There's so much data about the Web floating about, it'sdifficult to make sense of it all. And even more difficult toplan based on the information you have. However, it does seemclear that B2B (Business to Business) transactions are up, andare likely to move up even more strongly. Reports indicate verylarge increases in capital spending by major companies to takefull advantage of savings to be had in buying on the Web.
Some reports regards B2C (Business to Consumer) transactionspaint glowing pictures of increases in this area as well. Butmy hunch is, the "glow" mentioned isn't as bright as claimed.Certainly the volume of business is not. My conviction is thatonline companies hoping to attract offline consumers have a verylong way to go.
A Typical B2C Site
They're usually well done. Navigation is pretty good.Buy buttons abound. With lots of links to further informa-tion or comparisons.
But the information provided is pretty skimpy. And thecomparisons are often limited. Okay, this handheld has 2 megsof memory and this one has 8 megs. The novice has questions:"Which is best for me? And why?"
On most sites, such answers aren't available. In fact youmay not even find an email address to which to send a question.It's as if these companies assume you know all about what youneed before you arrive.
My Introduction To Palm Pilots
I recently became interested in Palms and would like to haveone. But I also need the software or whatever to convert textto a format this unit can display. My guess is that files tobe read on a Palm must be downloaded to a desktop computer, thenloaded into the Palm with a physical or software interface. ButI'm not sure.
Three hours of looking at sites loaded with products andbuy buttons, got me nowhere close to any answer. And at thiswriting, I'm as uninformed as when I began. (To be fair,I haven't yet checked further.)
Will Consumers Commit The Time?
Most realize that for your small online business to attractbuyers, your site must be super simple to navigate, haveflawless paths to completed sales, and provide efficient serviceand outstanding support. But these and related notions willonly take you so far.
Will consumers begin flocking to the Web only to spend hourstrying to figure what model of whatever best suits their needs?In cameras, there is a vast selection. In digicams as well.And even with something as simple as an audio recorder, the sameholds true. I seriously doubt your visitors will volunteer muchtime to find information that should be readily available.
The Present Trend Will Continue
So long as major sites can profit from sales generated withpictures, brief descriptions and skimpy details, they willcontinue to operate in this mode. But most consumer dollarswill continue to be spent offline where information needed isavailable.
In selling products on the Web, all possible must be doneto emulate the offline buying experience. Anticipate and answercompletely all questions that may arise in a visitor's mind.There must be sufficient information for even a novice to makea good buy decision. While you likely won't show this to allvisitors, it's got to be there. Possibly as an option on themore-info page.
Until this happens on your site, you will not sell much topeople unaquainted with your products. And you will not attractmany offline consumers. Further, until this becomes the normfor online businesses, don't expect any mass movement of offlineconsumers to the Web.
But Hey, That's A Lot Of Work
You bet it is. And time-consuming as well. But I won't bebuying a Palm until I find a site that cheerfully provides theanswers I need. And what may matter more, responds promptlyto an email.
Further, I want to feel confident I'm buying from a prowho can and will support the product. Give me that stuff abouthardware support is referred to the manufacturer, and I'm gone.
But given a site with a solid business person behind it,then my question becomes simple. Which model should I buy?Likely I'll get good advice in this as well.
And price won't matter much. If I pay an extra $20 oversome discount site, so what? Call it insurance, if you like.I know where to turn if I hit a snag. A bit extra meanslittle in comparison. And the same is true for lots andlots of people.
Forget Price Shoppers
Some businesses are concerned about the shopping bots,certain they'll get beat out on price on most any product incommon demand. While there are those who shop price, I suggestyou don't need this kind of business. You'll likely lose a saleon another item to a site with a price even lower than yours.
Build a site that satifies all the needs of a person brandnew to a product, or one even new to the Web. A site that alsosatisfies the needs of experts. If you demonstrate yourexpertise and credibility, your visitors will buy without muchconcern for price. And what matters more, do this right, andthey'll be back.
If you have a mechanic who takes great care of your car, onewhom you've come to trust, chances are you drop your car off,explain the problem, ask him to fix it, and leave without morethan a mild interest in the cost. Since he's never treated youunfairly in the past, it's unlikely he'll do so now.
Build this kind of reputation on your website, and you cansafely ignore price shoppers. But above all, provideinformation to satisfy the needs of novices and experts, andall those in between. Since most don't do so, this may giveyou precisely the competitive edge you need to beat yourcompetition.
Never, Ever Release Any Of Your Rights To Anyone
One of the grandest scams on the Web, which goes largelyunnoticed, is for a web-based bookseller or publisher to requiresome rights to your work in exchange for the service to beprovided. Many demand the electronic rights, for example.
The Hits That Matter Most
So you know what hits mean. Unique hits or user sessions,I mean. And you know what CR means. Right? If so, you're ingreat shape, for many people don't. They think they do. But they've got it wrong.
Customer Personality Types: Does It Matter?
Marketing types are fond of classifying people intocategories. Here are four which I took from "Differentiate OrDie," by Jack Trout with Steve Rivkin. (John Wiley & Sons, NewYork, 2000, p15.) Only the first few words of each are includedhere.
