BC Tips are best practice memos distilled from our constant monitoring of websites, and e-mailed to subscribers twice-weekly. Each tip consists of a characterisation of the featured site, a screen shot of or link to the highlighted practice plus ‘the takeaway’ – our commentary on how it can contribute to a more effective website.
What is RSS?
Many websites have links labelled "RSS". This means that you can find out about updates to our website without having to visit the site in your web browser. This feature is often referred to as "syndication" or "aggregation". Sometimes it's just called subscribing. And these days, instead of one of these words, lots of sites will use a feed icon that looks like this: Whenever you see this icon it means: The site you're viewing has a feed available.
How do I use RSS?
Just like when you want to watch a video clip or listen to music on the web, you need a "player" of some kind to subscribe to feeds. Good news: Most of these tools are free, and there are many to choose from, so you can find the one that best suits you. The "player" for a feed is called a feed reader . This tool lets you subscribe to any feeds you want, checks automatically to see when they're updated, and then displays the updates for you as they arrive. Internet Explorer 7, Firefox and Safari all include feed readers.
Once you have a feed reader, just click on our RSS icon and follow the instructions.
Sublime Ailleurs: Simulating a sense of luxury
A rare successful recreation of the experience of luxury and style.
Mayo Clinic: Putting minds at rest about advertisers
Spelling out the terms on which advertisers are allowed onsite maintains faith in the trustworthiness of advice.
Post Office: Ignoring the potential of online back-up
Non-integration of a site into an awareness campaign neglects two fundamental strength of the web.
Le Figaro: Adopting a familiar format for payments
A familiar, widely used idea is adapted to paying for small-cost items.
Republican National Committee: Asking for e-mail addresses
Implementation of an upfront policy works against an optimum response.
Meadowhall: Putting yourself in the customer's shoes
Exemplary use of the web as a tool to enable customers to get done what they want to do as quickly as possible.
Waitrose: Adding to cost and inconvenience
The hand-over to offline outlets is compromised by packaging local information in a universal format.
Mypetstop: creating real loyalty
Strong value-added features increase word-of-mouth promotion.
Otis: Elevating service to a new level
Service levels and cost efficiency are improved by integrating the website into the marketing and customer service functions.
Yahoo!: Baffling spam-feeding bots
A computer test combats the potential spamming of subscribers.
L'Équipe: Developing paid-for content
How traditional publishers can 'monetise' their content online and reduce reader resistance to paying.
Viking Direct: Encouraging buyer disappointment
An online catalogue risks raising customers temperatures by showing out-of-stock items as available.
MoneySupermarket: Distracting policy hunters
Badly sited click-through options take users away from the task in hand.
Covefi: Addressing enquiries
Simple but effective steps address two issues critical to online customer satisfaction.
ntlHome: Retrieving order cancellations
Customers cancelling an order are not given up as a lost cause.