Buying and selling online was once reserved for the tech savvy, but it\u2019s now expected by customers and therefore a necessity for businesses.<\/p>\n
<\/span> <\/p>\n \u00a0<\/p>\n With Westfield and David Jones recently launching online stores, it is clear that the large retailers are waking up to the potential of eCommerce.<\/p>\n \u00a0<\/p>\n Colin McLeod, executive director at the Australian Centre for Retail Studies, predicts online shopping will explode in the near future.<\/p>\n \u00a0<\/p>\n \u201cThe number of retailers who plan to go online virtually doubled in the last 12 months. I can\u2019t imagine that there\u2019s a major retailer who\u2019s not thinking about their online strategy,\u201d McLeod says.<\/p>\n \u00a0<\/p>\n Whether you operate solely online or simply wish to add another dimension to your business, it is imperative you get it right. Here are the top 10 tips to help you on your way.<\/p>\n \u00a0<\/p>\n 1. <\/b>Is selling online right for your business? <\/b> <\/p>\n Before you rush to create an online shopping platform for your business, first determine whether it is viable and appropriate for your products or services.<\/p>\n \u00a0<\/p>\n For example, if you\u2019re selling heavy machinery, factor in the cost of delivery and postage.<\/p>\n \u00a0<\/p>\n Stephen O\u2019Farrell, MD of digital agency Sputnik<\/a>, says it\u2019s harder for service-based businesses to sell online because it limits the level of customer service they can provide.<\/p>\n \u00a0<\/p>\n Selling online might not be the primary way to boost your business, so it\u2019s important to analyse any benefits before spending money on a site that features online sales. If it doesn\u2019t make sense for your business, deploy your website as a marketing tool rather than a transactional one.<\/p>\n \u00a0<\/p>\n 2. <\/b>Focus on product descriptions<\/b> <\/p>\n Write your own product descriptions as this will help you to stand out from your competitors.<\/p>\n \u00a0<\/p>\n Chris Thomas, MD of Reseo<\/a>, an SEO and SEM company, says product pages aren\u2019t done well by a lot of online retailers as they fail to highlight the benefits of their products.<\/p>\n \u00a0<\/p>\n According to Thomas, this information should sit alongside the product description, along with frequently asked questions.<\/p>\n \u00a0<\/p>\n In addition to high quality images, Thomas suggests having a look for relevant product reviews on YouTube. If you find a favourable one, embed it into your page. Consumers are always reassured by recommendations and therefore more inclined to purchase a product.<\/p>\n \u00a0<\/p>\n 3. <\/b>Integrate social media<\/b> <\/p>\n Include links to Facebook, Twitter and LinkedIn on your website. By making yourself available on social media, you\u2019ll be able to get to know your customers and answer any questions they may have.<\/p>\n \u00a0<\/p>\n This could include live chat, which allows users to communicate with someone face to face.<\/p>\n \u00a0<\/p>\n As a start-up, you have the ability to get really get personal with your customers, so pay attention to your response times with mediums such as email.<\/p>\n \u00a0<\/p>\n 4. <\/b>Don\u2019t let your website get messy<\/b> <\/p>\n While many have applauded David Jones\u2019 belated decision to enter the world of eCommerce, there have been unfavourable comments over the dark and rather cluttered appearance of the retailer\u2019s site.<\/p>\n \u00a0<\/p>\n Customers want clean, simple interfaces that clearly display the products on offer. Anything you do to complicate this will lessen your chances of a sale.<\/p>\n \u00a0<\/p>\n Wai Hong Fong, managing director of online gadget retailer OzHut<\/a>, says: \u201cWhite space makes the website appear neater, like walking into a neat, tidy room. If you walk into a messy room, you just want to get out. The same applies to websites \u2013 arrange your information properly.\u201d<\/p>\n \u00a0<\/p>\n \u201cIf I hop onto a page, I need to be hand-guided to the next destination. If I hop onto a page and it\u2019s too messy, I don\u2019t know what to do next so I don\u2019t do anything and end up leaving the page.\u201d<\/p>\n \u00a0<\/p>\n Fong says start-ups should opt for lots of white space and minimal text to avoid overwhelming prospective customers.<\/p>\n \u00a0<\/p>\n 5. <\/b>Minimal clicks mean maximum sales <\/b> <\/p>\n Wherever possible, aim for as few clicks as possible before the actual payment process.<\/p>\n \u00a0<\/p>\n \u201cIf it\u2019s going to take them 10 clicks to get to the end of the buying process, that\u2019s not a good thing,\u201d Fong says.<\/p>\n \u00a0<\/p>\n Thomas identifies quirky T-shirt website RedBubble.com<\/a> as one of his favours because it uses a single-page checkout.<\/p>\n \u00a0<\/p>\n If a single-page checkout isn\u2019t an option, try to at least display your premium products on the front page as this will give prospective customers a visual overview of the nature of your business. Rotate products often and be sure to indicate anything that is new.<\/p>\n \u00a0<\/p>\n 6. <\/b>Track your users\u2019 habits<\/b> <\/p>\n According to Thomas, it\u2019s absolutely vital to have \u2018goal funnels\u2019 \u2013 an analysis of how users behave on your site.<\/p>\n \u00a0<\/p>\n This will enable you to track users\u2019 pathways, showing you where they\u2019re inclined to click into and where they typically drop out. You\u2019ll then be able to modify the purchasing process depending on users\u2019 habits<\/p>\n \u00a0<\/p>\n 7. <\/b>Pick the right payment method<\/b> <\/p>\n Pick the right payment method for your business. This could be via credit card, electronic check, PayPal, Google Checkout or Bill Me Later.<\/p>\n \u00a0<\/p>\n O\u2019Farrell favours PayPal <\/a>and Google Checkout<\/a> because they offer the most in terms of brand equity and consumer trust.<\/p>\n \u00a0<\/p>\n \u201cThe greater the brand equity, the more likely consumers are to go ahead and proceed with the purchase,\u201d he says.<\/p>\n \u00a0<\/p>\n 8. <\/b>Invest in customer service<\/b> <\/p>\n Maintain outstanding customer service. It\u2019s not enough to just respond to every user\u2019s query on your website \u2013 it must be replicated in the real world. Fong says US site Zappos.com<\/a> is famous for its level of customer service.<\/p>\n \u00a0<\/p>\n \u201cThey\u2019ve got a one-year return policy, and they pay for every product to be shipped to you and back to them if necessary,\u201d he says.<\/p>\n \u00a0<\/p>\n \u201cWhen you do call them up, the customer service staff are empowered to look after you as a customer \u2013 they don\u2019t have to liaise with any supervisors or managers.\u201d<\/p>\n \u00a0<\/p>\n You should gain an innate understanding of what your customers want and how to connect to them.<\/p>\n \u00a0<\/p>\n Thomas identifies OZHut.com.au as a prime example due to their incredible attention to detail.<\/p>\n \u00a0<\/p>\n \u201cThey do a lot of research around the demand for a certain niche. Then they establish a supply chain to make sure that they\u2019ve got good supplies,\u201d Thomas says.<\/p>\n \u00a0<\/p>\n \u201cFrom there, they build out a site that is extremely well search engine-optimised, and it typically dominates the search engines for that particular niche that they\u2019re operating in.\u201d<\/p>\n \u00a0<\/p>\n 9. <\/b>Categorise your products clearly<\/b> <\/p>\n Ensure your search tool is clearly categorised and includes multiple categories. Allow users to search by brand, season, price, etc.<\/p>\n \u00a0<\/p>\n This speeds up the purchasing process for users and also allows them to compare products. Handmade marketplace Etsy.com<\/a> is a standout in this regard, as a product search can be broken down into colour, locality and date.<\/p>\n \u00a0<\/p>\n 10. <\/b>Don\u2019t forget SEO and SEM<\/b><\/p>\n<\/ol>\n
<\/ol>\n
<\/ol>\n
<\/ol>\n
<\/ol>\n
<\/ol>\n
<\/ol>\n
<\/ol>\n
<\/ol>\n
<\/b><\/p>\n