Page 210 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

• Plan and prepare for the benefits of an internet sales

strategy, so that you avoid investing too much, too little, too late,
or too soon.

• Help customers (as well as distributors and salespeople) to

navigate easily through your site. Enable customers to move in a
seamless flow, with simple decisions and preferences included in
the process, so they can make decisions and express preferences
during the process.

• Ensure that the website, or the web provider and developer, is

flexible enough to take account of ways in which your website
requirements may evolve.

• Ensure that your website is competitive: to achieve this it needs to

provide an experience for the customer that is simple, interactive,
engaging, and compelling.

• Give customers access to your information so that they can

quickly and easily decide how best to buy. The advantage of
this is that it can be a two-way process. It provides you with
opportunities to capture and use specific information about
each customer (data mining), as well as enabling you to enhance
the effectiveness of your website, following the pattern and flow
of customers’ mouse clicks while online (clickstream data).

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