Evaluating the marketing characteristics of your transactional Web site

Successful transactional Web sites have four things in common: 1. a product or service that somebody needs (and, therefore, can be sold); 2. a strong on- and off-line program for guiding prospects to the site; 3. a site designed to sell visitors on giving the desired response; and 4. a seller-custom...

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Bibliographic Details
Published in:Direct Marketing 2001-11, Vol.64 (7), p.40
Main Authors: Saunders, Paula M, Brown, Herbert E
Format: Article
Language:English
Subjects:
Direct marketing
Electronic commerce
Evaluation
Guidelines
Hair
Home shopping
Marketing
Marketing industry
Methods
Online services
Purchasing
Target markets
Technological planning
Web site design
Web sites
Websites
Woodworking
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Summary:Successful transactional Web sites have four things in common: 1. a product or service that somebody needs (and, therefore, can be sold); 2. a strong on- and off-line program for guiding prospects to the site; 3. a site designed to sell visitors on giving the desired response; and 4. a seller-customer interface that is built on, and strongly supported by, technology. The technological component means technological knowledge is a site development requirement, a fact that often leads to "professional looking" Web sites designed by technical experts without benefit of a fully informed understanding of marketing, especially direct response marketing. Site designers should be conversant with direct response advertising criteria that have proven themselves in other media. This article presents a set of such criteria in the form of a rating scale - SITECHECK. Online marketers can employ SITECHECK as a guidance system when developing and/or evaluating a direct response Web site.
ISSN:0012-3188