http://www.williams-sonoma.com)
167. Tracking system
Keep customers as informed as possible. Provide an order
tracking system to enable them to check the status of their
order online.
Example: Toys“R”Us provides an animated audio demo
that explains how to use and understand their tracking
system. (http://www.toysRUs.com)
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About Us
PART 9
About Us
‘About’ pages contain information that personalises the
website. It also gives context and meaning to a website
and helps visitors to understand where you come from
and where you fit into the scheme of things. Introduce
visitors to the people behind the screen, the philosophy
and values of your organisation, its history and alliances.
‘About’ builds customer trust and sets you apart from
the competition.
However, a common mistake is having ‘About’ as one of
the first items on the menu bar. Visitors want to discover
your products before researching your credentials.
Seriously consider locating ‘About’ after the product
or service information.
Who You Are
168. Your team
Present your team as visible and approachable people.
Introduce them in their working environment by means
of short descriptions and digital photos to give a human
element to the website.
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About Us
When presenting your team, include:
Staff, e.g. names, positions, biographies, photos.
Location, e.g. suburb, city, country.
Premises, e.g. photos of office, factory, despatch.
Example: Anything Left-Handed introduces
‘Our people’ with photographs and a brief description
of each person’s role. Visitors also view the team in their
work environment. This simple introduction is congruent
with the image projected throughout the website: a
dedicated team, “campaigning to promote awareness,
acceptance and empathy for left-handers”.
(http://www.anythingleft-handed.co.uk)
169. Your organisation
Introduce your organisation, writing in a sincere and
convincing manner.

What are your philosophies, beliefs, values?
Why would someone deal with you?
What is your vision, focus, strategy?
Who sits on your board of management?
What is the structure of your organisation?
What are your philanthropic interests?
Provide a fact sheet or booklet with an overview of
your organisation, perhaps supported with some financial
highlights. Try to avoid fluff or superficial descriptions
that could apply to most organisations.
170. Business history
A brief history, using real-life situations, adds interest
and emphasises the human element. Storytelling keeps
visitors’ attention, facilitates understanding and helps
memory retention.
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About Us
On the web, development of trust is crucial, especially
if the brand is relatively unknown. Your story will give
insight into the background of the business and its future
direction. It also provides an effective platform to build
credibility.
Example: The story of Olde Timers’ Herbals is an
unpretentious personal account. Raymond Yetter and
his wife Karen “started out making salves as a hobby
without ever thinking about it becoming any kind of
business”. Using conversational style and anecdotes,
Raymond tells his business story from its modest
beginnings in their kitchen in rural Pennsylvania to
a thriving enterprise, now located in a local store.
Figure 45 Business history: Olde Timers’ Herbals
Source: www.oldetimersherbals.com
164
About Us
The first product and biggest seller of Olde Timers’ Herbals
has a tale of its own:
“Drawing Salve has been in the area for as long as I can
remember and I am 53 years old :-) My mother tells us
that it was around before I was born. Whenever
someone had an in-grown toenail or a ‘billed hair’ you
better get ‘Pauline’s Drawing Salve’ on it (Pauline was
the lady who used to make the salve, before she passed
away).”
The business name, writing style and choice of photos
are all congruent. These reinforce the message of good
old time values and convey a feeling of honesty and
trustworthiness. (http://www.oldetimersherbals.com)
Example: Sunspirit is another good example of how a
story can be used to illustrate business growth. David and
Melanie Dane started their aromatherapy business from
their bathroom converted into a distillery. David was
working at two jobs to make ends meet whilst Melanie
hand-painted each product label. The story goes on with
a series of achievements: sales of their products across
Australia, brand new factory, employment of staff. The
reader can follow the evolution of Sunspirit through their
milestones. (http://www.sunspirit.com.au)
Include significant events that had an impact on the
business to demonstrate how you handle adversity.
In the Sunspirit story, a fire devastated the factory. The
human element emerges and the reader can empathise with
David and Melanie and admire their strength of character.
Sunspirit provides an excellent overview of the business in
an interesting and memorable story.
(http://www.sunspirit.com.au)
Writing guidelines
When writing your own story, highlight the milestones to
indicate business growth in areas such as:
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About Us
Location, e.g. from unimposing to prestigious area.
Type of premises, e.g. from kitchen bench at home
to commercial premises.
Number of offices, e.g. from single to several outlets.
Number of staff, e.g. from being solo to an employer of
qualified staff.
Products, e.g. length (total number of products),
breadth (number of product lines) and depth (colours,
sizes, etc. in each product line).
Number of services offered.
171. Awards
Establish your reputation by displaying awards that you
have received in recognition and acknowledgement of
outstanding service, commitment and performance in
your field of work.
Example: Musician’s Friend displays 26 awards received
from 1988 to 2003. Exhibiting those awards reinforces their
message of an “award-winning commitment to quality,
value and service”. (http://www.musiciansfriend.com)
172. Partnerships & alliances
Introduce your partnerships and alliances. You can build
credibility by revealing associations with reputable and
recognised organisations. Indeed, the quality of your
alliances will affect how people view your business status
and market position.
Strengthen business relationships and gain exposure with
reciprocal links. The links will increase search engine
ranking and drive customers to your site via business
partners. Bear in mind that the links must also serve the
needs of your customers.
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About Us
Example: J.C. Penney, a retailer, recommends their
associates for the quality of their products and outstanding
service, and encourages customers to visit and shop at these
sites. (http://www.jcpenney.com)
173. Featured employee
Bring in the human element by featuring an employee
so that visitors can meet the person behind the screen.
The recognition of an employee’s contribution and
commitment creates an impression of traditional values
that builds trustworthiness. It will also boost the morale
and productivity of employees.
Example: Gas Technology Products LLC features
an employee on the homepage with a photo and caption
‘Meet …’ The caption links to a webpage that contains
an enlarged photo, the title and role of the employee in the
organisation and biographical notes. This is an excellent
way to acknowledge the contribution of employees and
introduce staff to customers.
(http://www.gtp-merichem.com)
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About Us
Recruitment of Staff
174. Job opportunities
According to a TSI23 survey in September 2003, 90% of
respondents who were looking for work used employer
websites in past job searches, with 24% using them to a
great extent, 31% moderately, 22% sometimes and 13%
to a small extent. The survey was based on 591 online job
seekers in the United States.
Give prospective applicants the opportunity to assess you
and your business before they lodge an application. Save
time by attracting applicants who not only have the skills
but also identify with your culture. Provide:

Short description of your ethos and values.
Current positions available.
Job application form.
Testimonials from loyal employees.
175. Employee benefits
Give reasons why applicants should work for you and
also a short description of employee benefits. Include
non-financial benefits that impact on lifestyle and career
advancement, e.g. family-friendly practices, training and
flexible hours.
Example: ICOS, a research and development organisation
in the healthcare industry, supplies an extensive list of
employee benefits including medical coverage, insurances,
on-site child care facilities and tuition reimbursement.
(http://sh.webhire.com)
23
Transformation Systems Incorporated
168
About Us
176. Premises virtual tour
Show potential employees around your workplace so
that they can see if it matches their expectations and
needs. You will save time and effort by interviewing
only applicants who are really keen to work with you.
Example: Journée, a supplier of EII (Enterprise
Information Integration), provides ‘Take an online tour’
that allows job applicants to visit the premises and have
the ‘feel’ of the place. The prospective employees can
visit the reception area, work cubicles, meeting room
with teleconferencing equipment and comfy chairs and
the hallway to employees’ amenities.
(http://www.journee.com)
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About Us
Public Relations (PR)
Public Relations is a mass-promotion tool used to
build the corporate image and promote the products
and activities of an organisation.
Create a Public Relations section where you gather
promotional material to facilitate the work of journalists
and event promoters. Take this opportunity to project
a favourable image and enhance your profile.
By disseminating your own message, you have more
control over what is said about you. Furthermore, you
could, in certain situations, deflate a crisis situation by
refuting rumours.
177. Media corner
For your public relations, consider creating a media
corner that includes:

Press releases.
Published articles, e.g. news stories.
Product publicity, e.g. images, documentation.
Television and radio interviews.
Photo gallery of images in 300dpi resolution
suitable for print publications.
Corporate information, e.g. fact sheets.
Announcement and reports on special events.
Contact details for media enquiries.
Example: Susan Sweeney, an author, speaker and
consultant, provides information in her Media Centre
“to piece together a dynamic article”: biography, press
releases, photographs, articles, FAQs and contact
information. (http://www.susansweeney.com)
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About Us
Investor Relations (IR)
The website provides an excellent medium to broadcast
timely information and present current material to both
prospective and existing investors. Although this section
is mainly applicable to listed companies, it is also relevant
to sole traders and partnerships who may wish to attract
compatible businesses to merge or form a joint venture.
However you should seek professional advice before
developing an Investor Relations section to ensure that
all the necessary legal requirements are fulfilled.
178. Investors corner
To assist investors in their research and analysis:
Present objective information from an investor’s point
of view.
State your investment proposition: why should
someone invest with you.
Link to third party analysis where possible to
provide an independent endorsement.
Compare your business performance with the
current market.
Substantiate claims with facts and figures.
Interpret raw data to help investors assimilate
important information.
Use interactivity to tailor information and
empower visitors.
For the investors’ corner, Joe Saari suggests putting
emphasis on educational material. Joe is an investment
advisor and co-founder of Precision Information24 and
says that: “New investors need to know what it involves.
24
http://www.precision-info.com
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About Us
Provide tutorials, rights and responsibilities information,
charts and even quiz questions.”
For investors’ information, you could include:
Investor Overview: business history and milestones
to give valuable insights into your past and present
performance. Outline future plans.
Investors guides and FAQs: literature for new
investors and answers to FAQs.
Example: IBM provides a guide on how to read
the financial statements in a company's annual report.
(http://www.ibm.com)
Newsletters: free subscription for existing investors
and all site visitors to attract prospective investors.
Investor presentations: live or delayed broadcasts of
conference presentations, interviews or speeches.
Financial information: annual reports and other
financial documents available in different formats, e.g.
HTML, PDF files, Excel spreadsheets, and audio files.
Trends: interactive tables and charts for key financial
and business data.
Example: Allete, automotive remarketing services
provider, supplies interactive graphs to show quarterly
or annual trends. The investor can select the type of
data and the time period. Data is updated with each
quarterly earnings release. (http://www.allete.com)
Stock Information: interactive charts and graphs of
stock price history to disclose the company’s recent
performance.
Contact: dedicated contact details for potential and
existing investors.
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Contact Us
PART 10
Contact Us
Contact details must be easily accessible at all times
to avoid missing any opportunity to build and develop
relationships with potential and existing customers.
‘Contact’ is the vital connection between your visitors
and your business.
179. Contact details
According to a Consumer WebWatch25 research report
A Matter of Trust: What Users Want From Web Sites
(2002), 81% of Internet users said that having the email
address, telephone number and street address available
on the website was very important whenever they spent
money. The survey was based on 1,500 respondents in
the United States.
Give a sense of legitimacy by displaying your physical
address. Better still, include a photo of your premises.
Reassure potential customers that a real person is
contactable if needed. Provide a phone number. A toll
free number is even better. It shows that you have nothing
25
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Contact Us
to hide and are willing to take the phone to answer
queries. Note that you can use a toll free call as a telemarketing opportunity to generate incremental revenue:
‘We have a promotion this week, would you be
interested in ….’
How fast you follow up an email or phone call is critical
to a customer’s assessment of your commitment and
trustworthiness. Use an autoresponder to acknowledge
incoming email immediately. If you don’t expect to
reply to the message within 24 hours, give an estimated
response time.
180. Contact forms
Provide online contact forms but avoid the following
common shortcomings:
Single email address for all types of enquiries.
The sorting and forwarding of emails in a large
organisation may result in communication delays.
Small text boxes that require too much scrolling
for viewing and editing messages.
Requests for irrelevant compulsory information.
181. Email address
Enable visitors to view and save your address for future
reference when printing the webpage. Spell out your
email address, e.g. [email protected] instead
of using non-specific phrases for your email link such as
‘Email us’ or ‘More information’.
182. Real-time help
Real-time help enables customers to communicate
directly with a representative. To access this service, the
visitor types a question and the representative returns an
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Contact Us
instantaneous response. This personal touch adds
credibility and interactivity.
Benefits of real-time help
Allays fears and answers questions that may have
prevented the customer completing the sale.
Presents cross-selling and up-selling opportunities.
You can co-browse with your customer and view the
shopping cart. ‘I have noticed that you have 2 bottles
of perfume in your cart. Buy another one and you will
receive an extra discount of 10% on the total order’ or
‘Have you seen the matching top for your pair of
pants?’
Multiple enquiries can be handled simultaneously.
Example: Bravenet provides a LivePerson® service to
their members (free membership). Visitors can view a
demonstration and register for a free trial.
Figure 46 Real-time help: Bravenet
183. Store locator (for offline stores)
Provide a search box to help visitors locate the store
closest to them. An attractive online store locator presents
a welcoming introduction to an offline store.
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Contact Us
Example: The store locator page of FTD Florists recreates
the feel of a bricks-and-mortar shop. The page is beautifully
decorated with flowers. The only thing missing is the smell!
(http://www.florists.ftd.com)
Example: Myer, a chain of department stores, provides
a map of Australia divided into States. When a State is
selected, the State is enlarged and all the store locations
are displayed. When a location is clicked, the address and
phone number appear on the screen.
(http://www.myer.com.au)
184. Map
If you have an offline store, provide a map and travel
directions to ensure that your visitor can easily find you.
You can also provide an internal floor plan and parking
information, if necessary.
Example: The Stop Laughing This Is Serious Gallery,
an art gallery, supplies a simple and effectively designed
map to help visitors locate their gallery premises.
(http://www.stoplaughing.com.au)
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Navigation Tools
PART 11
Navigation Tools
According to Consumer WebWatch26 in A Matter of
Trust: What Users Want from Web Sites (2002), 80% of
the 1,500 respondents said that it was very important to be
able to navigate easily and find what they wanted. Ease
of navigation was at the top of the users’ list of what they
want from websites.
It is therefore advisable to provide a range of tools that
accommodate alternative searching methods. Some
visitors prefer searching by keywords, others browsing
by categories.
When choosing navigation tools, consider the size of your
website, budget and target market, e.g. beginners versus
experienced internet users.
Example: Xtreeme, a web development software
company, provides 19 samples of navigation tools,
e.g. menus, site index, search engine, mega folders,
hierarchical diagram and site map. Visit Xtreeme to
familiarise yourself with the different types of tools.
(http://www.xtreeme.com)
26
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Navigation Tools
185. Internal links
Internal links eliminate repetitive information. Once a
situation has been explained or a term defined, you can
set up a link to the original explanation or definition.
However, make sure that you choose the same labels
for anchors (source and destination of the links). For
example, the link to the ‘Home’ page should be Home
and NOT Welcome, or some other non-specific term.
Choose keywords for the anchors that will optimise
search engine ranking.
Internal links hold your site together. To connect with
additional information or promote your products, insert
internal links in the text or include them under ‘Related
links’ on the sidebars.
186. Menus
Visitors use menus to make a quick evaluation of the
content and organisation of a website. The choice of
labels for menu buttons provides them with an insight
into your enterprise and has a bearing on how you are
perceived. More to the point, visitors can quickly assess
if there is something of interest to them in your website.
As with a personal introduction, you only have one
chance to make a good first impression, so make the
most of it.
Organise the website into meaningful categories and
choose menu labels that follow conventions, e.g. your
contact details should appear under Contact not under
About, to help visitors access your information.
The smaller the website, the more critical the menu
becomes as this could be the only navigational tool
available besides the internal links.
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Navigation Tools
Guidelines
Provide a consistent menu visible on all pages.
Choose concise words for the labels.
Avoid a long main menu. To shorten it, you can
use a Quick Links bar located at the top or bottom
of the webpage. The Quick Links bar could contain:
home, site map, log in, terms of use, privacy, your
account, disclaimer, contact us, about us, help, user
agreement.
187. Site index
A site index refers to an interactive list of keywords,
titles and subjects organised in alphabetical, numerical
or chronological order. Each item on the list is linked
to its counterpart location within the site. Site indexes
are similar to book indexes although less detailed and
not as extensive.
Benefits of a site index
Acts as a browsing tool.
Bypasses the hierarchical structure of the site to
provide direct access to specific information.
Uncovers spelling and terminology uses and redirects
via cross-references, e.g.
Web site see website.
Color see colour.
Guides visitors towards related topics, e.g.
Cross-sell see also Up-sell.
Keywords in a site index are carefully selected for their
importance, significance and relevance rather than their
mere occurrence. Providing site indexes can be a costly
exercise because they are labour intensive to compile.
Therefore, it is important to weigh the costs against the
benefits to your target market.
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Navigation Tools
188. Site search engine
A site search engine provides visitors with a method of
quickly accessing specific information within a website.
Some site search engines have tracking facilities that can
be used to discover the keywords entered by visitors in
the search text box. The count of keywords will reveal
the most popular keywords to include in the webpages
for search engine optimisation. It also indicates the
areas of high demand where you should concentrate
your efforts.
You can increase brand exposure and introduce new
products by displaying keyword-triggered promotions
on the search results page, e.g. if a visitor searches for
‘internet marketing seminar’, you could display links to
your Internet Marketing book or recent white papers
under ‘Related Products’ on the sidebar of the search
results page.
Consider a free site search engine from Google.com,
Bravenet.com or Freefind.com.
Example: Freefind.com supplies site search engines free
of charge that include the following features:
Scheduled re-indexing that can be set according
to needs, e.g. daily, weekly, monthly, on demand.
ChangeDetection™ monitoring system that lets
visitors monitor a page and receive notification
when one of your webpages is changed.
Automatic site map that updates the site map
whenever a change occurs within the site.
Automatic ‘what’s new’ list that provides visitors with
a list of new and updated pages since their last visit.
Tracking system that reports on top keyword counts
and recently performed searches.
(http://www.freefind.com)
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Navigation Tools
189. Site map
Supply a site map to give visitors a broad overview of the
structure, content and feel of the site.
From a single webpage, visitors can understand and view
the whole hierarchical organisation of a site. From the top
level of the hierarchy, broad information is broken down
into increasingly more specific sections. Each item of the
site map is linked to its counterpart section in the website.
For the site map, you can use either a table of contents or
a graphic map, e.g. a diagram. The table of contents is
more widespread because it is easier to update and faster
to download than graphical representations.
Both types of site map need to be consistent with the
website’s content and structure and replicate it precisely.
To eliminate confusion:
Use the same appellation for menus and tab labels in
your website as you have for the headings in the site
map, e.g. if you have ‘Testimonials’ as a menu item,
the site map should display ‘Testimonials’ and not
‘What people say’.
Arrange headings in the same sequence as the site
navigational structure, e.g. if ‘Testimonials’ comes
before ‘About us’, the same order should be reflected
in the site plan.
Site maps and indexes are not only useful for visitors
but also help search engines find and index all of the
pages within the site.
190. Breadcrumbs
Breadcrumbs are a series of navigational links usually
situated above the page header. They provide a trail that
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Navigation Tools
indicates the location and sequence of each webpage
in relation to the hierarchical structure of the website.
A breadcrumb could look like this:
Home > Web hosting > Plans & Prices > Order
With breadcrumbs, visitors can:
Understand the structure of the website.
Retrace their steps to the homepage if they had
followed the trail.
Access directly any destinations within the trail
even if they landed on that page as a result of a search
engine search.
As with any navigation tool, consistency is important.
Use page titles for the breadcrumbs to avoid confusion.
191. Virtual tour
If the site is complex, provide a virtual tour to show
new visitors how it can be navigated.
Example: Nordstrom has a comprehensive video on
how to search and browse by categories, set up a new
account, place and track an order, and view an order
history. (http://www.nordstrom.com)
192. What’s New
‘What’s New’ (also called ‘What’s On’), although not
strictly speaking a navigational tool, can be classified
as such because it serves as an annotated directory of
current news. This feature facilitates direct access to
sought-after information. Visitors scan the headlines,
select stories and click on links for further information.
A ‘What’s New’ feature is particularly useful for repeat
visitors who have bookmarked your site.
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Navigation Tools
Create newsworthy headlines to grab the attention of
visitors, tease their curiosity and entice them to dig
further into your website.
According to the Consumer WebWatch27 research
report A Matter of Trust: What Users Want From Web
Sites (2002), 65% of the 1,500 US respondents said that
knowing that the website is updated frequently with new
information is very important.
Use fresh and timely content and archive out-of-date
information to prevent your website from looking stale
and becoming congested.
You can use ‘What’s New’ to:
Display media releases.
Promote special offers. Use a heavy font to attract

27
the attention of impulse buyers and include a call
for urgent action, e.g. ‘limited offer’.
Announce the launch of new products, e.g. ‘just
arrived’, ‘spotlight’.
Advertise upcoming seminars, webinars, industry
conferences and trade fairs.
Introduce new staff and feature existing staff.
Present new business development, e.g. changes to the
website, opening of a new offline store.
Give sneak previews or headlines of featured articles
or new trends in your industry.
Highlight recent events relating to your business,
e.g. community sponsorship.
Show newspaper clippings of your business making
the headlines.
Publicise the winners of your promotions.
www.webwatch.com
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Navigation Tools
Example: Femail Creations has a segment called ‘Hey,
did you hear?’ on their community homepage. It draws
the visitor’s attention to Femail Creations’ media coverage
including published articles and a Small Business Award
received by Lisa Hammond, the business owner.
Femail
Creations was
featured in
‘Business
CloseUp’ on
iWoman.net
Femail
Creations
featured in
Oprah
Magazine
Lisa Hammond:
Small Business
Person of the
Year
Figure 47 What’s New: Femail Creations
193. Logo as a navigation tool
The logo or any other branding elements, e.g. special
fonts and distinctive colours, can double up as a tool
for navigation. At all times, visitors are reminded who
you are and also where they are. Therefore, make sure
that your logo has a consistent prime position.
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Marketing Tools
PART 12
Marketing Tools
Feedback
194. Feedback
Elicit and reward feedback. Provide multiple feedback
alternatives such as phone, mail, fax and email to cater
for the various preferences within your wide audience.
Treat feedback as an important source of information
for product and business development.
With feedback material you can build a list of FAQs,
discover areas of interest to add to your website and
supplement existing sections that are popular.
Feedback, both positive and negative, is extremely
valuable. On the one hand, positive feedback can:
Provide testimonials.
Validate your efforts.
Boost morale.
On the other hand, complaints can highlight product flaws
or administrative weaknesses that require prompt
corrective attention.
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Marketing Tools
From negative feedback, discover failings in:

Customer service: courtesy, responsiveness.
Products: functionality, unfulfilled promises.
Delivery or shipping: late arrival, broken parts.
Documentation: instructions unclear or missing.
Technical support: timely response, staff knowledge.
Website: broken links, slow download.
In feedback forms avoid the following shortcomings:
Irrelevant compulsory fields. Asking personal details,
e.g. address, phone number or gender, can be intrusive
and deter customers from feeding back.
Feedback pigeonholes. Providing 9 boxes by type
of feedback can be useful for forwarding comments to
the appropriate person or department, but you can miss
out on comments that cannot be slotted into your
categories.
Small text boxes. They require too much scrolling
to view, read and edit a message.
Simplify your feedback process as much as possible.
Example: Novell, a provider of information solutions, has
a quick link called ‘Feedback’ that pops up a small window.
On the feedback form, the URL of the current page is prefilled and visitors just need to add their comments and email
address. All this, without leaving the webpage.
(http://www.novell.com)
Example: AMD, a manufacturer of microprocessors, has
a quick link ‘Rate this page’ at the bottom of each page.
When the link is clicked, a small pop-up window appears.
Visitors can write comments in a box and also rate the page
in areas of content, design, usability and overall appeal
using a scale. A privacy policy is provided and no personal
identification is required. (http://www.amd.com)
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Marketing Tools
Offer incentives to encourage a response. Freebies or
a chance to win a prize are clearly good incentives for
customers to give feedback.
Example: Fiona Maclean from Fiona Maclean Designs
gives her visitors the opportunity to enter a monthly
competition in exchange for feedback. To win a T-shirt,
which she designs herself, participants complete a simple
form with their full name and email address, and answer
the questions: “What do you like about FMDesigns and
the promotions and info we provide? What would you
like to see more of?” In 2003, between 1000 and 2800
new visitors entered her draw each month.
Announcement
of winner adds
credibility
Figure 48 Feedback: Fiona Maclean Designs
Source: www.fmdesigns.com.au
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Marketing Tools
The competition not only provides feedback and attracts
visitors but also creates another source of revenue. Fiona
promotes three offers from her affiliates on the webpage
‘Thank you for taking part in our T-Shirt Competition’.
Her affiliate program “generated a lot more income than
the cost of the T-shirt” says Fiona. Each month, Fiona gets
in touch with the participants of her competition to inform
them of the winner’s name and to give news.
(http://www.fmdesigns.com.au)
Send ‘Thank you’ follow-up messages to providers of
feedback. This will demonstrate your appreciation and
genuine interest in their input. Let them know if you plan
to implement their suggestions.
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Marketing Tools
Surveys & Polls
195. Surveys
Surveys are valuable to assess your visitors’ needs, wants
and expectations.
Guidelines
Explain the purpose of the survey.
Provide incentives to complete the survey,

e.g. a chance of winning a competition, a copy
of survey results, fridge magnets.
Keep surveys short, simple and to the point.
Give indications on length and time required for
the survey.
Avoid non-essential personal questions.
Supply sufficient space for adding comments.
Include your privacy statement to reassure visitors that
their personal details will not be sold to a third party or
exploited for marketing purposes.
Thank respondents.
Respondents are usually more willing to disclose personal
details and complete longer questionnaires when offered
worthwhile rewards.
Example: Femail Creations gives “$100 worth of cool
stuff to a lucky person just for telling us what you think”.
The survey is advertised on their
homepage. It contains personal
questions, e.g. field of work,
annual household income and
number and age of children. Respondents are also asked if
they receive or wish to receive the catalogue and email
newsletter.
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Marketing Tools
Lisa Hammond, founder of Femail Creations says that
between 100 and 1,000 people enter the competition
each month, depending on the season. “The benefit to the
customer is getting their voice heard and having their input
and a chance to win free stuff. The benefit to me is that
I get to hear from our customers about what they want and
don’t want. Customers have some of the best ideas and we
implement the ones we can.”
196. Instant polls
Simplify your market research with instant polls (also
called minipolls). These polls are popular because they
require minimal time and effort to complete, and the
respondents receive immediate feedback to compare
their answers with other pollsters. Instant polls are
usually short (1 to 3 questions) and written in a simple
style to avoid ambiguity.
If your response rate is poor, give results in percentage
terms instead of numbers. Let’s say you only received
16 responses. It looks better if the results show 50% of
responses, rather than 8 responses.
Maintain an archive of past survey results for the benefit
of visitors.
Example: Femail Creations has a one-question instant
poll: “What word do you feel best describes the brand of
Femail Creations and what it means to you?” The poll is
quick and easy to complete. Visitors must select only one
of the 14 answers: inspirational, handcrafted, trusted, fun,
charity, value-oriented, empowering, etc. The poll results
are not secretive: all visitors can view the current scores.
The opinion poll adds interactivity to the site community
section and provides valuable feedback for marketing
purposes. (http://www.femailcreations.com)
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Marketing Tools
New window for
‘Poll Results’
Poll results
using bar
chart and %
‘View past polls’ link
‘View Results’ link
Figure 49 Minipoll: Femail Creations
Add a free minipoll from Bravenet. These polls are
easy to install and maintain, and include many valuable
features, e.g. customised appearance to match your
website, display of instantaneous results, restriction
of daily voting and a random change of polls.
‘Stats’
link
opens
a new
window
‘View Stats’
link
Figure 50 Minipoll demo: Bravenet
Source:www.bravenet.com
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Marketing Tools
Site Promotion
197. Tell a friend
Viral marketing, the online word-of-mouth, is a very
powerful web marketing tool used to increase market
coverage. The main advantage of viral marketing is
that personal recommendations are cheaper and more
effective than paid advertisements.
Provide reasons to spread the word, e.g. competitions,
freebies, interesting articles and other incentives to
‘Recommend this site’, ‘Refer a friend’, or ‘Send this
page to a friend’. Always remember to display your
privacy policy prominently.
Figure 51 Email This Article to a Friend
198. Bookmark this page
Provide new, useful and original content if you want
your website to be added to your visitors’ favourites.
Place reminders to ‘Bookmark this page’ in noticeable
positions. Note that page titles should start with your
website or brand name so visitors easily recognise the
name of your site in their favourites or bookmarks list.
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Marketing Tools
199. Link to Us
Invite webmasters to link to your website. Dedicate
a webpage for instructions, rules and samples of text
links and attractive icons to facilitate the linking to
your site. Inbound links increase your ratings with
search engines while their outbound links will add
value to their own site.
Example: Fish Link Central, a guide to aquarium
resources, offers a range of images and HTML codes
that webmasters can copy and paste to their own pages.
(http://www.fishlinkcentral.com)
200. Make this home
To encourage visitors to use your website for their
homepage, provide incentives or attractors, e.g. instant
access to updated resources, word-of-the-day, a link to
the latest news, horoscopes, inspirational thoughts, etc.
According to a survey from Pew Internet & American
Life Project in June 2003, 75% of US internet users
check the weather on the web with 20% doing it on a
daily basis.
Get a free weather button from The Weather Network
(http://theweathernetwork.com) for your homepage to
persuade visitors to make your homepage theirs.
193
Conclusion
Conclusion
Before implementing any of the ideas, take stock of your
position and think about what you want to achieve with
your website. Although the web has changed the business
landscape, the basic philosophy of marketing remains the
same: customer focus.
The Seven Seas are the navigable waters of the world that
provided the first shipping routes for international trade.
However, today’s trade routes are in Cyberspace.
Therefore, when marketing your e-business employ the
Seven C’s of the navigable World Wide Web.
Give your visitors:

Content.
Customer service.
Choice.
Convenience.
Competitions.
Community.
Contact.
…and you can contact me for feedback at
194
Glossary
Glossary
Affiliate: associate in an affiliate program.
Affiliate program: partnership in which a webmaster drives
traffic to the associate’s website using outbound links and
receives a commission for sales, subscriptions, site visits
or any other agreed actions resulting from the referral.
Anchor: source or destination of a link. The anchor can be a
word, phrase, graphic or URL.
Audiocast: short for audio broadcast: online live or delayed
transmission of an online event, e.g. press conference,
lecture. An audiocast is a one-way communication medium
using audio and slides but no video as in a webcast.
See also Webcast, Webinar.
Blog: short for web log: online diary or journal updated regularly
and organised chronologically. Used as a verb, blog means to
author a blog.
There are two types of blogs: Personal and Business.
B-Blog: short for Business-Blog: blog used for business purposes.
Blogger: person writing the blog or the name of a web-based tool
to create and publish instantly the blogs on a website.
Bookmark: link to a webpage saved in Bookmarks (Netscape)
or Favorites (Internet Explorer).
Breadcrumbs: navigation tool that indicates the trail of webpages
to the homepage.
195
Index of Websites
Cross-sell: sales technique used to increase the total value of
an order by suggesting additional related products during
or soon after the purchase process.
Deep link: outbound link to a webpage other than the other
website’s homepage.
FAQs: short for Frequently Asked Questions: common questions
with their answers.
Forum: online discussion group in which visitors communicate
with each other by posting comments on a message board.
Inbound link: incoming link from another website.
See also Deep link
Internal link: link to other parts of the same website.
Link popularity: search engine ranking criteria based on the
number of quality inbound links.
Mouseover: also called Rollover: technique used to cause a
page element to change or to appear when text or an object
is ‘rolled over’ with the mouse, rather than being clicked.
Newbies: inexperienced internet users.
Opt-in: request to be included on a mailing list.
See also Permission marketing.
Opt-out: request to be removed from a mailing list.
Outbound link: outgoing link to another website.
PDF: short for Portable Document Format: file format that
captures all the elements of the document as an electronic
image. To view PDF files you need Acrobat Reader—
free download is available from the Internet.
196
Index of Websites
Permission marketing: online sales approach whereby people
agree– give permission– for the sender to email information,
newsletters, notifications or promotional material to them.
Post: notice, comment or message that is broadcast. Used as a
verb, post means to broadcast a notice, comment or message
on a webpage.
Reciprocal link: outbound link in exchange for an inbound link
or vice versa.
Search engine: program that indexes internet files and stores
them in a database. When a search is performed the program
retrieves a list of webpages from the database in which the
entered keywords are found.
The web search engine indexes a large proportion of the files
found on the web but a site search engine is limited to pages
found within one or more specified websites.
Search engine optimisation (SEO): use of strategies such as
choosing targeted keywords and strategically positioning them
on webpages in an effort to improve the ranking in the search
engine results and therefore increase the likelihood of
attracting more visitors to the website.
Spam: electronic junk mail or unsolicited bulk email.
Thumbnail: thumbnail-sized (i.e. miniature) version of a picture.
Thumbnails are used to display a large group of pictures and
still maintain a relatively short download time. Thumbnails
are often linked to a webpage that contains the enlarged
version of the picture.
Up-sell: sales technique suggesting the purchase of a more
expensive product, usually with additional features, to increase
the value of the transaction.
197
Index of Websites
URL: acronym for Uniform Resource Locator: unique address
of a file on the Internet. The URL of a webpage is displayed
in the web browser’s address bar (Internet Explorer) or
location field (Netscape).
Viral marketing: also called online word of mouth or word
of mouse: promotion via email between internet users.
To encourage viral marketing, webmasters provide an
‘Email to
a friend’ button on webpages.
Webcast: short for web broadcast: online live or delayed
transmission of an event, e.g. press conference, lecture.
Webcast is a one-way communication medium using video,
audio and slides.
See also Audiocast, Webinar.
Webinar: short for web-based seminar: online live or delayed
transmission of an event, e.g. workshop, seminar. Webinars
are similar to webcasts except that they are a two-way
communication medium which means that the presenter and
audience can interact.
See also Audiocast, Webcast.
Webmaster: person responsible for developing and maintaining
a website.
White paper: detailed and authoritative report.
198
Index of Websites
Index of Websites
0-9
0800flowers.com, 74
1to9.com, 100
4 Wheel Parts, 91
A
Allete, 171
Alpha Sigma Kappa, 121
Amazing Designs, 88
Amazon.com, 65, 115
AMD, 185
Anything Left-Handed, 21, 162
Apple, 142
Aqua Falls, 46
Aquazoo, 33
Aspen Mortgage, 53
Ausfish.com.au, 114, 127
AutomationDirect, 147
B
BabyTrain, 93, 112
Balloons Over New England, 43
Barbara’s Bakery, 79
Bed Bath & Beyond, 59
199
Index of Websites
BizRate, 36
BizReport, 152
Blogger, 49
BodyTrends, 75
Bottle Domains, 143
Bravenet, 114, 116, 118, 121, 125, 128, 174, 179, 190
Britishcarforum.com, 113, 120
Buckle Babies, 22, 23, 74
C
Capital Bank, 60
Chandra X-Ray Observatory, 46, 50, 122, 127, 136, 139, 150
Cheapskate Monthly, 126
Classic Aero Models, 92
Cleveland Nursery, 87
Coach, 119
ComScore Media Metrix, 124
Connect Away, 107
Consumer Internet Barometer, 36, 87, 98, 159
Consumer WebWatch, 20, 172, 176, 182
CoolPick, 126
CoolSavings, 85, 86, 110
Curtin University of Technology, 94
D
Del Rey Books, 130
Deloitte, 96
200
Index of Websites
Diamond.com, 59
Did you know?, 47, 126
Discovery Channel Store, 36, 93
Disney, 145
DistinctDeliveries.com, 74
Do it Best, 76
Doctors Foster & Smith, 32, 34, 53, 68, 154
Driza-Bone, 100
Drugstore.com, 73, 78
E
Ebags, 85, 155
eHobbies, 88
eMarketer, 31
Entech Group, 71
Esplin Architects, 66
Expedia, 110
F
Femail Creations, 45, 80, 120, 182, 188, 189
Ferl, 115
Fiona Maclean Designs, 186
Fish Link Central, 192
Flowers.com.au, 130
Freefind.com, 179
Frontgate, 27
FTD Florists, 175
201
Index of Websites
FTD.com, 98, 100, 145
Fulton Lane Inn, 46
G
Gap, 98
Garnet Hill, 45, 82
Gas Technology Products LLC, 166
GHI, 79
Glidden Paint, 52
Godiva, 46, 91
Goodguys.com, 74
Google.com, 179
GrailQuest Industries, 126
Green Home, 75
Gucci, 26
H
Hallmark, 127, 128
Hancock Fabrics, 77, 123
Harris Interactive, 20, 152
Harris Poll, 19
Head & Shoulders, 106
Heala, 90
HerbaCall, 64
Hershey, 26, 46
Home Trends, 86, 155
House of Tartan, 61
202
Index of Websites
I
IBM, 171
ICOS, 167
Iguana, 80
Imaginarium.com, 83
Innovations, 79, 95
Insider Viewpoint of Las Vegas, 129, 154
InsightExpress, 51, 52
iSUBSCRiBE, 92
J
J.C. Penney, 166
Jakob Nielsen, 51
Jefferson Lab, 135, 137, 140
Jelly Belly Bean, 47
Journée, 168
JSC Dasfa, 92
Jupiter Research, 49, 85, 159
K
Karate Planet, 39
Kingman Area Chamber of Commerce, 91
KJE Computer Solutions, 90
Kodak, 45, 87
203
Index of Websites
L
Lands’ End, 25, 62
Learning Resources, 72
Loralie, 82
Louisianatravel.com, 105
M
Magellan’s, 65, 88
MARBLELIFE, 70, 86
McCormick, 112
Miles Kimball, 147, 157
Mindwerx International, 71
Mizambar, 132
Musician’s Friend, 153, 165
Myer, 175
N
Nature's Rx, 91
NB Web Express, 25
NCEE, 147
Neiman Marcus, 80
NetIQ, 65, 66, 103, 111, 152
New Zealand Post Stamps Centre, 78
Newfoundland and Labrador Heritage, 133, 134, 137
NFO, 153
NITLE, 49
204
Index of Websites
NOP, 102
Nordic Track, 41, 102, 144
Nordstrom, 146, 181
Novell, 185
NSAA, 119
Nurse Entrepreneur Network, 111
O
Olde Timers’ Herbals, 163
Outback Emuzing Ranch, 31
P-Q
Para Publishing, 29, 89
Pets Place, 57
Pew Internet & American Life Project, 19, 192
PhoCusWright Inc, 76
Preactor International, 66
Precision Information, 170
Promotion World, 54, 55
Purina ONE, 60, 78
R
Reading Room, 68
RedBalloon, 97, 99
RedSheriff, 19
Rei, 94, 153
Rembrandt, 107
205
Index of Websites
Road Runner Sports, 61, 145
Roc Candy, 24
S
Science Blog, 56
Simon Delivers, 68
Stop Laughing This Is Serious Gallery, 175
Sumerset Houseboats, 117
Sun Microsystems, 94
Sundance, 27
Sunspirit, 164
Susan Sweeney, 169
Swift CD, 160
Symynet, 70
T
Taming the Beast, 55
The Groby Directory, 118
The Home Depot, 60, 61, 96, 149
The International Art Contest, 122
The Knot, 117
The Scrapyard, 93, 148
The Sharper Image, 70, 88
The UCard, 43
TIPWORLD, 106
TopKayaker.net, 156
Toys“R”Us, 160
206
Index of Websites
Trax, 75, 108
Tropical Quilting, 101
Truckaddons.com, 97
TRUSTe, 153
TSI, 167
Tuross Marine, 28
U-V-W
University of Birmingham, 70
University of Western Australia, 38
Vividence, 76
Wal-Mart, 34
Web and Print Design, 35, 37, 53
West Country Violins, 29
Wiggly Wigglers, 42, 90
Williams-Sonoma, 77, 83, 160
Women’s Network Australia, 109
X-Y-Z
XE.com, 159
X-rates.com, 158
Xtreeme, 176
YACHTe, 115
Yonex, 72
Yves Rocher, 40, 127
Zdaily.com, 139
ZDNet, 105
207
About the Author
About the Author
‘The Australian Web Marketer with a French accent’
Henriette Martel-Lawson is an author, professional
speaker and web marketing consultant based in Western
Australia. She specialises in website strategies for small
and medium enterprises, including web graphic designers
and developers.
To organise a critique of your website, discuss website
strategies or to schedule a seminar or workshop, Henriette
can be contacted directly at:
208
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