Identify and test what your customers really want online,
This review is from: The Stranger's Long Neck: How to Deliver What Your Customers Really Want Online (Paperback)
Very readable, including the bits with hard data - real and extensive research presented with a lighthearted feel. The Stranger's Long Neck (which refers to the few things very many "strangers" come to a website to do - on a graph it looks like a long neck) gives step by step advice on how to continually evolve a website by identifying customers'/ employees' top tasks (and those SUPER tasks), helping them serve themselves online and testing task completion. The goals are realistic and down-to-earth enough for any web team.
As many of us involved with websites are unconsciously organisation-centric, we have to make a real, daily effort to stay in touch with customers' needs - this book shows that the effort is essential but also manageable.
(7 customer reviews)