subject: Guiding Internet Marketing Principles For Ecommerce Sites [print this page] Ecommerce is one of the newest business models in the world, and perhaps the biggest breakthrough in the business world since television advertising began. Yet the 'rules' are not well defined, and we continue to see many ecommerce sites languishing for lack of understanding basic internet marketing principles. For ecommerce, boosting profits doesn't end with search engine optimization and viral marketing - these steps are only the beginning. Here we look at some vital tips that ecommerce stores often haven't implemented.
1. Match accessibility with contractibility
One of the major benefits of ecommerce that entices many people to set up a store is the accessibility of their goods. "You could be making money while you sleep!", trumpet advocates of the ecommerce concept. This is true - but if your customer service staff are rarely contactable, all that search engine optimization, careful website design and promotional offers go down the drain. Having a Live Chat link is an immense boon, which a designated staffer logs on to in working hours. Match this with regular email checks, and have a toll free number prominently displayed on the header of every page in the store.
2. Let your customers review on site, pay attention to reviews elsewhere
Customers aren't stupid - they know your website copy was written by someone with internet marketing in mind. They know it glosses over faults and highlights benefits. Customer reviews are the antidote to this mistrust of what you say on your site. If you truly have a good product, let your customers shout about it on site. Don't be afraid of negative reviews - e-commerce consulting firms recommend you seek them out, identify patterns and make changes accordingly for long term web marketing strategy success.
3. Don't remove bad reviews
After you've paid attention to that negative review and collated the information ... don't remove it. Seeing nothing but glowing, 5-star reviews on your website will hurt your credibility more than not having them at all. Make it part of your internet marketing and viral marketing strategy to ask every customer to leave a review of your products and service, so you don't just get the vocal crazies!
4. Website design planning is critical
The structure of your site, the ease with which it is used, its organization and clarity are all parts of the foundation of good e-commerce. Extensive testing to see if what you think works, matches what your potential customers think is necessary at the website design stage, before you even think about search engine optimization.
5. Personalization is key
Many stores have a static database of products related to the one being viewed, with the on-page heading 'You might also be interested in'. Many more stores could learn valuable (in dollar terms!) lessons from Amazon's well known practice of providing personalized recommendations. Email these offers based on several browsing history factors, and watch your sales climb. The power of suggestion is amazing in internet marketing.
