Copyright 2005 Richard Keir
You want to succeed at eCommerce? Welcome to a very big family. Right off, letís be clear - there are lots of ways to do business on internet. And lots of ways to both make and lose money. Successful eCommerce websites come in all shapes, kinds and colors and while I can't cover every type of site in this series, I will present basics you need to consider and apply for an eCommerce web site to be successful.
Let's begin by assuming you have some of fundamentals, that you understand language and that you are serious. Iím not going to tell you how to set up a web site or get a decent hosting account. Weíre beyond those basics. The basics here are factors which will influence success (or failure) and degree of success your eCommerce web site experiences. First and foremost, you need to provide value for your customers. Absurd as it seems to have to repeat that, a lot of so-called eCommerce sites provide no or very little value for their visitors. Pretending to offer value is not same thing as providing value. Promoting miserably written, hackneyed, cloned ebooks filled with questionably useful and/or outdated content doesnít make a high value web site. Sure you might make some money. Once. And youíll end up with a high refund rate - and an unhappy credit card processor. That path means you're taking advantage of inexperienced customers and abusing their willingness to trust you. This isn't way to a long-term business with steady repeat customers.
Value on net is not very different from any kind of off-line retail sales -- a quality product line that will attract potential customers and a competitive price that will lead to purchases. An honest, quality product that will meet expectations youíve created in your buyers. Hyped junk just doesn't cut it.
Next, youíve got to have a smooth, user-friendly, easy to follow process all way to your thank you page. The simpler, cleaner and clearer you can make process, better. Where it makes sense you can augment this user-responsive site profile by adding live-response chat.
If you do decide to use call-in or live chat, itís imperative that your operators be well-trained, understand your products and your system and be customer friendly. This can be a problem if you outsource. The less expensive out-source call centers can turn out to be very expensive in terms of lost sales and customers who never come back.
Youíll need to check very carefully and be 100 per cent certain operators actually speak and understand primary language(s) of your targeted customer group. Youíll need to provide extensive background information and highly flexible, well-written scripts.