Web Engagement: Connecting to Customers in e-Business (Addison-Wesley Information Technology Series) - Softcover

Zoellick, Bill

Softcover

ISBN 10: 020165766X ISBN 13: 9780201657661

Publisher: Addison Wesley, 2000

Synopsis

The heart of e-Commerce success is engaging customers for the long-term -- but that's easier said than done. Web Engagement shows how, addressing all the key issues decision-makers need to understand, from log file analysis to privacy concerns, cookies to third-party tools. Leading web consultant Bill Zoellick begins with a case study that introduces the key problems facing thousands of businesses that are currently not achieving their goals on the Internet. Next, Zoellick demonstrates how to analyze current traffic to identify problems in site's structure, usability, and message -- and how to fix them. Discover which questions to ask, what can (and cannot easily) be measured, and how to use techniques such as cookies and user registration more effectively. Learn to track the success of promotions; identify the most valuable referral sites; and more. Along the way, Zoellick offers hands-on practical solutions for every type and size of site, including pure e-Commerce sites; advertising-driven sites; and bricks-and-mortar firms with supporting Web sites.

About this title

About the Author

Bill Zoellick is currently a partner in and founder of Fastwater LLP, a consultancy focusing on helping companies build effective web businesses. He frequently writes about the issues addressed in Web Engagement and speaks on them at user conferences such as Seybold and Internet World and at various user associations and seminars. He has been a software developer, business owner, executive in a $100 million software company, and, most recently, a management consultant and business analyst.

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From the Back Cover

"Web Engagement provides an interesting and accurate picture of National Semiconductor's approach to personalizing its website. National's site is driven to 'delight the design engineer,' our target customer. Whatever it takes, we do it! We are successful because we get them to always remember us as the one site that saves their precious time. Bill's book unlocks some of our secrets."

--Phil Gibson, VP, Web Business and Sales Automation, National Semiconductor Corporation

Every e-business professional acknowledges that connecting with customers is a good idea, but few have figured out how to make it happen. The web has changed the way companies do business; the difficulty in connecting to customers can be traced to a collision of new technology and new business models. Managing a successful web business--one that engages, delights, and serves the customer--requires mastery of both technology and business.

Web Engagement is the ideal introduction to understanding the key concepts necessary to engage, and ultimately retain, your web customers. This book explains proven strategies that allow you to understand what your customers need and how you can use your website to meet those needs. Detailed case studies and examples illustrate what other web businesses have tried--successfully and unsuccessfully--and what they have learned.

The book answers new and important business questions, such as

• What is "personalization" and what does it mean for your customers and your company?
• How can you use personalization and customization in a business-to-business web engagement?
• How can you use web server log files and browser cookies to understand what customers are doing on your website?
• How do you divide customers into segments and groups so that you can better meet their needs and increase sales?
• What are your web business objectives? How can you tell whether you are meeting them?

With this book as your guide, you will learn how to build a web business model, and an accompanying website, that connects your business more directly to your customers. You will also learn how to instrument your site so that you can change it as your market changes. Web Engagement helps you gain a working knowledge of the core issues, key technologies, and essential business models that will help you devise a winning e-business strategy for your organization.

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Edition details

• Publisher: Addison Wesley
• Publication date: 2000
• Language: English
• ISBN 10: 020165766X
• ISBN 13: 9780201657661
• Binding: Paperback
• Number of pages: 224