Site Attractiveness Chapter 4

1. Site AttractivenessChapter 4

2. to Stickiness • Interactivity • No static brochures • Internet is interactive, so people (your target market) increasingly expect interactivity • Some interactivity features mimic those of brick-and-mortar business practices • Other features are unique to the Internet (e.g., database search of a site or catalog)

3. to Stickiness • Direct Selling & Services • Catalogs • Pages 81-82 describe your types of sites (at least most of your sites) • Businesses with more variety and depth in their product lines/merchandise require more sophisticated catalogs • Categories • Search • Tie-ins with other retail formats (stores and/or catalogs)

4. to Stickiness • Direct Selling & Services, continued • Online ordering • Contact information for later sales • Printable order forms • E-mail • Shopping carts • Auctions • Traditional • Reverse • The Web as Distribution Channel • Entertainment • Software • Services • Promotional materials

5. to Stickiness • Supporting Transactions • Search engines • Samples • Utilities • Support related to your business • Stimulating Return Visits • Updates to all of the above • Tie-ins with other business formats

6. to Stickiness • Communication, one-to-one • Real time • Service • Chat Rooms • Asynchronous • E-mail • Bulletin Boards • Surveys

7. to Stickiness • Communication, one-to-many • Teleconferences • Videoconferences • Webcasts & “Webinars”

8. to Stickiness • Important for Interactive Content to be: • Useful • Easy to use • Service oriented • Relevant to your site/business