Osnovni dizajn i razvoj ecommerce web stranica – Dio 1 |
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Ovaj 2 dio serije pretpostavlja da imate osnovno web prisutnost i ukratko opisana priprema svoje web stranice za online prodaju i transakcija kreditnih kartica. Članci vezani uz tada će pomoći you in making a more educated decision before implementing ecommerce software and marketing tools.
Online sales processing using credit card based transactions may not be quite as straightforward as you may think. Many web site owners new to ecommerce are under the impression that they just plug a shopping cart into their site; but a cart is only a part of the whole ecommerce process.
“I don’t want to support online payments”
In case you were thinking about avoiding online credit card transactions to sell your product, think again. The days of ‘send me a check or money order’ are long gone. In the vast majority of cases, customers will want your product, and want it now.
Even if the product or service you are offering is totally unique, you will miss many sales if you don’t implement some form of online credit card processing. But implementing a processing service doesn’t necessarily mean shelling out big dollars up front.
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The web site
OK, I’m sure you know this one! The web site acts as the store front for the products and services you wish to sell online. Your site visitors are, for the most part, window shoppers and browsers. A commercial web site’s aim is to convert these browsers into buyers.
Web stranica treba biti osmišljena tako da nježno vodi klijenta kroz proces učenja i prodaje. Vaš prodajni tekst mora biti gramatički zvučan i ispravno napisan. Loš pravopis odmah gubi bodove vjerodostojnosti.
Pobrinite se da na web mjestu postoji mnogo dobro raspoređenog tekstualnog sadržaja za privlačenje tražilica, kao i za informiranje potencijalnih klijenata. Koristite obogaćeni tekst ključnim riječima i frazama; to je, koristiti kopiju koja uključuje uobičajene izraze koje bi ljudi unijeli u tražilice prilikom izvršavanja upita. Kopija koju koristite ne bi trebala biti samo informativna, potrebno ga je aktivno prodavati posjetitelju web stranice. Learn more about izrada marketinške kopije i stvaranje učinkovitih odredišnih stranica.
Koji se pojmovi za pretraživanje obično koriste?
Google je dobro dostupan alat za razumijevanje načina na koji ljudi pretražuju. S Google uvid za pretraživanje, možete usporediti uzorke opsega pretraživanja u određenim regijama, kategorije, te vremenski okviri za određene ključne riječi, pronalaženje najpopularnijih pojmova za datu temu ili industrijski sektor.
Privlačenje tražilica i ciljani promet web stranica velika je krivulja neprestanog učenja, a na našoj web stranici postoji mnogo drugih članaka i alata koji će vam u tome pomoći. Pogledajte naše marketinški resursi za tražilice ili naše opća promocija arhiva.
Kompatibilnost među preglednicima
Internet Explorer nije jedini preglednik na tržištu. Trenutno ih ima više 100 trenutno su dostupne različite marke internetskih preglednika. Glavni konkurent IE -a je Firefox i ono što izgleda dobro u Internet Exploreru može izgledati užasno ili čak srušiti druge preglednike! Pobrinite se da svoju web stranicu osmislite tako da bude barem vidljiva:
Internet Explorer 5.0+
Firefox 1.0 +
Između ova dva preglednika, imat ćete dobro preko 90% tržišta pokriveno. Obraćajući pažnju čak i na jednostavne stvari poput problema s kompatibilnošću preglednika, povećat ćete prodaju.
Korištenje slika
Sve korištene slike trebaju jasno prikazivati proizvod / uslugu i tamo gdje je to moguće, ne koristite stock slike koje dolaze s proizvodima poput Photoshopa. Iskusni Internet surferi prepoznat će ih dok se pojavljuju na tisućama web stranica širom svijeta. Koristite originalne fotografije ili skenirane slike gdje god možete, ili iskoristiti mnoge stock photo arhiva gdje možete kupiti slike visoke kvalitete za samo nekoliko dolara.
Obavezno optimizirajte slike za brzo preuzimanje. Veliki dio svijeta još uvijek ne koristi širokopojasnu mrežu, i nitko neće čekati okolo 2 minuta da biste vidjeli fotografiju a “sretni kupac” ili “uspješan poslovni čovjek koji koristi naš proizvod”. Svi popularni grafički paketi podržavaju kompresiju za web grafiku, obično putem jednostavnih čarobnjaka. Isprobajte datoteku pomoći za svoj grafički softver i potražite “optimizacija” ili “kompresija”.
Slike su prekrasan medij za pomoć u internetskoj prodaji vaših proizvoda / usluga, posebno korisno onim klijentima s lošom razinom pismenosti ili onima koji su u žurbi, kao što se čini da smo svi ovih dana. Ali upamti, dok slika možda vrijedi tisuću riječi u izvanmrežnom svijetu, ne vrijedi gotovo ništa kada su u pitanju tražilice jer pauci ne 'vide’ Slike.
HTML kodiranje slike također treba sadržavati 'alt’ oznake. Ovo je tekstualni prikaz slike koji je koristan u situacijama kada se slika iz nekog razloga ne učita. Pauci na tražilicama također se pridržavaju ovog sadržaja, pogotovo ako je slika povezana na drugu stranicu. 'alt’ tekst će se također pojaviti kada posjetitelj pređe mišem preko slike. Evo primjera html koda za sliku koja također sadrži 'alt’ tekst:
<img granica =”0″ src =”../images / iconarticle1.gif” alt =”Članak odjeljak – Web razvoj, Vodiči i komentari za e-trgovinu i promociju web mjesta – slobodan za razmnožavanje!” širina =”50″ visina =”50″>
Navigacija web mjestom.
Navigacija web-mjestom trebala bi biti jednostavna i usput treba odgovarati na sva pitanja koja potrošač može postaviti. Gdje je moguće, pridržavati se “pravilo s tri klika” – to je, a visitor should be able to access any information regarding your product or service within 3 clicks of any other area of your web site. Pay close attention to cross-browser compatibility issues as many complex menu systems play havoc with browsers.
Recommended pages.
Along with the home page, your sales pages and the shopping cart, I recommend implementing the following web pages as part of your ecommerce site:
About Us Page.
The “About Us” page is crucial to boosting consumer confidence. It provides a summary of the business, your commitments and direction.
While we are all protective of our privacy, online business is no different to traditional business in that we all like to ‘put a face to the name’ – we need to reassure our site visitors. When purchasing goods online, I always go to the ‘About Us’ or company profile pages before parting with my money (especially after one bad experience – another story for another time). The page should also provide other contact details for your business and your various registrations, associations and affiliations. View further information relating to “about us” or company profile pages.
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Privacy policy.
What are you going to do with my information? – a question asked by many online shoppers. Putting together a privacy policy doesn’t necessarily require a legal team! Learn more about developing Privacy statements.
FAQ’s (Frequently asked questions)
No doubt you’ll be asked many questions about your product. Many of these questions will be repetitive. It’s these questions and answers that you’ll want to add to your FAQ page. This promotes customer confidence and saves your valuable time. A prospective client may be somewhat hesitant in asking questions and this hesitancy may translate into a lost sale. A well constructed FAQ will help coax these online customers into purchasing.
You don’t need to spend a lot of money on a basic FAQ system. Simply list the questions at the beginning of the FAQ in dot-point format, perhaps broken down into various categories to make searching easier. Each of these questions should be directly linked to the answer further down the page with the use of bookmarks. This basic design also allows for scalability.
You can link to the FAQ not only through the main menu system, but after every “buy me” type statement. The FAQ should be accessible within one click of any other area of your web site that is dedicated to selling the product or service.
Testimonials page
A dollar value can not be placed upon positive client testimonials; this is some of the best promotional copy around. Elicit feedback from your current customers and ask their permission to publish their comments on your site.
Testimonials can be implemented on a page of their own, or interspersed between your own statements regarding the product. If you do implement a Testimonials page, ensure that it can be accessed with one click from any other page on the site.
Ideally the link or button should be placed on your web site navigational menu, preferable at the top.
If you don’t have any testimonials or referees, it may be worthwhile considering supplying a select group of people with the product free of charge for testing and feedback purposes. Learn more about usingtestimonials and reviews in marketing.
Guide to accepting
credit card transactions
In our second part of this series, we’ll cover other pre-sales services worth considering as part of your online sales pitch. Also included is some introductory information about ordering processes and ecommerce components. View part 2 od Osnovni dizajn i razvoj ecommerce web stranica..
Related learning resources:
Payment Gateways, Internet Merchant Accounts and third party credit card processors
Shopping Carts – hints and tips in choosing the right ecommerce solution for you
Over 130 ecommerce solutions reviewed – the results
Michael Bloch
Taming the Beast
http://www.tamingthebeast.net
Tutorials, web content, tools and software.
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