10 tips for growing your online sales
Wednesday, April 8th, 2009
dollar signs
Brand your online store. The first step, of course, is to choose your online brand—that is, the domain name of your store. You want a brand and URL that will immediately and accurately communicate your wares and image. For instance, a luxury linens shop won’t get far with a domain name of Cheapsheets.com. Craft a name that telegraphs the soul of your mission and products. Also, consider what will emotionally appeal to the customers you target.
For help in registering your domain name, check out the Microsoft Office Live Small Business offerings, which include a domain name for your business Web site. The timing for this decision assumes you’ve already put together a business plan to map your company’s progress. Template tools can help you get started quickly.
Choose a quality e-commerce platform. It’s likely to be your fastest and most cost-effective option to purchase an e-commerce package of site-building templates and services. Spend time researching competitor sites to see what’s available. Compare how vendors handle information about returns, shipping, and privacy, and what specific services they offer.
Select payment options. You will need to set up merchant accounts and credit card processing systems for online transactions. At a minimum, you will want to offer a choice of at least three major credit card options, and perhaps a PayPal account.
“Understand all of your online processing fees,” adds Henry Helgeson, chief executive officer of Merchant Warehouse, a Boston-based company that specializes in setting up merchant accounts. Those fees include “interchange fees,” or the amount charged by bankcard networks to use their debit or credit cards.
Strive for clarity in design and navigation. The more efficiently you can deliver what customers seek, the better off you (and they) will be. For instance, don’t force visitors to return to your home page as they move through your site.
Collect visitor information, but do it carefully. “If you collect contact information and stay in touch, you’ll extract more value from your visitors than if you depend on the 1 percent to 2 percent who are ready to buy right now and ignore the rest,” says Howie Jacobson, author of “AdWords for Dummies.”
However, if you force customers to register too much personal information before they check out, you’ll lose the sale—either because it takes too much time or because the customer is annoyed by your information demands.
First, state your privacy policy clearly on your site, including on the registration pages, so that customers understand that their information will be protected. Next, give customers an incentive to share information. For instance, offer a discount coupon or free shipping in exchange for registration.







