Business elements of shopping websites

Source: YiWang

In Jupiter
In a survey on e-commerce websites by communications, some noteworthy data emerged:

Children's websites are not optimistic. Although there are many websites targeting youth and children on the Internet, less than 600 of the 10% websites surveyed can be purchased based on the category of website products;

The customer has doubts about final settlement. 1/4 of Shopping customers canceled the order before settlement ......

This is only part of a survey on the U.S. e-commerce website. It shows that there are still many problems to be solved in online shopping. However, this does not impede the rapid development of online shopping. Recently, e-commerce has been clamoring for more than a year in the media, and there has finally been some real news. Some online stores have been launched one after another, and the most popular is online auction websites.

Through Horizontal research on foreign e-commerce websites, This article summarizes that online shopping websites may involve some factors, such as information structure organization, price strategy, online payment, and product delivery, for reference by Chinese website operators.

I. Information Organization elements of online shopping websites

Online shopping's own 24x7 model and instant interaction have attracted the attention of many shoppers. This type of shopping website allows customers to participate in the purchase at any time, which is more convenient, more detailed, and safer. To achieve such a level of website, it is necessary to make the products in the website orderly and scientific classification, so that buyers can easily query. Make the web pages more instructive and beautiful to attract a large number of buyers.

1. Web Design)

When determining the website design style, first refer to some website templates and learn the opinions of several website design companies. More importantly, ask your target customers, what kind of style do they like about shopping websites. And how to design it to attract customers more effectively. Through the above reference, the website still needs to be completed by yourself, you need to determine the degree of interaction with the customer, the shopping bar (shopping
To construct an online shopping website with its own characteristics.

2. Category System (Catalog)

A good shopping website must have a comprehensive classification system to display products in addition to products that need to be sold. All the products to be sold can be illustrated by text and images. You can use the root directory and sub-directory to manage the product. You can click the product name to read its simple description and price information. China webmaster's first portal

3. Shopping Cart)

For many customers, when they finish purchasing from a large number of product information, they may not know what they have purchased. Therefore, they need to be able to store the purchased products in a certain place in the online store, and calculate the total price of all products. Shopping
Cart can help customers store the information of purchased products, list them together, and provide functions such as the total number and price of products, so that customers can manage and settle products in a unified manner.

4. Credit card payment)

Since you purchase items on an online shopping website, you naturally want to pay for the goods through the Internet. This kind of e-cash is a topic that we often discuss. It is also a topic that has attracted more attention. Internet users prefer to pay by credit card because of its convenience. We will analyze how to solve the problem of online shopping websites in China.

5. Security)

Online shopping network requires a lot of security issues (such as passwords, credit card numbers, and personal information ). It is necessary to properly handle these problems. According to the development in foreign countries, many companies or organizations can provide security certifications (such as secure in foreign countries ).
Sockets
Layer (SSL) certificate ). Through this authentication process, we can protect customers' sensitive information. However, after a long period of practical operation, foreign websites have basically reached a benign consensus on security issues, and security is no longer a bottleneck plaguing the development of websites.

6. Customer tracking)

In the traditional product sales system, it is difficult to track customers. If you want to get a more accurate tracking report, you need to invest a lot of effort. However, it is easier for online shopping websites to solve these problems. Through the customer's access to the website and the information in the submitted form, we can get a lot of clearer customer situation reports. Who has accessed your website? From where to access? What Web pages are accessed? What are the most important products that customers are interested in? What products have they bought? These have a huge influence on the further sales of products.

7. Product Promotion (Merchandising)

In the real shopping process, people are more concerned with the commodities being sold, especially the prices. Through online shopping websites, you can manage and promote your products. Using webpage arrangement and design skills, you can easily understand product information. For some complex products, you can adopt cross-cutting promotion strategies and adopt different service methods for different customer groups.

Ii. Online shopping website product pricing strategies

1. Competitive Strategies

Always pay attention to changes in the needs of your potential customers. We can use the Customer tracking system (
Tracking) keeps an eye on customers' needs and keeps the website evolving to customers' needs. On most online shopping websites. The website's service system and price information are often publicly stated, which makes it easy to pay attention to competitors' price policies. Keep abreast of competitors' price changes, adjust their competitive strategies, and maintain product price advantages at all times.

2. Secrets of bundled sales

In fact, the concept of bundled sales has been around for a long time, but the reason is that S is widely used in the US fast food industry. In this form, McDonalds promotes the amount of food bought. This strategy has been applied by many smart enterprises. We often only pay attention to the minimum price limit of the product, but often ignore the use of effective means to reduce the customer's sensitivity to the price. Online shopping can be done through shopping
Cart or other forms skillfully use bundling techniques to make customers feel more satisfied with the price of the purchased products.

3. Special prices for special products and services

The product price must be determined based on the product requirements. When a product has special requirements, you don't have to worry about other competitors. You just need to make the most satisfactory price. If the demand is basically fixed, a special and detailed quotation should be made to attract customers with price advantages. Many enterprises always determine a high price when starting to price their own products to protect their own products. At the same time, they would rather sell their products at a lower price. In fact, this phenomenon is completely a misunderstanding, because when the customer's needs are not very clear, enterprises in order to create demand, so that customers can receive their own prices, you must do a lot of work. However, in fact, these products may have been sold very well if you have made prices more affordable for customers. China webmaster's first portal

4. Consider the cycle of products and services

The cycle of the product must be taken into account when making the price. The price of the product should also be reflected in terms of product production, growth, maturity, decline, and growth. Products sold online can also refer to the basic laws of economics on product prices. In addition, the unified management of product prices can reflect the cycle of the product in a timely manner, and can better change with the cycle.

5. brand value-added and quality performance

We always pay attention to the brand of the product because it has a great impact on customers. If the product has a good brand image, the price of the product will produce a great value-added brand effect. While paying attention to brand value-added products, we should pay more attention to the product's feelings for customers, whether it is a cheap product or a high-quality product. If your product has a large brand, your website can fully expand and extend the brand effect. network promotion can be combined with traditional sales to produce an integrated effect. China webmaster's first portal

Iii. Real-time online payment methods

The most popular online payment method abroad is credit card payment, which is convenient, fast, safe, and reliable. Many websites use automatic electronic transfers to manage credit card payments. Another method is to pay by bank transfer check. It is also a mature method gradually formed with the development and cooperation of the banking industry.

From the current situation of domestic shopping websites, taking 8848 as an example, there is an imagination that multiple payment methods coexist. Including credit card payment, bank transfer, bank draft, post office draft, and other methods. Even some websites provide cash on delivery. All these payment methods are temporarily applied, and the best method still needs to be solved by the whole society. Only by gradually improving the bank's credit card management and people's understanding of electronic payment in their minds can they finally get the most suitable method for online payment in China.

From the current domestic situation, if your website is dominated by North America and Europe, you can consider setting up a sound international credit card payment method, because your consumer group has credit card payment concepts and conditions, the analysis is completely mature from the perspective of feasibility, and also meets the customer's consumption habits. If your target customers are mainly in China, you can refer to the online settlement method of the Bank of China, China Merchants Bank or the first letter, which can be used as a solution at this stage.

4. How to deliver the product to the customer

Many foreign business websites cooperate with large express companies such as the famous Federal Express and ups to deliver goods for their products. Because most of the products sold by online shopping sites are small and exquisite, they are most suitable for transportation by express delivery, so they have been recognized by the majority of customers. Another method is by mail, but the product must be subject to certain restrictions.

Chinese websites are mainly delivered by mail, but they are not ideal. Due to the adverse effects of the previous mail order products, customers are still wary of this delivery method. Currently, the best way is to directly use the seller's existing traditional sales network for delivery, so that customers can purchase with confidence. However, this is not what all sellers can do, nor does it comply with the characteristics of online shopping. It can only be a temporary alternative.

5. Comprehensive Understanding

1,
The primary problem that online shopping websites need to solve is how to make consumers buy motivation. The solution to this problem is:

Accurate and comprehensive information, such as usage, utility, and precautions

Fully mobilize the technical means of Image Display and display the details of goods

Be trustworthy

Something exciting in terms of functionality, price, or quality

2,
Fast delivery. Any consumer who pays for the product wants to get the product early. This is the requirement. satisfying this requirement increases the competitiveness of the website.

3,
Quality commitment is essential. Dare to promise quality is to increase consumers' information about you. This is definitely not a short title, and it is a combination of refund measures.

4,
Strong interactivity is required by default. To allow consumers to quickly find the desired product. China webmaster's first portal

5. consumption culture is the key to the success of shopping websites. Commodities must be marketable, especially those sold overseas, so we must first investigate consumers' preferences. The strength and consumption of purchasing power are also very important, and are an important factor in determining the price strategy. The quality of Internet users is the key. At present, the number of Internet users in China is growing rapidly, but there is still a small gap in many aspects compared with the number of Internet users in the United States, such as the length of Internet access time, the degree of proficiency in the use of the network, and the application of the network field. Therefore, it is reasonable for domestic merchants to focus their sales on overseas markets.

6,
Domestic merchants need to solve many problems to sell goods overseas through the Internet, such as real-time online collection, tax payment, customs, packaging during delivery and delivery, and quality assurance, we need to find a practical model. In these aspects, it is particularly necessary for the relevant national departments to provide support and assistance in policy, and for the companies involved to provide far-sighted cooperation. The first portal for Chinese webmasters