Authority isn’t in control, it’s responsibility…
The number one problem with web strategies is that decision makers excercise too much control and not enough responsibilityto making the information powerful for the customer…
7 most common mistakes oline…
1. Not Taking the medium seriously
(to be on the net is NOT enough you must be of the NET)
2. Trying to do everything for everyone in one solution. (Not creating a niche catre.)
3. Technology for technology’s sake.
4. The marketing brochure trap
cannot tell if they are still on the same site or not… (Uniformity; medium communication is key)
5. The introverted Website
A company’s website is a remarkable mirror of the company’s organization and philosophy.
If the company doesnt know what it is doing internally, that eventually shows itself on the site.
I believe now this is evident more than ever. An intoverted site means organized by internal issues rather than the customer’s needs….
An introverted website is normally organized around contentmirroring it’s physical counterpart. (which we have none…)
The company simply looks atit’s resources, products and services and puts them on it’s site. reinforcing it’s brick and mortar appearance on the web. These sites do not scale well.
They normally become quickly less organizing and more confusing as the company adds content and recieves more visitors. They do not promote loyalty and don’t make anyone feel at home.
The homepage continues to attract everyone and spirals out of control, forcing the company to TRY TO PUR EVERYTHING ON THE FRONTPAGE to accomadate the wishes of all its customer groups simultaneously.
6. Taking yourself too Seriously
If you focus on shopping, etc and not know who your online customers are, how can you possibly build a site to accomadate them.
I; man! I would simply ask the person who is developing it do you shop online?… I’d also mass email our customers what they would want in your site… For god’s sake ask your customer base…. not just send them a bill every month.
Without asking the right questions to the right people upfront, it doesnt really matter which designer/developer they hire - they will blame the designer when the site doesnt live up to their expectations.
Most web strategies fail because they start with the company’s mission statement and end with a call to action. If the web team gets bounced between the marketing and IT departments, your company is already in trouble. The more any of these groups own the site, the morelifeless it will be. If your customer service is in charge of your site , we might have a chance. If your customers are in charge, you’re futurizing!
Customer led-companies have extraverted site naturally. Rather than doing everything for everyone, a customer led company aligns divisions in the company with important customer groups… No one can please all the people all the time, the catch is knowing when youre turning the eyes of the majority.
7. The biggest trap of all E-Commerce
Good ecommerce companies automate their best sales people.
Beware most e-commerce sites are modeled by the web team and they are the only group in the company that communicates with online customers, reinforcing the bottleneck between customers and company representatives… This model doesn’t foster the employee-customer conversations that deepen the relationship and thus encourages loyalty! Instead there is a better more appropriate way to grow a business online.
A number 1 goal should be not to sell other things but to push the same service offered elsewhere in other mediums without regard to whether they are hurting the offline business…
number 2 become a customer led e-business. the company does not list the services or products on the homepage it utilizes the second level nature of neighborhood sites for sub affinities… an intense focus on the customer is a natural outgrowth of the business’s philosophy if it truly exists…