E-Commerce for All

Welcome to PRO-Webs “So You Want to be a Shop Owner” Series conclusion # 5 Got My Store in Development, Now What? If you are just stopping by the first time today then you may want to catch up on the previous Shopping Cart Development Guide posts in this series. To sum it up, we have been stepping through the development decisions, processes and shopping cart software options involved in building an online store.

So you want to be a Shop Owner Series Conclusion

By this point your new ecommerce store is in the final development stages and you will soon be able to add products and begin to sell your products. No doubt this is an exciting prospect, but the final development stages and adding your products and categories is by far the most crucial piece of any e-commerce store’s development.  The decisions you make now regarding the category structure, navigation and layout tweaking for your online store can easily make or break any shopping cart project’s success.

Lets get started with adding products and categories.  Whether you or a store development company is adding your products and categories to your store matters little… There are some extremely important decisions to be made in categorization and product grouping.  The biggest problem with this organizational stage of development is the “lack of forgiveness” for mistakes.  You see, once your category structure in laid out and indexed by the search engines, you really do NOT want to change the structure.  Not only do changes of this magnitude cause “flux” for your site’s search rank in Google, but MANY times changing a product category, name or group will cause the page’s url to change.  This can be VERY bad, especially on a large scale and can cause your site to be temporarily pulled from Google’s index or sandboxed.  This sandboxing period in which Google attempts to digest your content and determine if it is trusted can last a very long time. The longest sandboxing I have seen was 90 days.

About the sandbox: While in the sandbox, all or some, of your store’s pages will be pulled from Google’s index.  This “Sandbox effect” seems to be occurring less and less, but for new and low authority site’s the danger still exists. They are not only not search-able, but not in the index at all.  Large scale content and page changes can easily cause this and there is no clear way to remedy it.  The length of time in the sandbox is directly related to many factors within Google’s ranking algorithm.  I believe the most weighted ranking conditions are related to the site’s index score and TrustRank.  In a nutshell, does Google trust your site?

If you happen to get yourself sandboxed, again little can be done but wait.  However, you might build some strong, organic, one way links to the sandboxed pages.  Build and submit a new sitemap to Google and check that you have good PCI compliance type metrics in place, such as privacy page and a proper SSL.  If you are not accepting credit cards, shame on you, but… You do not need an SSL.  However, IF you are going to use one, DO NOT use a crappy shared SSL…

Many seasoned shop owners are only too aware of the peaks and plummets in their sales volume with seasonal factors. To succeed you have to effectively make profitable use of peak sales seasons and improve off peak sales times. Today we will cover some great tips, plans and ideas for improving both peak and non-peak sales periods.

Let us concentrate on your peak sales season(s) first. You will find below that this is not only extremely important, but requires a great deal of preparation and planning as well.

1. Generally speaking, web traffic is highest will be winter months per region. The chart below indicates the amount of traffic percentage regionally for March, 2008. So the first thing you must do is determine where your traffic comes from.

   

2. Planning is everything! New products, good supply veins, navigation, conversion improvements, marketing, design and indeed, optimization also.
3. Re-designing your store is usually a very good move, as technology changes and better platforms and functions arise constantly. However, this should be TOTALLY completed 3 months before the arrival of your peak sales period… So you have ample time to test and complete usability studies.
4. Send out a marketing newsletter to previous customers, sorted by the shoppers during your peak season (if you can). Invite them back, offer them a special discount or sale item. Do this about 30 days before you begin to pick up in traffic and sales.
5. Get new products, no one can grow their rank and sales effectively without the addition of new content… Your content is products. Keep the new products relevant to your store, if you get too far away from your main product line it will only dilute your content. The best opportunities are usually items that compliment your existing inventory, like accessories and replacement parts.
6. Give your page titles and content a SEO freshen up. Are your page titles targeted and highly relevant? Do your pages have enough content to rank effectively with?
7. Test your PPC (Pay Per Click) campaigns and tweak them well before you want them to perform in the peak season.
8. Answer the phone! Obviously, you should have a customer service number on your website… Staff it well for your upcoming peak sales. If you haven’t already, get a toll free number and post the hours you will answer customer service calls with the timezone.
9. Test your site and optimize your checkout, you only get one chance to make a first impression.
10. Pull your annual stats for the sales period and plan out your rate of sales increase. You see ideally, your sales are improving… So determine your rate of improvement and plot is against last years sales to determine about how busy you will be. Add 5 or 10% for good measure.
11. Call your suppliers and reps, let them know you expect a large increase in your sales and when. Sometimes you can even negotiate a better price with larger expected sales for a certain period. Make very certain they will be able to supply your site appropriately in the upcoming sales boost.
12. Offer free shipping, gift wrapping and other amenities to bring shoppers to your site… And hopefully share it with others also!
13. Deliver, deliver, deliver…