February 19, 2004

Seven Rules for Doing Business on the Web

Doing business on the Web doesn't just mean online purchasing with a credit card. Businesses should consider every element of Internet commerce. The actual cash transaction is only one part of the online shopping experience.

Here are seven rules for building a successful website that will help you do business online.

1. Consider the User
The Internet is a user-driven phenomenon. Keep that in mind. Your site must be well designed and easy to use. It should be obvious how to browse around and get information on products. You want to give the user a positive and memorable experience. This will help brand your company and create repeat users of your site.

2. Make it Easy
The payment process for online ordering must be mind-numbingly simple, and it must be quick. If a user has to think about how to purchase online, or if it takes too long, they won't bother. Also remember that many first time users won't want to order online, it's smart to offer an offline ordering system as well. Give users the option, it makes them feel more comfortable and the next time they visit the site perhaps they will order online.

3. Leverage the Web
To motivate users to buy via the Internet your website should offer a better deal, something the user can only get online. Smart websites automate things like filling, shipping and tracking orders and the cost of goods can reflect this. If users aren't getting a better deal at your website, why would they buy from it and then wait for delivery? They won't. They'll buy from a real world store. A website can also offer more choice. At Amazon.com users have access to far more books than they would ever be able to browse in a single bookstore.

4. Track Your Customers
Use customer databases to offer personalized experiences for shoppers. Many sites track users and offer up personalized content when that user comes back to the website. The user is then connected to that website and will most likely keep coming back. Repeat business is vital.

5. Ship Products Fast
If it takes more than three days for a customer to receive what they ordered from your website, you're dead. Enough said.

6. Support Your Customers
It's fine and good to sell products online, but if you don't offer top of the line support, your customers are going to get annoyed fast. Good websites have tons of support information, support hotlines, support forums, instant email responses, etc. Keep your customers happy and once again, you'll get repeat business.

7. Provide Information
Consumers want to know exactly what they are spending. What portion is tax, how much is shipping, what their discount is, and any other charges should be clearly laid out for the user. They'll also want to know if part of their order is delayed because it's out of stock and they'll want confirmation of their order. It's a good idea to tie your website to inventory and send out automatic email confirmations of orders.

Summary
So, doing business on the Web is not only about buying goods online. It's about choosing the right way to generate revenue, or reduce costs, or build a brand, or support customers.

Keep in mind that an e-business solution won't do any good without a professional marketing and management plan. Your site may have a very advanced online ordering system, but if your site isn't properly promoted and marketed, you won't get visitors. And if it's badly designed or difficult to use, even the visitors that do arrive won't ever become customers. It's like having the world's most technologically advanced cash register in a store with no shoppers.

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