电子商务的一百条规则.docx

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