Page 242 - Business Principles and Management

Chapter 9 • E-Commerce

tomers cannot find the information they need, if the site takes a long time to
load, or if ordering instructions are confusing, prospective customers will leave
your site and go to a competitor’s.
Web sites should use a basic design with easy-to-understand buttons and
links. If customers can purchase products through the Web site, the shopping
and ordering procedures should be very obvious and simple. Shoppers should
be assured of security and customer service.

CHECKPOINT

Describe the three main steps in e-commerce technology
development.

Site Promotion

As with any new business, prospective customers will not know your online busi-
ness exists without advertising and promotion. Two steps will help you promote
your online business.

ADVERTISE YOUR ONLINE BUSINESS

First, register your business with the major search engines, such as Google and
Yahoo! Each search engine has an electronic means for collecting site addresses
and categorizing them by key words, so that Web visitors can find them. How-
ever, you can make sure the search engines include your site under appropriate
key words by registering it with them directly. You can find registration infor-
mation at the search engines’ sites. Why is designing a Web site not
It is important to place advertising for your business in other Internet loca- the first step in developing an
tions where prospective customers are likely to search for information related online business?
to the products and services you sell. You may want to sponsor sites that are
popular with the people you would like to attract to your business.
Make sure your Web address is included in all materials your busi-
ness distributes and in all advertising you do.

ADVERTISE YOUR BUSINESS OFFLINE
The second step is to advertise and promote your e-commerce busi-
ness offline. Although being on a search engine can be useful, it will
not necessarily drive viewers to your Web site. Your business may be
one of thousands in the search engine database. If your site doesn’t
make it to the first or second search page, it may never be viewed.
Your domain name should be placed on all company materials
such as business cards, brochures, and correspondence. Traditional
media can create an interest in your site. Then individuals may
search for your company’s name or go directly to the Web site. PHOTO: © GETTY IMAGES/PHOTODISC.

OPEN FOR BUSINESS

After careful planning, you are now ready to open your Internet
business. As with any business, you will have to maintain the Web site

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