Key issues for your web site
TYPE OF SITE
There are several stages in the development of a web site:-
-
The simplest web site just acts as a place-marker for your company,
with
contact details (email, phone, fax, mail) and an outline of the
products
you offer. This is sometimes known as a "vanity web site", but is
a perfectly valid arrangement for a small business.
-
The next stage is to offer an online catalogue but with offline
ordering
(mail, phone or fax). You need to keep this up to date, including
correct prices. You also need to ensure that you are using the
correct
wording, as otherwise you could be making an offer to sell, regardless
of your stock position!
-
There are now a range of “shopping cart” systems available to link into
your site so that you can take orders and collect credit card payments
over the net. Here you are involved in "online contracts" and
definitely
need to have taken legal advice.
-
To ensure stock levels, current prices, discounts, etc. are factored
into
what is offered, the next stage involves linking the web site into the
back-office systems (sales ledger, stock list, accounts, etc.).
This
is an integrated web site.
-
A further extension allows suppliers access to your stock levels, order
pipelines, etc. so that they can forecast your demand for their
products.
This is beginning to create a true “e-Business”.
CUSTOMER ASPECTS
Web users are incredibly impatient, so if your site is slow to reveal
its start page, customers will not even begin to use it but seek an
alternative
supplier. Once in, if responses are slow they will, for example,
re-click buttons such as “Order now” and create duplicate orders they
did
not intend which you then have to detect and remove. So it is
vital
to design a fast, clear site and not be seduced by artistic designs
that
work fast enough in the laboratory but not over the network.
You must give your customers the assurance that they can contact you
– at very least a telephone number for contact as well as an email
address.
It is essential that emails are acknowledged and orders processed in a
short period of time.
The ultimate test of “electronic customer relationship management”
(eCRM)
is whether an electronic order can be placed and a follow-up telephone
call then be made to a person who can locate and adjust the electronic
order. Only a few companies can handle this at present.
Entrelevel can help you review the usability and impact of
your
site, as well as identify a plan for its evolution.
Next: Legal aspects
entrelevel
limited, South
Fields, Main Road,
Chelmondiston, IPSWICH,
IP9 1DX
©2001-2010 Entrelevel Limited
Last updated: 21 April 2010