z2zine » Web sites & online

What is it about us that makes you want to buy?

Robert Zarywacz — Fri, 11 Feb 2011 11:59:56 +0000

Some web sites have an ‘about us’ page, while many don’t.

When I’m searching for a product or service online, I like to know who I’m dealing with.

First, I look for contact details, eg phone number and address, reasoning that a business with a landline number and a physical location seems more permanent than one without these. Now I know that’s not always the case, but it helps to establish trust, especially if I have to hand over my credit card details to make a purchase.

Often I’ll then go to the ‘about us’ page to get an idea of the business I’ll be buying from. This page offers a great opportunity to introduce yourself, your expertise and experience, and how you run your business.

One of the big problems with online purchases is sorting out problems. How many times have we banged our heads against a wall when emails to sale@ or support@ go unanswered and phone calls go through to voicemail, sometimes for days?

I’ve often abandoned good-looking sites without purchasing because there’s no contact details or any suggestion of how the site owner runs the business. It can be too much of a risk to buy from them.

Providing these details is no guarantee of good service, but it does suggest that the web site owner considers customer service important. It helps to build trust and could determine whether a customer buys or not.

An ‘about us’ page gives customers the chance to ‘like’ you. And even if you don’t like this concept, we all know from facebook how powerful the idea can be in people’s minds.

So what is it about you that makes your customer buy?

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NDBA Business Action magazine for North Devon issue 2 . . . now available online

Robert Zarywacz — Wed, 08 Dec 2010 22:22:44 +0000

We are pleased to publish the second issue of Business Action magazine on behalf of the North Devon Business Alliance (NDBA), the voice of North Devon Business.

Open publication – Free publishing – More support

Visit the NDBA web site at ndba.org.uk, follow it on twitter at @northdevon, on facebook at ndevonbusiness and on LinkedIn at North Devon.

If you’d like to advertise in the next issue, please email.

Was it 25 years ago I first published marketing material online?

Robert Zarywacz — Tue, 01 Jun 2010 10:55:33 +0000

In 1985 British Airways promoted me to the grand position of Sales Information Officer. What did that mean? I don’t think anyone knew. I wasn’t sure myself.

In fact, we were a small department, a colleague and I, who had been recruited to develop the BA Prestel site into an online catalogue. Prestel was the British Telecom videotext system (like Ceefax and Oracle) but more flexible and responsive. 95% of UK travel agents used it to book package tours. BA decided that, as agents already used the system, it should develop its own site to sell scheduled air travel services to agents.

And so we set about developing what grew into a 7,000-screen online brochure with full details of the product illustrated by heavily pixelated diagrams and illustrations. I spent months creating fares tables and editing fare rules for every fare BA sold for travel from the UK to its worldwide destinations. I think the fares section ran to 2,000 pages.

An article in BA's TOPICall magazine from way back in 1985.

What seemed amazing at the time was to be able to upload pages from our PC network (an IBM AT PC with a 20MB hard disk linked to two twin-floppy IBM XT PCs) via modem down an ordinary telephone line. It seemed magical that one second the page was on my PC and the next it was accessible for anyone to view on Prestel.

It all seemed so exciting. People could even send us messages, which we printed off on a thermal printer.

But Prestel was not the way forward. Few in the airline saw its potential and both my colleague and I eventually moved to other jobs in BA.

We had been 10 years too early. Later, as the internet developed and web sites appeared, I realised that we had built a massive web site before anyone knew what it was.

I also learned a lot about writing for the small screen, on-screen attention spans and other tips that would stand me in good stead as the world moved online.

It may have been crude compared with today’s technology, but it was exciting for us as we made the rules up as we went along.

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NDBA Business Action magazine available online

Robert Zarywacz — Thu, 27 May 2010 20:14:29 +0000

We are pleased to publish Business Action magazine on behalf of the North Devon Business Alliance (NDBA), the voice of North Devon Business.

Open publication – Free publishing – More advice

The North Devon Business Alliance has been established by experienced North Devon business owners and executives to represent the interests of all businesses in the area and, through supporting existing businesses and encouraging start-ups, to develop the full potential of the local economy.

It has been formed by businesses in North Devon to champion business in North Devon and wants the area’s economy to thrive so everyone can enjoy the benefits of living and working in one of the most beautiful parts of the world.

The magazine is being formally launched on Friday 28 May 2010 at an NDBA event in Bishop’s Tawton, North Devon where printed copies will be available.

Visit the NDBA web site at ndba.org.uk, follow it on twitter at @northdevon, on facebook at ndevonbusiness and on LinkedIn at North Devon.

Print or digital?

Robert Zarywacz — Mon, 03 Aug 2009 12:12:03 +0000

If we live in the digital age, why do I recycle so much printed marketing material?

Just like the myth of the paperless office, printed words and graphics still play a powerful part in marketing and communications. While the digital world offers very many useful advantages, it complements, rather than supersedes, print.

Bearing this in mind, should we still print business cards and brochures or depend totally on our online presence? The answer is: it depends.

Some businesses can quite easily forego printed material and just refer to their web presence, while others are likely to find a web site almost irrelevant. I know of one business that posts leaflets through doors before following up with a personal visit: they are achieving a good response rate without any online presence whatsoever. However, I believe that a web site would help them.

Personally, I get annoyed by printed catalogues I receive through the post, as I recycle these immediately without looking at them. I used to believe that these were a complete waste of money until recently I began leafing through a catalogue just as it was about to hit the recycling pile and spotted a very good offer for a product that I needed. I ordered the product and enjoyed a hefty discount, which I wouldn’t have been aware of if I hadn’t received the catalogue. So it did work for this supplier.

I think the best course is to review your material regularly and consider what your target audience wants. Do they want to find information and interact through a web site or do they want hard copy to read at their leisure? And what responses do you receive from online and printed materials? The answers will help you to decide whether to produce one or the other or both.

Print is still useful and should not be dismissed without serious consideration, even though digital media can often offer speed and cost advantages.

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Wait a minute, I’m looking . . .

Robert Zarywacz — Mon, 18 May 2009 14:17:24 +0000

. . . for information, for a phone number, for an email address, for details of how to buy from a web site. Trouble is, it’s not just a minute. If I add up all the minutes I spend looking for information that should be obvious, it’ll probably total hours or days.

Perhaps it isn’t surprising that some web sites are built like a maze, as presenting information is not formally taught to everyone. Does that matter? It does when a potential customer abandons your web site and visits a competitor in search of what they could not find. Sometimes details as simple as a phone number or email address are buried away or FAQ pages give no real help.

I’m quite a patient person, but there is a limit to how much time I will spend looking for the information I need. It also makes me question the professionalism of the business behind a web site. Do they really know what they’re doing? Maybe I should try someone else.

Just presenting basic information where it can be found easily can make a big difference to the success of a web site. Believe me, it’ll keep me there and could even persuade me to buy.