Inhakend op diverse vragen die we de afgelopen tijd op het woonburo hebben ontvangen over de effectiviteit van web sites, hierbij een aantal zaken die de moeite waard zijn eens serieus te bekijken. je zult zien dat het niet zozeer de techniek, maar de algehele filosofie is die achter een website hoort te zitten die bepalend is voor success. Hopelijk vindt je hier een aantal aanknopings punten...

Quote of the Week: Why Your Website Doesn't Work 'You sit there thinking 'Why don't more people visit our website? Why doesn't it work?' Simple: There are 40 million websites and 160 million website users. That's four users per website: Mystery solved!' Seth Godin, author of the The Ideas Virus, speaking in Paris this spring Six Tips From Seth Godin So, what can you do about it (Seth Godin's quote, above, that is)? Most people design their websites in anticipation of comets - they're bright, sparkly and you don't know when they're coming back. You should design instead for satellites - customers who tightly revolve around you because you keep them coming back for more. Here are Seth Godin's six tips for turning comets into satellites by nurturing the only asset you can build on-line - Permission. 1. Permission Costs Time & Money to Acquire. You don't win customer permission to keep in touch by leaving your website unchanged for 44 days (the average website goes unchanged for this long). 3. Permission is Revocable and Non-transferable. You don't 'own' your customers' email addresses. They loan them to you until they ask for them back. So, treat every interaction with customers as if it might be your last (or it will be…). Once someone stops opening your broadcast email, you can never get them to open it again. What are you going to do to re-activate them: send them an email? 4. Permission Doesn't Happen by Accident. You need to design your website and website emails to offer unique value.Godin says he was persuaded by colleagues to put this in the subject line of an email from their website: 'How many Microsoft engineers does it take to screw in a lightbulb?' It brought in three times as many responses as the usual email approach. 5. Permission is Situational. 'Do you want fries with that?' is worth millions a year to McDonald's. But, try it in the street and you'll get arrested. The future belongs to those who recognise the power of finding products for customers, not customers for products. Why does the book industry make one-tenth of the Return on Investment of the magazine industry? Because the book industry spends all its time finding readers for writers, where magazine editors do the reverse. 6. Permission is Selfish. Replace email with 'memail'. Are you interested in your neighbour's frequent flyer miles? No, only in your own. So, your communication with your customers needs to recognise the customer's interest: 'me, me, me.' Most customer communication comes through the marketing department and most marketing people are neanderthals. Why? They still act like hunters, without realising that most of the animals are dead and those that aren't are really good at hiding. Source: Seth Godin, talking in Paris this spring uit deze news letter -- Ben (ben@klessebes.nl), May 13, 2001 Answers Het afgelopen weekend zijn we een heel eind opgeschoten in de creatie van het Klessebes management handboek. collega Renny gaat de komende dagen zijn expertise (data management) los laten op de ideeen die ik heb ontwikkeld in het kader van het oplossen van een van de grootste problemen in kantoor minnnend Nederland. Althans als je de vraag naar handleidingen als maatstaf neemt. Je kunt je hier aanmelden als je belangstelling hebt voor het vervolg Zo krijg je in iedergeval alvast je eigen lege handboek. We verwachten binnen 14 dagen een en ander te kunnen lanceren -- ben (ben@klessebes.nl), May 13, 2001. Moderation questions? read the FAQ