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Casual Articles - Preparing For E-Commerce Success: How To Ensure Your E-Commerce Website Will Work
You might be wondering what all the talk about business cards is about.Why should you have one?A business card, in the simplest possible terms, is a portable advertisement, targeted only to the people who can make the most difference in terms of your business's success or failure.To see why business cards can make such a difference in the health of your business, think about the classic methods of advertising. Each of them has significant advantages, too--but each also carries a significant disadvantage.For example, take mass media advertising. Most local independent newspapers carry advertising for local businesses, as do magazines and the larger city papers. Print advertising has the advantage of carrying a great deal of information, and of reaching a wide audience. In even a fairly small ad--say two inches by two inches of page space--a creative graphic artist can include contact information, some details on exactly what services the business provides, and even a catchy slogan or piece of artwork to give the business an identity and to make it memorable when your prospective client picks up the phone or fires up the keyboard. And if the paper or magazine has a sufficiently high circulation across all levels of the city's population--young, old, professional, non-professional--then your advertisement can reach people whom you otherwise w
However, just because your shop exists online, you should not overlook off-line marketing as an effective means of generating visitors. Press releases, word-of-mouth referrals, magazine advertising and PR all have a part to play in your overall marketing strategy.
Many website owners focus too much on their site’s functionality and "look and feel" and then find that it is the lack of traffic that causes their website to fail. Understanding how you will generate visitors to your website is the most important factor in your e-commerce plans.
5. Do You Understand The Legal Issues?
Using your website to trade online introduces legal obligations that may not apply if you have a brochure-style website.
E-commerce website owners cannot trade anonymously. Your e-commerce site should show your contact details, including a full postal address, as well as details of the legal owner of the site.
You should also be aware that customers have the legal right to return a product bought from your website within 7-days of delivery. A customer does not need to provide a reason and you cannot refuse to accept the returned item (unless your products are exempt, as is the case with food retailers and businesses that sell personalised items).
Data protection, copyright and accessibility are other key legal issues that apply to online trading and you should consult the DTI’s website or talk to a s
Think of your booth as a tiny piece of real estate. Your goal is to secure a location where both traffic and your customers' productive tension are optimized. You must be SEEN in order to capture the attention of your prospects. So let's get right down to business.If your budget only allows you to purchase a 10'x10' space, the best choice would be a corner. This location gives you exposure on two aisles. A 10'x20' space is best positioned at the END of a row, with both booths facing the short aisle. This location gives you exposure on three aisles. A 20'x20' space would ideally be free-standing, providing you with exposure on ALL sides. A dramatic alternative is to secure all four corners of an intersection. This means virtually every visitor will actually walk through your exhibit.From a tension management perspective, your location in regard to the natural flow of visitor traffic is critical. Upon arrival, visitors are likely to be quite far UpGrid* — in Power and Power-Stress – where people are moving fast and excited to be at the show. This level of tension stimulates them to hurry through the first portion of the route. As they progress, their level of productive tension steadily drops and as it does, so drops their level of interest. You want them to notice you when they are most likely to pay attention to what you have to offer — when they ar
Certain key factors must be considered before your website is built. Failing to consider these issues first invariably results in failure. Use the following 7 points to check whether your business is ready to benefit from e-commerce.
1. How Suitable Are My Products For An E-Commerce Website?
Not everything is suited to online selling and so it is vital that you understand whether consumers are likely to buy your products directly from a website. Suitable products tend to share common features:
- Homogenous – branded products are identical, irrespective of where they are purchased, and these are often good candidates for an e-commerce website. A consumer is more likely to purchase an item from your website if they understand exactly what they are buying. Books are a good example: a novel bought from one website is identical to the same novel bought from any other and so, in the consumer’s mind, there is no uncertainty about what they are purchasing.
Conversely, personalised or unique items (or products that need to be tried on or tested) are not so well suited to online selling. Shoes and spectacles, for instance, are difficult to sell from an e-commerce website because the consumer is more uncertain about whether the item is exactly right for them.
- Shippable – the fulfilment of online orders is often the area of e-commerce that causes website owners most difficulty. Small, light-weight items are easily shipped and do not involve a high delivery cost that may deter online sales. To this end, many website owners will incorporate the actual delivery cost within the price of their products so that they are able to offer "free delivery", which can help to stimulate online orders.
Bulky, heavy items can pose website owners some problems when it comes to delivery. If a product is fairly low-value item, will a ?10 or ?20 additional delivery charge be acceptable to the consumer?
- Inexpensive – consumers’ propensity to purchase online is strongly related to the perceived risk of making that purchase. A normally cautious consumer might adopt a more care-free "why not?" attitude when purchasing a book for ?6.99. The same person would be far more reticent when spending several thousand pounds on an electrical product.
Although high-price products do sell on the Internet, you have a natural advantage if you sell lower value items.
Any Internet enthusiast will tell you that you can sell to customers anywhere in the world as soon as you have an e-commerce website.
If you run a conventional business that supplies to customers in a specific geographic area, the prospect of being able to sell across the world can be very enticing.
However, fulfilling an overseas order can be quite onerous: should you charge VAT to customers based outside the EU? Do you have to pay excise duties if you send an order to America? How much will it cost to deliver an order to New Zealand?
With this in mind, many business owners choose to restrict their website to accepting orders from the UK only, particularly while their e-commerce site is in its early stages. The downside of selling to a more confined market can sometimes be a sensible price to pay.
3. Payment Processing - Real-time or Offline?
Many websites complete online transactions at the exact time of purchase, while the customer is still viewing the website. This is real-time processing and it uses a Payment Service Provider (PSP) – an online service that provides:
- A secure environment in which the customer can safely enter credit / debit card details;
- An automated connection to the banking system, so that the card transaction can be verified and checked;
Alternatively, off-line processing means that your website will simply collect the customer’s card details and store them securely on the server. The transaction is processed manually at a later date, usually by the website owner using a PDQ machine (credit card swipe machine).
Real-time processing requires no intervention on your behalf. As the website owner, you will be notified when a transaction is processed (although you will not see the customer’s card details) and you will then fulfil the order accordingly. Because this is an automated solution, it is hassle-free although it can be more costly, as your bank and the PSP will both take a percentage of the value of each transaction.
Off-line processing is dependent on your involvement, which can prove time consuming but it does provide you with the opportunity to vet customers’ orders before you accept their payments.
4. How Will You Attract Customers To Your Website?
If you run a conventional retail outlet, you will be familiar with the adage that the three most important factors in retailing are "location, location, location". Retailers know that a good location, with a steady stream of passing traffic, guarantees a high level of footfall.
Passing traffic is equally important for an e-commerce website. The most beautifully-designed, functional site will not generate revenue from online sales unless it receives visitors. An effective, well-planned approach to driving traffic to your website is a vital component of a successful e-commerce site.
Your immediate thoughts about generating visitors may involve Internet-based marketing. A prominent listing in Google, Yahoo and other leading search engines will invariably produce visits, so a well-optimised website may well be important. Similarly, a marketing campaign based on Google AdWords™ can also direct prospective customers to your website.
However, just because your shop exists online, you should not overlook off-line marketing as an effective means of generating visitors. Press releases, word-of-mouth referrals, magazine advertising and PR all have a part to play in your overall marketing strategy.
Many website owners focus too much on their site’s functionality and "look and feel" and then find that it is the lack of traffic that causes their website to fail. Understanding how you will generate visitors to your website is the most important factor in your e-commerce plans.
5. Do You Understand The Legal Issues?
Using your website to trade online introduces legal obligations that may not apply if you have a brochure-style website.
E-commerce website owners cannot trade anonymously. Your e-commerce site should show your contact details, including a full postal address, as well as details of the legal owner of the site.
You should also be aware that customers have the legal right to return a product bought from your website within 7-days of delivery. A customer does not need to provide a reason and you cannot refuse to accept the returned item (unless your products are exempt, as is the case with food retailers and businesses that sell personalised items).
Data protection, copyright and accessibility are other key legal issues that apply to online trading and you should consult the DTI’s website or talk to a so
Ahhhh... finally something worthwhile in my physical mailbox today.If you are in business for yourself, you must constantly be on the lookout for hot marketing and great examples of well written sales copy.Today, it happened.In Calgary where I live there is a shameful shortage of well written marketing material. Business owners scared of actually doing something that gets results - and a minuscule number of people who actually understand the direct response business (sad for a city of a million people! - but also a good opportunity for helping them learn).Imagine my surprise when I opened the perfect direct mail envelope (white #10 - return address without a name - looks very much like personal mail)... and it came from a furnace company!Headline: 'Troy, Are You Thinking About Replacing Your Furnace?'(hint: why can't you replace replacing your furnace with your business and send out the same headline to your prospects? Also note, my name was in the headline - very good way to improve your response)Subhead: I'll buy you dinner at the Keg Just for Letting Me Give You A Quote - But Only If You're One Of The Next 20 People To Call...BRILLIANT!A furnace company using direct response... wonderful to see.So, what does Troy do?Phones the owner of the company of course :o) !And he is happy to share
Bulky, heavy items can pose website owners some problems when it comes to delivery. If a product is fairly low-value item, will a ?10 or ?20 additional delivery charge be acceptable to the consumer?
Although high-price products do sell on the Internet, you have a natural advantage if you sell lower value items.
Any Internet enthusiast will tell you that you can sell to customers anywhere in the world as soon as you have an e-commerce website.
If you run a conventional business that supplies to customers in a specific geographic area, the prospect of being able to sell across the world can be very enticing.
However, fulfilling an overseas order can be quite onerous: should you charge VAT to customers based outside the EU? Do you have to pay excise duties if you send an order to America? How much will it cost to deliver an order to New Zealand?
With this in mind, many business owners choose to restrict their website to accepting orders from the UK only, particularly while their e-commerce site is in its early stages. The downside of selling to a more confined market can sometimes be a sensible price to pay.
3. Payment Processing - Real-time or Offline?
Many websites complete online transactions at the exact time of purchase, while the customer is still viewing the website. This is real-time processing and it uses a Payment Service Provider (PSP) – an online service that provides:
- A secure environment in which the customer can safely enter credit / debit card details;
- An automated connection to the banking system, so that the card transaction can be verified and checked;
Alternatively, off-line processing means that your website will simply collect the customer’s card details and store them securely on the server. The transaction is processed manually at a later date, usually by the website owner using a PDQ machine (credit card swipe machine).
Real-time processing requires no intervention on your behalf. As the website owner, you will be notified when a transaction is processed (although you will not see the customer’s card details) and you will then fulfil the order accordingly. Because this is an automated solution, it is hassle-free although it can be more costly, as your bank and the PSP will both take a percentage of the value of each transaction.
Off-line processing is dependent on your involvement, which can prove time consuming but it does provide you with the opportunity to vet customers’ orders before you accept their payments.
4. How Will You Attract Customers To Your Website?
If you run a conventional retail outlet, you will be familiar with the adage that the three most important factors in retailing are "location, location, location". Retailers know that a good location, with a steady stream of passing traffic, guarantees a high level of footfall.
Passing traffic is equally important for an e-commerce website. The most beautifully-designed, functional site will not generate revenue from online sales unless it receives visitors. An effective, well-planned approach to driving traffic to your website is a vital component of a successful e-commerce site.
Your immediate thoughts about generating visitors may involve Internet-based marketing. A prominent listing in Google, Yahoo and other leading search engines will invariably produce visits, so a well-optimised website may well be important. Similarly, a marketing campaign based on Google AdWords™ can also direct prospective customers to your website.
However, just because your shop exists online, you should not overlook off-line marketing as an effective means of generating visitors. Press releases, word-of-mouth referrals, magazine advertising and PR all have a part to play in your overall marketing strategy.
Many website owners focus too much on their site’s functionality and "look and feel" and then find that it is the lack of traffic that causes their website to fail. Understanding how you will generate visitors to your website is the most important factor in your e-commerce plans.
5. Do You Understand The Legal Issues?
Using your website to trade online introduces legal obligations that may not apply if you have a brochure-style website.
E-commerce website owners cannot trade anonymously. Your e-commerce site should show your contact details, including a full postal address, as well as details of the legal owner of the site.
You should also be aware that customers have the legal right to return a product bought from your website within 7-days of delivery. A customer does not need to provide a reason and you cannot refuse to accept the returned item (unless your products are exempt, as is the case with food retailers and businesses that sell personalised items).
Data protection, copyright and accessibility are other key legal issues that apply to online trading and you should consult the DTI’s website or talk to a s
If you are a typical YP advertiser, you read this headline and now this article, hoping to find a way to lower your YP investment. After all, who likes writing that huge check to the publisher every month, not even knowing if the ad is worth it or not? I’m on your side. I’ve even been in your shoes. I ran a YP ad for five years. But now I’m coming from a different direction. And, yes, I feel your pain and I’m here to help. But I’m not a cutter that slashes your ad size and takes a percentage of the savings, nor am I a middle-man with the power to negotiate a lower price with the local directory publisher. So who am I?To begin with, I’ve been designing effective Yellow Page ads for the past 25 years. During that time, I was a YP rep and consultant and, prior to that, had my own advertising agency. I also have a degree in marketing. So I have expertise in YP creation and have advised almost 7000 companies on how to put together the most cost-effective YP ads. If you have a display or in-column ad, regardless of size, color or position, I can guarantee you that it can use improvement, to varying degrees. It might be in the headline, artwork, body text, placement, book, or heading (category). So, how can I save you money? By pointing out the flaws and errors in your current program. And also showing you that the issue is not your expenditure, it’s your return on inv
However, fulfilling an overseas order can be quite onerous: should you charge VAT to customers based outside the EU? Do you have to pay excise duties if you send an order to America? How much will it cost to deliver an order to New Zealand?
With this in mind, many business owners choose to restrict their website to accepting orders from the UK only, particularly while their e-commerce site is in its early stages. The downside of selling to a more confined market can sometimes be a sensible price to pay.
3. Payment Processing - Real-time or Offline?
Many websites complete online transactions at the exact time of purchase, while the customer is still viewing the website. This is real-time processing and it uses a Payment Service Provider (PSP) – an online service that provides:
- A secure environment in which the customer can safely enter credit / debit card details;
- An automated connection to the banking system, so that the card transaction can be verified and checked;
Alternatively, off-line processing means that your website will simply collect the customer’s card details and store them securely on the server. The transaction is processed manually at a later date, usually by the website owner using a PDQ machine (credit card swipe machine).
Real-time processing requires no intervention on your behalf. As the website owner, you will be notified when a transaction is processed (although you will not see the customer’s card details) and you will then fulfil the order accordingly. Because this is an automated solution, it is hassle-free although it can be more costly, as your bank and the PSP will both take a percentage of the value of each transaction.
Off-line processing is dependent on your involvement, which can prove time consuming but it does provide you with the opportunity to vet customers’ orders before you accept their payments.
4. How Will You Attract Customers To Your Website?
If you run a conventional retail outlet, you will be familiar with the adage that the three most important factors in retailing are "location, location, location". Retailers know that a good location, with a steady stream of passing traffic, guarantees a high level of footfall.
Passing traffic is equally important for an e-commerce website. The most beautifully-designed, functional site will not generate revenue from online sales unless it receives visitors. An effective, well-planned approach to driving traffic to your website is a vital component of a successful e-commerce site.
Your immediate thoughts about generating visitors may involve Internet-based marketing. A prominent listing in Google, Yahoo and other leading search engines will invariably produce visits, so a well-optimised website may well be important. Similarly, a marketing campaign based on Google AdWords™ can also direct prospective customers to your website.
However, just because your shop exists online, you should not overlook off-line marketing as an effective means of generating visitors. Press releases, word-of-mouth referrals, magazine advertising and PR all have a part to play in your overall marketing strategy.
Many website owners focus too much on their site’s functionality and "look and feel" and then find that it is the lack of traffic that causes their website to fail. Understanding how you will generate visitors to your website is the most important factor in your e-commerce plans.
5. Do You Understand The Legal Issues?
Using your website to trade online introduces legal obligations that may not apply if you have a brochure-style website.
E-commerce website owners cannot trade anonymously. Your e-commerce site should show your contact details, including a full postal address, as well as details of the legal owner of the site.
You should also be aware that customers have the legal right to return a product bought from your website within 7-days of delivery. A customer does not need to provide a reason and you cannot refuse to accept the returned item (unless your products are exempt, as is the case with food retailers and businesses that sell personalised items).
Data protection, copyright and accessibility are other key legal issues that apply to online trading and you should consult the DTI’s website or talk to a s
I like frogs. At night I sit on my deck and listen to them harmonize with the crickets. Their serenade makes me feel less suburban and more like I’m living on Golden Pond. Then the hum of distant traffic washes over my little Wind In The Willows and I begin to worry.Frog populations in the U.S. have showed increasing signs of stress in recent years. Some species have disappeared and others are no longer found where they used to be. An increase in deformities may also be a sign that something is wrong. Scientists are concerned because the health of frogs is closely linked to the health of the environment.Lest you think this is a pitch for Frogwatch USA™, consider this: frogs and small businesses are both indicator species, creatures with such a narrow range of ecological tolerance that their presence or absence is a good indication of environmental conditions.According to the U.S. Small Business Administration, there were 671,800 new businesses formed in 2006 and 544,800 business closures (findings do not differ greatly across industry sectors). That reveals a net gain, but the effects of the estimated 25.8 million small businesses in the United States on the economy underscore the importance of survival in greater numbers.Small businesses:• Employ 50 percent of the country’s private sector workforce.• Generated 60 to 80 percent of
Off-line processing is dependent on your involvement, which can prove time consuming but it does provide you with the opportunity to vet customers’ orders before you accept their payments.
4. How Will You Attract Customers To Your Website?
If you run a conventional retail outlet, you will be familiar with the adage that the three most important factors in retailing are "location, location, location". Retailers know that a good location, with a steady stream of passing traffic, guarantees a high level of footfall.
Passing traffic is equally important for an e-commerce website. The most beautifully-designed, functional site will not generate revenue from online sales unless it receives visitors. An effective, well-planned approach to driving traffic to your website is a vital component of a successful e-commerce site.
Your immediate thoughts about generating visitors may involve Internet-based marketing. A prominent listing in Google, Yahoo and other leading search engines will invariably produce visits, so a well-optimised website may well be important. Similarly, a marketing campaign based on Google AdWords™ can also direct prospective customers to your website.
However, just because your shop exists online, you should not overlook off-line marketing as an effective means of generating visitors. Press releases, word-of-mouth referrals, magazine advertising and PR all have a part to play in your overall marketing strategy.
Many website owners focus too much on their site’s functionality and "look and feel" and then find that it is the lack of traffic that causes their website to fail. Understanding how you will generate visitors to your website is the most important factor in your e-commerce plans.
5. Do You Understand The Legal Issues?
Using your website to trade online introduces legal obligations that may not apply if you have a brochure-style website.
E-commerce website owners cannot trade anonymously. Your e-commerce site should show your contact details, including a full postal address, as well as details of the legal owner of the site.
You should also be aware that customers have the legal right to return a product bought from your website within 7-days of delivery. A customer does not need to provide a reason and you cannot refuse to accept the returned item (unless your products are exempt, as is the case with food retailers and businesses that sell personalised items).
Data protection, copyright and accessibility are other key legal issues that apply to online trading and you should consult the DTI’s website or talk to a s
Ask any highly successful sales or marketing professional and they'll tell you that the more you understand the mindset of your prospective client, the more effective you'll be in crafting sales and marketing messages that resonate positively.One key component of your client's mindset is their readiness to buy.While we may not have a great amount of control over this, it’s important that we understand the client’s buying mindset. It can take four different forms.The first is what’s called the Building Mindset. The client views their current situation as one in which there is opportunity for growth. When a client is in a building mindset they are ready to buy goods or services that can help them achieve the results they want. Prospects in this mindset tend to be most interested in hearing about specific features and benefits and are less concerned (although not oblivious) to how your product compares to the competition. The focus is on how specifically your services can help them achieve their particular goal.The more you can focus on the specifics the more effective your proposal will be to a buyer in this buying mode.Conversely, there are times when your client is in Pain. Again, the client is in the mode of needing to buy goods and services, but they will buy from the person who can eliminate the pain the quickest. Speedy removal of th
However, just because your shop exists online, you should not overlook off-line marketing as an effective means of generating visitors. Press releases, word-of-mouth referrals, magazine advertising and PR all have a part to play in your overall marketing strategy.
Many website owners focus too much on their site’s functionality and "look and feel" and then find that it is the lack of traffic that causes their website to fail. Understanding how you will generate visitors to your website is the most important factor in your e-commerce plans.
5. Do You Understand The Legal Issues?
Using your website to trade online introduces legal obligations that may not apply if you have a brochure-style website.
E-commerce website owners cannot trade anonymously. Your e-commerce site should show your contact details, including a full postal address, as well as details of the legal owner of the site.
You should also be aware that customers have the legal right to return a product bought from your website within 7-days of delivery. A customer does not need to provide a reason and you cannot refuse to accept the returned item (unless your products are exempt, as is the case with food retailers and businesses that sell personalised items).
Data protection, copyright and accessibility are other key legal issues that apply to online trading and you should consult the DTI’s website or talk to a solicitor to get suitable advice.
6. How Will You Choose an Appropriate Website Designer?
Website designers broadly fall into one of three categories:
- Graphic design firms offer print-based design services in addition to designing websites
- Multimedia artists create sophisticated design work, often involving 3D animation and sound
- Web developers have more of an IT bias and their technical skills are well-suited to building web applications as well as website design
Choosing a new website designer can be difficult so ensure that you check the following before you make your choice:
- Have they developed e-commerce websites before? Ask for addresses of other clients’ websites and visit each site to check that it works well
- Are they knowledgeable about key e-commerce issues such as payment processing and website marketing? Ask them to explain how they would approach this for your website
- Do they follow a structured approach to their work or do things appear somewhat haphazard? A successful e-commerce website will require careful planning and you do not want to suffer just because your website designer is anxious to get the job done
It is important to check that your website will include e-commerce features that give you sufficient flexibility and control:
- Product updates – ideally, you want to be in control of your website once it is developed, so you will need the facility to update product details as and when you wish, without needing involvement of your website designer
- Stock control – retailers and distributors who can source products with a short lead-time can use their website to sell unlimited stock. Other businesses may need their website to enforce stock control, which allows the website owner to specify how many items are available at any time
- Discounts and offers – you may wish to apply a discount to certain products or place an item on special offer. Buy-one-get-one-free, x% discount and free delivery are typical special offers that you can apply
- Selling overseas – if you are selling outside the UK, how well will your website cater for overseas customers? Can you show product prices in different currencies, for example? Can you apply a different delivery charge depending on whether the customer is buying from the UK, Europe or the rest of the world?
E-commerce is no longer a fashionable buzzword; nor is it the latest IT fad. E-commerce is a permanent part of everyday business and you should plan your e-commerce website to ensure its long-term success.
Iceberg Internet provides successful e-commerce websites for clients in a variety of industry sectors. Contact us at http://www.iceberginternet.co.uk for more information or to discuss your e-commerce requirements.
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