WelcomeThis seminar has been created to help you toset up and manage an online tradingpresence.Your PresenterPauline Randall, Florizel Media Ltd
Trading Online• Session timing – 9.30 to 12.30• Fire Alarm and Fire Exit• Other administration• Introductions
ObjectivesAfter this seminar you will have knowledge to help you:• Understand what makes an effective ecommerce siteincluding usability• Evaluate payment options• Develop a fulfilment process• Be familiar with distance selling regulations• Draw up a plan to implement an ecommerce solution for yourbusiness
Electronic commerce, commonly known ase-commerce, is a type of industry where buying andselling of product or service is conducted overelectronic systems such as the Internet and othercomputer networks.http://en.wikipedia.org/wiki/ECommerce
It uses the same principles asan offline business …• Getting potential customers to visit your site• Persuading them to buy once• Getting them to return and to buy again
Ecommerce can also drive …• Phone orders• Store – click and collect• Post sales – support downloads
Why would you buy online?Why buy online?• Ease and convenience• Easier to compare products• Better prices• Speed of processWhy might people not buy online?• Security• No need or interest• Prefer shops• See and handle product first.
Which online sites doyou love?And which do you hate?Which companies do you purchase from?Why?What makes you confident of them?Do you allow any sites to store your card details?What would stop you making an online purchase?
Design and usability• Easy to understand• Easy to navigate• The usual things in the usual places – e.g. the shoppingbasket at the top right of the page• Good search facility – remember that people look for thingsin different ways – colour, size, style etc.• Don’t force customers to create an account before they canput anything in their basket – offer it as an option at the end
ContentYou need to stock what people want to buy• Clear (SEO friendly) descriptions• Enough detail to be able to make a buying decision• Colours• Sizes• Finishes• Connections – will it connect to my TV, phone, etc• Guarantees• Good images and video• Reviews – people want to know what others think• Cross selling – people who bought this also bought…
Keep up to date• Add new stock• Make seasonal variances – relevant images to match the season• Christmas• Valentines• Summer holidays• Mother’s Day• Back to school• Include relevant sector event information• If you sell golf equipment then tie in with Championship information• Notes of what is coming soon to the site – new stock
Be clear about delivery anddeliver what you promise• There should be no surprises about delivery costs• Don’t make visitors go through the buying process before tellingthem you can’t deliver to their location• If you can offer free delivery then do it (but remember to include itin YOUR costs)• Poor fulfilment can seriously damage your business. If you’re goingto promise delivery in two days then make sure you actually do that
Check out securely• Payments must be secure• Consider using third party payment gateways rather thanimplementing the whole transaction within your site• Third-party operators process your customers’ credit card orders• They offer a relatively quick route to providing secure online paymentservices.• www.paypal.co.uk• www.worldpay.com• www.protx.com
What kind of site do you want?• Offline – brochure site and offline ordering• Web service – hosted shop. Choose templates and upload stock• Catalogue – integrate a shopping basket into your existingwebsite site using additional software• Integrated – fully designed and integrated store. Much moreexpensive.• Online Auctions – like eBay, Etsy
Legal Considerations• Data Protection – you must be open about how personalinformation is usedhttp://www.ico.gov.uk• Distance Selling Regulations – provide certain details, descriptionsand a cooling off periodhttp://www.legislation.gov.uk/uksi/2000/2334/contents/made• Electronic Commerce Regulations – information shared withcustomers, advertisement and promotionhttp://www.legislation.gov.uk/uksi/2002/2013/contents/made
Fulfilment• Set up procedures• What about delivery?• Who is responsible?• Do you want to outsource?• Digital downloads should be secure• Your reputation is measured by fulfilment
Ongoing Commitment• Site maintenance – updating details, adding newproducts, revised pricing (sales)• Customer feedback – commenting on products. Make sureyou’re reading this• Marketing – how are you telling people about your shop?• Contingency planning – what could go wrong?
Business Case• Why do you want to sell online• Are your goals realistic?• How long will it take to recover your investment?• How will customers react?• Remember that the same business basics apply online andoffline• Do your homework – research your market and see whatothers are doing
Be different but not radically so• Web technologies are fairly standard, many websites follow thesame format• It can be unwise to have a radically different format as visitors arefamiliar with a standard way of shopping online so you need to findsomething else to make you different• Outstanding customer service – live chat?• Exceeding customer expectations• Constantly improving and innovating services
Keep your data together• How scattered is your information?• Who has access to it?• How is it recorded?• How does your web information integrate?• Can you easily email customers with new offers?• Does it integrate with your CRM system?• Without shared information customer service will suffer
Keep your customers• Make your site sticky• Why do you return to websites?• Add personal touches – call me back buttons• Live chat• Forums
Performance Measures• Set realistic goals• Timescales• Increase in sales• Increase in customer base• Improve margins
Common Pitfalls• Over-ambition – I want to be like Amazon• Lack of focus – I want to sell everything• No integration – systems that don’t match up• Hidden costs – careful budgeting required• Usability – get other people to test your site• Content – relevant, up to date, accurate stock• Marketing – lack of. You need the same focus as for any website