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19. I’ve got your number

Use your web site to find out who your customers are and what they want. Emails, questionnaires, forms – they’re all here.

Be polite, don’t beg and don’t promise the earth. Make your users want to help you, not be scared of you.

Be Cool, Honey Bunny

There is nothing worse than having to register on a web site before you are allowed to proceed to the buy button, or worse, to move on from the homepage. At this stage the user might not have a clue what or who you are, so why on earth are they going to be comfortable giving you their personal details? Even asking for an email address and a password is pretty rude – how do they know if you are going to sell their details on? Net result – the user moves on to another site ...

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