How You Can Increase Your On-Line Sales

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How You Can Increase Your On-Line Sales
Search engine optimization (SEO) professionals are generally focused on increasing the traffic to a web site. They do this by attaining higher rankings in search engines for target keyword phrases. However, the more important issue is to ensure that once a visitor hits your web site, it should ideally result in a conversion. This can be achieved by adhering to a few rules. Also, it is more cost-effective to convert current site visitors than generate new ones.

Site Design: It pays to limit the file size of the home page so that it loads up quickly. Optimize the images without compromising on the image quality and clean up the JavaScript and other code elements. A heuristic analysis of the shopping experience will help iron out any glitches. The copy on the web site must clearly describe how your offering will fulfill his "wants" (as opposed to "needs"). A customer visiting your web site is looking to satisfy an unfulfilled want. The copy must focus on the benefits the customer will derive by buying your product. A surprisingly large proportion of marketers tend to focus on the product features instead, which is not what the customer is looking for. Attention drawing headlines are essential as they attract a visitor's attention.

References: A visitor is more likely to make a purchase decision if he is presented the evidence that other people have appreciated the product on offer. This can be done by:

- Providing a "Best sellers" or "Recommended Items" list on the web site
- Customer testimonials, awards and recognition, and case studies
- Prominently displaying warranties, shipping guarantees and security certifications

Promotions: As in a brick and mortar business, web-based promotions like free trials, demonstrations, download and pod casts, etc., can improve the conversion rate substantially. Price-based promotions like free shipping, mail-in discounts are very popular with customers.

Interaction with Customers: A customer feels much more convinced about the transaction if he has an opportunity to talk to a sales representative. An email communication strategy with a ready template to facilitate the interaction will be of immense value.

Analysis: A web analytics platform to provide a feedback on site traffic patterns, search phrases, online conversion and the facility to track other campaigns is a ''must-have.' Search engines like Google offer these free. Research has shown that the a large proportion of shoppers use the internet to research products, but nearly half of these still prefer to buy the product from a physical retailer or by phone. Tracking offline conversion in addition to relying primarily on online campaigns is, therefore, of prime importance or you stand to lose nearly as much as half your online ROI.

A well thought out search engine marketing campaign and an analytics tool to track offline conversions is essential to generate a higher ROI in your enterprise.

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How to Genrate Profits Online

As with any business, your primary aim of an e-business is to generate profit. There are several ways to do this and the most common are listed and explained below:

1. Sell your own products

Selling your own products offers the biggest profit margin, because you have control over your products and can therefore control how much profit is made on each sale. Experiment with pricing to establish which price range works best. Furthermore, you can offer a more personalised service because customers often enjoy the absence of the middleman and value dealing directly with the "shop owner".

2. Drop ship products

Shipping and receiving, warehouse space organisation and inventory tracking is not for everyone, and if these logistics do not suit your lifestyle drop shipping might be a good option for you. Drop shipping enables you to sell quality, brandname products on your website for an excellent profit, while the drop shipper is responsible for fulfilling the order. The drop shipper warehouses the stock, packs the orders and delivers to your customers. Just he sure to deal with a shipper who has a good reputation and whom you can trust to follow through on your orders.

3. Affiliate Marketing

Establishing yourself as an affiliate marketer is one of the lower risk ways to generate a profit online. As an affiliate marketer you promote another company's products or services on your website in order to earn a percentage of each sale. As an affiliate or promotion partner you earn commission whenever a customer purchases a product or service that is attributable to your recommendation. For example, if you are promoting Nike trainers on your website and a customer decides to purchase from your site, you will get commission for that sale but do not have any further interaction with the customer. It is simply your job to promote and get people to purchase. To advertise and promote you could have a banner on your website that links to the affiliate program's website (where the actual products are on sale), you could publish an article about the products in a newsletter or you could set-up a "ghost" website which appears to be selling products - you offer the information and details of the product but when the customer actually pays for the product they go to the main website; you are tracked as the "promoter" and receive commission on the sale.

4. Sell your own services

From dentists to restaurant owners, online legal consultants to mechanics - there is profit to be made from selling a service online. It is reasonably easy to start selling a service online, but your revenue potential is somewhat limited because you can only provide as much service as your time allows. Someone selling physical products can store and ship them when required, whereas selling a service is basically selling "you"! This means that you will have to pay more personal attention to visitors to your website in order to establish credibility, and you will have to convince your visitors of the value to them in allowing YOU to perform the service.

5. Sell Ad space on your website

If your website has enough traffic, and the traffic or users are highly targeted, it will almost certainly be possible for you to sell advertising on your site. This could be in the form of banners at the top or sides of your site, or blocks within the content of your site. In South Africa we have not yet established an online culture which means there are few websites for web-savvy companies to advertise on - this should definitely be seen as an opportunity. While advertising income might not be enough as a sole source of income, it is a lucrative profit stream.




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How You Can Increase Your On-Line Sales
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