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Introduction to the Rules Background:
Until recently, the Internet was a place of chaos. Being exciting and expressive was the thing,
not being functional and usable. Although all manner of sites, information and designs made
their homes on the web, there was no place for traditional business rules. Breaking the rules
was the battle standard and everyone rushed to raise it. Companies knew they had to stake a claim to a piece of the Web, and most jumped headlong
into the race with no clear plans. Capital was plentiful and nobody seemed bothered by the
lack of accountability or return on investment. Strategy and methodology also found
themselves on the outside looking in. In many cases, management led the rush with no clear
idea of how to use the new tool that they had been given. Those times are long gone.
Even before the September 11 tragedy, the Internet forced a change upon the economy as
the dot-com’s disappeared into a self-induced mass grave. In the aftermath, companies are
reconsidering what their site means to the company and how they can use it to increase their
market share and bottom line. As the dust has settled, B2B companies are realizing the
immense potential that the Internet presents for them. On the business side, budgets are being squeezed and CEOs demand returns to justify
expenditures. Marketing departments are viewing the web site as another means to generate
sales leads for their companies. Traditional business rules have returned with a vengeance.
In short, businesses are now adapting their models to incorporate the Internet, so as to
harness the limitless audiences they can reach. Users have overcome the thrilling early days of “designtechnics” and splash pages. Speed
and usability have become their doctrines. Reading is out, scanning is in. Users come to sites
with innate knowledge of where page elements and navigation are supposed to be and what
they are supposed to look like. At the first hint of confusion, they are off to your competitor’s
site, hoping to find the prize. When they leave, so do sales leads and profits, the worst
scenario in today’s business world. Forty years ago, Peter Drucker stood up and issued the following business axiom: “The
business of business is identifying, acquiring and retaining your best customers.” Today’s
Internet world offers an unparalleled opportunity to do just that, if your web site is efficient
and usable. This view should dominate your web site’s life cycle. next >>
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