By John freech
It is easy to fail amongst the strong competition of online stores if you ignore the experience of accomplished shop owners and behaviours of online customers.
To launch a web shop extensive preparation and a few days are required to build the engine of the program, then design and fill the page with items. In the best case scenario, your company owns every legal license that is necessary to legally start the process.
Then comes the process of attracting the online customer. So the real challenge only starts now - to attracts visitors to the web shop and turn them into customers. Web marketing and web analytics are very important, although most web shop owners have never heard about them. Many - after investing a lot of money in the design of their web shop - passively expect customers to find their web shop and make a purchase. But one of the main advantages of web shops is that they can be focused on a very narrow customer circle. It is expedient to take advantage of search engine optimization to enable those who are interested in finding the web shop.
When deciding about our range of offers it is important to consider the behaviours of online customers and the main imperfections of web shops:
customers do not have a tangible experience of the business, its atmosphere or choices;
the previous scandals of television mail-order services and catalogue-stores affect negatively online orders and payments;
intentions of customers to buy can also be blocked by the loss of directions when surfing, design errors or unique user errors originated from the newness of customers.
These negative aspects are counteracted by clarifying the safety and guarantee questions, exact and detailed information and the positive experience the customer gets with the first purchase.
Take advantage of the positive features of your web shop! The main advantage of online purchases is that the customer does not have to go to many different shops and that it does not depend on the current stock. At the same time, if the web shop can arouse the interest of the customer, it can support the purchase of the product with considerable information. It is also important that compared to the traditional shops the same product can be purchased online at a lower price even including the contingent extra cost for shipping.
For the owner the web shop also has many advantages:
it is economical to maintain: there are no high overheads, there are only a few employees to pay, it does not require any investment into a property;
it serves the customers 24/7;
shoplifting is not possible;
only a small stock is necessary;
it can have a global circle of customers; the customers are not restricted to a small area.
Currently web stores offering books, computers and telephones have the greatest return but the competition is also strongest in these sectors. According to the latest research data there is a huge potential in the developing countries for experienced online merchants: only one fifth of internet users use the internet for purchase. Moreover, most of them still pay by COD (Cash on Delivery). Only a few use a bank card; payments by coupons, mobile phone or 'prepaid' cards are still not widespread either. The phobia of online payment is one of the biggest barriers that stands in the way of the spread of web stores.
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