The nghọta nke ihe online ahịa kwesịrị be differs from company to company. We have clients who are very content with simply having a nice brochure site so that they can check off their marketing list that they have a pretty site. It's an unfortunate viewpoint, but some still struggle with understanding the interactive nature of the web and they continue to lean on their tried and true ọdịnala marketing strategies. I'd like to throw out an analogy that I've been thinking about for some time – bringing us back to the information superhighway analogy.
Usoro ahia ịntanetị gị nwere ike ịbụ iriba-ama, ihe Ụzọ ọpụpụ ma ọ bụ a ebe maka atụmanya na ndị ahịa. Atụmatụ ọ bụla nwere ụgwọ na uru ya. Ihe ịrịba ama a chọrọ obere ego ma nye obere nzaghachi. Ọpụpụ chọrọ ihe. Ebe njedebe dị ọtụtụ. Kedụ ka ị ga - esi kpebie ihe ị ga - eme?
To provide color to this example, let's say I'm going to purchase and install a Philips 55″ HDTV. So, I do some research on the products and information to make a good purchase, and learn how to set it up and operate it.
Philips: Ihe ịrịba ama ahụ
Weebụsaịtị Philips bụ a Sign. Devoid of any pricing or information on where to purchase, what accessories to use, or videos on how to use the product – this website is simply a digital brochure. While it's a beautifully designed website, there's barely any activity. In fact, only 4 people have reviewed the product… with some negative reviews. The page actually is broken, too… stating there are 0 reviews when there are actually 4.
Newegg: Exzọ ọpụpụ
In addition to the technical specifications you find on Philips, Newegg offers the opportunity to purchase, look at similar products, and see reviews (although there aren't any). If Newegg's price, shipping and return policy is good – this is where you exit. If not, you get back on the road and look for another place to find the information or make the purchase.
CNET: Ebe njedebe
One look at the search results and you can tell which company has put more into their search engine optimization. CNET's entry has rich snippets for reviews and pricing, as well as authorship enabled:
Akwụkwọ nyocha dị omimi ma dịkwa egwu incredible site na nyocha CNET, nyocha onye ọrụ, nkọwa onye ọrụ, ike ịgbaso mgbanwe na ibe, vidiyo, ntuziaka maka ojiji, mmekọrịta mmekọrịta miri emi (yana ọtụtụ mmekọrịta), ọtụtụ onyonyo gụnyere sistemụ menu, ọtụtụ nhọrọ ebe ịzụta, ọnụahịa ugbu a, nkọwapụta nke nyocha ahụ, iji atụnyere ụdị ndị ọzọ, nkọwapụta teknụzụ (gafee saịtị Philips!) Na mgbakwunye na nyocha zuru ezu nke onye edemede aha ya nwere foto na akụkọ ndụ .
While you can't actually make the purchase on CNET, this is the destination site. People may jump from this site to click the purchase button on Amazon or somewhere else, but this was where they found the information they needed and where they'll return the next time.
Zụrụ Kasị Mma: Fail
Best Buy doesn't care whether you bought the product or not… they're only after new sales. So – forget the fact that I have a Best Buy Rewards card and that I may want to find additional information on the purchase I made at your store. No soup for you.
Philips nwere ike iwulite peeji dị ịtụnanya - site na vidiyo, ntuziaka, ngwa, yana nyocha onwe onye nke ndị isi ụlọ ọrụ. Ma ọ bụ ha nwere ike idozi saịtị ndị ọzọ na nyocha na ibe. Ikekwe ihe na-adọrọ adọrọ kachasị na-efu bụ ikike naanị ịhụ ọnụahịa wee pịa ịzụta na ntanetị nke na-ebu ngwaahịa ahụ.
Ọ bụrụ na CNET nwere ike ịba uru site na ịdabere na mgbasa ozi na mgbakwunye mmekọ, n'ezie saịtị ndị dị n'elu nwere ike ịkwalite ibe ha iji nweta atụmatụ na ọdịnaya niile dị mkpa iji bụrụ saịtị na-aga.
How would you rebuild your site to ensure it's a destination for visitors who are researching or making a purchase in your industry? I think too many companies look at themselves as an exit and they look to match or beat their competition by being a mma Ụzọ ọpụpụ. Gịnị ma ị gaghị abụ ebe ahụ?