The Most Powerful Form of Online Advertising (Part II)
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Online Objectivity Paves the Way to Online Success

Someone asked me the other day “why do so few companies find success online?” There are so many different answers I didn’t know where to start.  On a whim, I came up with an answer that has crept up in almost every single web project I can recall.  My answer to “why do so few companies find success online?” is “companies lack online objectivity.”  Companies cannot take their own vested interests out of their web site.  They focus more on their own needs as oppose to their user’s needs. This isn't to suggest that a company shouldn't strive to meet its online goals.  Companies get tripped up in the process.  They try to serve themselves first before serving their market. How many web sites have you visited a web site with each sentence starting with “Our … My … We?” Successful companies maintain a high degree of online objectivity.

Online Objectivity
Here is a simple usability fact: Users aren’t interest in a company that tells them about the greatness of their product or service. Users want to know what a company is going to do for them.  The focus should be on meeting the user’s needs.  This can be accomplished by listening or interacting with them. Those companies that practice a high level on online objectivity are more likely to succeed online. If you want to ensure success online make sure you’re meeting your user’s needs before your own. The great thing about the Internet is that you can collect feedback quickly and inexpensively.  Below are a few suggestions of ways to meet user needs.

Ways to Meet User Needs:

  • Post Transaction Follow up
  • Feedback Forums
  • Email Survey
  • Online Survey
  • Usability Testing

Those companies who keep the focus on the user at all times are far more likely to be successful online.  The most difficult thing to overcome online is a company’s own ego.  Putting the customer’s ego in front of your ego is a big step with big payoffs.

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