Online

1. Forgotten Rules:
Effective Online
Communication Strategy

2. Define
Define the objective
Are you looking to influence the customer
buying behavior or the focus is on real time
transaction…..The way IBM designs its website
would be significantly different to the way
Amazon would do it

3. Positioning = Focus
• Define Market Segment, understand the pain,
create a solution

4. What Looks Better
Build a side that is minimalistic, a page that takes time to load might result into a user
leaving your site . Use features like tab to show visitors where they are & for easy
navigation.
While earlier the philosophy was to replicate Windows look & feel, its time to move
beyond that

5. Food For thought
 Usability is not only
about look and feel,
its about total user
experience
 Shopping Cart
Abandonment costs
online retailers 71%
of their eCommerce
conversions

6. Be Visual

7. Build Interactivity
• Leverage interactive nature of internet, build dialogue drive conversation
• Maintain free information flow: for example don’t ask for registration for
simple actions like reviewing a case study.
• Evolve with technology, for example newsletters are good, but twitter is a more
non invasive and cost effective medium

8. Track User Behavior
How much time an average user is spending on your site, use tools like visistat to monitor
site visits
Track Click through rate-Use tools like crazyegg
Optimize landing page- Don’t just build one page that is optimized for user interaction.
Build touch points on all pages and different pages for different type of users for example a
user looking for a lawn mover would be disappointed if he lands on your site through
adwords/Facebook banner & reaches a page that is selling a different product

9. Engage
Engage
with
visitors
Build long
term
conversation
Develop
frequent
touch
points
Engage with
users across
various
forums e.g.
twitter,
LinkedIn,
Facebook,
pinterest
Leverage strong
point of these
channels use
them in a
complementary
manner

10. Use drip marketing, just because a visitor has agreed to be on your mailing list, does
not mean that you bombard his/her inbox with emails every other day, use emailing
tools like aweber or icontact to better streamline messaging, and it should add value
and be non intrusive

11. A perspective customer visiting your
website is not the end, it is just a
beginning