Text Cees Steijger – Illustration Remco Baars                                                                             ...
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TIE Magazine #3: Behind the button

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A webshop is a whole lot more than a ‘buy’ button. TIE has identified three phases in the online purchasing process. These phases constitute the backbone of the TIE MamboFive eCommerce solution. In this second part of Behind the Button we look at attracting customers. Because there’s no point in an empty shop.

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TIE Magazine #3: Behind the button

  1. 1. Text Cees Steijger – Illustration Remco Baars E-COMMERCE Behind the button A webshop is a whole lot more than a ‘buy’ button. TIE has identified three phases in the online purchasing process. These phases constitute the backbone of the TIE MamboFive eCommerce solution. In this second part of Behind the Button we look at attracting customers. Because there’s no point in an empty shop. PART TWO: Orientation PlayingT he first phase of the online pur- STIMULATING Google way of boosting sales. Special software chasing process is the orienta- Adwords is a popular traces the website from which the tion phase. Consumers searchthe web. They orientate themselves, hide and way of attracting traffic but this can be expensive visitor has come and logs the results so that the affiliate can see his reward.searching for bargains or the decisivereview. Moreover, they can choose seek in in a competitive market. The greater the number The most common forms of reward are Pay Per Lead (PPL) and Pay Per Salefrom an almost endless range of offers. reverse: of clickers, the higher the cost. Affiliate marketing (PPS), also known as PPA (Pay Per Action), in which payment is made forHIDE AND SEEK “It’s about playinghide and seek in reverse: standing out standing is an online marketing method in which the a potential or paying customer. There are also Pay Per View (PPV) and out andand being found,” says Frank van webshop (the advertiser Pay Per Click (PPC). Another effectiveDoorn, Managing Director TIE or merchant) pays the way of stimulating online sales is whiteMamboFive. Naturally, all the affiliate (publisher/ labelling. In this, a product or servicepossibilities afforded by SEO (Search being webmaster) for every from one webshop is rebranded byEngine Optimization) are used and the visitor, lead or sale another webshop so that it acquires awebshop is constructed according tothe latest, smart SEO principles. found generated. Having your own affiliate program is a new authenticity.ATTRACTING VISITORS After all,the first phase of the purchasingprocess is about attracting as many Syndicationvisitors to the webshop as possible. In recent years, affiliate marketing and automatically. Companies such as MicrosoftAnd, most of all, visitors who are white labelling have given a tremendous and Siemens use this form of distribution inactually going to buy something. But boost to so-called content syndication. their sales channels with great success.optimizing the conversion rate is not This is the (re-)use of content and Siemens has used the TIE Kinetix Contentjust a question of appealing to the right functionality on sites other than your own Syndication Platform to firmly establishtarget group. “The operation and webshop. Syndication means that content itself in China while Microsoft has usedprocesses of the webshop also have to from a central source can be shared with an online conversion (converting site visits tobe so intuitive that it’s almost auto- unlimited number of partner websites and orders) to increase sales of its office articlesmatic. The customer must be able to displayed in the style and approach of the with selected retailers. You can read morebuy goods – double-click on the buy partner website. The syndication system about conversion in part three of Behindbutton – via as few logical steps as can also apply price differentiation entirely the Button.possible,” says Van Doorn. TIE ~ 2011 ~ P15

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