Trading on the Internet

4. Setting Up a Successful Site

The most successful online shops concentrate on one type of product and provide plenty of related information.

4.1 Design the shop so that it is easy to look around and easy to purchase from.

• A simple design, without large pictures or complex graphics, will load quickly and save customers time. Visitors quickly move on if a site is slow.
• Place a trial order to make sure the system works and that it is easy to use.

4.2 Give visitors reasons to return to your site. Get them involved as much as possible. Experts believe that your best chance of a sale is when a person returns for the third or fourth time.

• Make people who visit your shop feel like part of a community. Consider providing news, discussion forums, and reviews.
• Update your site regularly so there is always something new. When you alter pages or input new details, go back and check your work.

4.3 Provide support pages that help users get the most from your product or service.

• Include plenty of related background information. For example, case studies, answers to frequently asked questions, product specs, parts lists and user guides.
• Publish news about product revisions, awards and recommendations on the site.
• Provide information about customer rights, delivery times, warranties and exchange policies.

4.4 Include links to other relevant sites, organisations and manufacturers.

• Users will start to view your site as a major information source for your product type.

4.5 Let people know your shop is there and open for business (see Marketing on the Internet).

• Publicise your shop on related sites, either by paying for advertising space or by negotiating reciprocal links with companies selling related products.
• Use targeted email to persuade new people to visit your site (see Email).
• Include the details of your online shop in your stationery, your marketing literature, and any advertising you do.