A Web site in its simplest format is a brochure that is available to interested parties online. And just like a brochure, the Web site`s first function is to offer information to the customer.
The great difference between a brochure and a Web site, however, is that the marginal cost of an additional Web page is negligible. It is therefore in the interest of the company to post as much information and to answer as many potential questions as possible.
No company should be proud of the design of its Web site. Everybody expects well-designed sites. Companies should rather focus on how well the site works. There is nothing worse than to tell your customers that you have a Web site, invite them to visit it and then offer them no new information.
But an informative and well-designed Web site is only the first step to fully utilizing the power of the Internet. Personalization is the key to the game. This does not mean that you greet your customer by first name, or that you offer him personalized services like weather reports for a particular town. He already knows both things. The best personalization happens behind the scenes, without the customer even being aware of it.
Ever noticed how Amazon.com always seems to have the books you want to read displayed on its home page? Believe me, it is not because they share your good taste. It is because they make use of technology to track which of their book pages you visit online, and if applicable, which books you actually buy. They then use the technology to project what other books you might enjoy, based on your past browsing behavior. It is for these reasons alone that Amazon.com is regarded as one of the best e-commerce sites.
Of course, not all sites have Amazon.com`s resources at their disposal. But each site that has a vision of online grandeur must, at least:
Use the power of cookies to track customer browsing behaviour
Gather volunteered and non-volunteered information about the customer and store it in a secure database
Use the above two tools to discreetly create a Web site that your customer will believe was created just for him.
Let me give you an example:
Assume that you are a new parent, and your tiny Angela has been crying for four nights in a row. All you now want is a quick solution to this problem, so you can get some sleep. You visit your favourite baby site. The home page:
greets you by your name, and
asks how Angela is feeling - by name
introduces you to a new formula for infants
suggests solutions on helping your baby sleep through the night.
No wonder it is your favourite baby site. How did it know what information you wanted? Intuitive logic. Some time in the past few months you had registered on the site as a new parent, and given your baby`s name and age. The site "knows" that one of the most common problems among newborn babies is that they cry through the night. The site becomes a pro-active magician, and offers you information that you really need without you having to ask for it. All of this is done with the simple use of cookies and a database. You, of course, buy the new formula.
Once you have a Web site that is database enabled, make sure you use it to your best advantage. Even a brilliantly designed site can`t create a 1 to 1 relationship with a stranger. Give your visitors plenty of opportunities to interact with the site, whether it is by registering, purchasing, browsing or filling out forms. Then create a clever analysis tool that enables you to use all this information to its best advantage.
Above everything, make sure you protect the privacy of your visitors! Never sell or share information in your database with third parties. Your customer is your most important asset, and you want to keep him on your good side.
Professionals should design a Web site that relies on database integration. Although the costs involved are higher, the benefit of having a dynamic site rather than a static one will soon pay for the additional expense. It is also important to make sure the development company understands your personalization goals.
Once you have a great, interactive site, it is time to integrate it with a tool that has proven over and over again to offer the best communication channel between you and your customer: Direct email. Imagine how thrilled you would have been if you had received a newsletter about how to help crying babies without having to visit the site. Personal email is the most powerful tool a Web site owner has at his disposal. There are various companies who manage corporate databases professionally and effectively: (www.ecorp.co.za and www.myzone.co.za).
But remember - email campaigns only shine in their full glory when they run off a strong database. Make this your first priority. Design an easy to navigate site that offers visitors instant answers to any questions they may have regarding your product and service. They will then be happy to set up a dialogue with you, giving you an indirect tool to serve them the way you serve those customers who walk through your front door, on a one to one level.
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