Spinning the Perfect Web

I SOs are faced with selling a service that 10 years ago was just a thought in the mind of some overworked and underpaid techie. That service is e- commerce - and it's big business today.

But because there aren't many Webmasters among the ranks of ISOs, it can be a confusing and costly selling solution for most professionals. Short of taking a course at MIT, ISOs might consider the following when presenting e- commerce solutions to their next prospect. Remember, it is a collaborative effort combining masters of information, branding, marketing, sales and technology.

+ The best advice to give your merchants is that Web sites are intended for customer use - so they need to design them for that purpose and that purpose only. If possible, be a part of the creative design process. Web architects are sometimes more interested in dynamic visuals with all the bells and whistles that money can buy. They don't see that buying is the main objective for your merchant's Web site, not being entertained by it.

+ Ask for help. Don't be afraid to tell your merchant, "I personally don't know how to do this, but I work with experts who do." You owe it to your merchants to do your homework, research Web-builders, get references and then partner with a professional.

+ Be sure the Web site is user-friendly. Easy functionality goes a long way for increased revenues. More than just looking good, a successful Web site must be effectively interactive. Almost 70 percent of consumers recently polled by Jupiter Research said they leave Web sites when they can't easily and quickly find what they're looking for.

+ Get buyers in fast. Do your merchant's customers get useful content within two clicks of arriving at their Web site? According to a recent Forrester Research report, 50 percent of the retail sites Forrester surveyed didn't meet that standard. Practicality translates into quick placement at the shopping-cart page.

+ Get buyers out even faster. Does your merchant's Web site ask for a complete family history before that book or T-shirt is boxed and shipped? Online shoppers do it for convenience. Make sure the purchase process doesn't inconvenience them.

+ Do dress rehearsals. Successful Web sites are the result of testing and retesting. It's not the equipment, it's the process. Invite friends and family to run through your merchant's Web site, making notes where they stumble, what they like and what didn't work. Fade out faults, fade in online fun.

+ Keep the Internet open. As any successful salesperson knows, retail is a revolving door of change. So, too, must be your merchant's Web site. Site revisions and upgrades are constants in a constantly changing selling environment. Make sure your merchant realizes this is an ongoing service. Stay on top of the e-commerce trends and you'll stay on top of your sales.

+ Above all, your merchant's Internet store must make customers happy. Web sites are there to add to customer satisfaction, not overwhelm and distract users from the ultimate goal - a sale. Remember, keep it simple. That means content, navigation and the number of minutes it takes to shop online.

Good Selling!^SM

Paul H. Green

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