It seems as though Internet marketing has shifted. Once upon a time, "Internet Marketing" meant "E-Commerce". But with the advent of Affiliate marketing, membership sites, and such, the basic online store has been relegated to 'has been' status.
The reality is a bit different. E-commerce still dwarfs all other forms of online marketing today. That said, it seems as if every article and website talking about Internet marketing has forgotten this fact.
And so, partially as a 'refresher', partly as a 'reminder to self' of the importance & significance of the humble online ecommerce store, and largely because it's a good outline, I wanted to reprint the article below (with permission, of course).
Even if your current business is purely 'soft' sales, pay-per-click, or some other means other than physical goods, it's good to remember what core online selling is all about.
And if you do have an Internet store or ecommerce site, I'm sure you'll be able to get something out of the article.
As always, please feel free to leave your comments, about ecommerce, online marketing, PPC, or any other topic.
Creating an Effective Ecommerce Site
by Stephen Grisham, Sr.
You'll need a "shopping cart" solution that visitors can use to make purchases at your site. Once the eCommerce site is up and running, the focus can shift to marketing and sales, which will increase the prospects for a good profit margin.
A Guide To Building An eCommerce Site
Selecting Ecommerce Software
There are a number of different programs, but the ones to focus on are a shopping cart solution, automatic shipping modules and payment gateways, like PayPal or Google Checkout. Research with regard to setting up a successful eCommerce site can be done through technology websites' reviews and publications. When you choose a software package, be sure to save all its components to your hard drive.
Personal Touches
Make a relatively small business work to your advantage by creating a more personal eCommerce site. A consistently high level of customer service establishes a bond between you and your customers.
Create personal touches with the addition of an "About Us" section to let customers know about the company's founding, its philosophy and its management team. Write a short statement of your experience and personalize it with a few snapshots. Be brief and subtle to maintain a high level of sincerity.
Blog
It is easy to use your blog to update your consumers on special promotions or on the introduction of new products. Blog posts should be somewhat informal in nature and should make you seem personable and approachable. To involve your consumer base, you can set up a comments section to allow participation.
FAQ/Contact Us
It is helpful to mention your name and/or those of your staff to enhance the personal aspect of your Ecommerce site. In addition, customers will feel more at ease if they know that they can contact you if a problem should arise with their order or if they have a special request.
Product Search
When designing your site, consider the manner in which people will search for products. For example, a search box would be an easy way for consumers to search for the exact product they're looking for. Another customer may want to look around and check out categories or prices. You can satisfy everyone by just providing different search options. On the homepage, you should showcase new arrivals, highlight upcoming products and make special offers easy to see. A forum or feedback page creates a community in which customers can research products and share useful information.
Gift Wrap, Other Extras
Once you have the basic eCommerce site running smoothly with an efficient checkout system, you can offer extras to boost sales as well as service. Gift wrapping is an example of such an extra. Consumers often turn to Internet retailers for gift purchases as well as gift ideas, so the next logical step is to offer gift wrapping.
Display Policies Clearly and Up-Front
Customers will find it a drag to discover a raft of hidden fees or unacceptable terms at the end of the transaction. You need to be honest with your customers if you want them to come back. Before initiating a transaction, customers want to know about return policies, added fees, and security/privacy policies. Let them know about these things right away to save everyone from wasting time.
Stephen Grisham, Sr. is a copy writer for http://www.infoservemedia.com/design/DIY/create a website, or if you just need a few changes to an existing site, InfoServe Media also offers (http://www.infoservemedia.com/design/website-maintenance.html) website maintenance.
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