American Express

It’s not just what you do, but how you do it. If you’re going to get something out of your Web site, you have to provide the functionality for the potential customer to take an action, and you have to make sure everything works as it should. Everything must be easy for the user.

Let’s consider a hotel or hotel chain as an example. The right look and feel, excellent navigation, and useful information present a convincing picture for the Web site. We know, though, that an information-only Web site will not get the job done. The target market expects to be able to make a reservation, download a brochure, plan their trip online, and so on, quickly and easily with no barriers preventing them from doing so. If the Web site is too slow, they’ll give up. If the Web site generates an error, they’ll lose confidence. A hotel Web site must extend different touch points to the target market, allowing them access to self-service tools (e.g., interactive package builders, maps and directions, etc.) and engaging features to capture leads, drive immediate sales, and promote consumer loyalty (e.g., through permission marketing, access to a rewards program online for an individual business, etc.).