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IN the Box Thinking Works!

IN the Box Thinking Works!

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Published by David Smith
This article addresses why most people struggle with developing “Out of the Box Thinking” before they take care of “In the Box Thinking” issues first? There is a misconception that “In the Box Thinkers”: 1) accept the status quo, 2) are idea killers, 3) accept mediocre solutions, and 4) are indifferent to innovation. We can imagine there are some people in the business world that think in this manner; however, it is our experience that many Internet marketing people think just the opposite.
This article addresses why most people struggle with developing “Out of the Box Thinking” before they take care of “In the Box Thinking” issues first? There is a misconception that “In the Box Thinkers”: 1) accept the status quo, 2) are idea killers, 3) accept mediocre solutions, and 4) are indifferent to innovation. We can imagine there are some people in the business world that think in this manner; however, it is our experience that many Internet marketing people think just the opposite.

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Published by: David Smith on Jun 30, 2009
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06/11/2010

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Copyright © 2008-2009 – Internet Consulting and Coaching, Inc. – All Rights ReservedPlease do NOT distribute this e-book to others. It is for your use only.Unauthorized distribution constitutes theft of intellectual property.Visit Our Website for Updates and Additional Copies: www.InternetConsultingAndCoaching.com
 
”IN the Box Thinking” Works…! 
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Copyright © 2008-2009 – Internet Consulting and Coaching, Inc. – All Rights ReservedPlease do NOT distribute this e-book to others. It is for your use only.Unauthorized distribution constitutes theft of intellectual property.Visit Our Website for Updates and Additional Copies: www.InternetConsultingAndCoaching.com
“IN the Box Thinking” Works…!
Why do most people struggle with developing “Out of the Box Thinking” before they take care of “In theBox Thinking” issues first? There is a misconception that “In the Box Thinkers”: 1) accept the status quo,2) are idea killers, 3) accept mediocre solutions, and 4) are indifferent to innovation. In the extreme case,we can imagine there are some people in the business world that think in this manner; however, it is our experience that Internet marketing people and Chief Marketing Officers [CMO] are just the opposite.This document is focused on bringing to the reader’s attention the “normal” things a marketing personshould think about and do in order to improve their Internet marketing programs. More specifically, doingthe marketing research thoroughly prior to embarking upon any phase of the project. Search EngineOptimization [SEO] is an integral part of this successful equation. SEO means the website needs toconform to certain techniques and approaches to optimize the website’s performance.So where do webegin? How about listing the basics first…We know that visitors to a website are seeking a good experience; therefore, it is our job and opportunityto make sure they have the best one possible. To accomplish this feat, we need to understand whyvisitors either return to a website time and again or feel comfortable enough to take a step to contact thewebsite owner or purchase a product or service for the first time. That is a “mouthful”; however, it is theprimary challenge all Internet marketing personnel face on a daily basis.Since most of us are interested in what it takes to motivate a website visitor to buy from us or at leastcontact us… it is worth taking a close look at some results that were described in a Forrester Researcharticle regarding the factors that make website visitors to buy:High-quality content: 75%Ease of use: 66%Quick to download: 58%Updated frequently: 54%Pricing value: 41%Coupons and incentives: 14%Favorite brands: 13%Cutting-edge technology: 12%Purchasing capabilities: 11%Customizable content: 10%Chat and blogging: 10%Other: 6%Let’s make a couple of lists that are focused on the things that PEOPLE consider and the other focusedon TECHNICAL or computer reasons that have an effect on website performance. Some Internetmarketing people consider these areas as “In the Box Issues”…
PEOPLE Related Issues
Navigation
: Selection and use of the most often searched keyword phrases. Dropdown boxes usingplain English to assist visitor with finding what they are seeking. Offering the logical method is key gettingvisitors to go further into the website.
Color 
: We all know that color has both an emotional and psychological impact. Color can have animmediate effect on our mood. It can make is feel good or not so good about a website as soon as weland on a web page. Select a color combination that reflects the best characteristics of your business.
 
”IN the Box Thinking” Works…! 
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Copyright © 2008-2009 – Internet Consulting and Coaching, Inc. – All Rights ReservedPlease do NOT distribute this e-book to others. It is for your use only.Unauthorized distribution constitutes theft of intellectual property.Visit Our Website for Updates and Additional Copies: www.InternetConsultingAndCoaching.com
Images
: Images [pictures] are similar to color when it comes to their impact on the visitor. Presenting thevisitor with images that make the person feel like he or she is “home” is the key to selection of for theHomepage and other page headers within the website.
Ease of Use
: Making sure the visitor does not have to work hard to locate what they are seeking. Createwebsite pages containing data, images and offers that are simple and straightforward.
Content
: Content is directly related to ease of use issues. Give the visitors what they are looking for sothey will either purchase a product or service or take a next step toward contacting the owner of thewebsite. Most visitors do not read all the words on a page. Make the most of bold and color in guidingthe visitor.
Price
: Price is more often thought of as
value to the buyer 
when making an Internet purchase. Eventhough price is often one part of any buying decision, it is often NOT the most important one. Beingreasonable in pricing and offering a good buying experience will improve revenue generationopportunities.
Call-to-Action
: CTA is extremely important. Internet buyers are inundated by many offers while trying toselect the website from which to purchase. We must give them reasons to buy and then tell them to doit… NOW!
Financial and Shipping Fees
: Again, making it easy to buy the product by offering many purchaseoptions is recommended. Further, pay close attention to how competitors handle shipping fees. Somebundle them with the price of the product while others charge shipping & service fees.
Trustworthy
: Providing a visitor with the feeling that the website owner is a trustworthy organization is avery important conversion factor. Implementing services and displaying the logos of companies likeVeriSign, Thawte, GeoTrust, and other SSL Security Certificates helps put the put the potential buyer atease.
Recommendations
: Most website visitors like to browse short statements made by previous customers.Making them short and to the point is important. Don’t let the fact that some people think thesestatements are created by the website owner prevent you from using them when appropriate.
What Makes Us Different
: Answering this question is often a very key ingredient in making the websiteproductive.We consider ALL of the above points as “IN the Box Thinking”! You don’t have to be extremely creativeto come up with methods to answer these issues for the website visitor. The important thing is to discussthem and create programs that directly address them
before
building a new website or updating an older one.

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