No purchase necessary
- Article 6 of 77
- Information Age, April 2001
How does an organisation that does not sell goods or services online attract visitors to its site and keep them coming back?
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The CIO has to commit resources, not just to set up the site, but also to maintain it. “Too often, content is left for too long, making sites look tired and out of touch,” says Gibb. “This means ensuring that the support and resources to execute site updates and content refreshes are in place. A web site is a dynamic process, rather like publishing. It demands long-term commitment and investment. It may be surprising, but there's a marked drop-off in web site quality after about three months of life because little attention is paid to site, design and content upgrades.”
“There is one final form of payback from the site,” adds Muranyi. “The marketing department pays out masses for good, deep data on customers. Some of the most successful sites of this type ask for one or two extra pieces of customer information in return for a promotional discount, or for access to different areas of the site. They also tend to sweeten this process by offering loyalty points. The result is a site that delivers deep information on the most valuable customers, allowing the site owner to confirm or question the promos and functions on the site and refine it.”
Clearly, this is insight that few companies can afford to ignore.
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