How to save your website from shopping cart abandonment

Guest Author: Jessica Kornfeind

Jessica Kornfeind is the Social Media Specialist at Ripen eCommerce, which has provided comprehensive eCommerce solutions for clients since 2004. Working in close partnership with online businesses, Ripen’s eCommerce web development, marketing, creative and technology teams build intuitive user experiences that boost online sales.

shopping cart on computer keyboardSave your online business from shopping cart abandonment

An endless problem for eCommerce companies is the fight against abandoned online shopping carts.  Your customers are showing a genuine interest in your company by taking the time to choose items or services and placing them in their cart.

Even then, about 67% of customers are still leaving without making a purchase. What can you do to prevent buyers from leaving your online store empty handed?

It’s time to evaluate the order and checkout process of your site.  With a few simple tweaks you may see a drastic reduction in the amount of potential sales left in online shopping carts.

Let’s dive in and finally solve the problem of abandoned eCommerce carts:

shopping cart abandonment infographic

 Infographic created by Ripen eCommerce

Shopping cart keyboard button image courtesy of Stuart Miles at freedigitalphotos.net

We’d love to hear your experiences and thoughts on this post, so please do leave a comment

How Cost Cutting Can Propel Your Business into 2014

Guest Author: Edward Hallinan

This article was written by Edward Hallinan on behalf of employee-benefits specialists, Unum. Edward is passionate about start-ups, having set up his own e-commerce music site and experience working for a digital marketing consultancy from the first day of its inception.

Scissors cutting costs

Infographic: Cutting Costs for Business

Good news! The latest research from Barclays and the Business Growth Fund has found that ‘one in five British companies can now be defined as ‘high-growth’’*. More specifically, the report also showed a 3.4% rise in the number of active registered companies in the first half of 2013 – glad tidings indeed for start-ups and SMEs.

But despite a clear bucking of the economic trend that’s blighted businesses for the last decade, now is not the time to act rashly. Indeed, the slump itself was caused by untamed growth, coupled with companies over-borrowing and over-spending. Indeed, that’s why the folks at Unum have collaborated with Clydesdale and Yorkshire Banks to create the following infographic.

Entitled ‘Cutting Costs for Business’, it goes on to detail just how flippant companies have got with their spending. It found that over 50% of SMEs will go at least 6 months before reviewing costs, with a shocking 14% never reviewing their spending at all! Just in the way you wouldn’t accept a new car insurance quote without consulting a Russian meerkat first, the same applies for businesses – well, perhaps without the meerkat.

As small businesses and start-ups are building from modest foundations, it’s even more pertinent to make sure your company is working at 100% efficiency. For instance, did you know that not only are 75% of all water charges wrong, but also those failing to switch gas and electricity providers could be paying up to 61% too much?

These alarming findings are detailed in the infographic, coupled with strategies to make your business more cost-effective. And while this gives a great insight into the best ways to cut costs, it is by no means a complete list. Just take social media as a prime example. Instead of spending thousands on double page spreads in newspapers which are then thrown away, why not immortalise your marketing and advertising efforts via the world wide web? By utilising Twitter and Facebook, not only can you reach millions in one click (according to Statistic Brain, there were 554,750,000 active registered Twitter users as of July, 2013) but these interfaces are completely free to use!

By employing savvy techniques and updating marketing strategies in this way, coupled with adopting basic cost-cutting principles, you have every chance of rocketing your business into the New Year. Not only that, but keeping stock of spending will allow for steady growth which can be maintained beyond 2014.

Cutting costs for business infographic

References:

* http://startups.co.uk/fast-growing-firms-on-the-rise-in-uk/

Scissors ‘cutting costs’ image courtesy of Patpitchaya at Freedigitalphotos.net

We’d love to hear your experiences and thoughts on this post, so please do leave a comment

7 tips to boost your online sales this Christmas

Chritmas shopping trolleyThe predictions are in and by all accounts Christmas 2013 looks set to be a record year for online retailers. So, as we go full steam ahead into the busiest shopping period of the year, ask yourself whether you are making the most of the opportunities Christmas presents to maximise your online sales.

A record Christmas for online sales

Forecasts indicate that consumer spending will break through the £10 bn mark for the first time this year as internet shopping will account for the largest ever share of sales . Retailers are already coming in with glowing pre-christmas sales reports. Indeed,  John Lewis has announced a 23.7% year-on-year growth in eccomerce sales, with  31% of  the £101.4m made in the week in question were from sales made online.

Monday 2nd December – Cyber Monday – is just a few days away and looks set to be the busiest online shopping day of the year. Therefore we thought it was the opportune moment to offer some timely tips to help you take advantage of this record breaking period and increase your Christmas sales.

7 tips to boost your sales and keep your customers happy this Christmas

1. ‘Christmas up’ your Website

Get into the Christmas spirit and inspire your customers  by making your website Christmas friendly.  Creating a festive feel with the use of some appropriate graphics sets the right atmosphere and helps create a relevant environment for Christmas shopping.

Identify the products that will make great Christmas gifts and  create a Christmas page where you can showcase them.  Make things easy for customers and categorise products so they are easy to find under headings such as; gifts for him, gifts for her, gifts for kids, gifts for foodies, gifts under £20, sticking fillers – you get my drift. This helps inspire customers with gift ideas and can help motivate them to buy.

Don’t be afraid to look at what your competitors are doing and to take some inspiration from other bigger websites like John Lewis and Not on the High Street .com  that do Christmas really well.

2. Be multi-device friendly this Christmas 

“Online retailers also need to be mindful of the need to provide a consistent multi-channel experience to shoppers across all devices”  Digital Strategy Consulting

According to the latest research findings from IBM the volume of traffic to UK retail websites has grown 60% year-on-year (October 2012 – October 2013) and sales from mobiles is up 80% in the same period. Therefore, it is more important than ever to make sure your  website is equally well viewed on whatever device your customer is using to browse or buy from your online shop – whether laptop, mobile, tablet or desktop.

You may have a fantastic Christmas friendly website selling a multitude of great products but if it can’t be viewed effectively on the device the customer is using at the time, then you may lose the customer and the potential sale.

3. Special christmas promotions – discount codes and special offers

Christmas shoppers are on the hunt for good deals so now is the time to entice customers to your website and motivate them to purchase with some special Christmas promotions.  For example use discount codes and sales vouchers to offer special Christmas savings such as  percentage off, multi-buy savings, free delivery and limited time money-off discounts.

4. Entice customers with Christmas friendly shipping and delivery

Getting shipping and delivery right at Christmas is hugely important. Offering free shipping is great but only if the product gets to the recipient in time for Christmas. Give customers peace of mind by being very clear about estimated delivery dates. Remember at Christmas the sheer volume of packages results in longer delivery times. Build this into your delivery estimations so as not to disappoint customers. Why not consider click and collect options for your customers. They may find this more more convenient than waiting at home for a delivery.

Communicate with your customers, send email status up-dates letting customers know when their products have dispatched.  And most importantly don’t forget to make sure you state the last day for guaranteed Christmas delivery. As we’ve already mentioned, not getting their purchase in time for Christmas is a huge frustration for customers. Reinforce your last shipping dates on you website, social media sites and in email communciations. Perhaps consider a Christmas delivery countdown such as  – 11 shipping days to go.

5. Don’t forget stock and resources

With all your offers and promotions – take time to think about your stock and staffing levels . Identify the products most likely to sell (last years Christmas sales figures should help) and make sure you are managing your stock to meet any uplift in sales. Also, with increased orders do you have enough hands to fulfil and despatch orders in time to meet your promised deadlines? Think about taking on some temporary staff or rope in family and friends to help if necessary.

6. Promote, promote, promote

Christmas is the time to go all out with your marketing. You need to make sure your offers are communicated effectively to customers. There is no point implementing great offers and incentives if your customers remain unaware of them. Shout your promotions from the rooftops using your website, all your social media channels and email. As a small business all these tools are low-cost and effective ways to get your messages out. Keep promoting, refreshing  and pushing your messages throughout the entire  Christmas shopping season.

7. Don’t forget last-minute shoppers

There is a  large proportion of shoppers that do their Christmas shopping at the last minute in the week before Christmas so try and think of creative ways of enticing them in for some extra last minute sales. Perhaps offer next day delivery options or promote some last minute offers. You could even think about a last minute Christmas shopping promotion – perhaps a special offer and some last minute gift ideas for customers.

Christmas 2013 looks like a great year for online businesses so we wish you some very happy and healthy Christmas sales.

We’d love to hear your experiences and thoughts on this post, so please do leave a comment

Advantages an Online Store Brings to Brick-and-Mortar Businesses

Guest Author: Gina Smith
 

Gina Smith writes freelance articles for magazines, online outlets and publications on behalf of a number of companies, including Global Response.  Smith covers the latest topics in the business, golf, tourism, technology and entertainment industries.

Online shopping Smartphone with ProductsMany brick-and-mortar businesses struggle with whether or not they should incorporate an online store.  This is an especially conflicting proposition for businesses that have been operating for several years.  Some business owners are simply just comfortable with their walk-in customer base. They have established a loyal following and prefer to remain status quo.  While this may work for awhile, it is not a sound long term strategy.

Change is scary, and not too many of us enjoy it.  However, for a business to keep moving forward, they must embrace change and be willing to incorporate new strategies into their marketing mix.  Whether we want to accept it or not, in today’s society, the Internet is king.  If you don’t have an online presence, sooner or later you will be isolating a portion of your customer base.  Let’s examine some advantages an online store brings to brick-and-mortar businesses. 

Computer Mouse wrapped around globeYou’re Now Global

A website can transform a local business into a global enterprise.  People from literally anywhere in the world now have access to your store and products.  This is especially beneficial for boutiques and specialty shops who carry hard to find products, handmade items or local artwork.  For example, when my husband is in need of a rare part or fixture, he visits the online store for a local hardware store he use to shop at when we lived in another state.  They always carried items he had difficulty finding.  Even though we now live hundreds of miles away, he is still one of their best customers! 

Clock, 24 hours, 7 days a weekOpen 24/7

An online store allows customers to shop 24 hours a day, seven days a week, 365 days a year.  This is especially convenient for people who work restrictive hours which prevent them from coming to the store during regular business hours.  Then, there are others who prefer to shop or browse from the convenience of their own home.

Seasonal Customers Can Make Purchases Year Round

I see this all the time living in Florida.  Business tends to be slower during warmer months, then picks up during the winter.  This is primarily because of the growing population of people who spend summer up north and head to their second homes in the south when the cool weather starts to set in.  Establishing an online store means customers have access to your products, whether they are “in town” or not.  I frequently visit the North Carolina mountains and can always count on discovering a new, unique shop with interesting and eclectic merchandise.  Those who have websites generally earn my business year round because I have ready access to them all the time.  I even share my favorites with my friends and promote them across social sites.  One customer armed with your online store can generate an impressive amount of residual business!

So, while taking the step incorporate an online store can be intimidating, it is very manageable and can open up new opportunities. Browse the Internet to get an idea of the types of online stores out there. Once you know what general style you like and function(s) you want, a qualified website design and marketing professional can help develop the best option for your business.  Be sure to do your research and choose a firm with a good track record and excellent references.  There are even some website design and marketing companies who specialize in small business, offering customized services at affordable prices.  Good luck!

We’d really love to hear your thoughts on this post, so please do leave a comment.

Images Courtesy of FreeDigitalPhotos.Net: Smartphone and products: Naypong, Globe and Mouse: Master Isolated Images, 24/7: David Castillo Dominici

Working from home? 7 tips for successful time management

Alarm clock

Working from home offers some great benefits for small business owners. Potentially your working hours are flexible  – you can start early or finish late.  Plus, there is the added bonus of not having to build commuting times into your day. In theory, time is on your side and achieving all you need to in a day is a breeze. Or is it?

Stress effects productivity

In reality, and speaking from experience, more often than not most of us working from home feel we rarely achieve all we set out to do; spending more time on a work task than it warrants or distracted by bits around the house that ‘urgently’ need doing. Poor time management can make you feel out of control and stressed, which in turn affects your overall productivity.

Never enough hours in the day

Small business owners often feel that there are never enough hours in the day and have to juggle their precious time wearing multiple hats such as salesman, accountant, customer services, marketer and administrator.

Indeed a study from Mavernlink  found that small business owners:

  •  viewed ‘Time’ as their most valuable business asset – ahead or more tangible assets like a computer.

And when asked, small business owners found:

  • covering multiple jobs and lack of time were the most difficult aspects of managing a small business.

So, in an attempt to better manage my own time working from home I  scoured the internet for the time management tips that I felt were most likely to help keep me motivated and focused on the task in hand.

Seven simple techniques to help you better manage your time

1. Work out clear goals and objectives

It is often hard to see the wood from the trees when you are trying to juggle all sorts of business issues. Therefore, taking time out to create a clear picture of what it is you need to achieve can help you focus and plan effectively. An overall goal will help you implement useful medium and short-term objectives to plan your days around. Try using the SMART acronym when setting  your long, medium and short-term objectives, plan your goals and objectives to they are Specific, Measurable, Achievable, Relevant and Timely.

Pile of paperwork2. Get organised

Don’t under-estimate the importance of an organised, clutter free work space. There is nothing more annoying or time-wasting than trying to locate a vital piece of paper buried under a huge pile of unfiled paperwork. Get a good filing system in place, sort out your paperwork into urgent, non-urgent, filing or recycling. A clear work space will also stop you procrastinating and thinking ‘I must tidy up’ rather than getting on with what’s on your to do list…

to do list3. To do list

Okay  an old, familiar one but still a really useful time-management tool if used properly. Creating a daily list of tasks, ranked  in order of priority and deadlines can help keep you focused on the key tasks of the day. It’s all too easy to spend time on the areas you enjoy and put off dealing with something that you find boring or difficult. Keep a single to do list that you can tick off tasks once they are done (which is actually surprisingly satisfying and motivating). Remember though, be realistic – only put down what can be feasibly achieved in a day – don’t put down a week’s worth of work.

3. prioritise

Learn to prioritise. We all find ways to put off tasks we don’t enjoy even if they are the most urgent or important. The NHS suggest that you should group your tasks into four categories with the aim of being able to become better at reducing the number of ‘important’ and ‘urgent’ tasks:

  • Urgent and important
  • not urgent but important
  • urgent but not important
  • neither urgent nor important

This way you will start being able to focus on non urgent important tasks and minimise the chance of them turning urgent.

do not disturb sign4. Do not disturb

I’ve just started not getting up every time my house phone rings. I was finding some days I’d be up and down like a yo-yo – usually for unsolicited and unwanted sales calls.  Now I figure that if it is important people will leave a message or call me on my mobile. It is  far more productive to try to schedule in time to answer non-crucial emails and telephone calls at a point that suits you, rather than continuously interrupting your workflow. If you have a busy household why not try putting up a ‘do not disturb’ when you have to get something important done.

5. Delegate

Where you can , delegate. Have a look at your workload to see if there some areas that really don’t need your input and could be delegated out. For example general correspondence, customer service, administration tasks or basic accounting. If you are a one man band then of course it is going to be difficult to delegate tasks, however if you can find a way to outsource some tasks externally then it can leave you more time tackle the more important and strategic areas you need to build your business.

6. Tools and Systems that can streamline your time

Implementing systems and processes for everyday tasks can help free up time.  For example if you deal with a large amount of similar customer service queries than think about putting a FAQ page on your website that you can direct typical queries to. Putting together formatted templates for standard emails or letters  will also help save time you time. Consider implementing customer relationship management software to help you manage  customer data and information more efficiently. Essentially, take a look at your business and see where systems and processes could be implemented to help free up your time and organise your business better.

coffee cup7. Take a break

Take regular  breaks from your workspace – it really does help productivity. When you have a lot on it is always tempting to stay at your desk and work through lunch. Although this can actually be counter productive. Taking a lunch break, perhaps getting 30 minutes fresh air will re-energise you ready for the next part of the day. According to the NHS:

“As a general rule, taking at least 30 minutes away from your desk will help you be more effective in the afternoon…go for a walk outdoors, or better still do some exercise, you’ll come back to your desk re-energised, with a new set of eyes and renewed focus”.

There is no magic wand for small business owners working from home that will give you the hours you feel you need in a day but hopefully implementing at least a few of these time management tips will help keep the stress at bay and give you back a little control.

We’d really love to hear your thoughts on this post, so please do leave a comment.

Images courtesy of FreeDigitalPhotos.net: Alarm clock: Keattikorn, Old Documents: Nuttakit, To Do list: Stuart Miles, Do not disturb: Smarnad, Cuppa: Michelle Meiklejohn

Does your online shipping and delivery cut the mustard?

Red post box

It may not be the most glamorous area of e-commerce, but shipping and delivery is a fundamental part of the online buying process and underestimating its importance can have a detrimental effect on the success of your business.

Why is shipping and delivery so important?

Get your shipping and delivery strategy right and you are rewarded with increased levels of customer satisfaction and loyalty. Get it wrong and you risk reducing your profit margin, alienating customers and damaging your brand image.

Customers expectations rise as they become increasingly web savvy and research findings repeatedly tell us that delivery has a direct influence on a customers buying decision.

According to research carried out on behalf of MetaPack:

  • 68% of potential customers abandon online sales at the delivery page
  • 42.5% of customers look at the delivery pages first
  • It costs 10 times the cost of the original delivery when a delivery fails first time

More food for thought…

Research findings from a recent ComScore White Paper on behalf of UPS  found that although 83% of respondents were happy with online shopping overall, some of the lowest satisfaction scorings were in the area of delivery and returns.

In addition, a IMRG UK Home Delivery Review 2013 found that:

  • 74% of consumers said that a good delivery experience would encourage them to shop with again with a specific retailer
  • 75% would like access to clear delivery information prior to purchase
  • 80% would like online tracking
  • 78% would like the ability to choose a specific day for delivery

Five best practice tips to help meet customers expectationsDelivery Man

When planning your shipping and delivery strategy, spend time thinking about each of the areas of best practice suggested below and see if they can be incorporated into your shipping and delivery service.

1. Shipping rates

Make sure you are offering shipping and delivery rates that the customer deems fair. Getting the prices right for your market is essential.

“The setting of shipping fees have a dramatic effect on both conversion rates and profitability” (Internet Marketing, Chaffey et al, 2009)

Rates can be varied for the length of time it takes to deliver. For example checkout Amazon’s list of delivery options.  Amazon offers seven different shipping rates with costs varying depending on the time it takes for delivery. Customers can take advantage of free super saver delivery shipping if they are willing to wait 3-5 days for delivery, pay a premium for next day delivery or take advantage of Amazon Prime – Amazon’s loyalty programme where customers pay an annual fee to qualify for free next day purchase.

Know your product delivery costs  – find out exactly what the costs are to ship a product and make sure you check what your competitors are offering. With a bit of research you can offer shipping rates that keep your customers happy and your profit margins where they should be.

2. Free shipping

76% of online shoppers would like to see free shipping options at checkout (UPS ComScore research)

It is not always possible to offer free shipping on items, however wherever you can you should try to offer the option.  Customers are often willing to wait longer for something if it can be delivered for free (think Amazon). If you can’t offer a permanent free shipping option then think about using it as a sales promotion technique. For example, ‘spend £50 or over and get free delivery’ or a time limited offer such as ‘free delivery this week only’. If free shipping is really out of the question for your business then think about offering ‘real time’ delivery – where customers pay exactly what you have to pay to ship products.

3. Returns

Make your returns policy clear and as customer friendly as possible. Returns are always a bit of a pain, so try to make it as convenient as possible for a customer to return your item. For example, offer free returns with a pre-printed, postage-paid returns label that the customer can simply peel of and stick back onto to the original packaging. Think about signing up to a returns service such as Collect + where customers can drop their parcel into a local shop rather than having to go to the post office.

4. Flexibility

Try and be as flexible as possible with your delivery options. We’ve all experienced the frustration of waiting in all day for a delivery.  Where you can offer flexible delivery instructions that can be passed on to the delivery service such as, leave in garage, leave with a neighbour, leave behind the bins and so on. Where the customer has to be in to take receipt of their order then think about offering options where the customer can pick a delivery day, or a morning or afternoon time slot. Put yourself in your customers shoes and think about what kind of options you’d like.

5. Communication

Keep customers informed about the status of their order. People like to know when their order has been processed and is out for delivery. Implement delivery notification emails with shipping tracking references. Not only do you keep your customer happy, you are also cutting down on potential calls to your customer service department.  So when choosing your delivery service and shopping cart software think about whether they offer these options.

Shipping and delivery is a critical part of your online business, so keep your customer in mind and research your market.  And remember one size doesn’t fit all – have a shipping and delivery strategy that reflects your own individual business requirements.

 

We’d really love to hear your thoughts on this post, so please do leave a comment.

7 website essentials for a successful online presence

Web Design Button on Keyboard The basic principles of good website design are universal, regardless of whether your website is a small brochure-only site or an all singing, all dancing interactive experience.  Understanding and implementing the following suggestions will help result in a positive online experience for your customers’ which in turn leads to the increased likelihood of sales and repeat visits for you.

Whether you are building the website yourself, outsourcing development to a web designer or reviewing your current online presence, an understanding of what makes for a good website is essential. By combining a number of key elements you are more likely to create a successful commercial website.

1. Start with your website goals

Before you begin have a good think about what it is you want from your website – what purpose does it need to serve? Are you looking to sell your products online and therefore need it to be e-commerce enabled? Do you need a site that serves as an online showcase or catalogue for all your products? Or is it primarily an additional channel to enable customers to contact you? It is important to have a clear idea about your website’s objectives prior to embarking on any design and development.

Navigation hand with compass2. Navigation

Navigation is essentially how simple it is for the end user – your customer –  to move around your website. Can your customer get to the information they are looking for within a few clicks?  The more complicated it gets the higher the likelihood that your customer gets lost, gives up and abandons your website.  A good rule of thumb is to try to keep the number of clicks it takes to reach any piece of information to a minimum and to make sure your menu arrangements, page layouts and signposts are clear and logical.

3. Usability

Usability is a test of how straightforward it is for a user to complete an action on your website such as purchase a product, fill in a registration form or book an appointment. Your customer should be able to complete these tasks efficiently and effectively. Get people to test your site  – not just you or your web designers – but people who are representative of a typical user of your site. Ask them to perform specific task whilst you observe how easy it is for them to complete the process. You can then identify where, if necessary, changes need to be made.

Hands catching TRUST letters4. Credibility

Does your website make a customer feel secure enough to feel confident about completing a transaction on your site? Or does it make them leave to find a site that feels more trustworthy? In addition to making sure your security credentials are clear to see, there are lots of other things you can do to build-up credibility and trust online. For example make sure customers can get in contact with you easily and that your organisational details (registered address, VAT no. etc) are available. Content should be accurate, up-to-date and error free (no matter how small, errors make your site look unprofessional). Include testimonials or client lists and deal with queries any quickly and efficiently. Essentially make sure your site, no matter how small, looks and feels professional.

5. Accessibility

Accessibility is a central requirement for your website. Legislation states that your website needs to be accessible to everyone. Your customers should be able to interact with your website regardless any disabilities they may have. A full checklist of guidelines for website design and HTML coding is available from the World Wide Web Consortium, following is a link that gives you a useful overview of the guidelines. http://www.w3.org/WAI/WCAG20/glance/ Another aspect of accessibility you need to consider is that your website can be viewed equally well from any device, whether it is a laptop, desktop, iPad, or a handheld mobile device.

6. Content

61% of global internet users use the internet to research products online (Interconnected World: Shopping and Personal Finance, 2012).   Don’t underestimate the importance of quality content and clear, concise copy on your website. Your customer has come to your website to look for specific information and so you need to ensure that the content on your website is accurate, informative and reflects your customer’s information needs. How your content is presented is equally important; visually it must be clear and easy to find. And, don’t forget to continuously keep your content fresh and up-to-date.

“Get rid of half the words on each page, then get rid of half of what’s left.” Steve Krug, Don’t Make me Think: A Common Sense Guide to Usability 

People read information differently online, they tend to scan information and jump around  the page. Users are unlikely to read through reams of text.  It is therefore essential you keep your copy concise and to the point using key words and phrases that customers are likely to pick up on. Your page layouts should be clean and clear, so it is easy for your customers to scan the page and find the information they are looking for – quickly.

Sitemap image7. Design and structure

‘Keep it simple, keep it stupid’ Bryan Eisenberg

A sensible approach when looking at the design and structure of your website is ‘simplicity is best’. Everything should be self-evident to customers so they don’t have to think too hard about anything. Here is a link to a useful article by Bryan Eisenberg that despite being written well over 10 years ago gives some helpful website design advice – much of which is still relevant today.  For example:

  • Make sure everything is obvious to the end-user
  • Do not assume your customer is an expert user
  • Keep everything short, sweet and to the point
  • Use simple and consistent navigation

The key things to think about are how the overall structure of your site works, individual page design (paying particular attention to your landing pages) and how you present your content to your users. Make sure your website is visually attractive and remember, if an image is appropriate then ‘ a picture paints a thousands words’.  The effective use of  relevant visuals can engage a user and reinforce a message.

Finally, remember to always keep your end customer in mind and try to think about  the points we have listed above as a useful checklist that will help create and maintain your online presence.

10 benefits of getting your business online and ecommerce ready

 EcommerceEcommerce is here to stay

With unparalleled, and in all likelihood, continued growth in information technology, internet access and online consumer spending, getting your business online and ecommerce enabled should be a priority. Not only does an online presence open your business up to exciting new opportunities, but in order for most businesses selling products or services to really thrive long-term, providing an online sales channel is essential.

“Ecommerce sales topped $1 trillion for first time in 2012…This year, sales will grow 18.3% to $1.298 trillion worldwide” eMarketer

Tapping into this growing pool of online consumer spending should be something your business is making the most of. There are of course things you need to consider and address when moving online, such as security concerns, data-protection, possible technology gaps between providers and users, levels of online customer service and fulfilment and so on. But any potential teething problems are minor in comparison to the opportunities the internet provides.

10 reasons to get your business online and ecommerce enabled

1. Reach a new, global audience

The internet enables even the smallest of businesses to access audiences far vaster than can be reached through traditional channels alone. A small business or start-up can reach corners of the globe previously only accessible to multinationals’ with large marketing budgets. The internet can help maintain a competitive advantage by opening your business up to a new global audience and also through sourcing potential new suppliers and distributors.

2. Increased interaction with your customers

An online presence provides your business with the opportunity to increase communications with customers  through interactive elements such as product review’s, customer feedback , email newsletters,  discussion forums and blogs. Through real-time feedback you can get to know your customers’ expectations and thoughts on your products and services. This insightful information can then be used to improve customer relations and fed back into business planning.

3. Your business is open 24 hours, seven days a week

The beauty of ecommerce is that your business can be taking orders and purchases all day, everyday. Whilst you’re tucked up in bed your business is still working for you, processing orders from customers from the other side of the world – ensuring you don’t miss out on valuable sales.   An online store gives your current and potential customers the convenience and ability to shop when they want.

4. Level playing field

The internet enables  businesses the opportunity to compete on a level playing field with even the biggest of competitors. In addition to low start-up costs, the availability of a number of excellent free tools (webs analytics, DIY site builders, social media and so on) gives even the smallest of businesses an equal footing with the big guys.

5. Data tracking and gathering

Analytics provides instantaneous access to your websites’ data. It can tell you all sorts of insightful, real-time information about customer behaviour, web traffic, conversion rates, bounce rates – all of which can be fed into your business planning and strategy. And a lot of it is available for free.

6. Low start-up and maintenance costs

Getting your business online needn’t cost the world. The are a number of free do-it-yourself website platforms available to get you started no matter how new or small your business is. And, the cost of maintaining a virtual store is far lower than the bricks and mortar equivalent.

7. Reduce marketing and advertising costs

There are all sorts of low cost digital marketing activities you can engage in to improve your online visibility. If you are prepared to put in time and effort you can undertake inbound marketing techniques such as Search Engine Optimisation, link building, social media, blogs, Pay Per Click advertising, none of which require a large marketing budget.

8. Flexibility and Speed

The internet provides your business with speed and flexibility. You can set up an online shop in a matter of minutes and adapt your website quickly and easily to respond to market trends or competitor activity. Mass communication with customers can be almost instantaneous through social media and email.

9. Keep up with your competitors

You need to stay competitive and not get left behind – the likelihood is that even if your competitors aren’t all online yet they will be soon. And because the internet provides transparency – there is no quicker and easier way to keep on top of what your competitors are doing than monitoring their websites.

10. Reduce processing costs and receive payments quicker

An online store can reduce many  processing and transaction costs and enable you to receive payments into your bank account much quicker than through more traditional methods.

Finally, if you’re still hesitating….

How is this for an encouraging  statistic. According to a recent report by the Lloyd’s Banking Group (Britain’s Digital Opportunities Report 2012), there is a distinct link between having an internet presence and growth in turnover. Findings indicated that the businesses who were reporting an increased turnover were more likely to have a company website, felt the internet was very important to their organisation and used the internet daily.

Getting your business online and ecommerce ready really isn’t as daunting as first it may seem and there is plenty of help out there. Most website platform providers offer some excellent templates and hosted, third party shopping cart software can be a quick and simple way to turn your website into an online store. And if you’re just starting out, don’t worry, your website and online shop doesn’t need to be all singing and dancing straight away.  The beauty of the internet is that you can evolve and adapt your presence with relative ease to reflect market trends, consumer expectations and your own business requirements.

Image courtesty of Feelart at FreeDigitalPhotos.Net

Sun Tzu and “The Art of Small Business”

0548d8fGuest Author: Bryan Clayton

Bryan Clayton is a serial Entrepreneur and Co-founder of GreenPal

He helps consumers source lawncare providers via an online marketplace.

 

 

“So in war, the way is to avoid what is strong, and strike at what is weak.” ― Sun Tzu, The Art of War

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On the battlefield 2500 years ago Sun Tzu could not have ever known that his philosophies and teachings on warfare strategy would be immortal doctrines implemented into business strategy today.  His ancient text, The Art of War, has been highly regarded as a source of insightful strategic thinking for the Business world. But what do military generals and entrepreneurs have in common?  Are there parallels that can be drawn from military strategy and entrepreneurialism? Anyone who has ran a business knows the feeling that sometimes its outright war. Businesses by nature are competitive with each another. Sun Tzu’s thesis is to “win all without fighting,” or to win market share without heading into a bloody battle against your competitors.

Sizing up the competition

Sun Tzu says, If you know the enemy and know yourself, you need not fear the result of a hundred battles.”

Sun Tzu advises us to intensely observe our competitors to identify what areas in the market place they are underserving, mainly with the intention to avoid a head on conflict, and a possible financial bloodbath.  By utilizing innovative technologies and consumer trends, he advises us to “know our competition’s weakness as well as our own, and more importantly, our strengths.” Ultimately, the discipline is to attack the opportunities in the marketplace underserved by competition, while not confronting your competition directly on their strengths.  

New Product Development

Sun Tzu says, “Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.”

Sun Tzu’s teachings educate entrepreneurs as to the practicality of lean product development methodology. In its essence lean product development is creating a minimal version of the product with basic, core features. Starting by test launching that product to gain early user feedback while improving it little by little throughout the user feedback cycle process. This conserves resources and aligns the team’s attention on the actual product itself. Once the product is improved time and time again to a version with features influenced by user feedback, then it will be perfected for a full scale launch.  This is a “win” before going to war.  Sun Tzu says, “Defeated warriors go to war first and then seek to win.”

Team Building

Sun Tzu Says, “Regard your soldiers as your children, and they will follow you into the deepest valleys; look upon them as your own beloved sons, and they will stand by you even unto death”

Without happy loyal team members, your startup or company will probably not achieve greatness.  Sun Tzu teaches us, as the leader of your team you must focus on growing yourself by serving your people; leadership is servitude.  If you care about them, they will care about the organization’s success.  A unified culture will be instrumental in success of your team’s success and will add real purpose to your company’s mission, and why it even exists.   While your competitors will be dealing with redundant issues such as employee turnover and quality control, effective and authentic leadership will enable you to focus on the strategic direction and the growth of your company. Sun Tzu’s teachings are practical, focused principles that can guide entrepreneurs and business leaders have clarity of their vision, their mission, and their commitment to the success of their teams’ goals and objectives. While it might seem farfetched for entrepreneurs to relate themselves to warfare generals, Sun Tzu’s philosophies are relevant, and are implemented by successful business owners of today and ignored by the unsuccessful. SunTzu_smallBusiness