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E-Commerce: 101
Selling on the internet may seem confusing at first. Where do you start? What do you need? How do you accept payments? This section was designed to help you understand the basics of e-commerce and give you some ideas on how to get started.
The Basics ...
Let's start with your product or service that you will be offering. Does it lend itself to marketing on the internet? Just about everything will, but some not as well as others. If your business is Fred's Carpet Cleaning your customer base might just be limited to a small geographic area. On the other hand, if you are cleaning carpets in a large metropolitan area or a tourist location, internet sales could increase your market share. Be honest with yourself and ask, "Will doing business on the internet be a benefit?" - chances are the answer will be YES!Your Site and Domain Name
Your product and/or service will be a major factor in the type of website you'll need. If you have a large product line that includes many graphics, storage space for your picture files may be an issue. If you are simply offering a service, you may only need a few pages and some graphics. In designing your site, check for typos, browser compatibility, and attractiveness. It should load quickly for modem users. Focus needs to be on the product, not dazzling graphics. Avoid a site that requires special "plug-ins" to view. Ease of navigation should be a priority.
Web Marketing Hint: In the first 10 seconds, the average visitor to a web site will make the decision to either explore the site or move on to something else. If your site is still loading ... you made the decision for the customer .. bye-bye!Use caution with services that promise to include/build/host your site as part of an online "Shopping Mall" - most are overpriced, allow little customization, and will give you very little exposure Note: many are part of multi-level-marketing (MLM) operations.
The domain name you use is very important. Does it include a word or phrase that will help customers locate you through search engines? You might have a gift store called Freds. Instead of using the domain name freds.com, something like freds-giftshop.com might be a better choice.
Selling Online - The "Cart"
This is probably the most important decision you'll make for e-commerce - Obtaining the right cart/ordering system for your site. It is your link to the customer for the ordering process and can make or break a sale. One that confuses the customer or is difficult to navigate will result in missed sales. The customers will simply surf off to somewhere else.You have many choices, ranging from free scripts to secure hosted systems. Here are a few points to consider:
Scripted Systems Run From Your Site - These are normally perl based and you may need some CGI script configuration experience. Higher quality systems will allow you to configure from a web-based interface. If you find a free shopping script, keep in mind that you normally get what you pay for. They may be lacking in support or be less than reliable.
Our Suggestion: One of our Miva offerings. They are proven, offer many features and are a well known name for e-commerce solutions.Hosted Shopping Systems - These are attractive alternatives where the shopping/ordering system is run from a remote server (not yours). Very little set-up to do on your part and you usually just add a few lines of HTML on your site.
Our Suggestion: Our branded system, Cartman. It allows you to have a full cart working in less than 15 minutes and can easily mirror the look of your existing site.Getting Paid - Credit Cards/Checks/Merchant Accounts
It doesn't make much sense to sell on-line without a way to collect payments. Accepting credit cards is almost a requirement for any serious type of retail or service offered on the internet. For most cases you'll need to obtain a merchant account to accept credit card payments. Just what is a merchant account? In short, a special account obtained through a credit card processor that allows you to have credit card purchases deposited to your bank account. Most accounts originate with allowing you to accept MasterCard and Visa charges. Authorization to accept other cards (i.e. American Express, Discover, etc.) can be also be added. If you already have a retail business and are expanding on to the web, chances are that you have one. For more details on how merchant accounts work, click HERE. In accepting credit cards online with a merchant account, there are two main systems:Real-Time - One of the more popular methods. The credit card is actually processed and charged at the time of the order. You, the merchant, are notified of the completed sale and just have to complete the order. Real-time processing usually has added fees for use of a processing gate-way.Our Suggestion: Merchant Express offers great rates and service for merchant accounts. We use them ourselves!Point of Sale - Basically the order is received through your cart system and you then process the credit card information on your end (same as completing an order that is phoned in). This is usually done through software provided to you with your merchant account.
We are routinely asked, "Do I really need a merchant account to accept credit cards?" The answer is NO. Depending on what you are selling, you may want to explore PayPal. Their system will allow you to accept Visa and Mastercard without having a merchant account. They charge you a percentage based on the sale.
As for accepting checks, you may want to look at PayByCheck. Their system allows for your customers to enter check information online. You're notified that payment is made and PayByCheck sends a check to you drafted from the customer's account.
Promotion! Promotion! Promotion!
Having a great site and shopping cart is just the start. You'll need customers! Make sure that you are submitted to all search engines. Most online customers make their first stop at the search engines looking for products to buy online. To help you stay on top of the listing, we recommend WebPosition Gold. Also consider exchanging links with sites related to your product. And don't forget to promote your site in all your other advertising campaigns: radio, print, brochures, business cards, invoices, and receipts.Bring 'em Back!
Online shoppers often complain about having bad "shopping experiences." This usually is the result of incorrect orders, bad links, and even rudeness. Make sure you provide a friendly environment for your customers. Follow-up sales with thank-you letters. If you "screw-up" an order, provide a gift or special discount to make up for it. Personalize your letters by addressing the customer by name. Avoid the current trend found in most email communications of using quick, impersonal bullet statements. These few extra steps will help make your business stand out in the otherwise coldness of cyberspace. Those happy customers will tell their friends about you and your site ... word of mouth can be one of the best marketing tools around! Good luck.
