08-07-2006, 10:35 AM
Quote:Online marketers protect their brand message so diligently that they're missing the opportunity to increase sales substantially. Home pages could sell far more effectively if a marketer would give in to the whim to test sales messages without worrying so much about the sacred brand...
Don't throw the brand out with the bathwater
I don't mean that you should abandon your stewardship of the brand when designing or redesigning a home page. But holding firmly to the belief that a home page should be primarily about branding could be costing you a ton of money.
I challenge you to ask three questions:
* What do I want to be online (a branding company or a direct marketer)?
* What is it costing me to choose one way over the other?
* Can I become willing to experiment, perhaps drastically, with important branding elements on my home page (the logo at the top left, for example) in order to increase sales?...
full article: http://www.imediaconnection.com/content/10665.asp