Developing a Winning Ecommerce Strategy

Written by Lee Traupel

One bright spot onrepparttar economic horizons aroundrepparttar 109064 world seems to be continued consumer spending and ecommerce is clearly a part of this, with sales estimated to be in excess of $9.9 Billion inrepparttar 109065 next three months according to ACNielsen. But, there is a dark cloud hovering over this sunny ecommerce landscape called poor web site design. Let's explore some ofrepparttar 109066 reasons why consumers are not reaching for their credit cards after perusing an ecommerce web site.

There is a huge knowledge gap about howrepparttar 109067 web is really driving online and offline commerce. A recent eCommercePulse survey of more than 33,000 surfers conducted by Nielsen/Net ratings and Harris Interactive indicates ecommerce sites are driving more purchases offline (phone, catalogue, retail store sales) than online. Many consumers are usingrepparttar 109068 web to effortlessly compare features and pricing – then, callingrepparttar 109069 company or visiting their local retail store to make a purchase. Clearly many companies need to factor this information in when analyzing their online and offline marketing expenditures and related ROI.

According to a recent Zona Research and Keynote Systems Report released earlier this summer over $25 Billion (USD) was lost in ecommerce due to users abandoningrepparttar 109070 web site prior to a purchase being made or duringrepparttar 109071 process. The users just gave up becauserepparttar 109072 load times (the amount of time it takes a page to be displayed in a browser) were painfully slow. Today's online shoppers aren't a real patient group, they want information presented in 12-18 seconds, or they are off to another site that works

Unfortunately many firms have allocated a disproportionate amount of resources for advertising and not enough on good web site design and back end infrastructure. It's critical to makerepparttar 109073 market aware of a site, but ifrepparttar 109074 potential customers are not presented withrepparttar 109075 right navigation and menus (read information architecture) they will not buy. Case in point, according to recent Dataquest surveys (and others) between 20-40% of most users don't purchase because they can't figure out how to easily move aroundrepparttar 109076 web site.

Many firms fail to properly integrate their ecommerce components with repparttar 109077 overall site design. The in-house developers or outside design firm concentrate onrepparttar 109078 sexy parts ofrepparttar 109079 web site design process (the graphics, branding, look and feel) and only focus onrepparttar 109080 ecommerce process afterrepparttar 109081 primary web site design is completed – making ecommerce an afterthought.

A large number of ecommerce web sites don't even list a phone number, arbitrarily forcing people to contactrepparttar 109082 company electronically – this is a real problem, as many people don't want to use e-mail or forms as their primary means of communicating, they wantrepparttar 109083 immediacy ofrepparttar 109084 telephone.

How To Give Your Visitors A One-Way Ticket To The Shopping Cart

Written by Lynne Schlumpf

When web surfers visit your sales page online, they can be in various stages of emotion at their time of arrival. Advertising becomes more than just words on a page when you see your website from your visitor’s perspective. If you consider a purchase to be just a logical action by your visitors, you’ve missedrepparttar biggest reason people buy.

No matter what mood your visitors are in when they visit you online,repparttar 109063 most effective web copy will develop something inside themrepparttar 109064 average web page would not. You become, in a sense, an exciter as a copywriter.

The best copywriters inrepparttar 109065 world are able to bring out certain “planned” emotions in their audience that would not normally occur by just looking at a regular sales letter or sales page.

Your first step as a copywriter will be to figure out what emotional needs your product satisfies. This cannot be determined with logical calculations; rather, it is a discovery of feelings for you. If you were them, how would using your product make them feel? What feelings would have to be developed in you just before pressingrepparttar 109066 ORDER button to completerepparttar 109067 sale?

The feeling your customers get when using your product cannot be left only torepparttar 109068 sales letter. This emotional attachment to your product must be so complete, they almost feel as if they’re feeling something new just by using it.

This is not something you can completely control afterrepparttar 109069 purchase is completed, but you can ensure you guide them torepparttar 109070 purchase with a certain handful of emotions in tow. These emotions you bring out in them must be so strong, they last a short while afterrepparttar 109071 sale, as well. Customers often get buyer’s remorse shortly after a sale, but you can overcome this by making sure they’ll walk away possessing a feeling of doingrepparttar 109072 right thing. If not, chargebacks for you will be monstrous.

These emotions will completerepparttar 109073 sale for you and closerepparttar 109074 deal, almost as if you’ve grabbed them byrepparttar 109075 hand onrepparttar 109076 way to your secure online shopping cart and held onto their hand forrepparttar 109077 two weeks or so afterwards. One way you can ensure this is to send them a couple of emails or letters, spaced apart, with copy in them that makesrepparttar 109078 customer feel good about buying once again. Phone calls will sometimes work, also. Keep that feeling of pride in owning your product for a little while longer to make surerepparttar 109079 product really sticks.

Cont'd on page 2 ==> © 2005
Terms of Use