Techniques to make your website interactive
Interactive Calls to Action
Your site should be structured to encourage people to move along the sales process. This may sound obvious but I am sure everyone has experienced sites which seem to be designed to discourage you from buying whether they are products or services. Ensure that each page on your website includes a clear call to action, giving visitors the chance to “Buy Now”, call you or register an enquiry by completing their details on the website, to generate email enquiry which you then respond to.

Wish Lists
If you produce bespoke or tailor made items or services where customers need to engage with you in order to place the order you can encourage visitors to your website to create their own wish list online. High quality furniture manufacturer Sitting Firm operate a wish list facility on their website, where visitors can specify the pieces they are interested in and Sitting Firm then call them to discuss details of their order.

Message Boards
In subject areas where visitors want to talk with each other online providing a message board can allow visitors to swap messages and encourages visitors to come back to your website and to use it as a point of reference. The Autocycle Union has 33,000 members and their website includes a message board where visitors discuss their favourite sport.

Newsletters
Encourage visitors to your website to sign up to be kept informed about your products and services, perhaps through a newsletter or product alert. Ensure you are offering them something of value which they will want to receive – whether that is useful information or special offers.

Videos
Videos can be used innovatively online to differentiate your company from the competition by bringing your product or service to life. U-Fit, manufactures of doors, windows and conservatories commissioned Zarr to develop Conservatories.Tv which has a series of videos for prospective customers to make an informed decision on what you need to buy and allows them to obtain a free quotation online.

The Rules of Interaction
When it comes to interacting with visitors online there are some rules to follow:

1. Collect data lawfully. As with collecting personal information offline you must comply with data protection legislation. In web terms this normally means having a professionally written privacy policy on your site, making it clear how any data collected may be used and allowing people to opt in or opt out of mailings from your company.
2. Make the information you send relevant – obvious but essential
3. Police any notice boards and discussion forum carefully so that users don’t have the opportunity to use the notice boards for dubious purposes or to unfairly criticise your business
4. Respond quickly to emails that you receive – in June 2003 a Siebel Systems/Microsoft/Romp Survey looked at the responsiveness of companies to sales enquiries coming from a variety of sources. Average response time was a staggering 4.6 days, website and email enquiries were even less effectively dealt with. You’d hope that things have changed in the last 2 years – but my own experience suggests otherwise. You can really stand out by responding quickly and by providing the actual information that visitor’s request.

Becoming more interactive
To discuss ideas on how your organisation can be more interactive online call Andy on 01788 820900.

Woolley Winner
Congratulations to Zarr client, Woolley & Co. The innovative law firm won a regional Ecommerce Award in the Best use of Teleworking category. The judges commended Woolley & Co for their fast response to clients – due in no small part we are told to their effective use of web technology.

Web Insider: Local shops missing out on web sales A recent study by online search directory Touch Local, has revealed that two-thirds of people would prefer to buy everyday goods from local shops online, if given the opportunity. The study shows that despite most people preferring local stores to supermarkets, the convenience of buying online is key, however only 31% of local shops have websites, with only 6% of these offering online payment facilities.

Technology Insider:
Google and Nasa in space venture

The two companies will co-operate in a range of areas including IT solutions, data management and nanotechnology. Read more here.

Website Focus: Sima Wholesale Ex-pat entrepreneurs have been flocking to a Worcestershire firm to fit out their bars and restaurants. People who have left Britain for Spain have headed to SIMA Warehouse, Alcester Road, Wythall, to help furnish their premises. SIMA Warehouse, which has been based in Wythall for four years, recently launched its new website http://www.sima-wholesale.co.uk, and has seen an increase in interest from overseas and around the UK. SIMA Warehouse is an established business that wanted something more than just a website. What we have created is a complete business solution using the Zarr Retailer system to help with things like invoicing and stock control. Aaron Hickman, online business manager for SIMA, said: “Since launching the website we’ve had quite a few applications for membership from Spain with ex-pats setting up bars who want to buy furniture in bulk. “The website functions as an online brochure so people can do some research on products before they come into the warehouse to buy them which is handy for our overseas members as well as customers who travel from around the UK.” SIMA Warehouse is aimed at offering the lowest wholesale prices exclusively to those in trade and business and membership is free. It has more than 30,000 members and stocks everything from toys and games to house-ware and garden products.

Coming Soon
Zarr’s November newsletter features ideas on structuring your website for success.

Contact Zarr
If you are interested in finding out how your business can benefit from the latest web technology or if you need help with your online business strategy contact Zarr Internet Services on 01788 820900.

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