BC Tips
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.
Whenever you see this icon it means:
The site you're viewing has a feed available.
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Sublime Ailleurs: Simulating a sense of luxury
A rare successful recreation of the experience of luxury and style.
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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.
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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.
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Le Figaro: Adopting a familiar format for payments
A familiar, widely used idea is adapted to paying for small-cost items.
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Republican National Committee: Asking for e-mail addresses
Implementation of an upfront policy works against an optimum response.
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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.
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Waitrose: Adding to cost and inconvenience
The hand-over to offline outlets is compromised by packaging local information in a universal format.
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Mypetstop: creating real loyalty
Strong value-added features increase word-of-mouth promotion.
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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.
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Yahoo!: Baffling spam-feeding bots
A computer test combats the potential spamming of subscribers.
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L'Équipe: Developing paid-for content
How traditional publishers can 'monetise' their content online and reduce reader resistance to paying.
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Viking Direct: Encouraging buyer disappointment
An online catalogue risks raising customers temperatures by showing out-of-stock items as available.
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MoneySupermarket: Distracting policy hunters
Badly sited click-through options take users away from the task in hand.
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Covefi: Addressing enquiries
Simple but effective steps address two issues critical to online customer satisfaction.
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ntlHome: Retrieving order cancellations
Customers cancelling an order are not given up as a lost cause.