Online Business Misconceptions
Working as an eBusiness Consultant, I have encountered many misconceptions about running an online business. In this article, I will briefly outline my top 5 misconceptions so that you can avoid incorporating them into your online business
5. The more choices I provide to the customer, the more sales I will make.
Not really. In fact the more choices a shopper has the less likely he or she will make a purchase. Think about it. If you overload your customers with a lot of choices, the shopping experience becomes more demanding. A customer is much more likely to leave your site once he finds the experience taxing.
Always balance the number of choices you provide your customer. Ensure a pleasant shopping experience and avoid providing a stressful one.
4. Hits are an excellent measure for tracking success.
False. Hits measure how many files are requested to the server. A single web page usually contains multiple files. So if you use hits to track visits you will be overestimating your website use.
Integrate an analytics tool (example Google Analytics) on your website. Not only will it measure hits, but it will also measure relevant stats (webpage visits) that will help you accurately gauge your website effectiveness.
3. All I need to do is build my website then wait for the money to flow in.
Running an online business is no different than running a “real world” store. Your business does not end after you have built and assembled your store. You must constantly maintain and manage your physical store in order to attract and retain your customers. I f you do not maintain it your customers may not return (Who would want to shop in a dark, and dirty store?).
Your website requires the same attention. Like the dirty and dark convenience store, nobody (including search engines) will visit a poorly maintained website.
2. I should design my website for everybody.
A site designed for everybody is a site design for nobody. Your website must be crafted for a particular audience. If your customers cannot quickly figure out what you do, they will likely leave you site and visit another website.
Design a website that targets your specific market. You may even encourage marginal shoppers to visit and do business with you.
1. People use the internet to find information.
Wrong. People do not surf to find information, they surf to find solutions. When people surf online, they have a problem they want answered. For example, when a person searches for gifts, he or she may be looking for Christmas gifts and probably not the history of Christmas gifts.
Make an effort to streamline your website. Nothing will frustrate customers than sifting through tons of information before they can buy the item they want.
