The Stranger's Long Neck

How to Deliver What Your Customers Really Want Online

Auteur:
Taal: Engels
1 review
4.0 van de 5 (1 reviews)
Auteur: Gerry Mcgovern
Uitgever: Bloomsbury
  • Engelstalig
  • 224 pagina's
  • 9781408114421
  • juni 2010
Alle productspecificaties

Samenvatting

The long-awaited new title from THE corporate expert on building the right web presence to drive sales!

In an age that is exploding with information, it's now critically important for companies to identify what truly matters on their Web site. The web customer is a "stranger" online to web teams who must work in a medium where it is very difficult to know who is clicking around on your site. Every Web site has a "long neck" or a small set of tasks that are very important to its customers. If you don't make these tasks easy and fast to complete, your customers will go to your competition. This book will give you practical advice and case studies on how to tune in effectively to deliver precisely what your web customers want to make the sale!

Gerry McGovern is widely regarded as the number one worldwide authority on managing web content as a business asset. Named as one of the 100 most influential figures in e-commerce in the UK and Ireland, he has appeared on CNN , CNBC and BBC television and has been featured in numerous print media publications.

Top 5 Tips for Improving Your Website by Gerry McGovern

1. On the Web, content may be king but the customer is dictator. There's one word to describe the web customer: IMPATIENT.
2. Traditional marketing and communication is about GETTING ATTENTION. Web marketing and communication is about PAYING ATTENTION. When customers are at your website you already have their attention. Don't waste their time by telling them things they already know.
3. Every website has a small set of top tasks what I call the "long neck" that customers expect to complete quickly and easily. The customers' top tasks are often not what the organisation thinks they are--or wants them to be!
4. The BIGGEST key to website improvement and efficiency of "long neck" consumer tasks is most often overlooked: companies must do rigorous, methodical and continuous testing! Great web management is based on facts about your consumers, not opinions offered by the smartest people in your company.
5. The Web is about doing, not talking about doing. A great website puts task-completion features on the homepage. In Web 1.0 you saw a picture of a hotel room on the homepage of a hotel website. Now, you book your room on the homepage.

Find out more in The Stranger's Long Neck

Recensie(s)

'Our work with Gerry increased understanding across our team... The result is a significant improvement (+20%) in our customers' ability to find what they need in Pinpoint.' Peter Horsman, Global Site Management Lead for Microsoft Pinpoint 'Gerry's customer-centric approach to website development has helped us reshape and dramatically improve Cisco's Partner Central.' Luanne Tierney, Vice President, Worldwide Partner Marketing, Cisco 'We have used Gerry's real customer-centric approach to improve the ability of our employees to solve frequently performed tasks - in one area more than a 50% improvement was achieved.' Gabriel Olsson, e-Communications Director, Tetra Pak

Reviews The Stranger's Long Neck

  • Toegankelijk
  • State-of-the art
  • Praktisch toepasbaar
  • Heldere uitleg
Toon alle punten Toon alleen de eerste 3 punten
Schrijf een review
  • Ontdek de top-taken op je website
    • Toegankelijk
    • State-of-the art
    • Praktisch toepasbaar
    • Heldere uitleg
    Toon alle punten Toon alleen de eerste 3 punten

    Gerry McGovern is een van mijn favoriete internetgoeroes. Twee belangrijke lessen leerde ik van hem. Namelijk (1) dat mensen op je website komen om hun zaakjes te regelen: taken uit te voeren. En (2) dat op iedere website een paar taken véél belangrijker zijn dan de andere – dat zijn de top-taken. Hoe kom je erachter wat op jouw website de top-taken zijn? McGovern legt het uit in dit nieuwe boek.

    Het is best een klus om de methode toe te passen, maar voor wat grotere websites loont het zeer de moeite. Zowel commerciële websites als non-profit sites en intranetten komen er hierdoor achter wat hun bezoekers meestal komen dóen op de site. Vervolgens kun je die taken prominenter maken en makkelijker uitvoerbaar. Je klanten zullen je dankbaar zijn, wat je gaat merken aan meer conversie, klanttevredenheid, herhaalbezoeken en minder belasting van het callcenter.

    Vond je dit een nuttige review?
    4 0 Ongepaste review?

Productspecificaties

Auteur
Gerry Mcgovern
Soort
Met illustraties
Taal
Engels
Afmetingen
15x233x171 mm
Gewicht
375,00 gram
Verschijningsdatum
juni 2010
Druk
1
ISBN10
1408114429
ISBN13
9781408114421

Je vindt dit boek in

Categorieën
Uitvoering
Boek
Verschijningsvorm
Paperback
Studie of Management
Managementboek
Onderwerp
E-commerce
20,99
Adviesprijs€ 22,99
Je bespaart 9%
Op voorraad. Voor 23:59 uur besteld, morgen in huis Tooltip
Verkoop door bol.com
  • Gratis verzending
  • 30 dagen bedenktijd en gratis retourneren
  • Dag en nacht klantenservice
  • Cadeautje? Laat het voor je inpakken en bezorgen
Andere verkopers (2)
Tweedehands
vanaf € 17,99
Tweedehands

Vaak samen gekocht

Vragen en antwoorden

Over dit artikel zijn nog geen vragen gesteld.