Seven tips to make eCommerce easy
Thursday, 14 April 2011 00:00
Freelancers are generally folks who sell their expertise and services rather than products, but what if you write a book, develop a software package, produce a training video or create an e-learning programme? If so you probably have a shopping cart element to your website and whether you’re new to selling online or an old hand, you’ll find some gems in my new book: Selling Successfully Online. Here I’ve extracted a few sample tips.
You can download a free copy of the ebook with over 300 top tips for running an ecommerce website from www.actinic.co.uk/top-tips. Plus if you do, you could win one of 5 copies of the paperback edition, worth £7.99.
Do I need a bespoke solution, or can I use something off the shelf?
Packaged or boxed ecommerce solutions are nowadays hugely powerful and flexible, and offer significant advantages over bespoke: lower cost, quicker site development, more features and greater long-term security. If you use a web designer, it is worth finding one that can develop a professional design based around a standard solution that other web designers could support.
A completely custom-built site is only a good investment if you have special requirements that an out-of-the-box solution cannot fulfill. It will not only be more expensive initially, it is likely to be hugely expensive to make further changes in the future.
Provide some additional value at your site
Can you come up with material for your site that will attract visitors? We provide free advice on ecommerce and the suitability of businesses for trading online, and other useful content. It’s worth trying to do something similar at your site.
Make sure your site content changes frequently
Google considers that sites where the content changes all the time are higher quality. So make sure that you put the effort into making that true for you. E.g. include a specialist news feed for your sector, or a feed of your Twitter posts.
Focus on links
One of the most important things from Google’s point of view is the number and quality of links to your site, particularly if the link contains your keywords. It regards these as votes of confidence in you. As a result, some kind of programme to develop reciprocal links with other sites will be essential if your optimisation strategy is to succeed.
Another good way to build up a network of links is to position yourself as a special resource in your field. Maybe you can supply poems to go with your flowers, or information on the derivation of names? This type of material can act as ‘link bait’ – something that naturally attracts links from other sites.
Make sure that you are listed in any directories that are relevant to your industry. Many of these can be free.
Use online resources
Google’s Webmaster Tools at www.google.com/webmasters/ provides a great first step.
Paid for and free tools that you can use to check your position in search engines include www.webceo.com, www.marketsamurai.com, a plug in for the Firefox web browser called http://tools.seobook.com/firefox/rank-checker and free tool http://speedyseo.com/seo-tool
Get ideas and research
Social networks are brilliant for asking questions; LinkedIn and Quora are especially useful here. The open nature of these communities allows anyone to ask, view or respond, so the potential is obvious. Thinking companies use these networks to gain insights into the market as well as broadcasting their own messages.
Get case studies online
Video or audio case studies of customers recommending you, generally produce a positive emotional response. A person explaining exactly how they were helped has more weight than any sales pitch.