Your Export Strategy and the Web
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UKTI Web Marketing Training - WEBSITES
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Your Export Strategy and the Web
- 11. Site Maps
- 12. Navigation by atlas or flags for international visitors?
- 17. Examples of “Calls for action”
- 18. Examples of “Calls for action”
- 20. An Ideal Landing Page… www.free-employer-advice.co.uk -Many ‘calls to action’ -Include words which reflect what has been searched for -eg ‘employment law’ -Build trust eg customer testimonials -appropriate images
- 21. An Ideal Landing Page… www.free-employer-advice.co.uk
- 22. Translated and localised content where relevant
- 27. Design – is always a compromise… http:// www.youreventsltd.com /
- 32. The Functionality of your site will depend on the objectives Simple site Ecommerce site Password Retailers site - content from database eg stock and pricing Wholesaler’s extranet Dynamic pages
- 33. Store contents & templates separately in database Query database & contents Eg www.cloggs.co.uk Dynamically assemble personalised web pages when requested Import various information & media types User 1 User 2 User 3 Database Driven or HTML?
- 38. Your Web Site and ‘Best Practice’
- 40. World languages by size
- 41. Websites and Localisation – Why bother with translation?
- 52. International Sites – B2C Coca Cola
- 53. International Sites – B2B -eg Coca Cola Syria
- 55. Action Planning Effective Web Sites for International Trading
- 60. Getting paid -using payment service providers Acquirer Merchant Acquirer -Acting on behalf of credit card companies - eg Worldpay, BT KwikPay Credit card details sent in encrypted form Credit card company Bank
- 66. Building confidence and trust- Digital Identity - Verisign
Notas del editor
- Introduce the Web brand positioning pyramid as a good tool to help us focus our web site in the right direction. Well come back to this later in the final day
- Four good calls to action here – ringed to identify the different types
- Point out the critical importance of a good plan or specification. The slide covers the main areas which need to be covered in a specification which could then be used to invite bids TMB advisers/HP centres of excellence could help with this
- I hope this has given you a sense of how relatively simple it can be to set up an online store using a storebuilder application. We have some more information about eStore for you to take away if you are interested. Just to close, I wanted to touch briefly on the issue of online security. I say only briefly because my colleague Adele from Cisco Sytems is going to talk to you in detail about this in a minute. If you’re going to actually take payments on line, then you and your customers will want to be sure that these transactions are secure. There’s two aspects to consider. The first is to ensure you make use of the security technology available to you. This technology is called Secure Socket Layer or SSL. CLICK You may have noticed a small padlock that appears at the bottom of your browser screen when you’re using the Internet. Normally this padlock is shown in the unlocked position. However, when you enter a web page that has been secured using SSL, for example when you’re asked to enter sensitive information like credit card details, this padlock will become locked as shown at the bottom of the slide. Any information that is then passed between the browser and the web site is encrypted so that no one else can read it if they were to intercept it in some way. Some browsers use a different symbol to a padlock, but the principle is the same. A good storebuilder application will have an encryption security facility built in, and will ensure that any sensitive information passed between your customer and your business is protected.
- The second aspect to consider is creating the climate of trust between you and your customers so that they feel confident and secure in doing business with you over the Internet. The best way to do this is to use your web site itself to demonstrate your credentials as a reputable business. Include information on your web site about how long you have been trading. Perhaps also include some testimonials from your customers and suppliers. Trust site seals such as the Verisign one shown on this slide are very powerful ways to demonstrate your credentials. I won’t say anymore about security as I now want to hand over to Adele from Cisco Systems who will talk about this important issue in more detail.