Creative Results

How to Interact Online
November 1, 2003

By Amy Africa 7 sure-fire techniques for creating involvement on your Web site. Are you having trouble increasing the amount of time your users spend on your site? Do you have a difficult time building up your number of drills (clicks)? If so, here are seven proven tips you can consider. 1. Quiz your customers. One of the most effective ways to get your customers involved is still an old-fashioned quiz. Quizzes are good not only because they generate user involvement, but also because they offer an opportunity to learn more about your users without being threatening. For example, JoAnna Brandi,

Create the Perfect Home Page
August 1, 2003

By Amy Africa If your company is like most, 80 percent to 90 percent of the people who visit its Web site today will not make it past the page they came in on. Usually, this happens because you don't give users what they're looking for the instant they arrive. Something to Look at One of the first things customers look for on a home page or entry page is an offer—a reason to stay. In the upper right-hand quad of your site, you need to give the customer something to focus on. Deals, especially limited-time deals, work best, but you also can use

Navigation That Works (964 words)
May 1, 2003

By Amy Africa Master site navigation—and get your right-hand column on the right track. For most companies, 80 percent to 90 percent of the people who visit their sites never leave the page they came in on. Some of this happens because the user clicked the wrong button and subsequently landed on the wrong page, but most of it happens because the company didn't give customers what they were looking for the instant they arrived. What do users look for on an entry page? One of the first things is a reason to stay. In the

Keeping Web Sites Fresh
February 1, 2003

Six Low-cost, No Fuss Ideas to Generate Repeat Visits By Amy Africa According to traffic patterns, the typical business-to-consumer Web site needs to be updated at least every five days, and a standard business-to-business Web site needs to be updated every eight days. Don't have much time or resources? Don't despair. Keeping your Web site fresh is actually easier than it looks. There are only a few things that work and even fewer that users notice.

Make E-mail Pay (2,097 words)
March 1, 2002

Boost ROI by Doing e-mail campaigns right By Alicia Orr For very little upfront investment, you can contact thousands of prospects at the click of a button. That's the power of e-mail marketing—but it's also a potential problem. The ease and speed by which a marketer can get out an e-mail campaign makes it inherently dangerous. Just as in our own personal e-mail communications, it's tempting to type away and hit "send" without really thinking about what we're saying and how we're saying it. All too often, the same care that would go into writing a direct mail letter doesn't go

Clicks That Count
October 1, 2001

The Only 4 Things That Make a Difference Online By Amy Africa I just got off the phone with a soon-to-be-ex-client. Soon meaning, soon-as-I-can-write-them-a-Dear-John-letter-soon. Every Monday, Peter (name changed to protect the guilty) calls or e-mails me to tell me about some fancy-schmancy new next-best-thing he found over the weekend. You know, THE THING that will reinvent his $250 million e-business overnight. As if. Sure, there are lots of bells and whistles you can add to your site, but do any of them work? Are any of them worth the money? Not really.  Don't get me wrong, I like all the new, singing, dancing

How to Drive Federal Buyers to Your Web Site (950 words)
February 1, 2001

By Mark Amtower If you seek a customer who buys just about every type of product and service imaginable, look no further than Uncle Sam. Ignore the horror stories you may have heard about arcane processes such as needing a GSA number or some other government contract, or how slowly the Feds pay vendors. The federal government has more than 500,000 small purchase (i.e., less than $2,500) credit cards that were used more than 25 million times in fiscal year 2000. Total spent: $12.2 billion. By far the greatest beneficiaries of this largess are catalogers and other direct marketers selling on the

Conquering the E-Mail Test (1,116 words)
September 1, 2000

If you've taken your marketing effort online, chances are you did it within the last two years. In that time the only thing reliable about the e-mail market has been its potential for growth. The rules are changing. Some of the traditional direct marketing truisms apply, some don't, and the rest is a lot of trial-and-error. To cut down on the "error" part, consider some sage advice from Michelle Farabaugh, vice president, catalog, West Marine Products. She says you need to determine by what percentage you wish to grow your online marketing efforts, and at what cost. What is the lifetime