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.
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Sandvine: Restricting white paper appeal
The way registration is used to control access to content needlessly restricts the indirect marketing benefits.
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The Last Email: Lacking in reassurance
Establishing trust remains a critical but difficult issue for new businesses on the web.
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Greenpeace: Respecting names
A simple and inoffensive way of recognising and respecting national differences.
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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.
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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.
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IBM: Choosing the right pitch
A simple journey to find the relevant set of products then cleverly offers three sales pitches in one.
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Inland Revenue: Putting people off in the detail
It doesn’t take much to reinforce people's wariness of new online services.
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Tiscali: Completing forms faster
A missing-information highlighter smoothes out two snags commonly encountered by online form fillers.
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Tradudoc: Translating browsers into prospects
The immediacy and interactivity of the web are harnessed to turn browsers into enquirers.
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Sainsbury's Bank: Spelling disaster for consumer confidence
Simple spelling or grammatical errors suggest at best sloppiness, at worst a lack of basic literacy.
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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.
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GE Medical Systems: Creating a classroom for customers
The archivability and interactivity of the web is developed to support company and customers’ business needs.
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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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Viking Direct: Encouraging buyer disappointment
An online catalogue risks raising customers temperatures by showing out-of-stock items as available.