Selling On The Web Chorlton Part1 09


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It’s never been more important for businesses to get the best out of their online presence, especially now given the challenging economic climate and the increasing importance customers attach to the internet in getting information about goods and services, and getting the best deal.

Therefore we have designed an event for small businesses in South Manchester already trading online or who want to start using the internet to develop a competitive edge.

The event will provide an overview of selling on the web, plus it is an excellent opportunity to meet and network with other local businesses.

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Selling On The Web Chorlton Part1 09

  1. 1. Websites – Why have one? Steve Gale pyxis oft
  2. 2. Introduction <ul><li>What a website is and is not </li></ul><ul><li>Why have a website </li></ul><ul><li>What are the key components of a website </li></ul><ul><li>Examples – Good, Bad & Ugly </li></ul><ul><li>Online Selling – What’s the difference? </li></ul><ul><li>Summary </li></ul><ul><li>Q & A </li></ul>
  3. 3. What is a website <ul><li>Shop front – always open </li></ul><ul><li>Sales, Marketing and Promotion tool </li></ul><ul><li>Provides a method of your customers researching you before contacting you </li></ul><ul><li>Contact – there if you aren’t </li></ul><ul><li>Information repository </li></ul><ul><li>A way of a user getting an idea of who you are </li></ul>
  4. 4. What a website is not <ul><li>An answer to everything </li></ul><ul><li>A sure fire way of making a million </li></ul><ul><li>Something you have to have just because everyone else does </li></ul>
  5. 5. Why have a website <ul><li>Raise Brand Awareness </li></ul><ul><li>Promote products and services </li></ul><ul><li>Provide a clear idea of what a user can expect </li></ul><ul><li>Give customers a way of contacting you </li></ul><ul><li>Sell products or services online </li></ul><ul><li>Collect data about your clients for later use </li></ul>
  6. 6. Why have a website <ul><li>New figures from the IMRG Capgemini e-Retail Sales Index show that online spending reached £4.67 billion in December. </li></ul><ul><li>....up by 14.2 per cent compared to 2007, as the internet became a more popular way for consumers to do their shopping. </li></ul><ul><li>“ ...consumers are turning to the internet as the most efficient way to save money in the downturn,&quot; comments Mike Petevinos, spokesman for Capgemini. </li></ul><ul><li>Source: IAB UK </li></ul>
  7. 7. Key components of a website
  8. 8. Design <ul><li>Consistent design </li></ul><ul><li>Consistency in colours, font and alignment </li></ul><ul><li>Not too many images </li></ul><ul><li>Easy navigation </li></ul><ul><li>Contact information is clear </li></ul><ul><li>Not too many bells and whistles </li></ul><ul><li>Sense of the organisation </li></ul>
  9. 9. Think about your real estate “above the fold”
  10. 10. Layout <ul><li>Easy to find your way around – Keep it simple and straight forward. </li></ul><ul><li>Position your key messages/products correctly – People usually read from the top left to right. </li></ul><ul><li>Use your real estate well – Remember key messages below the fold will require extra effort from people. </li></ul><ul><li>Evaluate & Change – Monitor your webstat’s & talk to your customers. </li></ul>
  11. 11. Content <ul><li>Begin with a well organised outline of the web site </li></ul><ul><li>Keep content simple & to the point </li></ul><ul><li>Break the content into small &quot;chunks&quot; </li></ul><ul><li>Use your keywords liberally, but do not &quot;stuff&quot; </li></ul><ul><li>Avoid long, difficult words </li></ul><ul><li>Update regularly </li></ul><ul><li>Use lists </li></ul><ul><li>Check your spelling and grammar </li></ul><ul><li>Know your target audience </li></ul><ul><li>Optimise your website </li></ul><ul><li>Use appropriate language </li></ul>
  12. 12. = Good user experience <ul><li>More likely to result in a repeat visit </li></ul><ul><li>Referrals </li></ul><ul><li>Increased chance of making a purchase </li></ul>
  13. 13. Good example
  14. 14. Good example
  15. 15. Good example
  16. 16. Bad example
  17. 17. Bad example
  18. 18. Online Selling is it any different ? <ul><li>Little if any human contact – You often don’t need the same levels of staff as you would having a physical presence </li></ul><ul><li>Its hard to work out how to get in front of your targeted customers – There are many different ways of marketing/promoting online </li></ul><ul><li>Its hard to work out how to track and monitor who is coming to your site and what they are doing whilst on it – Online you can monitor/track far more effectively than other traditional methods </li></ul><ul><li>How does my business set out and display all its products effectively – Monitoring and soliciting customer feedback will mould your site into an effective selling channel. Understanding your customers is key. </li></ul>
  19. 19. Online Selling is it any different ? <ul><li>Expectations are increasing – providing a good customer experience is the key to retraining/attracting customers. </li></ul><ul><li>Could it damage my brand - Only if you do it wrong </li></ul><ul><li>Don’t know that much about websites – That’s why we are running these events </li></ul><ul><li>Is it safe to trade online – Yes, if done properly </li></ul>
  20. 20. Summary <ul><li>Keep it simple, concise and clear </li></ul><ul><li>Have an idea of what you want - plan </li></ul><ul><li>Update your site regularly </li></ul><ul><li>Give users a reason to keep coming back </li></ul><ul><li>Make is easy for users to do what they came to do </li></ul>
  21. 21. Thank you <ul><li>Any further questions? </li></ul><ul><li>Steve Gale </li></ul><ul><li>Managing Director </li></ul><ul><li>Pyxis oft Ltd </li></ul><ul><li>[email_address] </li></ul>