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.
Sandvine: Restricting white paper appeal
The way registration is used to control access to content needlessly restricts the indirect marketing benefits.
The Last Email: Lacking in reassurance
Establishing trust remains a critical but difficult issue for new businesses on the web.
Greenpeace: Respecting names
A simple and inoffensive way of recognising and respecting national differences.
Grainger: Failing to get personal
Named contacts are generally a good thing to include on a business website, but sometimes it would be best to leave it at the level of name and number.
Aral Lubricants: Oiling a smooth-running catalogue
The public part of a B2B platform is set up as a supremely accessible catalogue of specification and data sheets.
IBM: Choosing the right pitch
A simple journey to find the relevant set of products then cleverly offers three sales pitches in one.
Inland Revenue: Putting people off in the detail
It doesn’t take much to reinforce people's wariness of new online services.
Tiscali: Completing forms faster
A missing-information highlighter smoothes out two snags commonly encountered by online form fillers.
Tradudoc: Translating browsers into prospects
The immediacy and interactivity of the web are harnessed to turn browsers into enquirers.
Sainsbury's Bank: Spelling disaster for consumer confidence
Simple spelling or grammatical errors suggest at best sloppiness, at worst a lack of basic literacy.
Sherwin-Williams: Matching content to customer needs
Visitors are enabled simply and efficiently to find the sales and information journey that best matches their needs.
GE Medical Systems: Creating a classroom for customers
The archivability and interactivity of the web is developed to support company and customers’ business needs.
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.
Viking Direct: Encouraging buyer disappointment
An online catalogue risks raising customers temperatures by showing out-of-stock items as available.