Ecommerce refers to electronic commerce, which involves the transfer of information across the internet. It can be used in any type of business or service and almost any company that wants to sell or trade will need to have some basic form of ecommerce website development in place.

Over the last few years, ecommerce strategies have emerged that have blurred boundaries between traditional forms of trading and trading done online, and whatever barriers remain are sure to be wiped out as the technology develops even further.

Why develop an ecommerce site?

Transactions carried out online offer the seller or business owner a greater competitive edge. B2B businesses engage in hundreds and thousands of transactions per day and it’s easy to imagine how much smoother handling such volumes online would be. While traditional forms of commerce still retain an important place in trading, online transactions have definitely emerged a strong force to contend with, not to mention a cheaper, faster and more effective option. Electronic transactions between businesses have given rise to electronic marketplaces where companies can display their goods and services and buy, sell and trade at a competitive rate.

However the road to success can be hard if the client fails to understand the intricacies of an ecommerce site. Developing an ecommerce strategy can be most effectively done only with the help of a company specialized in ecommerce website development. At MN Interactive for example, we’ve handled the customization of ecommerce sites for customers which has resulted in smooth and easy transactions between the business owner and his clientele.

Ecommerce strategies that don’t work

Despite having set up their ecommerce sites, a lot of clients wonder why their customers are not reaching for their wallets and making much sought after purchases. The reason is quite simple: a less than efficient website design.  Customers are known to peruse ecommerce sites to do comparison shopping, and then revert back to their neighborhood store to make the final purchase. Poor loading time (think of all the graphics and information you might need to upload on your ecommerce site) is another reason which keeps customers away. A jumbled web design, little information and confusing buying policies can also work against sales. And finally, the lack of a phone number, contact name and address can keep potential customers guessing as to your site’s integrity.

And those that do

At the reverse end of the coin, there are some strategies which have to be implemented.

Content and inventory: Your website should be able to update content and inventory as and when is needed.

Pricing: Regular prices, competitive prices, sales prices, discounts, prices in foreign currencies – these are just some of the options your site should be able to handle.

Fulfillment: A tracking number allows both you and the customer to track the order; very important in the event there are delays or losses.

Payment and security: How do clients pay for their purchase? Credit card and PayPal are two popular choices. Does your company have a return or refund policy? Will it be able to handle fraud and online theft?

Support: Do you have a toll free number? Online customer support? What do customers do if they have a questions? Need to report a delay? Want to return goods?

A good ecommerce website development will also help you look at questions like: is my business going to be localized? Can I market it overseas? Can it be integrated into the rest of my business plans? Do I have the right software and the right team to manage it?

Get experts onboard your team

Going to an expert forces you to answer the primary question: Why develop an ecommerce strategy for your site? Sit down with your web designer and identify your company’s particular needs – is it to sell a product? Service? Build brand awareness?

If you are thinking of going at it alone, question your own expertise. An effective web design and an ecommerce strategy will translate into sales. Are you able to create both? While you might want to upload all the graphics and flash animation you can afford onto your site, in the end, this might not translate into sales. Clients have short attention spans: it’s your site’s job to use their presence as an opportunity to convert curiosity into a purchase.

A good ecommerce strategy created by an ecommerce web site development expert will capture the following:

• Quick page loading time
• Comparative shopping
• Easy to use purchase options
• A valuable customer service center which allows you to address clients queries and complaints with equal ease

In the end, ecommerce if played out right can be a profitable venture for your business. But it’s important to rely on the advice of a professional ecommerce website development company to install your software and design your layout, which saves you time and money and allows you to begin trading right away.

The answer lies in looking at the Internet, where trends to shift advertising budgets online began a few years ago and continues to grow. Websites have long since proved their effectiveness in getting the message across. An effective web design consultant can help ensure the website is created around what matters most – brand awareness – and around a budget a client is comfortable with. Lead building, search engine marketing, email marketing and list growth are the new keywords, and a targeted web design can capture these components to enrich any marketing plan.

Creative web design solutions are the new way to fight recession, while maintaining a hefty profit margin or at least not sliding down into oblivion. If your website is gathering dust, or is not search engine optimized, you are losing a viable existing marketing option. Seek out a web design consultant who can spruce it up for you and achieve the following:

Expand your in-house list: In recession, you might find it hard to spend money on capturing new clientele. In this instance, a good website will allow you to convert your in-house list by generated sales emails, targeted pitches, and limited time offers.

Focus on lead and referral management: Searching for clients through advertising is one thing; having them come to you from an existing or satisfied source, at a trade show or event, or as a visitor to your site, is another. Nurturing leads and referrals is important and your web design consultant can ensure this is part of your web strategy. An effective web design consultant will help you identify those who can be turned from potential customer into satisfied clientele by implementing creative web design solutions like an opt in list from an autoresponder (aweber or constant contact work well), landing pages and RSS feeds. The right offers make people want to buy into your products and services. Some examples include:

• Blog Invitations
• Downloadable PDF Brochures
• Teleconferences and webinars
• Videos
• E-Books
• White Papers or free reports
• Case Studies
• DIY Guides

Optimize landing pages: If your website is not optimized, you are already at a disadvantage. During tough financial times, it’s even more important to turn to simple yet creative web design solutions for answers. Research shows time and time again that optimized web landing pages can results in more leads for every dollar spent. Instead of you hunting for clients, a good keyword selection can ensure clients come right to your doorstep. Spend time on finding out how you can best maximize your investment by targeting first time buyers, buyers who are on equally tight budgets, buyers who have been categorized as ‘non-risk’ takers etc. If you don’t have experience writing optimized web content, your website design house should be able to find you a provider who can. A good marketing writer will also be able to recommend the right online marketing solutions for your business, such as PR, cross- link advertising, affiliate marketing etc.

Make use of available sales tools: With the advent of social networking tools like Facebook and Twitter, it’s easier than ever to convert your website into a community. Adding on forums and discussion boards from companies like www.Vbulletin.com and www.proboards.com will further steer visitors to other pages within your website.

Make your site visible: While SEO might get visitors to your site, a great design will keep them there. In an earlier post Web Design Mistakes to Avoid, I had mentioned the importance of a good site design. I reiterate that a strong site designed by a professional web design consultant is important to help showcase your business’ details. If there’s one thing you need to invest money in, it should be this.

Add cost effective solutions: Online catalogues and brochures can cut back on printing and distribution costs. Online FAQ’s can work in lieu of a customer service representative. Receiving credit card payments online, or via PayPal can save you big in terms of fees paid out to banks. It’s important to find a web design company which is experienced in identifying easy, yet financially viable options.

In the end, there are a lot of online solutions which can save you thousands of dollars, money well appreciated during hard economic times. Creative web design solutions offered by an effective web design consultant will help you in capturing these options for your own benefit.

Identifying what you want them to do and actually getting them to do it are of course two different matters and contrary to popular belief, a higher readership doesn’t always translate into a higher conversion rate. Setting up a strategic plan is necessary which lays out step by step what you need to do to get visitors to actually take action.

One of the most popular conversion terms coined is ‘Call To Action’. What it simply means is that unless you call (not con) people into taking action, chances are they’ll read and enjoy your posts without doing anything about it. Think about the average visitor who browses a few sites each day – if he likes what he sees on your site, he might bookmark it to visit again. Will he voluntarily retweet or comment on your post? Maybe, if he enjoys your content, or if he’s building a marketing campaign and wants his brand noticed. On the other hand, if he’s visiting a site which sells information, products, or services, and can be converted into a potential buyer, will he do so without any urging? The chances of that are slim.

Call your reader to take action in your blog post, in your related site, in your navigation menu, on internal banners, and even in your comments (though that has to be handled subtly). As with all marketing tools, you need to experiment with what works best for you.

End your posts with an urgency. ‘Click here for more information’ is so boring and passé – people will not even bother to do so. Instead, try ‘Only 5 days remain to….’, or ‘A special SALES OFFER…’. People like to be offered something of value, which makes them feel special. Tap into this for your own sales.

Rethink your marketing campaign. What can you do that you are not already doing to make your reader conversion rates leap through the roof? Most of us will use standard marketing ploys – newsletters, free eBooks, articles on ezine directories etc. Begin to think outside the box. Does your WordPress or blogger page look okay? Can you add your own sales tools on it to boost sales? Where can you position this? What colors are you using? Do they make the ad pop? Do all the links work? (This is such a basic principle, yet most bloggers fail to check if links published are valid!). Again, it’s all about experimenting with what’s right for you. In this sense, tracking devices are invaluable in helping you calculate conversion rates.

Similarly, be ruthless and delete the unnecessary. Have you heard about too many cooks spoiling the broth? The same holds true for too many ads and links- they distract the reader. No one wants to visit a site for information and find themselves battling against an untold number of ads or sales links. Subtlety is the key to gaining higher conversions. It’s true you won’t get anything if you don’t ask for it; but it’s equally true you’ll lose a lot of potential visitors if your site feels unkempt and cluttered. Have a primary message (e.g. signing up to your newsletter) and build your secondary messages around it (e.g. selling your ebook and affiliate products in it), ensuring they all link together. This way, visitors know they are being led in one direction, not scrambling to choose between many unrelated paths.

And finally, don’t forget to use all the tools successful bloggers use to get their blog noticed and talked about including:

• Regular valuable content
• Text interspersed with videos and images
• Related keywords
• Comments and responses
• The occasional survey, interview, and guest post
• Plenty of links
• Incentive via gifts, discounts etc.

In the end you will find your blog evolves, matures, and changes over time, and your marketing plans need to be adjusted to keep up with it. But with consistency and a well-planned campaign, no matter the direction you’re headed, your customers will follow you.

If you have designed the site by yourself, or used an amateur designer, beware of web design traps which are easy to fall into. Check to see if your site has any of the following:

Extensive text: Unbroken text on a screen can be monotonous, and pushes visitors straight out the door. Web text ideally should be short and catchy, with links to longer articles and documents. If you do need to upload lengthy text onto your site, make sure you use the following:

• Headings and subheadings
• Highlighted keywords
• Numbered lists
• Short tight paragraphs
• A simple writing style, even if the document is technical
• Plenty of blank space between text

Jumbled fonts and flash animation: While it’s important to use headers and highlights, it’s equally important not to overpower the screen with different fonts, sizes, colors, and the worst, constant animation! The eye is more adept at reading still font online. Similarly, keep in mind that users are a diverse range of people, so avoid tiny fonts which are unreadable, and stick to a more standard Arial or Times Roman 12 point font. And never ask visitors to download files in order to view data on a site. Most people are skeptical of downloading from unknown links, and the rest simply don’t have the time to do so.

Links that open to a new window: Click on a link, and a new window pops open, directing the audience to it. They read what they want to, close the window, and the original site remains open. Sounds familiar? Recent research however suggests a number of users don’t actually realize a new window has been opened, and stay confused when their ‘back’ button is grayed out. Scared that users may hop sites if the article you direct them to is better than the one on your site? Don’t worry. If the content you provide is interesting, visitors will use the ‘back’ button to return to it. Alternatively, let them open in a new window which is easily visible and opens up automatically (such as within this blog post), and not one which hides at the bottom of the screen.

Overuse of web advertising: When banner and pop up tools were first invented, they must have generated massive interest. But over the years, web users have long since been inured to their charms. Most Internet users browsing websites will in fact close anything which looks like an advertisement , even before scanning to see what it offers.

Long download times, and drop down buttons: You probably can identify with the frustration long download times cause; after all, unless you have no choice but to wait to download a document, you will probably go elsewhere. But did you know that drop down buttons can also drive a visitor off a site? Users should be able to view all navigation options upfront, and without having to search through individual menus to access it.

Registration requirements: Over 90% of your site’s visitors will land on your site for information, pure and simple. Ask them to register to receive it, and chances are they’ll be off to your competitor’s site. Questionnaires, registrations, and quizzes can drive away an impatient user. Similarly, it’s against the law to subscribe a visitor to a product or service, unless he’s given you explicit permission to do so.

Over cluttered web pages: Received awards and recognition? A member of various professional organizations? Have client’s you’d like to mention? It’s great to add their banners to your site, but too many fonts and graphics lead to clutter. Instead, lay out any recognition in a separate section, where it’ll receive the attention it deserves.

Poorly thought out URL’s: Search engines allow visitors to find a site, and the URL which features in them is an important, yet often, underused tool. Search engines will cut off lengthy titles, so keep yours short and catchy. Also, if a user bookmark’s a page, the system typically does it alphabetically. To keep your page from being at the bottom on the pile, avoid URL’s starting with T’s-Z’s, unless they’re easy to remember.

Other points to remember are that first impressions do count. If a user arrives at your site and likes what he sees, chances are he’ll return. On the other hand, providing too many options can confuse and distract the visitor. Instead, let him read what he wants, download what he needs, and move on to the next topic. Understanding the user’s requirements is important; and this should be reflected in your tone of voice, and message your site carries. And finally, check and double check all web content to see the information provided is up-to-date, the grammar is correct, and the links are working. There’s nothing more unprofessional than having someone click on link to be taken to a dead page.

There’s a lot more that a professional web designer will offer you in terms of design advice, but these are a few important points to bear in mind before your launch your website.

Creating an interactive site is simply a question of adding some of the following features to it. Don’t go overboard and stick them all on your site, you risk the chance of making it too busy. Instead, select the ones you think will work best, and test them for 6 months. If you feel you can do better, experiment with various options till you get it right.

Newsletters: These are the most popular and often the easiest to create. Sign on with sites like Aweber and Constant Contact. They are fully automated, and help you build your mailing list with minimum effort. Always provide your audience with the chance to unsubscribe; it’s required by law and shows your customer they have an out should they wish to take it.

Forums or message boards: These take a little more effort, as with every discussion board you need to have a moderator or someone who can monitor and guide discussions. These work really well however if you have an online retail store, as they allow customers to chat, ask questions, review products and discuss features; actions which are guaranteed to draw visitors back to the site. Keep your board open or private depending on your store. Another option is a chat room http://chat-forum.com/ which works in real time- people type in messages, to which others in the chat room can respond to. Chat rooms however work well only when the time is predetermined and a message sent out to everyone inviting them to join.

Surveys or polls: Surveys are fun to do, as long as they are short and to the point. Long surveys usually call for some incentive in the form of free offers, discounts etc. Don’t forget to post the results of the survey for all to see.

Guestbooks: Can visitors leave comments or sign a guestbook? If you are using these features, be sure to enable the ‘approval’ button, so you can screen the comments before they get published. Testimonials too work like comments/guestbook, only in this, people usually review the product/service they’ve already used so others may get a better idea before buying it.

Search feature: This is a great little tool which allows visitors to search your site for particular information, saving them time and effort. Most visitors will appreciate a search button and you can add either a ‘search the site’ or ‘search the web’ button. The former is more valuable in keeping your visitors on your site, but works well only in you have enough content. The latter will direct visitors away from your site to related links on the web. Gather the data to track what your visitors are really looking for.

Referral services: If someone likes your site, services or products, allow them to share it. You can do this via share buttons, or by integrating a widget that generates an email of the article, product/service, with your website’s URL. What better way to get the word out than have your fans do it for you?

Other features to consider include:

JavaScript, which allows you to add current date and time, visitor counters etc.

An FAQ area, updated with user questions.

Personalized postcards, which are great for image rich sites like travel and photography sites. Use your own site photos to create free postcards.

A calendar of updated events, if your site holds online or offline events, teleconferences, group meetings, etc.

A news column which automatically updates itself.

A blog which is one of the easiest ways to draw visitors to your site.

And last, but not least, interactive games and quizzes, which provide your audience with some fun time. They can be branded, and the quizzes tailor-made with your product information incorporated.

So what does a good landing page need to do? No matter the type of business or service you’re offering, your landing page should reflect your requirements. It needs to be filled with elements that allow you to guide visitors to the next level, be it to make an enquiry, click on a link, or buy a product or service. If your site offers a single service, logically the next move would be for visitors to either find out more about it, or make an immediate purchase. If you have multiple offerings at hand, your landing page will allow them to select the ones that most interest them.

Before you begin, ask yourself: Who is my audience? What do I want to achieve via this page? What am I offering? Why would they be interested in my offer? What do they need to do to participate in my offer?

There are typically 7 elements that your site in general, and landing page in particular need to incorporate. Most of the elements will be intertwined. For example, your product may be of a generic kind, but your site design can be innovative, giving it a unique twist. Or your service itself may be easy to use, and this is reflected via a simple script outlining what’s on offer. The 7 elements are:
• Design
• Ease of use
• Compelling script
• Interactivity
• Use of technology
• Innovation
• Valuable Content

A great design and compelling script are the two cornerstones of a working landing page. Most designers will tell you that a black background, with white script is a definite no no. Yet, black with white when used in small amounts can create a dramatic effect.

Contrasts and use of colors work well, and your site design should depend on the kind of product and service you’re offering. Design elements to consider are those which make the site clean-looking versus cluttered, make browsing a breeze, include uncomplicated linkage to other pages and sites, have short, concise sentences, use space to facilitate easy reading, and possess a fast browse time. Your design will typically incorporate your logo, business name, a strong headline, links to your products and services, any specials currently on offer, and images. It may also include a customer service number and client testimonials. Images are important, so ensure you have the right ones to reflect what your company is offering or believes in. Don’t place external links on a landing page which might draw visitors away from your site. Do install a privacy policy at the end of the page.

The main reason for you to create a website is to directly or indirectly sell a product or service. If it’s a direct sell, it’s often much easier to follow a proven script to get visitors to invest money into your products or services. An indirect sell might be to build up a subscription list, or enhance a DM strategy. Whatever the reason, your script acts as a call to action, and this needs to be reflected most strongly in your landing page.

There are typically 6 questions your audience will ask before making a decision:
• Can I trust you?
• Should I believe you?
• Does it fulfill my requirements?
• What’s in it for me?
• Is it worth my time and money?
• How do I get started?

All the above questions work in conjunction with each other to allow the buyer to make his final decision. In order to establish trust and credibility, it’s important to prove yourself on your landing page. This can be done via testimonials, case studies, guarantees, awards, and even partner and affiliate mentions (assuming they are noteworthy).

Your script should also have a strong headline. An example could be Organic Inc. Winners of numerous awards, they are not afraid to shout about it. Their credibility lies in their awards, strong headlines and bold designs. Another great site which reflects a strong design and striking headlines is media giants Turner Broadcasting System’s Humor Study arm.

A great headline when combined with the other elements outlined here, will draw in visitors to your site, but it’s an opening line or hook which encourages them to stay. Create a crisp, strong opening statement infused with humor, facts or statistics. Keep the paragraphs following this short and tight. Where possible, use bullet points to enable visitors to scan and retain information.

And finally, ensure you have a call to action. This can be repeated in the copy of your script, or added to the top of your landing page. A call to action will simply tell the potential buyer or client what he should do next- make a purchase, subscribe to a service, pick up the phone and call, or in some instances, click on a link to receive more information.

Landing pages are specific and measurable. The latter is important given that all businesses have a strong competitor base. While today most websites have self design mechanisms that make it easy for anyone to create a website, I’d recommend hiring a web design company to create your site, and develop in particular, your landing page. Take advantage of their technical know-how and their updated knowledge to maximize the potential value of your page. A good designer will best be able to create an interactive site, which is easy to use, innovative in design and incorporates all your valuable content in the right spaces. A designer will also know how to avoid design overkill. Graphics and text should be limited to relevant content. The same holds true of forms with multiple fields to fill in. Fonts should be easy to read, colors can contrast, but not jar and images should be placed so as not to distract from the text. In the end, a simple yet well designed landing page can draw in a much larger web audience than one which is overpowering. So keep to the basics, enhance as you go along, and watch those audience numbers grow.

Out the box the moto[CMS] system comes with a good amount of bells and whistles, Key Features of moto[CMS] include:

Products features
[+] Main & sub-category capability
[+] Assign Products to Multiple Categories & Sub-Categories
[+] Paginated Product Index
[+] Key Word/Part # Search

Admin area features
[+] Powerful Web-Based Administrative Control Center
[+] View & Process Orders Online
[+] Printable E-mail purchase notification to client and web admin
[+] Authorize.net Integration

Design & Code features
[+] Fully customized design to match your company logo look and feel
[+] W3C Valid XHTML 1.0 code
[+] Transitional Table-less CSS markup
[+] SEO Semantic coding
[+] Compatible with IE, Firefox, Opera and Safari

In addition to the above we also offer several automotive industry sector specific plug ins. Full features set and plug in details will be announced soon. For more information on the moto[CMS] software call Mike DelaCruz @ 305.890.7313 for your free consultation.