Online Shopping – You Shop, They Drop and We Build!

If you’re looking to build a business on the web? James Marchant, Diligence Creative Director, has some tips.

Diligence has helped many start up businesses to develop their first online store. We love the challenge that working with start ups presents; sadly we also see a number of them who don’t seem able to rise and maximise the potential offered by trading on the web.

There are a lot of myths surrounding online trading - not least of which is that all you need to do is build the website and the orders will start flooding in! With any business, either offline or online, you need a guaranteed 100% commitment to provide the appropriate marketing and sales support. A web based business is not an excuse to take your foot off the gas - you need to work long and hard at it to make the business a success and very few companies are lucky enough to see their new businesses take off without having to put an awful lot of blood, sweat and toil into it!

Unfortunately we see too many start up businesses who believe passionately in their product but have no customer or market research to back up their optimism. With over 1 trillion websites indexed by Google alone, the competition is fierce for your business!

Once you have your business plan in place and you are confident there is a market for your product then you need to think about marketing your site. Think of your website as a football pitch with the ball poised for the kick off from the centre spot. To make the whole experience work though, you need supporters in the stands and players on the pitch!

With any business you need a business plan and a sustainable business model.

You can start by asking yourself a few questions:

• Who is your target audience?
• How are you going to get your audience to visit your site?
• Are your products competitively priced in the market?

Think of the supporters as your target audience and the players as the marketing devices that will not only attract new supporters but also keep your existing supporters entertained – they’re great for repeat business.

So, how do you promote your brand new online shop? Well it helps to set a budget. Your major competitors could be spending millions on a variety of marketing devices - pay per click, banner advertising, Search Engine Optimisation and eMarketing. More recently we have seen an increase in companies using WEB2 devices, such as the social media sites, to generate prospects and sales from within these communities.

We work with many companies who have asked us to help with their existing online shops and help generate more traffic for them. Quite often we find that existing sites have no analytic programmes which is a basic function of any website. Without analytics, you have no idea how many customers are visiting your site – and without that it is difficult to develop marketing activity to increase your site traffic.

Here are our top five tips to online shopping heaven.

1. Make sure your site has an analytics programme – Google Analytics is free!
2. Make sure your site is optimised
3. Make sure your site is not out of date
4. Make it easy for people to shop with you
5. Make sure you get professional help before you build your shop

Happy Shopping!