The Stranger's Long Neck: How to Deliver What Your Customers Really Want Online

Overview

The long-awaited new title from THE corporate expert on building the right web presence to drive sales!

In an age that is exploding with information, it’s now critically important for companies to identify what truly matters on their Web site. The web customer is a “stranger” online to web teams who must work in a medium where it is very difficult to know who is clicking around on your site. Every Web site has a “long neck” or a small set of tasks that are very important to its ...

See more details below
Other sellers (Paperback)
  • All (23) from $1.99   
  • New (15) from $14.55   
  • Used (8) from $1.99   
Sending request ...

Overview

The long-awaited new title from THE corporate expert on building the right web presence to drive sales!

In an age that is exploding with information, it’s now critically important for companies to identify what truly matters on their Web site. The web customer is a “stranger” online to web teams who must work in a medium where it is very difficult to know who is clicking around on your site. Every Web site has a “long neck” or a small set of tasks that are very important to its customers. If you don’t make these tasks easy and fast to complete, your customers will go to your competition. This book will give you practical advice and case studies on how to tune in effectively to deliver precisely what your web customers want to make the sale!

Gerry McGovern is widely regarded as the number one worldwide authority on managing web content as a business asset. Named as one of the 100 most influential figures in e-commerce in the UK and Ireland, he has appeared on CNN , CNBC and BBC television and has been featured in numerous print media publications.
 

Top 5 Tips for Improving Your Website by Gerry McGovern

1.    On the Web, content may be king but the customer is dictator. There’s one word to describe the web customer: IMPATIENT.
2.    Traditional marketing and communication is about GETTING ATTENTION. Web marketing and communication is about PAYING ATTENTION. When customers are at your website you already have their attention. Don’t waste their time by telling them things they already know.
3.    Every website has a small set of top tasks what I call the “long neck” that customers expect to complete quickly and easily. The customers’ top tasks are often not what the organisation thinks they are—or wants them to be!
4.    The BIGGEST key to website improvement and efficiency of “long neck” consumer tasks is most often overlooked: companies must do rigorous, methodical and continuous testing! Great web management is based on facts about your consumers, not opinions offered by the smartest people in your company.
5.    The Web is about doing, not talking about doing. A great website puts task-completion features on the homepage. In Web 1.0 you saw a picture of a hotel room on the homepage of a hotel website. Now, you book your room on the homepage.

Find out more in The Stranger's Long Neck

Read More Show Less

Product Details

  • ISBN-13: 9781408114421
  • Publisher: A&C Black Publishers, Ltd.
  • Publication date: 8/1/2010
  • Pages: 224
  • Product dimensions: 6.70 (w) x 9.10 (h) x 0.50 (d)

Meet the Author

Gerry McGovern is the author of several influential books, including Killer Web Content (A & C Black). He is a sought-after speaker at international conferences on Web content management and has worked with many leading organizations, such as Microsoft, Hewlett-Packard and major airlines. 
Read More Show Less

Table of Contents

Acknowledgements vi

1 Trading with strangers 1

2 Gut instinct and the information tsunami 14

3 From Long Tail to Dead Zone 20

4 The rise of the Long Neck 26

5 A secret method for understanding your customers 32

6 There are always tasks 45

7 Defining tasks at NHS Choices 52

8 Free money: That's what we want 74

9 Organization v. customer thinking 93

10 How the Microsoft Excel Web site dramatically improved customer satisfaction 101

11 A method for managing search 118

12 Deliver what customers want-not what you want 132

13 Measuring success: Back to basics 143

14 Preparing for task measurement 157

15 Carrying out a task measurement 170

16 Those practical, innovative Swedes 180

17 Fox meets chicken 206

Further Reading 213

Index 215

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)