UNIT 3 MARKETING ON THE WEB

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UNIT 3 MARKETING ON THE WEB
Lesson 9 Creating a Sticky Web Site
Contents of Material in This Lesson
Topic (Click on link to go directly to that
Topic) Page I. Sticky Web Site 1 A.
Techniques to Use 1 1. Constant
Updates 1 Assignment 9.1 1 2. Easy
to Navigate 2 3. Access to Data 2
Assignment 9.1 (Cont) 2 4. Customer
Information 3 5. Create Community 3
Assignment 9.1 (Cont) 3 6. Contests 4
Assignment 9.1 (Cont) 4 II. Summary 5
Assignment 9.2 6 Assignment 9.3 7
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UNIT 3 MARKETING ON THE WEB
Lesson 9
Creating a Sticky Web Site
I. Sticky Web Site A sticky web site is a site
that users are willing to stay on and are eager
to return to.
A. Different techniques to use to retain
customers
1. Constantly update the site with new and
interesting information
Assignment 9.1 Go to usatoday.com, 1.What items
are new on the site today that probably were not
there yesterday? 2. What items on the site would
you click on to find more information.
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2. Make the site easy to navigate
Assignment 9.1 (Cont) Go to timesunon.com and
search for the high school football scores for
Schenectady High School. 3. How many clicks did
it take you to get to the desired information? 4.
Was the site easy to navigate?
3. Give consumers access to data (airline sites
that allow you to pick out a seat on a plane)
Assignment 9.1 (Cont) Go to orbitz.com. Search
for an airline flight from Albany International
Airport to Orlando Airport in Florida that leaves
next Friday and Returns the following Friday. 5.
What data did the airlines make available to you?
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4. Let customers leave something behind at your
site (LL Bean keeps the customers sizes on file
so they can return and easily shop for clothing)
Assignment 9.1 (Cont) Go to LLBean.com, besides
the sizes that you can keep in your account, 6.
What other information are you able to leave
behind on their site?
5. Create a sense of community on the site.
Assignment 9.1 (Cont) Go to garden.com, 7.
What does this site do to make the user feel like
part of a community?
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6. Conduct contests, give prizes away, conduct
polls, etc.
Assingment 9.1 (Cont) Go to nationalpost.com, 8.
What type of contests, prizes or polls are
available on this site? 9. Do these contest
require you to come back daily or weekly to keep
your entry alive? 10. How does the site make
money from these contests?
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Summary In order to have a sticky web site, we
want to encourage users to keep coming back. We
can do this by providing up to date information,
and making it interesting and easy to navigate.
We can also attempt to get the user involved
with our site by allowing them to ask questions
to experts, starting chat rooms, or leaving
information behind that can be used when they
come back. Making someone feel like a member of
a community is very important. Offering
discounts, prizes, and games can also encourage
users to return or check out our site. Informing
users through the use of email and newsletters of
changes to our site can also encourage returns.
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Assignment 9.2 In addition to scheduled sports
events, use the various activities that our
school is participating in and local community
events, to create a newsletter that can be posted
on our site. Check out the Chamber of Commerce
web site and port80cafe.net to find information
about community events. Make the newsletter
interesting and informative and point the readers
to our site as many times as possible.
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Assignment 9.3 What can we do on ScoresUp.com to
encourage users to return to our site? List at
least three ideas and then develop the process of
how we will institute them. Include any cost to
the business, the expected result of the idea,
and how it can be done within the confines of our
site.
Quiz Lesson 7 thru 9 When you have completed all
the assignments for Lesson 9 ask your instructor
for the Lesson 7 thru 9 Quiz. If you need to
review before the quiz, go back through each
lesson to refresh your memory. It may be a good
idea to do this.