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Online business is booming and it is quickly becoming a key part to every business. This boom has revolutionised how people purchase goods and more and more businesses are making the switch from a brochure website to a full blown ecommerce website from which customers can purchase either goods or a service.

Where to start?

It is argued by web usability guru Jakob Nielson that one needs to focus on 4 main areas to make the best out of the online experience, namely:

1. Product Search
2. Managing Relationships
3. Helping during the Decision Making Process (DMP)
4. Buying Process

These 4 areas are based on Nielson’s research into customer behavior online. A successful Ecommerce website needs to address each of these four areas if it is to be a success.

Categorising the products on your Ecommerce site

The way you categorise your products is key to how your customers will try to find products. Initially it can seem like a very daunting task but here are some tips to make it easier to get started:

• Brainstorm – It is fairly simple, you have to just brainstorm your way into it. Get a group of colleagues together and write a list of potential categories. Then assign headline products into these categories.
• Inspiration – Search online for inspiration and ideas, see how others are doing it and then make it better.
• Keep it simple – don’t over complication your categorisation. If YOU struggle to understand it then your customers certainly will.

Approaching Product Search on your Ecommerce site

The fact is that customers use Google to search for products. However, this doesn’t guarantee that they will land on the exact product page that they were looking for. So, in case your customers land elsewhere on your website ensure that your customers can find what they are looking for by placing a big search box on every page. Below is an example from one of our sites iClickInk:

This search also includes a predictive search which tries to match the product or category as you type. Due to the advent of Google predictive search, tools like this are now expected by your customers. Search is the single most popular way that your customers will look for products on your website, make sure it’s good.

Designing your product pages

 Ecommerce websites in different sectors need to include different types of information on the product page but below are what I find are always required:

• Product image and information – if you do nothing else make sure that you get this right
• Delivery information
• Prominent “add to basket” button
• Product/Company reviews

Also, another good tip is to check out what your competitors are doing, However, make sure you consider what you can realistically achieve give your time and budget restraints.

Up-selling on your Ecommerce website

Up-selling is a very good sales technique that will ultimately result in more profit. To up-sell, you need to make bundles of products that make customers feel like they are saving money, even though they are spending more. For example, include an accessory for a gadget and only charge the customer 90% for it.

Cross Selling on your Ecommerce Website

 Another important aspect of an ecommerce site is cross selling. This means selling a product that compliments the product that the customer wants to buy. For example, if you have a formal shirt on a product page, you also should display formal ties so that people would be reminded that a new shirt might require the purchase of a new tie.

Try to find a USP

 Finally, one of the main things you can do to make your Ecommerce website a success is to find a unique selling point (USP). There are millions of Ecommerce websites online, probably in your vertical alone. You need to make yours stand out from the crowd by having a unique message and a unique idea. For one of the more unique Ecommerce websites I have found recently see www.granniesinc.co.uk.

In Conclusion

In conclusion, do your research, find out what your competition are doing and make it better. Categorise your products well, have a great search facility, have a unique proposition and you will be a success. Easy really!

The Christmas season is again fast approaching. People are buying products here and there. But is your business in shape for this season? Are your site and your products ready? No need to worry, there is still time to do some tweaks to help enhance your conversions. The following are 7 tips to get you started.

1. Always be clear and concise. At Christmas, people are rushing more than usual. So make sure your copy is clear and concise. If you have product features/descriptions try putting them into bullet points. This will help your visitors make a decision quickly and sky rocket your sales in the process. Click here to see a good example.

2. Use emotive language. Engage with your customer by using phrases like “makes a great gift”. By engage with the customer they are more likely to make a purchase and maybe even more than one. Alternative phrases to try are “they’ll love this under the Christmas tree”, “perfect for a gift”, “great idea for Christmas”, or “a unique Christmas gift”.

3. Emphasise the benefits. Use language like “one size fits all”, “easy returns”, “free shipping”, “no assembly required” or any other benefits, emphasising the benefits can help your customer make a positive purchasing decision.

4. Offer gift certificates or gift cards. A research by the Washington Post showed that gift card sales are up at $91 billion and is expected to increase to $100 billion by 2012. As an add-on to being a fast and easy gift solution for shoppers, you have the advantage of them coming back to redeem the card or certificate. Chances are, the shoppers may spend more than the value of the card or certificate.

5. Leverage customer feedback. You should maintain your own reviews. If you are short of reviews, you can check out feedback aggregators like www.buzzillions.com. By doing this, you can present the pros and cons of the product and also show the products that compliment them.

6. 404 pages. Customers often leave your site when he/she encounters a 404 page. So you should ensure that you have a customer 404 page this is informative and helpful in an attempt to stop your customer leaving the website. See http://www.iclickink.co.uk/404 for a good example.

7. End every purchase with a Thank You. Although “thank you” is a powerful word, on its own it is not enough. You should have something attached to your “thank you” like, a newsletter signup box or social media links. You should also ask customers to rate their experience so that you will have a basis for improvements and it helps you build a good relationship with the customer.