eCommerce Essentials A practical guide and ... Marketing Campaigns and requirements Integrate to external

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    eCommerce Essentials

    A practical guide and handbook

    Version 4 - 2013

  • eCommerce Handbook – Copyright 2015 2

    Contents

    Getting Started Selling Online ............................................................................................................4 General Online Business Costs .............................................................................................. 4 Online Business Checklist ...................................................................................................... 5

    Business Fundamentals ..................................................................................................... 5 Technology Fundamentals ................................................................................................ 5 Create a Business Plan ....................................................................................................... 5

    Turnover and Profits .............................................................................................................. 6 Domain and eMail ................................................................................................................. 6 SSL Certificates ...................................................................................................................... 6 Technology Selection ............................................................................................................. 7 Hosting ................................................................................................................................... 7 Graphic Design....................................................................................................................... 8 Custom Functionality ............................................................................................................. 8

    Where do you fit in? ........................................................................................................................ 10 Online Success is Measurable ........................................................................................................... 11 Online Customers Expectations ........................................................................................................ 13

    Multi-channel and Omni-channel........................................................................................ 13 Multi-channel .................................................................................................................. 13 Omni-channel .................................................................................................................. 14

    Products Suitable To Sell Online ....................................................................................................... 14 Key Factor for Success ...................................................................................................................... 16

    What do I have to do to be successful in online commerce? ............................................. 16 User experience, user interaction and design .................................................................................... 16

    Attractive and sales-promoting design ............................................................................... 16 Content is king! Up to date and useful content .................................................................. 18 Quick product search and clear navigation ......................................................................... 18 Clear ordering process and basket ...................................................................................... 19

    Make it possible to make changes to the basket ............................................................ 20 Provide information about total costs ............................................................................ 20

    Shipping and Logistics ......................................................................................................... 20 Show availability and delivery time ..................................................................................... 21 Customer personal information .......................................................................................... 21

    Trust and security ............................................................................................................................ 23 Trust logos and certification ................................................................................................ 23 Guarantee and warranty in plain text ................................................................................. 24 Offer a wide range of secure payment methods ................................................................ 24 Payment Gateways .............................................................................................................. 25 Is it really secure? ................................................................................................................ 26

    Marketing and Sales ......................................................................................................................... 27 Do you know your prospective customers? ........................................................................ 27 The domain and store name ............................................................................................... 28 Search Engine Marketing ..................................................................................................... 28

    Registration ..................................................................................................................... 29 Optimal use of META tags ............................................................................................... 29 Optimising design and content........................................................................................ 29 Active linking ................................................................................................................... 30

    Paid advertising ................................................................................................................... 30 Optimal ranking: .............................................................................................................. 30 Plain text in the ad ........................................................................................................... 30 Concrete offers ................................................................................................................ 30

  • eCommerce Handbook – Copyright 2015 3

    Extra incentives to buy .................................................................................................... 30 Product Portals .................................................................................................................... 31 Cross-Selling and Up-Selling ................................................................................................ 32 Newsletter, coupons and e-mail marketing ........................................................................ 33 Be sociable and show yourself ............................................................................................ 34

    Contact options ............................................................................................................... 34 Long term customer relations ............................................................................................. 35 Discounts and Special Offers ............................................................................................... 36 Acquire new customers ....................................................................................................... 36

    Banner advertising and subject gateways ....................................................................... 36 Cross promotion and public relations ............................................................................. 37 Don’t forget: constant control over your activities ......................................................... 37

    Mobile commerce ............................................................................................................... 37 Customer service ............................................................................................................................. 38

    Prompt order confirmation ................................................................................................. 38 Fast and complete delivery ................................................................................................. 38 Guarantee and complaints management............................................................................ 38 Periodic customer surveys .................................................................................................. 38 Additional after-sales services ............................................................................................. 39

    Search Engine Optimisation (SEO) ..............................................................................................