E-Commerce

One way or another, any form of business is commerce. Differentiation is a must and the web is full of "dead" websites who simply sell the same product as 1000 others sell the same!

With E-Commerce most people mean to have a website, place products, photos and descriptions plus price and hopefully(...) someone will buy. Yet, this is far from truth.

At some point you need to ask yourself if you have something different to offer by building your eCommerce website. What is your Unique Selling Proposal (USP)? Why someone must choose you? Either way, if you do have a store you don't get into online business to sell to your neighborhood? Correct? So knowing why is a good step to success! Some minor issues follow but with USP determined all marketing and technology actions are direct, targeted and with less waste of time and money.

Solving fears

Things are rather simple. In a few words:

• Check for the yellow locker. Simply use visa or paypal in a website that has SSL (the yellow locker at the bottom of your browser) and before that google the website to see if any transaction problems pop up. Use the web for your benefit!
• Even if your data somehow are used by another person for purchases, banks dispute this by returning your money as you can prove that you didn't eventually signed for delivery on this product.
• Several millions of people buy online already! This number increases!

So what about this eCommerce thing

People who buy online are divided in 2 main categories. The first are those who are not very familiar with web investigation. So, they hear that the X website is good and so they go there, buy and feel safe about doing so (I mean placing their credit card and give their contact details).

The second, are those who eventually buy but first they search! They google the product, search around in many countries about it. Also they visit price comparison websites, read reviews and blogs for this, search to see what the product offers in terms of after sales support, compare different labels and characteristics and so on and so forth.

Web, now, tends to be for the second category. To achieve that you ecommerce website has to be more than a showcase. It needs to help the visitor. This visitor will eventually buy. Either online or from your physical store (if you have one). But he has to understand that you are the proper shop to buy.

This means raising the standard in terms of support and help him to decide it.

For this a simple showcase is not enough.

A tip: Selling has to do with Leads also. You may sell a service or product by simply wanting the customer to communicate with you. For example our client Nestle Waters Direct runs with us a PPC campaign (many months now) to have leads from his non-direct-selling website.

What to take care of...

• Your communication in social media and your e-reputation.
• Provide an experience. Let the consumer "feel" the product online. Almost as he does in the physical store.
• Put different angle photos. Expose the product.
• Put videos of your products. Search around in official and non-official brand websites or blogs. Usually there are.
• Place reviews from 3rd party sites.
  • Let the visitor place his own review.
• Discuss with him. A Chat option would be great. As well for a Live Helpdesk. Explain the process and the product this way.
• Make a design for the website that is good but is not overlapping the information. Unfortunately this stands a lot these days and the funny is that the most succesful e-stores are the ones that are very simple but invested on the customer and services.
• Have a CRM strategy. Sell and resell.

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