The most visited sites (including the same person visiting more than once) have very big audiences.
Across many genre of Internet presence, there is recognition that netzines appreciate access to information. Many sites in the commercial and not-for-profit areas of interest have a tiered approach to the provision of information.
Progressively, the visitor is taken to greater depths of detail until they commit to an action. This process is effectively used in a progressive approach to make sites 'sticky' and to effect a behavioural change (such as selecting a product, agreeing to the purchase and then paying for the product and service). For the expert salesman, this is but a translation of long held selling practice into on-line selling.
Sites with rich content and a lot of information like Yahoo can keep people on their sites for a long time (1hour 8 minutes on average). But, more normally, even the best in the world have not much more than ten minutes of Cyber Society’s time at any one go. Sites with lots of interaction, especially running over broadband networks such as cable have better brand awareness and longer dwell times on site.
This process of adding interest and does not have to be a copycat version of the big portals. It can take other forms. Here are some interesting Electrolux features that add to its on-line presence. In many instances it can take the form of information relevant and interesting to the life interest or life style of the individual netzine.
Providing information can come in many guises. There is an 80:20 rule among many Webmasters. They accept that external hyperlinks to their own site and links from their site should be in the proportion of 80:20. This is a two edged sword. A hyper link to a site is a claim of allegiance. Sometimes this is welcome but not always.
Some hyperlinks can and should offer opportunities to build and enhance the company Internet Brand presence. This could be with a retailer, as in the case eof Electrolux or perhaps a new form of business. There are often opportunities to make the relationship commercially advantageous.
Many sites could put the Amazon.com URL on their site but, by incentivising the process in a variety of ways, Amazon have tempted most to put a banner advertisement there instead. The device used by Amazon is now passé but the principle has many applications.
Site navigation is a big problem and getting it wrong can be a major mistake. One third of all customers who opened an on-line bank account in the USA during 1998/9 closed their accounts according to a study by Cybercitizen Finance37. While 3.2 million people opened up virtual bank accounts in the previous year, 3.1 million stopped using their accounts. When asked why they discontinued their accounts, fifty percent said they found the sites too complicated to navigate and customer service was dissatisfactory.