Some Examples of How Successful Web Strategies Equate to Win-Win Scenarios

We review some examples that can create truly compelling cases for strategy where both user goals and business goals are met, creating 'win-win scenarios.'

Example #1: Sales force awareness
Business goal: Offer complete product and service information and demonstrate value on the website to lessen strain on sales team.

User goal: Research product information and gauge value before making contact with a sales person who may not have all the information.

Conclusion: Win – Win.  The business marketers know that by having all sales material on the website they are providing the level of influence that would require a massive sales force.

Example #2: A blogger can be your best salesperson
Business goal: Reach out and build a relationship with bloggers that write about our products or services to make sure they provide accurate and informed portrayals of our offerings.

User goal: Participate in the user community and offer a realistic account of how well the product or service works for me so that my reviews can help others decide about buying.

Conclusion: Win – Win.  Business marketers understand that visitors in the buying cycle rely heavily on their peers’ judgment when deciding the value of a product or service, and bloggers are considered everyday people who are sometimes more respected than professional journalists reviewing a product.

Examples of failing web strategies that result in lose-lose scenarios
These are examples of the common pitfalls that your organization should avoid when considering website strategy.

Example #3: ...but where do I find your address? 
Business goal: Create a really good looking all-Flash website that is attractive to the target demographic and portrays the lifestyle look of our brand.

User goal: Find out how much it costs and where to obtain it.

Conclusion: Lose – Lose.  Here the business focused on superficial qualities that failed to satisfy the need for information.  Clumsy navigation, hard to read fonts, long loading times, and lack of easy access to basic information lead to site abandonment.

Example #4: Lost in Translation
Business goal: Save money on online content by using same copy as offline materials.

User goal: View product information on the web to aid in decision making process.

Conclusion: Lose – Lose.  Marketers failed to understand that visitors on the web scan content to find what they are looking for.  Content that is not written specifically for the web is generally avoided and not completely read by visitors.

Closing Thoughts
The high risks involved in commercial web development are completely manageable through the adoption of development philosophies where web strategy is at the root of every project design milestone.  Careful attention to the strategy of a website means that design teams can focus on the pieces that are critical to the achievement of goals.