电子商务的一百条规则.docx
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电子商务的一百条规则.docx
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电子商务的一百条规则
The100RulesofBusinessontheNet
sensitivetocustomerswitholdersystems.?
Offeratext-onlyoptionforviewingyoursiteonthesplashpage.
thatyourcustomersarepayingtobeonline.?
Providefastandeasyaccesstoyourinformationandcontent.?
Don’tabusetheirtime.
materiallogicallyfromthecustomer’spointofview.?
Ideally,thesplashpagewillbemainpageonasite.?
Besuretoincludecleardirectionsfornavigatingthesiteonthemainpage.
inmindthatthemainpageofasiteservesavarietyoffunctions.?
Itisamap,afrontdoor,andamarketingmessageallinone.
thesplashpagetosetthetoneandpersonalityofthesite,butdososelectively.?
ThetoneoftheWebsiteshouldcorrelatewiththepersonalityofthecompany.
appropriate,includeatimeanddatestamp.?
Ithelpstokeepthesitecurrent.
LastModifieddatesandtrafficcountersonlyifyouwantyourcustomerstoknowwhenyoulastmodifiedyoursiteorhowmanyvisitorsyouhavehad.
suingicons,particularlythoseembeddedinagraphicdesign,makesurethattheyareeasytoseeandthattheirfunctionisobvious.?
Testthedesignontentotwentyuserstomakesureyourcustomerswillunderstand.
textversionsofalliconlinks.
offendingnewuserstotheNetbyusingheavily-lacedjargonorbyadoptinga“hipper-than-thou”attitude.
notusebellsandwhistlesjustbecauseyoucan.?
Asbandwidthincreases,thisissuewillbecomelessrelevant.?
Untilthen,heavyuseofgraphics,video,andaudioprogramsistime-consumingfortheuser.
compatibilityinformation,suchas,“ThispageisbestviewedbyNetscapeandabove.”
suretoincludelinkstothesoftwarenecessaryforafullappreciationofyoursite.?
IfyousayyoursiteusesRealAudio,thenmakesureitlinkstoadownloadforRealAudio.
uselesspagesthatservenopurpose.?
Ifapagedoesn’tshowortelltheusersomething,orprovideaservice,thenyoursitedoesn’tneedit.
ane-mailaddresslinkwhereappropriate.
a“ReturnHome”linkoneverypage.
thethree-clickruleandorganizesiteslogically.?
?
Thethree-clickrulestatesthatuserswillnotstayonsiteifittakesmorethanthreeclickstoaccesstheinformationtheyneed.
aFAQpageandan“AbouttheCompany”profileonyoursite.?
Linkstothisinformationshouldbeclearlymarkedonthemainpage.
suretheprofilecontainsallrelevantinformationaboutthecompanyincludingsnailmailaddress,telephoneandfaxnumbers,andtheappropriatecontactwithtitle.
yoursitesponsorsreal-timechats,haveasystemformonitoringthechats.?
Thisgivestheuserasenseofsecurity,anditgivesyoucontrol.
youusebulletinboardpostings,besuretokeepthemupdatedandinteresting.?
Designtopicsappropriatetoyourcommunity,whichwillfosterconversation.
appropriatetoyoursite,usecurrenteventstospiceupchatsandbulletinboarddiscussions.?
Itistheresponsibilityofthehost,notthevisitor,toinitiateinteractivecommunication.
theneedsofyourusers.?
Ifyoursitehasdatabases,provideasearchengineonsite.
listsisavaluableandtime-savingserviceyoucanofferyourcustomers.?
Themoreusefulinformationyoucanprovide,thebetterthequalityofyoursite.
alllinksliveandtestperiodically.
youareusingyoursitetolaunch-and-learnyourproductmakesurethatyouhaveaproduct.?
Usersdonotexpectperfectioninbetaproducts,buttheydoexpecttheproducttobealmostfullyfunctional.
alogicalURL.
witheverypossiblesourceoftraffic.?
Searchenginesaretheprimarypathwaystoyourcorporatefrontdoor.
testsearchestomakesureyoursitecomesupwitheachofthesearchengines.
throughkeywordsclearly.?
Imaginehowacustomerwouldlookforyourserviceorproductiftheydidn’tknowyourcompanyorWebsitename.
yoursiteifitisstillunderconstruction.?
Onlygoliveafterthoroughlytestingwithrealusers.
theuserareasontostay.?
Usecontests,trivia,andothersuchpromotionaltacticstodrawauserin.?
Iftheyhavecometoaccessaservice,provideitupfront.?
Donotmakeyourcustomerswadethroughpagesofinformation,iftheyhavecometouseyourcalculator.
usersforgivingupvaluablemarketinginformation.?
Forexample,offeracompanyteeshirtforcompletingaprofile.
yourresponsetoe-mailrequests.?
Animmediateresponsestatingthatmessagehasbeenreceivedassuresusersthatyouareontheball.?
Also,givetheuseranindicationofhowlongitwillbebeforetheycanexpectaresponse.
remindersareunobtrusive.?
Suggestthatauser,“Addthispagetoyourbookmarks.”
othersites,includingnoncommercialsites,tolinktoyoursite.?
Personalhomepagesareanoftenoverlookedresourcefordirectingtraffictoacorporatesite.
logicalresources,suchasPRNewswireandBusinessWiretomakeappropriateannouncements.
notannouncethelaunchofa“NetSiteifwhat’snewisonlyanadditiontoanexistingsite.
yourefertosourcesofinformationwithinyoursite,thenprovidehyperlinkstotheappropriatesite.
linkingtoanothersite,linkdirectlytotheappropriatepageratherthantothehomepageURL.
permissionforlinkingtoasite.?
Unexpectedtrafficsurgescreatedbylinkscanshutaserverdown.
surethatyouhavetheappropriateresourcestohandlethetrafficgeneratedbythesite.?
Thisspecificallyappliestoe-mail.?
E-mailisyourcustomerservicerepresentativeontheWeb.
globally.?
Rememberthatusersfromothercountriescaneasilyaccessyoursite.?
Ifyouwanttotapintointernationalmarkets,respecttheircultureandkeepinmindthattheymaynotbefamiliarwithidiomaticexpressionorrespondtopro-Americanadcampaigns.
advertising,avoidmisleadinglinks.?
Ifyouhaveabannerforagiveaway,thenaclickonthebannershouldtaketheuserstraighttothegiveawaypage.
thefullURLsothatpeopleknowtheaddressof?
theresourcefromapapercopyofyourpage.
youURLinallpromotionalmaterial,suchasmagazineadvertisements,brochures,radio,television,andbillboardadvertisements.
statethecopyrightpolicyfortheinformationandgraphicsavailablethroughyoursite.
notsimplyabandonasite.?
Ifyoumoveorcloseorchangenames,alertusersviae-mailandregisterchangeswithappropriatevenues,suchassearchengines.
notmixpersonalandbusinesssites.?
Don’tincludepicturesofkidsunlesstheyaresomehowrelevanttothebusiness.?
That’swhatpersonalhomepagesarefor.
postunsolicitedmail.Sendingadstonewsgroupsormasse-mailingiscalledspamming.?
ItisanoffensiveinvasionofprivacyandwillresultinaNetresponseknownasflaming.?
Flamesareangryorgibberishe-mailrepliessentenmassetoaspammer.?
Flamingwarscanshutdownasystem.
itcomestoe-mail,neverputanythinginane-mailthatyouwouldn’twanttoseeonthenightlynews.
eitherseparateaccountsorseparatealiasesforpersonalandbusinesscorrespondence.
businesscardsprintedwithe-mailandURLaddresses.?
Thedaysofhand-scribbledaddressonthebacksofcardsareover.
logicallywhenestablishingaccounts.?
?
(Whilethisistechnicallyafunctionofthesystemadministrator,itdoesn’thurttoknowtheoptionsforyourcompany.)
cleveraliases.?
Useyouronlinenametoclearlyidentifyyourself.
youre-mailsystemprotocols,suchasfileattachments,messagelengthlimits,filingcabinetoptions,etc.
usinge-mailtocontactsourcesformarketingresearch,besuretoidentifyyourselfandobtainpermission.
chainofcommandprocedures.?
Don’te-mailaCEOunlessyouhaveestablishedpriorcontact.
internale-mailbelow50percent,andexternale-mailover50percent,ifyouwanttobeconnectedtoyourmarket.
professionalandcarefulaboutwhatyousayaboutothersinelectroniccommunications.?
Mailiseasilyforwarded.
notusee-mailforsensitivecommunications.
andadheretocompanye-mailpolicies.
aseparatealiasfornewsgroupandusegrouplists.?
Thiswillkeepyourbusinessaddressfreeofunnecessaryclutter.
notusebuddysystems,orelectronicalertsthattellauserwhenanotheruserisonline,unlessyouhavebeengivenpermissiontodoso.?
Itisaninvasionofprivacy.
Instantmessagefacilitiesappropriately.?
Thetelephoneisabettervehicleforinvolvedconversation.
appropriatee-mailcorrespondentsifyouwillbeoutofe-mailreachforanextendedperiodoftime.
virusscansfrequently,andbesuretoalertrecentcorrespondentsifyoudetectavirusonyoursystem.
e-mailstoonetopicpermessage.
yourmessagewithanappropriateaddress.,LindaorMrs.McGregor),andalwaysincludeyournameattheend.
paragraphsandmessagesshortandtothepoint.
bulletsorasteriskstobreakupcomplicatedmessages.
youre-mailclean.?
Usecorrectgrammarandcheckspelling.
suretoproofreadamessagebeforesendingitout,notonlytocheckforerrors,butalsotomakesurethatthecontentisclear.
standardcasing.?
UPPERcaselookslikeyouareshouting.
canbeusedtoabbreviatewhenpossible,butmessagesthatarefilledwithacronymscanbeconfusingandannoyingtothereader.
identifyyourselfandyouraffiliationine-mailandnewsgrouppostings.?
Anonymousonlineparticipationisonlyappropriateincertainchatareas.
anelectronicsignaturethatisnolongerthanfourlines.?
Otherwisebesuretoendcorrespondencewithanappropriateidentificationsuchasname,title,ande-mailreturnaddress.
thesubjectheadingtoreflectthecontentofthemessage.
messagesshouldalsobecopiestotheoriginalmessagesender.
recipientsupfrontifamessageshouldnotbeforwardedtoathirdparty,butdo
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