Bridget Fahrland

Consider leveraging Web 2.0 technology to boost your Web site’s intuitive response to your customers, said Bridget Fahrland, executive director at Web design firm Fry Inc., and Kevin Messing, Fry’s creative director, in their session “Designing for Web 2.0: Questioning the Conventional Wisdom of Web Design,” at during the ACCM in Chicago. Messing defined Web 2.0 as being second-generation Internet technologies that drive a better user experience online. “Web 2.0 is a new approach to creating and distributing content online, characterized by open communication and decentralized sources of content,” he said. Here are some practical do’s and don’ts for starting to use this next-generation

One cataloger refers to online upselling as “one of the easiest things you can do to improve your revenue.” That’s not to say that initiating online upselling is a snap. Rather, like many other e-commerce endeavors, online upselling is a balancing act between aggressiveness and subtlety in both offer type and presentation. Because the level of communication between consumer and cataloger is less straightforward than it is with contact center upsells, the risk of alienating consumers while upselling online is greater. But with careful consideration and proper attention to detail, online upselling can become a viable source of revenue and a vital part

Critical Components That Draw in Users By Gabrielle Mosquera Here's a ratio: Home page is to Web site as storefront is to retail and cover is to catalog. In short, it's the first impression prospects have of your company, and a critical one at that. In fact, a home page has to work even harder than a retail storefront or print cover because it must facilitate transactions further on in the site, says Bridget Fahrland, executive creative director at e-business consultancy Fry Multimedia. "It can't just be about catching the eye. Something there has to get [customers] to go deeper," she explains.

Here’s an analogy: Home page is to Web site as storefront is to retail and cover is to catalog. In short, it’s the first impression prospects have of your company, and a critical one at that. In fact, a home page has to work even harder than a retail storefront or print cover because it must facilitate transactions further on in the site, says Bridget Fahrland, executive creative director at e-business consultancy Fry Multimedia. “It can’t just be about catching the eye. Something there has to get [customers] to go deeper,” she explains. Though much of home page design depends on each cataloger’s