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Copyright © 2008 Sophie Baxter
Step 1 - First impressions DO Count! First impressions are fundamental to building trust online - even more so if you have an e-commerce site. Your site needs to look professional and inspire trust: the slightest doubt and the customer will leave your site for a competitor's.
So make sure that your graphic and pictures are good quality and your text is clear and informative.
Remember that you are asking people to leave their credit card details and trust you with their money!
Step 2 - Write good content and products descriptions You need to provide visitors with enough information about your product to allow them to make an informed buying decision.
Try not only be descriptive but also appeal to the customer's feelings. Would you widget make him feel amazingly confident, look good dinner parties, allow them to do their work quicker and spend more time with their family?
The text needs to be conversational, punchy easy to read and interesting.
You will find yourself spending a considerable amount of time writing - but the benefits - higher conversion rates and better search engines results, should be worth it.
Step 3 - KISS (Keep it Simple Stupid!) Don't assume that everyone knows everything. Make it clear where they need to go to find what. Label the navigation titles clearly and make it clear how to buy.
Amazingly "add to basket" or "buy now" signs on some sites are almost impossible to find... and guess what? People shop elsewhere. Keep the layout clear and simple and make sure navigation is obvious to all users (not just to you) by testing your website on friends and family - watch how they use it, you could be amazed at what you learn!
Step 4 - Forget Flash (and large images, Splash pages or other gimmicks) Lots of graphics and moving images might look impressive but they can take too long to load and annoy you visitors. All customers are interested in is accessing relevant information as quickly and easily as possible so that they can see what you have to offer. What's more they look like at adverts and at best customer ignore them.
Too many companies are tempted to go for a 'wow' effect website with lots of graphics that take a lifetime - or at least longer than the average browser is prepared to wait - to load and don't bring any "value" to the site.
Remember, the web is an information-based medium and wouldn't you prefer your site to be remembered for its great products and services rather than its design?
We're not saying that design is irrelevant - just try to keep things simple. This leads us nicely to our next step.
Step 5 - Make your promises clear... and keep them. All return and guarantees policies should be stated clearly on the site. You need to maintain trust and continue to build relationships with your clients even after you've made the sale. Answer all queries and emails personally. Automated answers are likely to make customers feel like 'just another number'. A prompt and warm personal answer, however, will make them feel valued.
Keep them informed of the delivery status, especially if delivery is delayed. They might not be happy but they'll be even more upset if they feel you've let them down. Similarly, if you've made a mistake admit it, apologise and fix it - as quickly as possible!
REMEMBER - unhappy people tell two or three times more people than happy ones do! The old saying that new customers are much harder (and much more expensive) to sell to than new ones is true and customer retention will be key in the long term success of your business.
About the Author:
Sophie Baxter is the Managing Director of http://www.bigfatballoons.co.uk a company devoted to selling balloons, teddy bears, chocolates and cheerful gifts with the 'wow-factor'. On the birth of her baby, Sophie was given an helium filled balloon in a gift box, that made her go 'WOW' and kept both baby and Dad entertained. A few months later, she organised a helium balloon delivery for a friend's 50th birthday which went down so well that Sophie realised that she had stumbled across an idea that made giving and receiving gifts easy, enjoyable and great fun.
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