7 Newer Ways to Adapt to the Web

* Are blogs, customer reviews and other newer tools right for us?

6. Prove with numbers. Do your research and testing before rolling out a campaign, leading you to be able to make IFB (or, “I firmly believe,” as they’re known at Orvis) statements to upper management. “If we spend X, we’ll get Y in return,” Wolansky said, providing an example of an IFB statement he uses with staff at Orvis. To increase sales and/or reduce costs, clearly lay out how, why and what you’re doing on the Web site, whether it be a sale/promotion, site redesign or search box, among other things.