As e-commerce sales continue to climb, many catalog/multichannel marketers find themselves evaluating their current platforms to determine if it’s time to consider upgrading their Web sites. No doubt, it’s a large task. So proper planning is a crucial first step toward handling the project the right way.
John Deneen
Note: Consistent with the issue’s focus on e-commerce/technology, this month’s Creative Cut focuses on a Web site. Many niche marketers thrive on the Web. If you have a very specialized product or target market, you can build a successful online business that grows by word-of-mouth, search engine marketing, and, at times, small catalogs or print materials. This requires a well-honed site that speaks directly to your market with a clear message that you’re an expert at what you do. The following is a look at ways FlagClothes.com could enhance its Web site to become the true leader in flag-based, patriotic products. Homepage At
This month, we bring you a special report examining what Web 2.0 means to you and how you can make the most of it, along with the latest and most beneficial tools for effective e-mail marketing. In this Special Report: Web 2.0: What it Means to You by John Deneen E-mail: The Right E-tools for the Job by Joe Dysart SEO in the World of Web 2.0 by Stephan Spencer
Customer reviews are becoming an increasingly common way to use the online community aspect of the Internet to help convert visitors to buyers. Amazon.com, CompUSA and other sites have been on record as saying customer reviews do lead to increased conversions. Here are four things you’ll want to consider: 1. Allow negative reviews? Absolutely. Including negative as well as positive reviews on your Web site makes you appear trustworthy. 2. Are they important? Heck, yeah. Ninety-two per-cent of online customers rated “customer reviews” as extremely or very helpful (the top-rated Web site feature) in a 2006 survey conducted by J.C. Williams/the e-tailing group. 3. Must they constantly
If you’re confused about what exactly Web 2.0 is, you’re in good company. This often-repeated buzzword has many Web site owners — not just catalogers — scratching their heads and wondering what the heck Web 2.0 is and whether their sites need it. Fear not. Web 2.0 actually is a broad term, closer to a concept encompassing a whole cluster of new tools and techniques used on Web sites. You didn’t see them three to five years ago. It’s not a software package you can buy from Microsoft or build yourself, but rather a catchphrase that denotes your Web site is keeping current with the
