Planning Site Content & Structure

The ecommerce site must contain the elements that enable it to achieve the objective(s) it was set up for. Are these:

• Generating new customer prospects
• Generating new sales
• Improving customer service
• Building relationships with existing customers

These will determine the contents, and the structure, of your site, not the available technology.

Some Tips and Advice

• As a minimum every web site should contain basic information about the business. If the site is targeted at new customers then remember that they won't know who you are. It is therefore important to give as much tangible evidence of your existence and to enhance credibility. Customer testimonials, relevant media articles, short biographies of staff, interviews, industry reports will all help.
• If the site is primarily a sales site then don't overdo the 'corporate' information, you want your site to stand out but at the same time make sure the messaging is relevant to your audience. What are your differentiators? What do you specialise in?
• Ensure that the fundamental details for purchase e.g. ordering terms and conditions, delivery, guarantees, stock information, pricing etc are easily accessible and laid out clearly and simply. This will set expectations for your customers e.g. usually delivered with 7 working days, whilst also enhancing the perception that the business operates 'professionally'.
• Don't overdo graphics. It may look great but most people will take off before your site has fully loaded.
• Information should be updated regularly, relevant and presented in an interesting manner. Daily updates to areas of interest, latest hot topics/news, new product and promotions will encourage people to revisit your site
• Ensure product information is easily accessible and that all information is available to make a purchase decision (if not, you may want to consider having an information telephone line - better to provide information there and then rather than risk losing the sale)
• Consider easier navigation of the site by grouping relevant products and providing links between products and/or other sites
• If your site is to encourage repeat or 'on account' purchasing then consider 'online' methods to make it easier for your regular customers to buy and also to retain loyalty e.g. secure password login, 'remember me' order history, tailored pricing/discounts.
• Include words that will be pertinent to search engines
• Make sure site as 'interactive' as possible. The internet is unique in allowing low cost interaction with your customers e.g. offer the opportunity for email notification on new products, special offers, encourage customers to feedback on their use satisfaction of the product, provide referral mechanisms, set up an online 'club', online reviews and rating of products.