In this BizAssist Introduction to selling online we share the basic steps to setting up shop on the web, together with the key lessons we have learned that can make the difference between success and failure. Every week 5 new tips will be added for the next twenty weeks. We hope that you find this format helpful.
Browse the Online Sales Tips:
successful online sales tips
1. First, get informed
The more you know, the better decisions you will make. So look out for articles about ecommerce in the press, attend a trade show or two, and talk to people who are selling online already. Search on Google for related themes such as “ecommerce” and “shopping carts”, find some informative websites, and read up about the subject.
-------------------------------------------------------------------------- 2. Make sure that Ecommerce is right for you
If you are selling goods that customers do not need to touch, taste or smell before buying, at a fixed price, then the web is the place to be – especially if your products are hard for customers to find by conventional means. The Web can offer your customers the convenience of being able to shop when it suits them, without having to travel or queue. And it offers a level of automation that can help drive down your costs, so you can offer keen prices into the bargain. You can check out the competition by looking on Google for some of the products that you plan to sell.
-------------------------------------------------------------------------- 3. Get your offering right
Think about why people would want to buy from you. You need to provide them with something which they believe offers more value than the amount they pay, and which you can supply for less than you charge. It's as simple (and difficult) as that.
-------------------------------------------------------------------------- 4. Keep control of the cost
The less you spend on technology, the more you can afford to spend on promoting your site and bringing in customers. So look ideally for a solution that is low cost and can do what you want to begin with, but offers an upgrade path for the future.
-------------------------------------------------------------------------- 5. Use technology that already works
Use technology that works, not stuff that's a masterpiece in progress. Why bother debugging software from some start-up, when you could be using an application that is already working on thousands of online stores.
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6. Find a reliable host
Your online store will be able to take orders 24 hours a day – but only so long as it is accessible. You will need a third party to provide the internet space for it. This can be your internet service provider, your ecommerce provider, or a specialized hosting company. Either way, choose one that is reliable. Get a personal recommendation from someone you know, check out one of the regular magazine reviews, or talk to your ecommerce provider.
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7. Make sure you have ownership of your site
Solutions that are rented from a third party and hosted on their server can seem attractive for their low start-up cost and simplicity of use. But they leave you a hostage to the supplier. If the supplier does not provide good service – or worse, goes bust – you will be left high and dry. So choose a solution that covers these eventualities. For instance, you should end up with a full backup on your own PC, which allows you to move your site elsewhere if necessary. Alternatively, your supplier might have a backup partner who can take over in case of problems.
-------------------------------------------------------------------------- 8. Make security a priority
Both you and your customers need to feel confident that you have adequate protection against hacking and fraud. Choose an ecommerce solution that provides full Payment Card Industry Data Security Standard (PCIDSS) compliance. There's more advice on this later.
-------------------------------------------------------------------------- 9. Select the right method of payment
The modern economy is becoming increasingly reliant on the electronic transfer of money. If you want to make the most of the opportunities out there then you will need to be able to handle card payments. This will almost always mean that you need to obtain a merchant account. This can be set up through a ‘credit card acquirer'. Most large banking chains are able to provide you with this service. Once you have your merchant account you will then be able to engage the services of companies that facilitate the secure transfer of funds like WorldPay or Artinic. Startup business may have some difficulty in obtaining their own merchant account, if this is the case then it might be preferable to use online payment options such as Paypal. The shopping cart function should be able to support a comprehensive range of payment options.
-------------------------------------------------------------------------- 10. Do it yourself – or not?
The decision whether to go it alone or bring in a professional will depend on a variety of issues. These include your budget; your level of technical knowledge and familiarity with the internet; the amount of customisation you require; the amount of time you have available; and whether you enjoy playing with computers. An ecommerce package can enable you to deploy a good-looking, fully functional site quickly, and at low cost. A web designer will add a professional finish and enhanced feature that can generate confidence and boost sales. Either way, make sure the finished site is easy to use for both you and your customers.
