The Real Business Value of Interactive Websites

In your offline business operations, your sales and marketing teams are charged with getting the word out to potential customers about your products or services.   Offline, its taken for granted that there will be instant feedback (verbal or nonverbal) that contributes to an greater understanding of who your prospects are and what needs they have.   Based on that understanding, your teams adapt and alter their tone and content to yield higher results with customers.

There is an widespread belief that because the web is a different medium,everything is somehow different than in the “real world”.    Maybe that was true a few years ago, but now, the web is as real as a “brick and mortar” store.    The same hurdles that you have to overcome offline you will face online.

Visitors will still be impatient and rapidly lose interest in less relevant content.   Some content, offers and conversions will work better for some segments than others — you’ll still have to test their effectiveness.   You’ll still want to probe your prospects to see if you can learn more about their demographics and pain areas.   There is one requirement for your website to be an equal partner to your offline business operations: an INTERACTIVE WEBSITE.

An interactive website is built with your key customer segments in mind.   It allows you to:

• change the content presented by reacting to visitor self classification
• gain visibility into visitor preferences, pain areas and demographics through onsite tracking
• test messaging, offers and conversions within specific segments
• provide visitors with a more tailored, fine tuned and efficient experience on your website.

Much like your top sales person, a well built interactive website can help your business in the areas of Sales Effectiveness and Visitor Data Gathering.