Business still baffled by the Web

Very few rely on Web to attract new business

Most Australian businesses still lack an effective Web presence capable of enticing new customers, according to Computerworld's online e-business poll.

The poll asked respondents: Do you rely on your Web site to attract new business?

Only 25 percent of respondents report receiving new business from the Web while 50 percent claim they only have a Web site because their competitors have one.

A further 25 percent only generate a small percentage of business from their Web site.

According to IRBS analyst, Kevin McIsaac, this is a standard sentiment for many businesses, and a large percentage of organizations do not utilize the Web effectively.

"People are doing it because everybody else does it but not a lot of people are doing it well," he said.

McIsaac said many organizations don't grasp the intricacies involved with maintaining an effective Web presence.

"It can be a complicated thing to get right, and it's one that requires quite a degree of maturity when it comes to Web sales and marketing," he said.

"Most organizations just don't operate at that level of maturity."

Organisations need to introduce performance metrics to properly gauge the efficacy of their Web services in attracting new customers, McIsaac says.

"You need to start by saying, 'what things should I measure to decide if this channel is working?' Is it the number of leads, is it simply the number of page views? Can you actually tie it back to revenue or sales?"he asked.

McIsaac also recommended introducing Web analytic software to help track performance metrics.

After measuring the effectiveness of their Web presence, he said organizations should experiment with methods to improve services.

"It might be that you need to build better content and have a content management system; maybe you need to integrate the Web into your leads management system," he said.

"You need to understand what you're trying to achieve... and you've got to start striving to drive those numbers up."

When building a site, development should support what users want, not necessarily what the company wants to promote, according to Forrester Research analyst, Kerry Bodine.

"You design with your users in mind at every key decision point," she said.

Forrester has reviewed more than 200 Web sites and found that a mere two percent pass its usability tests.

Companies could do better if they recruited actual users to test their sites, Bodine says.

"You want to see where they stumble, what they're confused by," she adds, noting that the companies with the highest-ranked sites run usability tests frequently.

- with Sandra Rossi

Join the PC World newsletter!

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Dylan Bushell-Embling

Computerworld

Most Popular Reviews

Follow Us

Best Deals on GoodGearGuide

Shopping.com

Latest News Articles

Resources

GGG Evaluation Team

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Steph Mundell

LIFEBOOK UH574

The Fujitsu LifeBook UH574 allowed for great mobility without being obnoxiously heavy or clunky. Its twelve hours of battery life did not disappoint.

Andrew Mitsi

STYLISTIC Q702

The screen was particularly good. It is bright and visible from most angles, however heat is an issue, particularly around the Windows button on the front, and on the back where the battery housing is located.

Simon Harriott

STYLISTIC Q702

My first impression after unboxing the Q702 is that it is a nice looking unit. Styling is somewhat minimalist but very effective. The tablet part, once detached, has a nice weight, and no buttons or switches are located in awkward or intrusive positions.

Latest Jobs

Shopping.com

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?