CRM - December 2008 - (Page 30)

single trick to converting site visitors. The following strategies and customer case studies are derived from the experiences of specific companies. While they may be a good place to start, it’s important to use A/B and multivariate testing to assure that each element works for you and your visitors. “Think about the site as [the result of] many, many decisions,” says Seth Rosenblatt, vice president of product marketing at Interwoven, a provider of content management software. In doing so, you’ll soon see that each item can impact customer conversion. You’ll want each one to justify its piece of real estate. START OFF RIGHT For those who have yet to put up a site— yes, there are a few—now is as good a time as ever. Like any part of your business, designing a Web site requires an intimate understanding of your company and, more important, of your customers. When Anthony Rodriguez began his initial planning for StarvingStudent.net, he recalls aiming for simplicity. “A picture says a thousand words,” he says. “I used a basic publisher to make a picture of the layout I wanted, put a rectangle box here and there…[used] basic text to explain which [part of the site] should do what,” he explains. Having his idea down on paper made conference calls and conversations with his Web designer infinitely more productive. What typically happens, says Tim Ash, president and chief executive officer of Web-site optimization solutions provider SiteTuners, is that many corporate Web sites are designed within the technology department or by a graphic designer rather than by those who are producing the content. As a result, companies typically end up with what Ash calls a “Frankenstein-type monster” where nothing fits quite right. Rodriguez admits to having a very limited technology background—and he’s certainly not alone. More and more software providers are responding to the growing demand for business solutions that empower the business user. Rodriguez created his site using San Diego– based SharePoint360’s Web solution, one www.destinationCRM.com Spiff Up Your Site! Your company’s Web site doesn’t have to be the prettiest one out there, but it has to be useful. Here’s how to make sure it is | By Jessica Tsai f you put your corporate materials in a beauty pageant, your Web site would probably stand up well in front of today’s judges—better known as your audience. It may not be Miss America just yet but it’s definitely a strong contender for Miss Congeniality, or at least Best in Swimsuit. The word “sexy” has certainly been thrown around the technology industry and it comes as no surprise that the rapid sophistication of Web sites is contributing to that perception. Most sites don’t boast flashy images or personalized recommendations, but big names such as Amazon.com, Netflix, and Travelocity continue to raise the bar. 30 According to research firm eMarketer, roughly 193 million Americans used the Internet in 2008, and once they’ve been exposed to a good experience, they’re not likely to settle for anything less. The tremendous business opportunity online makes the need for a well-designed Web site even more compelling. A Nielsen report released in January 2008 found that 875 million (86 percent) of the world’s online population has made a purchase online, up a whopping 40 percent from 2006. And in North America alone, despite vendor and consumer concerns about security, 92 percent of online users shopped over the Internet this year. And yet experts agree that there’s no CUSTOMER RELATIONSHIP MANAGEMENT | DECEMBER 2008 http://www.StarvingStudent.net http://www.Amazon.com http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - December 2008

CRM - December 2008 Contents Front Office Feedback Reality Check Customer Centricity The Tipping Point The Rave Is Over CRM on Twitter Financial Frenzy Will Customer Experience Survive in a ‘Soft’ Economy? Holiday Humbug Empowered Consumers Are Ready to Flip the Switch Required Reading Transparency Spiff Up Your Site! They Aim to Please Mixing In a Little Sugar Sweetens the Deal A Newsletter Employs New Tactics A Site Stops Feeling Overtaxed Make ’Em Laugh—Personally Secret of My Success Re:Tooling Scouting Report Pint of View

CRM - December 2008

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