”The app is split into three sections; each features four scenes to interact with. It’s a good showcase but not a useful shopping tool.”

The free app is designed to showcase the new 2011 spring collection in a fun, interactive manner. The problem is it does nothing to entice the shopper to buy and  will unlikely be any sort of revenue driver.

“It feels like a showcase, though, rather than a genuinely useful shopping tool. Tap on the shop button, and you’re simply sent to the RLX section of Ralph Lauren’s website, rather than the  specific item of clothing that you’ve been looking at.”

Small usability problems like this negatively affect sales. If a potential customer sees something they like, they should be able to get to that outfit easily so they can buy it. Sadly, these are the types of features that we see many companies focusing their time and limited resources on, since they are visually stimulating and “fun” to implement. These apps and new technologies are so new, that companies are exploring the boundaries and testing the waters.

But, do these fun gimmicks really make a difference to the bottom line? Probably not. People will not keep coming back to your site and be a lifelong customer just because you have a clever game on your site that incorporates some of your products. Of course, Ralph Lauren will be fine shoveling out the money that went into building this little app. But, what about the small to mid-sized companies that want to keep up with the times? We see these companies spending thousands (or tens-of-thousands) on nifty virtual try-ons,  24 hour video streaming, and flash  introductions which bring no additional sales to the website, and in some cases can actually hurt business by taking focus off of making the sale.

Be aware of what is entertaining and fun for you vs. what is actually going to set you apart from your competitors in the e-Commerce world. Websites need proper SEO and SEM implementation to bring in qualified customers. Customers need simple ways to shop via correct website/app. usability practices. And,  businesses need to bring in the sales. Make sure these fancy new devices and exciting technologies don’t drive business down. Simplifying is sometimes the best way to stand out. 

See the Full Article Here:

http://www.guardian.co.uk/technology/appsblog/2011/feb/28/ralph-lauren-app-review

“Internet retail sales in the U.S. will grow 10% a year through 2015 as shoppers spend more time online, Forrester Research says, and the implications aren’t good for brick-and-mortar stores… not only are customers increasingly shopping online, but savvy in-store customers are also armed with smartphones that can help them find better deals elsewhere or score price-matching offers.”

Shopping online is only growing and not going away anytime soon. Therefore, businesses need to think about how they want to structure their operations to move with the times. They should not be relying on brick-and-mortar stores to merchandise, brand, and sell their products when sales continue to decline. Mulpuru writes,

“Companies need to think about the permanent implications of smaller margins on stores in the longer-term future and how their multichannel initiatives can help to offset this trend.”

This concept is something that we are always talking about and working on with our clients. Although it is intimidating to make changes to an existing supply chain, you don’t want to miss the boat on this fast moving online gravy train. Either, companies need to work with their distributors to come up with a profitable e-commerce plan (selling wholesale to ecommerce sites), or market themselves online in a way that appropriately represents the brand and creates revenue through their website.

See the full article here: http://blogs.wsj.com/digits/2011/02/27/e-commerce-will-keep-rolling-research-firm-says/?mod=dist_smartbrief

As someone who often works with small business owners, below are the 3 most common mistakes we correct on their websites.

Mistake #1: Too much information on the home page

Because they have so much personally invested in their company’s accomplishments they place everything, including the kitchen sink, on their home page. Every service, every product, every press item, they want to find a way for it to all be front and center. Unfortunately, that leaves a home page where nothing stands out and users have no idea where to look.

A properly designed home page creates interest and drives users further into the site. That’s it. The rest of the website provides additional detail in the areas, products, or services that interest the user.

A home page should introduce users to the company, and tell them quickly (within 3 seconds):

• What this company does
• Why they should spend more time on this site (Point of Difference)
• Where they should click to get more details for whatever product or service they are interested in.

Mistake #2: Pride and emotion driving website decisions

Many small business owners are emotionally invested in and proud of their businesses, as they should be. They have had to trust their instincts on the road to success.

When it comes to their website, for many it is outside their area of expertise. This is not true only from a technical standpoint, but from a business standpoint as well. This is one area where industry knowledge, instincts and knowing their customers may not be enough.

Understanding how users behave online is a critical component when making decisions that affect a website.

• Gather data (through Google Analytics or other analytic tool), analyze the data, and understand how people are interacting with your site.
• Do an online competitive analysis. Know who your competitors are when potential clients search for the products or services you provide. You may be surprised to find your online competitors are different from your offline competition.
• Get to know your online competitor’s websites. Are theirs easier to use, or easier to understand?

Armed with accurate data and not emotion, you can make decisions that are right for your business and your website.

Mistake #3: Website content written using internal company language

The best use of a website is as a place where potential customers, who are looking for products or services like yours but who don’t know you exist, can find you. The website will introduce your business to potential customers. If it speaks to users who have never heard of your company, you can rest assured it is useful to those that have.

In order to write content that speaks to complete strangers make sure you do not use:

• Internal company language (every business has some forms of short hand)
• Industry acronyms (you’ll lose out on those new to the industry)
• Colorful language that is cute or funny to those who know you (outsiders may not get it or find it cute)

Read your website content and ask yourself, if I were speaking to a total stranger at a party, is this exactly how I would describe my business? And if so, would they understand it or would I need to explain further. If you would need to provide additional explanation, then the content will not be clear to a new user. Unfortunately, online you will not have the opportunity to clarify, because the user will have already clicked off your site and on to a competitor’s.

Take some time to look at your website with fresh eyes the way a new visitor would. If you find your site has any of these common mistakes, rest assured that you are not alone. Then, create a plan to fix them. Once you have tackled these problems, you will see how much more powerful a business tool your website can be.

Some of the best businesses rise out of the ashes of a fallen market and it’s no coincidence that most success stories view a down economy through similar lenses. Perspective matters when it comes to doing business in this economic climate. Otherwise, there are valuable opportunities to be missed.

Consider some of the following when wading through the muddy waters of this economy:

Less competition in the marketplace: In a down economy, there’s less competition. Period. Take advantage of the fact that there are fewer businesses competing in the same space.

This could be a huge opportunity to leverage your business and capitalize on the scarcity of competition. A proactive business can achieve greater market share and even become the market leader.

Advertising is less expensive: Historically, when markets are down, the first thing to go is advertising budgets. So, media companies often cut deals to boost their revenues and keep their advertisers. They practically give it away.

This is great news for you. Take advantage of low rates and increase your exposure to boost your brand presence.

Relevant messaging in the marketplace: Is your message relevant in today’s marketplace? Not the marketplace six months ago, but the present market with all its faults and inefficiencies.

Successful businesses take the time to evaluate the relevancy of their message in these uncertain times. Does it resonate with your consumer? Are you providing them with a solution that presently works for them? These are important considerations that show your potential customer that you have their best interest in mind and will, ultimately, make your business stand out.

Don’t just survive, thrive!
Surviving a down economy means operating with more fortitude than fear, thinking strategically, maintaining a “glass half-full” mentality and action, lots of it.

No matter what your business, if you take proactive measures to navigate this economy you’ll not only increase your chances of survival, you’ll most likely be one of the businesses still standing tall.

“The thing is our website is where we send leads to get more information. It’s basically like a digital brochure.”

The next time you hear anyone in your marketing or sales department utter those words, let them know if that’s how they view the website, it would probably have been less costly to create some printed collateral to give potential customers then to invest in a website.

The Internet is the best way to let people you don’t know and who don’t know you, but who need what you have, find you.

Create a website so that it’s helpful to users who know nothing about you, and keep in mind that they will be stopping by your competitor’s sites as well. Help them understand what you do or sell and why they should consider doing business with you. For B2B sites (especially those with complex sales cycles), you don’t need to put every tiny detail about your business front and center.

Remember that for B2B sites that don’t have an e-commerce function (like selling white paper downloads, for instance) the goal of a website isn’t to close a potential sale, it’s to create interest. The website should introduce your company to the user in a way that gets you on their short list. You simply want them to say, “I should get more information from these guys.”

That’s why if you’re investing in a website, it should be more than a high-tech, high-priced, brochure. Brochure’s are generally given to people following some sort of interaction. They are given out after a sales person has provided some background on the business. Even a 30 second conversation can put the information that’s in the brochure into context.

That process is backwards. Rather than using a person to provide initial information and sending leads to your site for more information, create a website so it can be easily found and write it so it provides the necessary introductory information.

It will act as your best salesperson, working 24/7 to get your business in front any potential customer looking for what you provide. Done correctly, the website will lead them to you for more information.