Where to Turn for Help in Creating an E-Business (1,393 words)
"Companies are afraid to bring up the data issue at all, thinking that if they don't mention it they won't scare people, but the exact opposite is true," Girard says.
Design to Stop Traffic
Once you've directed some traffic your way, you need a few elements to turn eyeballs into buyers, and one-time buyers into loyal customers.
You may need help establishing a clear design. An Andersen Consulting study shows that difficulty navigating sites was one of online shoppers' top 10 complaints of the 1999 holiday season.
There's Safety in Numbers
The community aspect of the 'Net marketplace is one of the major advantages to being online. Consider affiliate marketing to link arms with a company that serves a similar demographic with a different product by implementing an effort.
"You're obviously not going to want to spend 100 percent of your marketing budget on your own Web site. Consider building a 'microsite' on someone else's site. It could get you a lot more traffic," says Armstrong.
A microsite is an alliance with another (usually larger) company to market in a specific content area on its site. Says Armstrong: "At a basic level, a banner ad is a brand awareness tool. A microsite is similar but has more substantial content."
A recent Gartner Group study indicates that, although only about 10 percent of online sales come from affiliate relationships today, by 2003 it could be as many as 40 percent. John Deneen, president of SiteForm.com, an e-commerce development firm, highly recommends seeking out such partnerships.