BUSINESSWEEK ONLINE : MARCH 22, 1999 ISSUE
BUSINESS WEEK E.BIZ

How CyberSites Reinvents Commerce


1. Through surveys, CyberSites learns that members of its AncientSites community are interested in buying old Roman coins.

2. Prowling the Web, site owners locate a reliable supplier willing to provide volume discounts.

3. The site owners add a small finder's fee, and post prices on the AncientSites home page.

4. Site owners embed the offer in a pop-up trivia quiz about Roman coins. A correct answer takes members to a purchasing menu.

5. The menu explains how and why the site owners obtained the discount.

6. Upon ordering, members get a 30% discount on ancient coins and a credit in "site currency"-- the community equivalent of frequent-flier miles.

7. RESULT: Three percent of all viewers of the ads end up buying coins--a huge number compared with typical responses to banner ads on Web sites.



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