If you’ve already begun e-commerce on your website or are just toying with the idea, these tantalizing tips will help you build a successful e-commerce solution and most importantly, close the sale online.
If you’re just starting out, choose a database driven e-commerce solution. Unlike inexpensive e-commerce software packages found in stores and installed on your PC, a database driven e-commerce solution allows you to update your store in real-time wherever you are in the world via the convenience of a web browser. Once you’ve chosen a solution, slowly build your e-commerce functions. Make sure to focus your time on e-commerce basics in order to make sales on the same day you implement online selling capabilities. You can always add more functions and convenience as you progress in your understanding of e-commerce. Source: Small Business
When incorporating e-commerce to a website, everyone is brought back to the basics of website design, website copy, company (service or product) branding, and perceived online community. All of these basics affect the purchasing decisions of customers online. And don’t forget, customers are comparing you against your competitors. Just the other day I was working with a florist to improve her website. The first action I took was to compare her website against her competitors. How did the most successful florists design their websites? What made these websites unique? Then, I searched through my client’s website and other information and identified points that differentiated her business from her competitors. When revising her website, we incorporated the best of her competitors and highlighted her company’s points of differentiation. For a small business and any business, creating a sharp looking website that can rival the “best of the best,” will establish authority and lessen online purchasing anxieties of the risk averse marketplace.
Also, building perceived online community on your website is important. Customers will feel more at home and relaxed on your website persuading them to not only spend time on your website, but also to purchase with you. For the same florist, we spent time revising her website copy to reflect her company’s personality. Instead of an About Us page with just text, we made the text into a letter and included a Meet Your Florist section. On her homepage, we linked to blogs discussing flowers and included more creative text under the descriptions of flower arrangements. All of these small changes reflect company personality. People feel like they are meeting a person and building a relationship rather than being asked to spend money by a company. Ultimately, you must have a website that is already high on functionality and trust in order to implement those concepts into your e-commerce solution and get the most bang for your buck.
Simply focusing on your e-commerce solution, what can you add besides the core basics that will make you more successful at closing the online sale? Taking a page from Amazon, encourage impulse buying by suggesting related products or services. For example, if you are purchasing the X-Men 3 DVD, Amazon may also suggest the Spiderman 2 DVD. Sometimes Amazon will couple two items together offering a special deal if you purchase both. Another way to encourage impulse buying is to associate linked products. If a customer is buying a battery-operated toy, why not offer him batteries too. Also, you can advertise limited time offers on select products or services. All of these techniques increase sales as well as visibility of your online products or services. Source: got www? As you learn more about your customers, you will be able to offer more customized specials and recommendations.
Other tips to persuade online purchasing include specials only occurring online and shipping larger orders for free. Honesty goes a long way with customers so make sure to be upfront about pricing including shipping costs. Source: got www? Don’t forget cost cutting strategies, but remember there will always be companies who can lower their price. Make sure to identify your strengths and unique points in order to differentiate you from your competitors. As always, customer service is key. Many customers are willing to pay more for better customer service. For example, I was willing to break my family plan cell phone contract and pay a cancellation fee of $300 in order to get away from poor customer service. Never underestimate how you treat your customers!
Most importantly, seek out advice from those who have expertise on e-commerce. You don’t want to work with someone for just one time. Choose a web design company that will see you through the different stages of e-commerce as well as market changes and upgrades to your online solutions. Ultimately, you want to find a partner to help you make the most out of your website and e-commerce capabilities.
I hope these tantalizing e-commerce tips help point you in the right direction. If you have any questions or comments, please post and I will respond. At Ripley Designs, Inc., we view all clients as partners and our job is to make you successful. If you would like to re-design your website, your e-commerce solution, or would simply like to start e-commerce capabilities, contact us and we’ll be happy to work with you!
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