Getting Started in ECommerce - Part Two

Written by Heidi Richards, MS

In Part One we talked a little bit about what Ecommerce is, getting a domain name and setting up a merchant account. Ecommerce is more than that, much more. To have a really good online presence that gets people to stop and shop you need a strategy for success. Your strategy must include your USP or Unique Selling Position inrepparttar marketplace. What makes you stand out from allrepparttar 136347 other online entrepreneurs looking forrepparttar 136348 same type of customers as you? Can you stand out fromrepparttar 136349 competition based on quality, price or benefits? Once you know your USP, you can beginrepparttar 136350 monumental task of tellingrepparttar 136351 world about your site. A really unique selling position will give you an advantage over allrepparttar 136352 competition – well that and a lot of planning and investing of your time and money.


Emphasizerepparttar 136353 benefits andrepparttar 136354 resultsrepparttar 136355 customer will get from purchasing from you and using your product or service. You can discoverrepparttar 136356 benefits by listing allrepparttar 136357 features and then converting them to benefits. List everything your product or service offers. For each feature list a relative advantage fromrepparttar 136358 customer’s perspective. You can discoverrepparttar 136359 customer’s perspectives when they buy. Simply ask them, “ Why did you place an order today or use our service?” BE very specific when creating your benefit statements. An example of this is, “You will save $100.00 sells better than “you will save money.” “You will loose 20 pounds in 10 days” sounds better than “you will loose weight.” Rank your benefits in order of importance torepparttar 136360 customer. If you have enough of them, use bullet points for emphasis.

Emotion sells. People make most buying decisions with their heart and not their head. Paint a picture ofrepparttar 136361 resultsrepparttar 136362 customer will get when they purchase from you. “ You will look 20 years younger.” “You will be $100 richer.”

Make sure you include a call to action. Want them to make a buying decision today? Give them a reason to do so. Offer a bribe (discount, bonus, something for nothing).

Your website must load quickly and function easily. If your site loads slowly people will get impatient and go elsewhere. Do all your links work? Have you tested your order page by running sample orders? Have you tested load time using different connection speeds? You can get a fr*ee analysis by visiting

"E-Power" The EZine Advantage

Written by Heidi Richards, MS

"Regular communication with your customers is essential to your success." - Heidi Richards -

Ezines - The alternative of choice for many companies is a great way to market your company. All you need is an e-mail account and permission from your customers/clients to sendrepparttar ezine. In fact, I have found ezines to be so powerful that I write and produce five a month. They are:

Self-Marketing News PetalsNCents (a marketing newsletter forrepparttar 136318 floral industry) - Creating A Legacy (a newsletter forrepparttar 136319 nonprofit community) Ramblin' Rose (a newsletter for my customers) –

WECommerce News (a newsletter for members of The Women’s ECommerce Association, International) –

Sincerepparttar 136320 whole topic of ezine production can be overwhelming, I will just touch onrepparttar 136321 highlights to get you started.

The first thing you must do is collect your customers/clients e-mail addresses. We collect them when they call, come inrepparttar 136322 shop, answer surveys, or enter our contests. We ask for it every time we have interaction with them. We tell themrepparttar 136323 benefits. The ezine is filled with product updates, trends, surveys, special offers, testimonials, discounts and my favorite CONTESTS.

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