Happy Birthday Blogging

The world has just celebrated ten years of blogging. That’s right, blogging started back in 1997 and since that time over 70 million blogs have been produced with 120,000 starting each day.

Yet, the vast majority of web site owners and online businesses have yet to start a blog. What’s keeping them? Other technologies introduced a decade ago, such as sequential autoresponders or sophisticated shopping carts have been adopted with relish. Yet, blogging is comparatively easy. Setting up autoresponders or shopping carts requires technical skills; blogging is just typing.

But therein lies the problem. Most businesses online are technologically led. Setting up shopping carts and autoresponse systems is the stuff of engineers. They love the challenge, the editing of the code and the sense of achievement when it all works. Just typing words doesn’t turn them on.

Most businesses place their web site in the IT department. Hence, most business web sites are technologically based, rather than business based or marketing led. Blogging is a huge marketing tool that can dramatically change the online success of a business. But because most business web sites are controlled by IT, blogging doesn’t get as much of a look in as it might.

The time has come for businesses to take web sites away from IT. Once that happens we’ll see even more blogs. The next ten years looks even more exciting.

Shock horror – you can learn from the government..!

Sit down and take a deep breath; this may come as a shock. But one part of the UK Government is better at online business than Tesco. I’ll say that again…Tesco is worse online than one arm of the UK Government. I know, sounds mad doesn’t it?

When you consider that Tesco generates £1.3 billion in sales via the Internet, this is some boast. But, the Driver and Vehicle Licensing Agency (DVLA) is doing even better. On average, each day of the year, the DVLA is “outselling” Tesco by £600,000. Every day the DVLA takes around £4.2m in car tax completed online. According to Computer Weekly magazine, the DVLA completes around 273,500 car tax applications each week online.

So, why is the DVLA out-doing Tesco? Simple. It’s convenience. Finding your MOT certificate, your insurance documents, writing a cheque and then trudging to a Post Office only to queue for 20 minutes is not the most pleasing task in the world. Getting your car tax paid online takes less than five minutes.

Tesco also offers convenience, saving people the time and bother trudging around the vast cavern of their local “Extra” store to get the weekly basics. But with tangible goods that people want to touch and feel it is more difficult for retailers to sell the idea of online shopping.

The DVLA success story tells us one thing – if you produce intangible goods and services, such as consultancy, business services, publishing and so on, how can you make it more convenient for people to buy from you online? It is pure convenience that has driven the DVLA’s online success in little more than a year. Focus on providing convenience for your customers and you too could succeed online.

Small business falling behind online

Small business owners are failing to do enough online in order to make their firms succeed. According to a new study by BT just over half of Britain’s small business use the Internet However, four out of ten companies do not have a dedicated web site and one in five British businesses have no Internet presence at all.

What is revealed inside the report is the fact that even though the majority of small businesses say they do have some online presence, less than 10% say they are doing anything with that. Looking at the table below taken from the report you can see that only 8% of small businesses have any kind of online strategy.

Small Business Web Strategy

Source: http://businessclub.bt.com/downloads/businessandtheInternet.php

This is the same as printing a pile of brochures and leaving them in the corner of your office in the hope that one day they may come in useful. Business owners would question spending on physical resources that had no return on their investment. But when it comes to the Internet, either they simply don’t bother or they don’t care.

So why is it that the vast majority of small businesses are ignoring the true value of the Internet – even though three quarters of them say it is very important to their business? The answer lies buried in the BT report. Business owners say that the Internet has reduced the personal nature of business. One of the reasons people set up their own small business is because they like people. The Internet appears to reduce the value of the interactions they seek with others.

Another reason is that business owners do not understand the Internet enough – they feel it is a technological “thing”, without appreciating it from the business perspective. Less fear about the technology would certainly help. So too would assessment tools to help businesses work out their return on their investment on the Internet.

But unless British small business grapple with these essential tasks – and soon – they will find they are losing out to competitors from other parts of the world. British business owners may bemoan the lack of face-to-face working, but other business cultures do not care about this so much. They will use the Internet to take customers away from Britain’s small businesses. No longer can Britain’s businesses neglect the Internet, or merely set up a web site and do nothing with it. Act now, or you will lose your customers to International competition before the year is out.

Want to know even more about the Internet? Ask your children

Children know much more about things than we give them credit for. You will find plenty of books advising parents on how to protect their children when they are using the Internet. But few of these books, or the articles you read on online protection of children, tell you it is the parents who need to know more than their children.

Earlier this week I spoke to a large group of children at the annual Quaker Summer Youth Event. My task was to help them be safe online. But it was apparent that they knew more than many adults about online safety. I asked them whether or not they would do something, like make their personal details available online. Who would be foolish enough to do that was the chorus of replies I received. Well adults would. That’s why identity fraud is so easy.

Adults like to think they know more than children, but often it is not the case. A few years back I visited one of the UK’s growing group of high tech schools and discovered that seven-year-olds there were dab hands at PowerPoint presentations, surfing the Internet and selecting appropriate information. As the head teacher told me the children were often teaching their parents.

Now it seems that Microsoft is bidding to help schools become even more high tech. But as the BBC TV programme Click points out all of the software and services that the children are getting used to are – hey presto – Microsoft ones.

Like banks that try to acquire students, they know that if you “get them young” you keep many of them for life. Building high tech schools is a fantastic idea, but allowing them to be put together by a single commercial supplier might not be a good suggestion. It will mean that the Internet of the future will be a Microsoft led one, rather than at the moment a Google led one. Ho hum, the battle goes on….!

Improve your sales with shopping cart changes

Shoppers are in different states of mind depending upon which activity they are engaged in. Imagine, for instance, that you are in a store browsing for something; you are not looking for anything in particular, but you might buy if you see something interesting. Would you respond to an in-store announcement saying you had to “buy now” before the doors closed? You would probably leave the shop – you weren’t that bothered anyway.

But what if you had to buy something, you were looking for anything that might be suitable for a friend’s birthday and you needed to get it today. The in store announcement suggesting you needed to buy now because the shop is closing would have an altogether different effect on you. Doubtless you would grab something and head to the checkouts.

It’s the same online. People respond differently to sales signals such as “buy now” buttons or time-limited offers and so on. Their response depends upon the mental frame of mind they are in at the time they see the signals you are providing.

An interesting study by Dymo proves the point. At first sight, the research might suggest that you should change the colours of your “buy now” buttons, that you should alter the phrase “add to cart” to “proceed to cart” or that you should change the size of the shopping cart buttons. Indeed, the Dymo study shows that if you do these things you could get a hefty increase in sales in your online shop.

However, the details of the study show that it wasn’t as simple as this. The colour of the “buy now” button, for instance, had varying effects depending on where it was in the sales process. For instance, early on a red button led to an increase in sales, but later in the process, as people neared checking out, a blue button had better results.

The effect of colours on our state of mind is well known, but what this research shows more than anything is that the right colour to choose for your web site’s buttons is not straightforward as it clearly depends upon the pre-existing state of mind of your customers. And your online shoppers will be in different states of mind to each other and at certain points in your sales cycle.

So, if anyone tells you there are any “rules” about shopping cart buttons and words, just tell them it’s nonsense. There are no “rules” unless you know the psychological state of your individual web site visitor at each particular point in your sales process.

All you can do is get close by testing colours, sizes and words on your particular clients. The people who buy from Dymo are not the same people who will shop with your site. Hence, the only way you ever know whether the size of your buttons are right, or whether or not you are using the right shopping cart labels, is to test them with your specific audience. You might want a short-cut to helping improve your sales, but rarely do they work better than testing in your specific marketplace.


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