电子商务-电子商务的一百条规则英文版-电子商务

The100RulesofBusinessontheNet

1.Besensitivetocustomerswitholdersystems.Offeratext-onlyoptionforviewingyoursiteonthesplashpage.

2.Rememberthatyourcustomersarepayingtobeonline.Providefastandeasyaccesstoyourinformationandcontent.Don’tabusetheirtime.

3.Organizemateriallogicallyfromthecustomer’spointof

view.Ideally,thesplashpagewillbemainpageonasite.Besuretoincludecleardirectionsfornavigatingthesiteonthemainpage.

4.Keepinmindthatthemainpageofasiteservesavarietyoffunctions.Itisamap,afrontdoor,andamarketingmessageallinone.

5.Usethesplashpagetosetthetoneandpersonalityofthesite,butdososelectively.ThetoneoftheWebsiteshouldcorrelatewiththepersonalityofthecompany.

6.Ifappropriate,includeatimeanddatestamp.Ithelpstokeepthe

sitecurrent.

7.UseLastModifieddatesandtrafficcountersonlyifyouwantyourcustomerstoknowwhenyoulastmodifiedyoursiteorhowmanyvisitorsyouhavehad.

8.Whensuingicons,particularlythoseembeddedinagraphicdesign,makesurethattheyareeasytoseeandthattheirfunctionisobvious.Testthedesignontentotwentyuserstomakesureyourcustomerswillunderstand.

9.Includetextversionsofalliconlinks.

10.AvoidoffendingnewuserstotheNetbyusingheavily-lacedjargonorbyadoptinga“hipper-than-thou”attitude.

11.Donotusebellsandwhistlesjustbecauseyoucan.Asbandwidthincreases,thisissuewillbecomelessrelevant.Untilthen,heavyuseofgraphics,video,andaudioprogramsistime-consumingfortheuser.

12.Disclosecompatibilityinformation,suchas,“Thispageisbest

viewedbyNetscape3.0andabove.”

13.Besuretoincludelinkstothesoftwarenecessaryforafullappreciationofyoursite.IfyousayyoursiteusesRealAudio,thenmakesureitlinkstoadownloadforRealAudio.

14.Avoiduselesspagesthatservenopurpose.Ifapagedoesn’tshowortelltheusersomething,orprovideaservice,thenyoursitedoesn’tneedit.

15.Includeane-mailaddresslinkwhereappropriate.

16.Includea“ReturnHome”linkoneverypage.

17.Rememberthethree-clickruleandorganizesiteslogically.Thethree-clickrulestatesthatuserswillnotstayonsiteifittakesmorethanthreeclickstoaccesstheinformationtheyneed.

18.IncludeaFAQpageandan“AbouttheCompany”profileonyoursite.Linkstothisinformationshouldbeclearlymarkedonthemainpage.

19.Makesuretheprofilecontainsallrelevantinformationaboutthecompanyincludingsnailmailaddress,telephoneandfaxnumbers,andtheappropriatecontactwithtitle.

20.Ifyoursitesponsorsreal-timechats,haveasystemformonitoringthechats.Thisgivestheuserasenseofsecurity,anditgivesyoucontrol.

21.Ifyouusebulletinboardpostings,besuretokeepthemupdatedandinteresting.Designtopicsappropriatetoyourcommunity,whichwillfosterconversation.

22.Ifappropriatetoyoursite,usecurrenteventstospiceupchatsandbulletinboarddiscussions.Itistheresponsibilityofthehost,notthevisitor,toinitiateinteractivecommunication.

23.Anticipatetheneedsofyourusers.Ifyoursitehasdatabases,provideasearchengineonsite.

24.Annotatinglistsisavaluableandtime-savingserviceyoucanofferyourcustomers.Themoreusefulinformationyoucanprovide,thebetterthequalityofyoursite.

25.Keepalllinksliveandtestperiodically.

26.Ifyouareusingyoursitetolaunch-and-learnyourproductmakesurethatyouhaveaproduct.Usersdonotexpectperfectioninbetaproducts,buttheydoexpecttheproducttobealmostfullyfunctional.

27.UsealogicalURL.

28.Registerwitheverypossiblesourceoftraffic.Searchenginesaretheprimarypathwaystoyourcorporatefrontdoor.

29.Runtestsearchestomakesureyoursitecomesupwitheachofthesearchengines.

30.Thinkthroughkeywordsclearly.Imaginehowacustomerwouldlookforyourserviceorproductiftheydidn’tknowyourcompanyorWebsitename.

31.Shieldyoursiteifitisstillunderconstruction.Onlygoliveafterthoroughlytestingwithrealusers.

32.Givetheuserareasontostay.Usecontests,trivia,andothersuchpromotionaltacticstodrawauserin.Iftheyhavecometoaccessaservice,provideitupfront.Donotmakeyourcustomerswadethroughpagesofinformation,iftheyhavecometouseyourcalculator.

33.Rewardusersforgivingupvaluablemarketinginformation.Forexample,offeracompanyteeshirtforcompletingaprofile.

34.Systemizeyourresponsetoe-mailrequests.Animmediateresponsestatingthatmessagehasbeenreceivedassuresusersthatyouareontheball.Also,givetheuseranindicationofhowlongitwillbebeforetheycanexpectaresponse.

35.Subtleremindersareunobtrusive.Suggestthatauser,“Addthispagetoyourbookmarks.”

36.Encourageothersites,includingnoncommercialsites,tolinktoyoursite.Personalhomepagesareanoftenoverlookedresourcefordirectingtraffictoacorporatesite.

37.Uselogicalresources,suchasPRNewswireandBusinessWireto

makeappropriateannouncements.

38.Donotannouncethelaunchofa“NetSiteifwhat’snewisonlyanadditiontoanexistingsite.

39.Ifyourefertosourcesofinformationwithinyoursite,thenprovidehyperlinkstotheappropriatesite.

40.Whenlinkingtoanothersite,linkdirectlytotheappropriatepageratherthantothehomepageURL.

41.Askpermissionforlinkingtoasite.Unexpectedtrafficsurgescreatedbylinkscanshutaserverdown.

42.Makesurethatyouhavetheappropriateresourcestohandlethetrafficgeneratedbythesite.Thisspecificallyappliestoe-mail.E-mailisyourcustomerservicerepresentativeontheWeb.

43.Thinkglobally.Rememberthatusersfromothercountriescaneasilyaccessyoursite.Ifyouwanttotapintointernationalmarkets,respecttheircultureandkeepinmindthattheymaynotbefamiliarwithidiomaticexpressionorrespondtopro-Americanadcampaigns.

44.Whenadvertising,avoidmisleadinglinks.Ifyouhaveabannerforagiveaway,thenaclickonthebannershouldtaketheuserstraighttothegiveawaypage.

45.IncludethefullURLsothatpeopleknowtheaddressoftheresourcefromapapercopyofyourpage.

46.IncludeyouURLinallpromotionalmaterial,suchasmagazineadvertisements,brochures,radio,television,andbillboardadvertisements.

47.Clearlystatethecopyrightpolicyfortheinformationandgraphicsavailablethroughyoursite.

48.Donotsimplyabandonasite.Ifyoumoveorcloseorchangenames,alertusersviae-mailandregisterchangeswithappropriatevenues,suchassearchengines.

49.Donotmixpersonalandbusinesssites.Don’tincludepicturesofkidsunlesstheyaresomehowrelevanttothebusiness.That’swhatpersonalhomepagesarefor.

50.Neverpostunsolicitedmail.Sendingadstonewsgroupsormasse-mailingiscalledspamming.ItisanoffensiveinvasionofprivacyandwillresultinaNetresponseknownasflaming.Flamesare

angryorgibberishe-mailrepliessentenmassetoa

spammer.Flamingwarscanshutdownasystem.

51.Whenitcomestoe-mail,neverputanythinginane-mailthatyouwouldn’twanttoseeonthenightlynews.

52.Establisheitherseparateaccountsorseparatealiasesforpersonalandbusinesscorrespondence.

53.Havebusinesscardsprintedwithe-mailandURLaddresses.Thedaysofhand-scribbledaddressonthebacksofcardsareover.

54.Thinklogicallywhenestablishingaccounts.E-mailsystemscanbesetupsothataliasesmakesense,suchassales@ratherthanname@.(Whilethisistechnicallyafunctionofthesystemadministrator,itdoesn’thurttoknowtheoptionsforyourcompany.)

55.Avoidcleveraliases.Useyouronlinenametoclearlyidentifyyourself.

56.Learnyoure-mailsystemprotocols,suchasfileattachments,messagelengthlimits,filingcabinetoptions,etc.

57.Ifusinge-mailtocontactsourcesformarketingresearch,besuretoidentifyyourselfandobtainpermission.

58.Followchainofcommandprocedures.Don’te-mailaCEOunlessyouhaveestablishedpriorcontact.

59.Keepinternale-mailbelow50percent,andexternale-mailover50percent,ifyouwanttobeconnectedtoyourmarket.

60.Beprofessionalandcarefulaboutwhatyousayaboutothersinelectroniccommunications.Mailiseasilyforwarded.

61.Donotusee-mailforsensitivecommunications.

62.Knowandadheretocompanye-mailpolicies.

63.Useaseparatealiasfornewsgroupandusegrouplists.Thiswillkeepyourbusinessaddressfreeofunnecessaryclutter.

64.Donotusebuddysystems,orelectronicalertsthattellauserwhenanotheruserisonline,unlessyouhavebeengivenpermissiontodoso.Itisaninvasionofprivacy.

65.UseInstantmessagefacilitiesappropriately.Thetelephoneisabettervehicleforinvolvedconversation.

66.Notifyappropriatee-mailcorrespondentsifyouwillbeoutofe-mailreachforanextendedperiodoftime.

67.Runvirusscansfrequently,andbesuretoalertrecentcorrespondentsifyoudetectavirusonyoursystem.

68.Limite-mailstoonetopicpermessage.

69.Beginyourmessagewithanappropriateaddress(e.g.,LindaorMrs.McGregor),andalwaysincludeyournameattheend.

70.Keepparagraphsandmessagesshortandtothepoint.

71.Usebulletsorasteriskstobreakupcomplicatedmessages.

72.Keepyoure-mailclean.Usecorrectgrammarandcheckspelling.

73.Besuretoproofreadamessagebeforesendingitout,notonlytocheckforerrors,butalsotomakesurethatthecontentisclear.

74.Usestandardcasing.UPPERcaselookslikeyouareshouting.

75.Acronymscanbeusedtoabbreviatewhenpossible,butmessagesthatarefilledwithacronymscanbeconfusingandannoyingtothereader.

76.Alwaysidentifyyourselfandyouraffiliationine-mailandnewsgrouppostings.Anonymousonlineparticipationisonlyappropriateincertainchatareas.

77.Useanelectronicsignaturethatisnolongerthanfour

lines.Otherwisebesuretoendcorrespondencewithanappropriateidentificationsuchasname,title,ande-mailreturnaddress.

78.Usethesubjectheadingtoreflectthecontentofthemessage.

79.Forwardedmessagesshouldalsobecopiestotheoriginalmessagesender.

80.Tellrecipientsupfrontifamessageshouldnotbeforwardedtoathirdparty,butdonotassumethatnooneelsewilleverseethemessage.

81.Donotchangethewordinginaforwardedmessage.Donotcorrectthespellingorthegrammar.Remember,it’snotyournameontheheader,butthatoftheoriginalsender.

82.Readthroughallsubjectheadingsbeforeopeningabatchofmail.Frequently,senderswillsendasecondmessagethatcancelsoutthefirst.

83.Makesurethatthemessagetowhichyouarerespondingwassenttoyouforaresponse.ItmayhavebeenforwardedasanFYI,oryoumayhavebeencopiedasacourtesy.

84.Whensendingalongmessage,indicateitinthesubjectheaderby

typingin“Long.”Amessageover100linesisconsideredlong.

85.Notifyarecipientifyouaresendingimportantortimelycorrespondence.

86.Whenreplyingtoamessage,summarizeenoughoftheoriginalsender’smessagesothatyourresponsewillhavecontext.

87.Neverrespondtoe-mailmessagewithoneortwowords,like“Thatisgood.”

88.Whenyoureceiveane-mailthatrequiresaresponse,eitherrespondimmediately,orletthesenderknowwhenyouwill.

89.Don’tsend“thankyou”messagetoresponsetoinformationsenttoyou.

90.Keepyourinboxtidysothatitcontainsonlythosemessagesthatyoustillhavetotakeactionon.

91.Listentoyourcustomersandrespond.Oftentheywilltellyouexactlywhatproductorservicethe