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E-commerce top tips:
We will be introducing a number of top e-commerce tips over the course of our newsletters. Here are a few to get you going.1. Remember your offline marketing channels
A lot of Internet retailers understandably get bogged down marketing purely online. Whilst this can generate results directly you need to remember that your customers spend more time offline than online. You need to ask yourself if there are traditional advertising techniques that might benefit your business e.g. radio, newspaper advertising, local/national publicity stunts etc. Sometimes simple letters or brochures sent to customers and prospects can generate traffic to your business.
2. Do not forget your existing customers
Your existing customers have already overcome any perceived obstacles to buy from you. They have already entered into an arrangement with you and are therefore more likely to do so again. Encourage them to return with offers and discounts, and news of interesting new stock or events about your company and its products.
3. Sell to your customers at every opportunity
We don't mean forcing the customer to purchase by ramming products in their face! Allow the customer every opportunity to buy from you by presenting products and information that they find value in and giving them the opportunity to buy from you at every point during their interaction with your company. Don't hide links to your products. Make it as easy as possible to buy from you.
4. Present your products at their best
Make sure that when your customers are making the key decision to buy they are looking at your products in the best light possible. Enticing, exciting product images which help sell the product are vital. Relevant, straight-forward information about the product will help overcome any potential sale objections. Delivering a message of value to the customer can help them make that decision to buy from you.
5. Make sure you are accessible to your customers
Many customers like to know who you are, where you are and that they can get in touch with you either before or after they hand over their hard earned cash. Help them do this with contact forms, clearly visible telephone numbers and address, and company information in prominent places on your website.
Give the customer the confidence in your company and in you.
Published in June 2008 newsletter
