A great way to know your customers is to let them drive your Web site. To capture information from customers, set up user-friendly feedback systems. You'll need a three-part strategy:

1. Collect basic information on visitors to your Web site.
2. Offer a variety of ways for customers to provide feedback.
3. Choose software and Web-hosting services carefully so that you can capture essential information and analyze it.

Action Steps
The best contacts and resources to help you get it done

Collect basic information

Spot a new visitor on your home page? Ask him to provide basic data such as job title, industry sector and information needs.

I recommend: Quask and similar programs specialize in online data gathering tools for your site.

Get their opinions

A daily poll and short pop-up surveys are two low-hassle strategies to promote more customer input.

I recommend: QuestionPro offers survey software from $29 for individuals to $249 for companies. Survey Monkey is another inexpensive option.

Go blogging

Offer a moderated Web log with links from your home page. Organize by industry sector so customers may better share experiences.

I recommend: Firms such as Ektron offer structured blogging, or use free open-source software on the Web such as bblog. Another free option worth considering is Blogger.com, which is owned and regularly indexed by Google.com.

Answer frequently asked questions

Provide an FAQ section that answers popular questions and tracks new or emerging concerns.

I recommend: Firms such as Interspire and Xigla offer FAQ software for small business.

Provide real-time customer support

Allow customers to set up a live chat with a salesperson or technical expert.

I recommend: LivePerson and Live2Support are among companies that offer real-time solutions.

Encourage in-depth feedback

Testimonials and case studies are powerful tools in business development, when properly prepared.

I recommend: Ask your customers for comments and visit Klariti.com for advice on effective case studies.

Find quality Web hosting

Whether in house or under contract, Webmasters must analyze your feedback in a meaningful way on a regular basis.

I recommend: Firms such as NetStrategies and Mach5 place a high value on analyzing Web metrics.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  A daily poll, with just one question, may bring customers back to your site on a regular basis.
• •  For case studies, include a variety of industry sectors.
• •  A hot new trend is audio/visual testimonials, which connect a face or voice with positive comments about your business.
• •  A quality Webmaster or host should provide detailed analytics on your customers and visitors at least once a week.
• •  Effective case studies should identify a problem, outline a solution and then analyze the results.