| Online Rules of Successful Companies: The Fool-Proof Guide to Building Profits, The |
| By Robin Miller |
| | |
| Publisher | : Financial Times Prentice Hall |
| Pub Date | : October 08, 2002 |
| ISBN | : 0-13-066842-7 |
| Pages | : 208 |
| Copyright |
| | | Praise for The Online Rules |
| | | FINANCIAL TIMES Prentice Hall |
| | | Financial Times Prentice Hall Books |
| | | Foreword |
| | | Introduction |
| | | | Every Game Has Rules |
| | | | Learn From the Past |
| |
| | | Chapter One. What Makes the Internet So Powerful? |
| | | | Examples of Successful, Tightly Focused Web Sites |
| | | | A Web Site Is Not a Business |
| | | | The Difference between an Online Business and an Online Hobby |
| |
| | | Chapter Two. Building a Web Site that Works |
| | | | Avoiding the Worst Mistakes |
| | | | Information Layering |
| | | | Basic Web Design Usability Rules |
| | | | When In Doubt, Steal |
| | | | Selecting Web Designers |
| | | | Dealing with Hired Web Designers |
| | | | Maintaining Site Focus |
| |
| | | Chapter Three. Profitable Ecommerce |
| | | | Sell without Shame |
| | | | Get to the Point Right Away |
| | | | Clear Product Descriptions Are Essential |
| | | | Site Navigation for Ecommerce |
| | | | Information Layering Accommodates Almost All Shoppers |
| | | | Database-Driven vs. Static HTML Sites |
| | | | The Myth of the Abandoned Shopping Cart |
| | | | Tell Your Customers Who and Where You Are |
| | | | Answer Your Email and Your Phone |
| | | | Do You Really Need Ecommerce? |
| |
| | | Chapter Four. Promotional Web Sites for Offline Businesses |
| | | | Location, Location, Location |
| | | | Are You Going to Answer Email? |
| | | | Start Small, then Grow |
| | | | Make Sure You Own Your Name |
| | | | Adding Prices and Other Content |
| | | | Avoid Web Obsession |
| | | | Put Yourself in Your Customer's Shoes |
| | | | Giving Your Web Site Visitors What They Want |
| | | | The Last Word: Stick to Business |
| |
| | | Chapter Five. News and Discussion Web Sites |
| | | | The Economic Realities of Online Advertising |
| | | | Tech News as a "Natural" for the Web |
| | | | You Are Not C|Net |
| | | | Beyond Tech News: General Media Online |
| | | | Moving Offline News Online |
| | | | The Standalone News Site |
| | | | Ultra-Niche, High-Value News |
| | | | Subscription News Sites |
| |
| | | Chapter Six. Email and Chat As Profit Builders |
| | | | Responding to Customers' Email |
| | | | Resisting the Lure of Spam |
| | | | Using Opt-In Promotional Email |
| | | | News As Email |
| | | | Maintaining Credibility in Email Newsletters |
| | | | Email Discussion Lists |
| | | | Thoughts on Email List Management |
| | | | Email Is Never Private |
| | | | Chat and Instant Messaging As Business Tools |
| | | | Viruses and Other Email Hazards |
| | | | Email and Chat Are Changing, Not Static |
| | | | The Most Important Email and Chat Rule |
| |
| | | Chapter Seven. Site Promotion and Advertising |
| | | | Directories Are Not Search Engines |
| | | | Simple Tricks That Help Get Favorable Search Engine Rankings |
| | | | More Advanced Search Engine Tricks |
| | | | Advertising Your Web Site Online |
| | | | Advertising Your Web Site Offline |
| | | | Choosing the Right Domain Name |
| | | | Protecting Your Domain Name |
| | | | Try Not to Argue Over Domain Names |
| | | | All Your Promotions Must Work Together |
| |
| | | Chapter Eight. Cost Control and Futureproofing |
| | | | A Distributed Work Force Saves Money |
| | | | Cost-Effective Web Hosting |
| | | | Save Money with Open Source Software |
| | | | Linux |
| | | | Apache |
| | | | Perl vs. PHP vs. Java |
| | | | Stick to Industry Standards |
| | | | The Curse of the Obsolete Browser |
| | | | Interpreting Site Statistics |
| | | | An Endless Learning Process |
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| | | Resources |