200 Marketing Ideas for Your Website

This practical and concise guide contains ideas extracted from over 2,000 websites reviewed especially for this book. It...

Author: Henriette Martel-Lawson

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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

Henriette Martel-Lawson

‘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

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200 Marketing Ideas for Your Website


200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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


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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]


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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


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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


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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


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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


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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


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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


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Table of Contents

Conclusion.................................................................................... 193 Glossary ....................................................................................... 194 Index of Websites ......................................................................... 198 About the Author........................................................................... 207 Contact us .................................................................................... 208


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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


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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


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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.


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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


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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.


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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.


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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


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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


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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


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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


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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. 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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


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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


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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. 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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)


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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.


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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)


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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. 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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


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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


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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


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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. (http://www.drsfostersmith.com) 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 Source: www.drsfostersmith.com

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)


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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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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


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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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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


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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.


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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.


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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


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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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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.


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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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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. 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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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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

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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.


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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


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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


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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 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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)


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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. (http://www.drsfostersmith.com) New window for ‘Dogs’ index page

‘Dogs’: one of the eight categories of the Info Center Figure 16 Library: Doctors Foster & Smith Source: www.drsfostersmith.com

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. 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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: 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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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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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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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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 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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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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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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 Source: www.drsfostersmith.com

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. 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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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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. 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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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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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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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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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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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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. 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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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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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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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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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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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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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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 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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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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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. 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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) 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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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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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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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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) 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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? 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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)


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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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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. (http://www.homedepot.com)

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www.deloitte.com


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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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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

www.consumerinternetbarometer.us


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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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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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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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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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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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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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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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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. 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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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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. 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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)

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www.CoolSavings.com


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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, 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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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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. 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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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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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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) 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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. (http://www.bravenet.com)

Figure 25 Classified ads demo: Bravenet Source: www.bravenet.com


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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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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. (http://www.femailcreations.com)

‘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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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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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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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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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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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. (http://www.bravenet.com)

Figure 27 The Daily Cartoon: Bravenet Source: www.bravenet.com


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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’. 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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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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. (http://www.bravenet.com)

Figure 29 E-card demo: Bravenet Source: www.bravenet.com

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)


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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. 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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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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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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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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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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 Source: www.heritage.nf.ca/games/default.html


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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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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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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 Source: www.heritage.nf.ca/games/default.html

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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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 Source: http://education.jlab.org

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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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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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. (http://www.chandra.harvard.edu) 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 Source: http://education.jlab.org


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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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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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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


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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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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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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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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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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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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. (http://www.homedepot.com)


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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 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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handout includes extra facts and also links to images in JPEG, Tiff and PS formats. The options cater for the different needs of visitors. (http://www.chandra.harvard.edu) 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)


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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

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www.harrisinteractive.com www.e-tailing.com


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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.

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www.e-tailing.com www.truste.com


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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. (http://www.drsfostersmith.com) 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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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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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)

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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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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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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.

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www.consumerinternetbarometer.us www.jupiterresearch.com


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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) 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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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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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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


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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: 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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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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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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)

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Transformation Systems Incorporated


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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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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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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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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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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

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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 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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. (http://www.bravenet.com)

Figure 46 Real-time help: Bravenet Source: www.bravenet.com

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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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)

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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. 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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. 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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) 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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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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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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. (http://www.femailcreations.com)

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 Source: www.femailcreations.com

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.” (http://www.femailcreations.com) 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 Source: www.femailcreations.com

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.


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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 mailto:[email protected]


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. 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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


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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 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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, 175 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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, 61 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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


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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, 49 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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, 107 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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, 160 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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, 105 200 Marketing Ideas for Your Website © Henriette Martel-Lawson www.marketingcues.com

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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: mailto:[email protected]


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Contact Us

What’s next? Subscribe to our webmarketingcues newsletter for occasional book updates and lots more tips. It’s free. You can also join our affiliate program for referral commissions and apply for bulk purchase discounts.

Contact us Visit http://www.marketingcues.com/ to read the articles, join the affiliate program or subscribe to the newsletter. Marketing Cues 21 Sandover Drive Karrinyup WA Australia 6018 mailto:[email protected] Phone Fax

(08) 9243 1260 (08) 9243 1290

For International callers Phone +61 8 9243 1260 Fax +61 8 9243 1290


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