he internet is an some companies base their price
extremely tough and on what their competitors are
competitive world, where offering, and ensuring theirs is
almost everyone is on a level always the cheapest/best deal.
playing field. It is therefore Post and packaging is a cost that
absolutely paramount for a all e-tailers have to contend
company starting up or moving with, in order to get their
into the e-commerce environment product(s) to the customer.
to find themselves a sustainable Deciding on what rates to charge
competitive advantage through the customer, whether making a
developing their own existing loss by rendering all ‘p&p’ free
distinctive competencies, whether when a certain amount is spent,
by selling exclusive products, or charging more than necessary
providing exceptional levels of to regain any profits lost by
additional customer support, or offering the product itself at a
ensuring the actual site is easy reduced price, is an important
to navigate yet attractive, decision. Some e-commerce stores
innovative and unique in its may require a membership before
design. you can shop online, which could
add a certain prestige factor to
It is very important to be aware the experience, but could also
of the tactics being used by your work the other way and repel
competitors online; as there are potential customers when they
various factors they could realize they have to pay for the
change/add on/stop using which privilege of simply browsing what
could adversely affect the number is on offer.
of customers using your site
ahead of another to make their The website itself needs to be
purchases online. These include well built by an experienced web
basic features such as price; designer, preferably with SEO and
SEM experience, although this is possible. The higher up the
not essential as a separate better, but even more important
person can be employed to make is to be on the first page of
the site search engine friendly results – browsers very rarely
and build in all the tags and look further than that. This is
links once the design has been achieved by making sure these
completed. A good web designer is keywords appear regularly in the
well worth spending the money on, text on the website, so that when
because a poorly built, home made the search engine generates its
site will not only be unappealing results they can be picked up
to customers, but give them no quickly. Another popular, but
faith in the security of the expensive method is known as Pay
site, meaning they will be Per Click advertising, where
unlikely to hand over any credit companies are guaranteed a small
card details. Many sales, and ad on the results page for
therefore potential profit, could certain keywords that they bid
be lost by trying to cut corners on. However, only when the advert
with the initial preparation. is clicked on, do you have to pay
the search engine the agreed
Besides the actual design of the amount, hence the name ‘Pay Per
website, the marketing and Click’. It is easy to see why
promotion of it is even more costs generated from this can add
essential. A perfectly designed, up – just because a browser
attractive looking site won’t do clicks the ad, it doesn’t mean
anyone any good if no one knows they will make a purchase from
it’s even there! SEO and SEM look the site, so there is often a lot
to ensure that when a keyword or of money spent for a small
phrase is typed into a search return.
engine, your website is as high
up on the list, or ‘rankings’ as Businesses not currently involved
in e-commerce should certainly sales channel and plan
jump on the bandwagon sooner accordingly, to achieve the best
rather than later, but it is success.
important to view, and budget
for, the e-commerce as a separate
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Carolyn Clayton
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