These ten ideas are meant to be practical, relatively easy steps that could benefit almost every website, whatever its mission (including nonprofit missions). Some ideas are more relevant to organizations that sell products or services, generate advertising revenue, or generate business leads. But whatever your model is, if you want to embrace some of the cultural and technical trends of Web 2.0, these are great places to start.
eCommerce merchants are in a touchy position when it comes to making Web 2.0 innovations, because they must weigh any hoped-for gain against both the cost of implementation and the potential cost of confusing or distracting visitors from the task of finding and buying products.
Probably that’s why the Web 2.0 features that are enjoying the fastest uptake on ecommerce sites are ones with clear connections to improving the purchase conversion rate:
· Enhanced product images
· Product reviews and ratings
· Live customer-service chat
Some Web 2.0 innovations seem promising, but aren’t for everyone— for instance, they may demand too much time from a typically brief user session. For social-media features to be successful, you must operate in a market that stirs people’s passions enough to get them interacting with their online social circle. For mobile applications to benefit you, your offerings must be a natural fit for on-the-go customers.
Before testing, you have to identify what “best” outcomes mean to you. If you’re selling products, you’ll look for increased sales conversion rates, or average order value (or both!). If your site is ad-supported, your goal may be to increase visits, page-views, and visit duration. Social-media features might be weighed in terms of repeat visits, and traffic coming from referrals to friends. And you’ll also want to track the numbers most directly associated with your Web 2.0 initiatives: How many people are posting and reading product reviews? How many are establishing profiles, what is the average number of friend links, how many forum postings, RSS subscriptions, visits to your .mobi site, signups for your mobile text messaging program, links into your site from the blogosphere? To spot trends, you should track some metrics not just in their raw numbers, but also as a portion of the total. For example, what portion of all customers are registered users? What percentage of business leads is coming from the mobile site?
Following are the 10 important ideas –
Idea 1. Participate in Your Relevant Online Community
Idea 2. Launch Customer Ratings and Reviews
Idea 3. Add Value for Customer Registration
Idea 4. Create Valuable Content and Set it Free
Idea 5. Enhance Your Branding and Security Messaging
Idea 6. Deploy Web Analytics and A/B Testing
Idea 7. Segment Your Loyalty eMail Program
Idea 8. Push Channel Integration
Idea 9. Position Yourself in Mobile Media
Idea 10. Design Your Personal “Killer App