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Secrets Of E-Commerce Success: How To Build A Great Catalogue

How to create an excellent catalogue.

Brendon Williamson

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e-commerce

There are five things every business must know before building a website: What it’s for, what the budget is, who will create it, who will manage it and how customers are going to find it.

1. Why your catalogue is so important

When we shop in bricks-and-mortar stores, we all understand the importance of making things attractive to look at, and easy to find. If everything is lying in a heap, only those who are truly desperate for a bargain will bother searching through it. We’re far more likely to buy when things are clearly displayed, labelled and priced.

It’s exactly the same with an online store: As the seller, it’s your job to make sure your customers can find what they’re looking for, quickly and easily.

If they want to browse before buying, you want to make that a pleasant experience, not a series of frustrations. To get that right, you need to pay serious attention to the quality of your catalogue.

There are two elements to a good catalogue: How it’s displayed on the site, and what its actual content is. The first is your web developer’s job; the second is up to you.

Related: Make Money On The Internet

2. There’s no substitute for hard work

Unfortunately, in most cases your regular product catalogue is nothing more than a good start when it comes to a web catalogue. When there’s a physical shop, people can satisfy their curiosity by picking things up and asking questions. Online, you have to anticipate their questions by giving as much relevant information as possible.

You’ll need a spreadsheet for this, and for each item you’re selling it should list things like: Product name, product code, short and long descriptions, technical specifications (eg dimensions, weight, size, colour, voltage, materials, required accessories like batteries and whether they’re included or not – anything that’s relevant) and images. If you’re reselling items you’ve ordered from someone else, their own catalogue is a good place to start – but you can almost certainly improve on it.

This is hard, hard work, but there’s no way around it. If you leave it to your developer, it will take a lot longer and cost a lot more. Besides, you’re the one who understands your products. But do check with your web developer early on that the information is in a format they can use, and ask for their suggestions about how to improve it.

3. Make it user friendly

If you’ve shopped online yourself, you’ve probably experienced the frustration of seeing shops list their products under names like ‘SPX7001 Mark II Widget (black)’. Don’t do this to your customers. You may need a product code for your own admin purposes – but for displaying your wares, every product needs a clear name and description that will help customers find what they are looking for.

Don’t use names that don’t convey information: ‘Ariadne’ might mean lots to you, but it means nothing to your customer. If you must use a name you love, ‘Ariadne 3-strand Venetian glass bead necklace’  is more useful.

Test your names and descriptions out on friends and family members to see if they make sense. If there’s something that confuses people, find a way to answer the questions. For example, given the choice between a 20cm necklace and a 30cm necklace, most people would struggle to know the difference – show pictures of a model wearing each style and the problem is solved.

4. Yes, a picture does say a thousand words

Pictures sell – and better pictures sell more. If you have a big enough budget, consider hiring a professional photographer to take pictures of your goods – if not, do some research so that you can do a good enough DIY job. For example: Take your pictures against a white background, make sure they are well lit by a white (not yellow) globe with no harsh shadows, make sure they’re in focus, use more than one angle and include a close up.

Ask your developer what size and format the pictures should be delivered in, and stick to that. (You will probably find they’re too big to email and you will need to use a service like DropBox or hand over a flash drive.)

5. Don’t forget other content

Your catalogue is an important piece of content for your site, but not the only one. Don’t leave it to your web developer to write your home page and other copy for you – design and writing are very different skills, and you can’t expect someone to be good at both.

There are at least two benefits to writing your own copy, or hiring a professional to do it.

  • Firstly, it will do the job you need it to do.
  • Secondly, you will probably find that writing down the story of your company and what you sell forces you to become clear about some things that were probably fuzzy about your own business. Use it as a learning opportunity.

If you can get these five things right, you are laying some of the most important foundations for a successful website.

Related: 5 Extremely Effective Content Marketing Formats

Brendon has been in the online payments industry for 11 years and specialised in online fraud management and product development. Before PayGate, Brendon spent time as a Risk Specialist for DataCash, a MasterCard owned company, consulted directly to ecommerce Merchants worldwide assisting them with the implementation of fraud management systems and processes as well as headed the global risk operations for Intercept Risk Services. Brendon has filled numerous speaking slots nationally and internationally. Brendon is also known for his online fraud training, specifically a workshop titled Unmasking the Fraudster. Part of Brendon’s portfolio at PayGate is ensuring that it offers solutions that assist small businesses when moving into the online realm and offering established online Merchants secure and reliable ways to receive payments. Tel: 0861 102 172/ Email: brendonw@paygate.co.za

Techniques

4 Tools For Perfecting Your B2B Sales Funnel

Cloudlead, GrooveJar, Stripe Checkout and Drip can help you customise your first-time visitor’s journey, to ‘customer.’

Thomas Smale

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sales-funnel

The B2B customer journey from visitor, to lead, to customer, to promoter is often broken down into four steps: Attract, convert, close and delight.

These steps are the foundation of inbound marketing, a term first coined by Hubspot CEO Brian Halligan. And each one of these steps is intended to guide visitors to your website through your sales funnel, with the end goal being to not only close that first one-time sale but convert your customers into repeat buyers and advocates for your business.

Here are four tools your business can put to work today to optimise your B2B sales funnel and boost your sales.

Attract: Cloudlead

Typically, the top of the sales funnel for online business focuses on generating relevant organic traffic. Traffic generation can be achieved with a solid content-marketing strategy covering the creation and promotion of quality content that engages your target audience through blog posts, social media, guest posting and link-building.

While content marketing is the best way to increase your organic search traffic, its results are far from instantaneous. If you’re in the B2B space, for instance, you may find that your strategy to reach the decision-makers you need, to close a sale through content marketing, isn’t producing results quickly enough. That’s where tools like Cloudlead come in.

Related: Creating a Sales Forecast for your Business Plan

Cloudlead harnesses the power of machine-learning coupled with human research, to find qualified leads for your business. After you provide this tool with a detailed description of your product and buyer persona, Cloudlead’s proprietary research tools provide you and your sales team with detailed contact information for decision-makers relevant to your product.

This in turn enables you to target potential customers with pinpoint accuracy and move them to the top of your sales funnel without having to wait for your content marketing efforts to pay off.

Convert: GrooveJar

groovejar-logoOnce you have attracted a visitor to your site, the most crucial incremental step you can take to edge him or her toward a purchase is to capture the visitor’s email address. According to a 2017 survey by Episerver, “92 percent of consumers visit a brand’s website for the first time for reasons other than making a purchase.”

So, when targeting first-time visitors, capturing an email address is a much more realistic conversion goal to aim for than an outright sale.

Email capture enables you to follow up with targeted marketing emails, such as special offers and discounts or engaging content relevant to your lead’s interests. This process is often referred to as “lead nurturing,” and it helps move potential customers further down your sales funnel, closer to the ultimate goal of achieving a sale. But how do you convince a visitor to your site to part with his or her email address?

GrooveJar is a suite of eight intelligent pop-up apps that have been shown to triple the industry-standard email capture rate of 3 percent. The most popular app, GrooveUrgent, uses the psychological principle of urgency to convince visitors to provide their email address by creating  a pop-up window with a countdown timer; this gives visitors a limited time to heed a call-to-action that you specify.

The latter offer can be a discount, a free trial offer, the opportunity to download an ebook – whatever you think may entice a visitor to leave an email address. Once you have captured that address, GrooveJar’s Collect and Convert function utilises the power of email automation to retarget your leads and turn them into buyers.

Close: Stripe Checkout

Once you’ve nurtured your lead sufficiently to the point where this person is ready to make a purchase, how do you close the deal? While this may seem straightforward, 67.4 percent of checkouts are abandoned before the purchase is completed, according to CoxBlue.

Abandoned cart email apps, such as MageMail for Magento, can be highly effective in helping recover those sales, but it is essential to optimise the checkout process itself. Payment processor giant Stripe is popular for a reason: It has been making it easy for businesses to accept payments from major credit cards since 2011.

More recently, Stripe Checkout was developed to allow online businesses to embed highly optimised checkout forms anywhere on their site. Stripe uses data gathered from its many users to continually refine and optimise the checkout process, helping ensure you don’t lose sales due to poor checkout form design and functionality.

Stripe Checkout renders seamlessly on desktops, mobile and tablets. As an added convenience, consumers have the option of having Stripe Checkout “remember” their payment details, enabling faster checkouts on repeat purchases and on other websites that use Stripe. Stripe Checkout can help ensure you don’t stumble at the finish line when your customer is ready to make a purchase.

Related: Mastering The Sales Process

Delight: Drip

Many business owners assume that the ultimate goal of any sales funnel is to make a sale. While that is inherently true, Halligan’s hierarchy of inbound marketing states that the sales process doesn’t end there. The crucial final step is to delight your clients, turning them into repeat customers and advocates for your business.

Many businesses devote most of their marketing efforts to acquiring new customers, but a BIAKelsey study showed that 61 percent of SMBs surveyed reported that more than half of their revenue came from repeat customers, rather than new business. That’s just one reason why it’s so important to stay in touch with your customers after they make a purchase, and not just with an order confirmation email.

You should deliver personalised, engaging content and incentives to encourage a repeat purchase or upsell to more services. You can even incentivise your clients to send other potential customers your way by offering a reward for referrals. Drip enables you to do all of these things at scale through email marketing automation.

While automated marketing campaigns that send out emails based on defined intervals or customer actions – usually referred to as “drip campaigns” – are often employed at an earlier stage in the sales funnel, they can be just as effective in delighting your existing customers. Repeat customers are often one of a business’s most valuable assets. Clever use of marketing automation using Drip can help turn customers into advocates.

Final thoughts

Optimising your B2B sales funnel means maximising your chances for success at every stage of the customer journey, from visitor to brand advocate. Cloudlead, GrooveJar, Stripe Checkout and Drip can help your business do just that.

This article was originally posted here on Entrepreneur.com.

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Techniques

Want To Become A Supplier To A Big Company? Consider This First

A giant customer can be highly profitable or cost you your business. Have you considered all the angles?

Ed Hatton

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customer-service

“How do I get into the big corporates or Government?” Business owners visualise huge sales and profits by becoming a supplier to a giant, and that is often the case. For a big organisation with billions to spend, a trivial expenditure to them may be a large fortune to you. Do not let the number of zeros dazzle you, riches are not guaranteed; many entrepreneurs have suffered losses or businesses collapse from such dealings.

You must understand the motivations of managers of large organisations, and the risks they face. They are KPI-driven and risk serious damage to their careers if something goes badly wrong. Compared to these issues, your profitability, work hours and ego are minor considerations. You may believe that you only have to perform in terms of your agreement, but in reality, you need to make your contacts look good. Aim for a zero fail rate; deliveries that are late, faulty or incorrect may cause a disproportionate explosion because that means your contact has let someone down. If you are smart, you can help your contacts get a reputation for superior internal service.

Related: How To Stay One Step Ahead In The Knowledge Era

Understand the risks that big customers pose to your business

There are risks in any unequal buyer/seller relationship. The biggest risk is if the giant stops buying. Large customers can be extremely demanding; they see you as an extension of their business and can be intolerant of your need to service other customers. Many small suppliers will be familiar with a peremptory summons to an immediate meeting and occasional rudeness. A supply contract inevitably favours the big guy, and this means pricing and other terms of trade are vital. You must protect your ability to make a reasonable margin even if circumstances like inflation, exchange rates or sector wage agreements change.  

Large organisations care about meeting their budgets, not about your profitability, and many suppliers have failed because they were bound to supply goods at an unsustainable price. Managers move around, and if your champion is promoted, the replacement manager may prefer their favourite suppliers, so out you go. Broaden your range of contacts in the organisation to avoid this risk.  Large organisations are huge bureaucracies; decisions may take time and payments may be delayed, especially if your paperwork is not perfect.

There are opportunities — but evaluate them carefully

The major opportunity is significant growth. They will buy if you supply a product or service that suits their needs and budget at service levels that make the managers look good. It is entirely possible to make your company almost indispensable by solving problems and offering them innovative new ways of exceeding their KPIs at reduced cost. There are opportunities to supply other parts of the giant, as well as their supply chains. Be careful with growth. Your primary contact will be used to your full attention and if he or she senses that this is no longer happening because you have grown, they can seek alternative suppliers. Never let growth reduce your customer service level.

A very large and prestigious customer gives your company credibility, allows you to attract the brightest staff, makes selling to other giants easier and gives you funds to develop new markets and new products.

Related: Are You Forgetting To Think About Your Business Strategy?

Is it worth it?

Is it worth the big money? Yes, if you can manage the risks, chief of which is becoming too dependent on one customer. However, dealing with the big gorillas is not the same as having a more balanced supplier/buyer relationship. It works if you use your ability to be nimble and flexible to solve their problems. It helps if you are innovative and can use your creativity to respond rapidly in ways that big corporations cannot. It works if you can give very personal service, even if that means you, the owner, are the primary interface. By doing these things you can become an indispensable cog in a huge machine.


REMEMBER THIS

You need a champion in your client’s organisation, but ensure you have other contacts too. What happens if they leave or are promoted? Is your contract safe?

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Techniques

Accurately Predict Future Sales With These Two Things

Being able to predict your sales for next month and those to come, is a result of a combination of two things.

Andrew Aitken

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sales-forecasting

As someone responsible for sales in a growing business, you would love to be able to predict your sales accurately, month after month – but this can be a difficult process. Fortunately, it’s not impossible. With some initial effort and careful monitoring, you can predict whether the team will have positive sales results in the future, and where you can see trouble looming, you can take advance action to avoid problems.

Being able to predict your sales for next month and those to come, is a result of a combination of two things:

1. Developing a sales process

As ‘boring” as it might sound for many entrepreneurs, it is extremely useful to understand the benefits of working to a process in business. This applies to any part of the business, and perhaps somewhat surprisingly, is very applicable to sales.

Related: How To Find The Right Salespeople: And Attract Them To Your Business

Think about it this way:

  • If you do the same task a different way every time, you can expect a different outcome every time. It becomes difficult to predict whether the outcome will be good or bad.
  • But if you do the same task the same way every time, the outcome becomes very predictable, and you’ve laid a platform for systematic improvement. By making one small tweak to how you do the task, you can see if you get a better, or a worse, outcome. You can then keep all the tweaks that improve your outcome and drop the tweaks that make it worse.

2. Developing sales systems

A superior quality sales management capability necessitates that you have a Sales System on a best of breed technology platform, to help manage the sales function in the business.

A good sales system helps you capture your sales process. Good sales management practices drive home the discipline needed to implement the sales process, and in turn, predict sales results.

Take the first step in your journey towards accurately predicting sales by developing a sound sales process.

Next in this series: HOW TO DEVELOP A SALES PROCESS THAT WORKS LIKE A CHARM

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