When you decide to open an ecommerce store, the whole process may seem simple at first. You find a product, and you sell it. But for anybody who has ever tried to sell a product online, whether through a standalone site or etailers like eBay, Etsy, and 1000 Markets, it quickly becomes apparent that picking a hot product is only the tip of the ecommerce iceberg.
While the laws of supply and demand will ultimately dictate how well your ecommerce business does, there’s plenty you can do to help the process along. For example:
Do sell products that fill a niche. Thousands of ecommerce stores sell shoes, but how many sell clown shoes to circuses and party clowns? While many etailers sell books, how many sell classics translated into all languages to schools and universities around the world? While not all etailers choose to specialize, filling an as-yet-unfilled niche is a surefire way to gain attention and conversions.
Don’t sell products that don’t lend themselves to internet sales. Pianos, tons of bricks, and toxic chemicals come to mind. While there are, of course, exceptions to the rule – such as with an extremely rare or hard to find item – people generally prefer to buy the heavy and dangerous stuff close to home rather than paying exorbitant shipping rates.
Do provide a website that is easy for customers of all internet skill levels to understand. The store should be easy to search and product descriptions should be thorough and clear. The overall store should be easy to navigate, with no dead end links or misleading advertising.
Don’t forget the importance of an easy-to-navigate shopping cart system. If a buyer is on the fence, a shopping cart system that is confusing, sends her in circles, or requires field after field of personal information can be enough to send her screaming in the other direction.
Do provide more than just products. Ecommerce stores have an advantage over brick and mortar retail stores in that their virtual space can far exceed a competitor’s square footage and that the sky is the limit on “extras” that a crafty etailer can provide. Post news, articles or a blog about your store and your products, or create a game or trivia quiz to keep buyers engaged long after they’ve hit “check out.”
Don’t forget to borrow the tricks of the brick and mortar trade as well. Offer a “Clearance Section,” reward first time customers with a percentage off their next order, merchandise related items together, and highlight featured products.
Do make the details of your store accessible. Be sure that a “Help” section and your contact information are easy to find in case a customer has a question or concern. Post article or a FAQ listing your payment methods accepted, shipping terms, return policy and other pertinent information that your customer might wonder about before making a purchase.
Don’t obscure your contact information. Customers will trust you more if you list several contact methods, including a physical address and phone number. A picture of yourself and your staff and several forms of social proof, such as testimonials, awards and media mentions also add to your all important credibility.
Outright is secure.