|
Database,
e-commerce
programming can make a web site
a communication tool
By
Barbara Luhring, CEO
3W Design Group, Inc.
Let's
say your company has a Web site. Let's say your company's
Web site has been in existence since 1997. Along the way
you have updated your site, refining the navigation, changing
graphics and photos. But now you want to take your company's
site to a new level, maybe re-create the site in Macromedia
Flash or transform your standard HTML programmed pages into
a database managed site that creates pages on-the-fly. Where
do you start?
The old adage "if it ain't broke, don't fix it" doesn't
really apply to the Web. Rather than making wholesale changes
every 3 or 4 years, it is more cost effective to plan smaller
upgrades on an annual or semi-annual basis.
Why? Technology upgrades change the Internet at a lightning
pace. This includes everything from the parameters that
help your company penetrate the search engines to options
for rich media and permission email marketing. By changing
your Web site a little at a time, you never get far behind
the advances technology has to offer.
One example of this is incorporating the rich interactivity
of Macromedia's Flash to an already existing HTML (traditional)
Web site. Build the Flash site as a stand-alone experience
while keeping it linked to useful portions of the current
HTML site. This is especially effective when your current
HTML site has information gathering forms that you want
to continue to utilize. You can link directly to the form
from the Flash navigation, opening a new window so the user
can fill in the form while not losing the Flash navigation
window. In addition, you may also give the viewer a "view
HTML site" option, offering this for six months to a year
before you transition to Flash only.
Another way to transition your site to Flash from HTML is
to incorporate a Flash animation introduction or splash
page. Upon typing in the URL of your Web site, the viewer
experiences an animated presentation that sums up your company,
product or Web site. Upon completion of the splash page,
the viewer is transported the standard top page of your
HTML site.
Animation is not the only dynamic technology on the Internet.
Database and e-commerce programming is capable of turning
your Web site into an unprecedented communication tool.
Programming HTML product pages used to mean creating a page
for each category of products. Load time was cumbersome
and adding pages meant creating and reorganizing each page
manually. Today it has become much easier for pages to be
created "on-the-fly" from a database of products.
That means when you add or delete a product from your online
business to business or retail site, the individual product
shows up in a pre-programmed template page along with other
products. No more coding and re-coding HTML pages every
time your product line changes. Your site is faster, sleeker
and your options greater.
Another recent development in programming is the ability
to completely automate the buyers' experience on your Web
site. This development gives the small online retailer the
same opportunity to seamlessly combine credit card sales
with instant verification, and sales tracking. E-commerce
programming combined with off-site credit card payment/verification
partners such as CyberCash gives you the power to do this.
You spend your time and energy on tracking your Web site's
sales and marketing to repeat customers, instead of manually
verifying credit card sales.
Programming, like Flash animation can be phased in to your
existing HTML Web site according to your company's needs.
Establishing measurable goals, a budget and a timeline for
your Web site changes will help assure your success. Communicate
these goals with your Web site design firm from the beginning,
they will make the transition easier and faster.
What's in store for the future of the Internet? Changing
technology. Is your company ready?
Do you have any questions about your company's Web presence?
Write to and
your question may be the focus of a future column.
|
