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Web weaving is an effective e-retail strategy

Wednesday, March 28th, 2007

In earlier post (Landing page and Adwords) I was complaining about the landing page of an university website which fails to encourage the visitor’s stickiness.  Also made another discovery which  I forgot discuss was “Web Weaving”.    Mentioned university was targeting “meditation” and “Practice Meditation” keywords to drive traffic from google adwords.  Unfortunately the visitors directed to very generic web site which details the list of online courses it is offering.  Study on Transcended meditation is one of them.

My argument is, people with a specific issue, seek help only to resolve their current problem. They will not be interested in resolving other related issues until the current one is resolved. In other words, the website must be more customers focused.  For example, rather selling all the women wears in single website, creating unique site for each type of women wear (say one website for panties and one for cat suites) will generate more sales.  Such focused websites on specialized  product,  will spawn the “made for me” feelings in visitor mind. Also satisfy their perceived feelings and emotionally attach the customer with web site.

Creating multiple sites on specialist Niches of similar product which are inadequately serviced by other retailers or firms can be called “web Weaving”.

Based on “Web Weaving” theory each new website development increases the organization fitness and capability to respond to the market opportunities, bridging the strategic gaps to reach their business value.  By delivering new web sites over the period,
Provide valuable market knowledge, experience and additional revenues.

Advantage of “Web Weaving”

Investing on multiple Niche focused websites, effectively shelters the firms from dynamic competitive environment. This also help to spread the risk across the web sites and allow firm to recognize and respond positively to new trends and emerging opportunities.

Moreover,  “Web Weaving” allows financial consolidation  -  a key issue for all start up dotcom companies.  Because firms operations will be effectively integrated across multiple online stores and web sites.

“Web weaving” can also be called   e-portfolio, since classic portfolio strategy is about distribution of limited fund on selective stocks. So, risk will be spread and returns will be derived from multiple resources.

 “Web Weaving” strategy will be very effective on online retail stores.

Posted in Consumer Search Behavior, Internet Marketing, Search Engine Advertisement, Web site design | No Comments »

Landing page and Adwords

Saturday, March 24th, 2007

I know a university which spends $5 a click on google adwords clicks for Meditation keyword. Unfortunately the landing page ( The first page of targeted website which will be displayed as soon as consumer click on google adwords) doesn’t seems convincing also shouted me not to visit again.

Wondering how hard it would be if a visitor drove by internet advertising leaves a website without buying or not subscribing to the newsletter?

Directing the traffic alone will not increase the conversion rate. The targeted website as well as the landing page should influence visitor’s feelings of satisfaction and fuel his / her purchase/repurchase intention through the sense of loyalty.

Like well trained sales man, the landing page should call for permanent relationship and sense of positive perceptions on visitor. The Landing page as well as entire website structure should promise the superiority in customer service and higher quality of the products to generate positive reaction on the user.

The web pages offering free information and tools normally influences the visitors to stay longer on any website and prevent them clicking the back button to visit other websites.

Mr. Young in his web design concept theory call them positive switching barrier.
For example, providing free web site analytical tools, free email and webmaster tools Google has increased switching cost for its consumers and ultimately convinced the free bees to advertise on Adwords as well as publishing the Adsense in their websites. Such free tools and information has increased customer (internet marketers and web masters ) loyalty and bind them with google forever.

Johnsons (1982) in his marketing secret article, call such stickiness as structural commitment. But stickiness may not sustain longer if consumer found
• New alternative which has more comforting zones. (for example: Yahoos site explorer which is far better than Googles inbound and outbound links record),
• Customer investment on such relationships
• And customer’s switching cost.

In simple words, following will increase the consumer web site stickiness.

-Search cost,
-Transaction cost
-Learning Cost
-Loyal customer discount
-Customer habit
-Emotional cost
-Efforts on thinking process

Posted in Google Adwords, Internet Marketing, Web site design | No Comments »