Establishing a Successful Online Business () - Key Multimedia

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7 Δεκ 2013 (πριν από 4 χρόνια και 7 μήνες)

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Online Trading
How to establish a successful online business
David Lakins
About Key Multimedia
•Founded in 2007
•Based in Poundbury, Dorchester, Dorset
•20% website development work
–Content managed websites and e-commerce
•80% online marketing and website performance
–Search engine optimisation, website customer acquisition
and conversion, article marketing, social networking,
content supply
Why do you want a website?
Why do you want a website?
To make money!
How do you make money with a website ?
•Direct sales and sales leads from a global audience
•Reduce employees workload by offering content
•Direct communication channels to customers for
marketing material
•Permission based databases of contacts
•Membership systems for access to material
•Increase in brand awareness
•The sale of the website / concept
•And many more…
Getting the fundamentals right
Your first consideration
•Clearly define exactly what you want to
achieve from your website
Your first consideration
•Clearly define exactly what you want to
achieve from your website
Your first consideration should be “How will I
make money from my website?”
Set clear objective & goals
•Have a clear direction and idea of what you want
your website to achieve.
•Understand your target audience, their drivers,
wants and needs.
•Identify exactly the return on your investment you
what the site to achieve e.g.
–no. of visits,
–sales leads,
–conversion to purchases etc
Who do you want to visit your website
•Who do you want to visit your website?
–Time to get specific –‘everybody’won’t wash!
–Profile past customers
–Do market research
•It is likely that you will find there is
more than 1 group
•Pick “fights that you can win”
User expectations
•What expectations will your target markets have?
•What is the benchmark for expectations?
–Competitor websites
–Experience of day to day surfing
Remember the fundamentals of marketing
•Know your customer
•Know what they want
•Know how they think
•Know what they think about you
•Know what they think about your
•Know how they can and want to access you
•What language do they use to find your
•Research your potential market :
Researching your market
Researching your market
Researching your market
Researching your market
Google Insights
What are your competitors offering?
•What is good and bad about their website?
•Can you find them on search engines?
•What web agency did they use / how much
did it cost them?
•Can you improve on this?
What are your competitors offering?
•Try and find your competitor’s sites on search engines
by looking for the product that they offer. Note down
the phrases you are using for your web designer
Website goals
•What action/s do you want website visitors to
carry out?
Be the same but different –What is your USP?
•Try and become unique or an expert in your field.
–Create a unique and valuable community on your
–Be a major source of news and information in your
area of expertise
–Write great articles about your area of expertise
–Secure a memorable domain name
–Create a memorable tag-line
–Offer great tools that people will want to use
Creating your website
•Regardless of who you use to create your website –
create a website design brief:-
–Include your primary objectives
–Identify your key audiences
–List competitor websites
–What return on investment (ROI) is expected
Planning: Establishing a Website Brief
•Other things to include in your website design brief:-
–What domain name will be used
–Where will the site be hosted
–Site Content –words and images, where will they originate?
–Site Structure & Navigation –led by your keyword research
–Site visual design and any branding
–Who will carry out site updates
–How will the site be marketed –SEO , PPC, traditional
–Who will be responsible for maintenance
–What budget is available
–What timescales are achievable
Planning: Establishing a Website Brief
Typical Site Diagram
Build Options
•Use a website developer
•Half way house –hosted solution
•Lots of great tools
•Classic Dreamweaver / Frontpage web tools
•ASP model –rent a website
•Content Managed Solutions
•Open Source vs Licensed programs
Word Press
CMS Made Simple
Shop Creator
Roman Cart
Website Solutions
Shopping Carts
Using a web developer to build your website
•Business Link Supplier Matching Service will help you identify
local web developers
•A good web agency will confirm to you whether or not your
expectations are realistic for your intended budget
•Ask to see examples of existing client work and seek
•Insist on a Content Management System to manage your
•Expect your web agency to create a functional specification
•Read it and then read it again –ensure everything you require
is listed
•Agree a payment plan for your website
•Create, proof and deliver all of the required material for your
•Give feedback when required
A typical website setup
•Regardless of who you use to create your website,
you will need:-
–Website hosting –ISP
(*Cost & Location)
–Website creation –DIY or Web developer
–Ongoing support
–Content –lots of it
•Key Question –how will you add and edit content
Online Shopping Carts
Shopping Cart Fundamentals
•A popular misconception is that shopping carts
handle the whole financial transaction
•Most onlyreally act as a front end which passes
information via a secure connection (another
service) to a payment gateway
Shopping Cart Fundamentals
•The payment gateway service then channels the
requests and transfers throughout relevant
financial networks, including the Internet
merchant account with your bank. It then sends
back confirmation or denial back to the shopping
cart software.
Taking Payments
•Offline Payments:
–Apply to a bank for a merchant service.
–Negotiate the costs.
–On acceptance, pay the set-up costs.
–Receive and install a PDQ machine.
–‘Swipe’the customer’s card to collect their credit or debit card
–Wait while the card details are passed to the acquiring bankfor
–Ask the customer to sign the sales voucher.
–Verify the signature and process the payment.
–A transaction charge is automatically paid to the bank.
–The customer leaves with the goods or service.
Taking Payments
•Online Payments:
–Acquiring bank
–Internet Merchant Service
–Payment Service Provider to collect card details
over the Internet.
Taking Payments
•Obtaining an Internet Merchant Servicefrom an
Acquiring Bankis quicker and easier if you already
have “offline”card processing facilities set up with
the bank.
Taking Payments for the 1st
•If you have no prior card processing the bank will carry out a
thorough credit check (lasting anything up to 8 weeks).
•Consider a Payment Bureauin the first instance e.g.
•A Payment Service Provider (PSP):is a “virtual”PDQ swipe
card machine that collects the card details over the Internet
and passes them to the acquiring bank. To take Electronic
payments over the web, you will need a PSP at a small cost.
Some acquiring banks offer PSP services as part of their
product and there are other less expensive options available.
Choosing Shopping Cart Software
Choosing Shopping Cart Software
•Free e-commerce solutions
–Google Checkout
–Roman Cart –Liteversion
–You only pay a small percentage of each sale and there
are no monthly fees or setup costs, plus you receive free
fraud protection
•Premium ecommerce solutions
–Locally Hosted solutions
–Remote Hosted Solutions
Choosing Shopping Cart Software
•Features to consider
–Gift Vouchers & Coupons
–Special Offers
–Cross-selling functions
–Auto-responders and Newsletter functions
–Search engine friendly
–Does it allow for scalability?
–Is it compatible with my payment gateway?
–What kind of payments are accepted?
•Don’t forget you will need a Secure Socket Layer
(SSL) for if you host yourself.
•Establish what sort of conversion rates from
visits to purchases you can expect.
•2% is standard, anything over 5% is very good.
Content management Systems (CMS)
•You will want to keep your website up-to-date so
you may require content management. This will
allow you to add, edit and delete products, news
items, FAQ entries, etc
•Some agencies charge an annual payment for these
•WYSIWYG editors are a great tool to make your
website look poor
•Buying products online should be SIMPLE
•Consider your customers expectations and sign up
with a good payment system
•Suggest other products a user may want to purchase
•Encourage purchasers to register for more
•Always consider postage implications
•Check the laws on product delivery that relate to
your business –Distance Selling Regulations
Marketing your website
Different Types of Opportunities to market your products & services
•Natural / Organic Search
•Pay-Per-Click (PPC)
•Affiliate Marketing
•Article & Press Release Marketing
•Directory Links
•Link Building
•Email Marketing
•Viral Marketing
•Social Networking –mySpace, FaceBook, Bebo, YouTube
•Social Bookmarking –Digg,, Stumbleupon
of new Web site visitors will reach
your site from a search.
Why search engines are still important
Search Engines –why are they so important?
•Google's dominance show it being responsible for 80% of
searches in the UK and 65% of searches in the US
Search is changing
•Different types of search:-
–Natural Search
–Paid Search listings
–Mobile Search
–Image Search
–Product Search
–Video Search
–Syndicated search results
•Displaying search results
–Geographical & localised search results
–Choose your preferences
–Ability to search / display natural
language –e.g. Tiger Woods associated
with “golf”
Search Results –a breakdown
Pay Per Click -PPC
of searchers do not
go past the 2nd
page of search results.
Why optimise your website?
How do your users search?
•Understand your users language and terminology
•Identify their wants and needs
•Understand their expectations when they search
•Website / Search Engine optimisation is about
matching your content to what your users are
looking for.
Optimising your website for Search Engines
•Website optimisation can be split into two
distinct areas:-
1.On the page optimisation -provides about 20%-
30% of the total ranking score
2.Off page optimisation or otherwise known as
link popularity -provides about 70%-80% of the
total ranking score
Optimising your website for Search Engines
1. Age of the Domain
2. Number of Inbound Links
3. Links From Delicious, Technorati, Stumbleupon,
4. Inbound Link Text (Anchor Text) Keyword Focus
5. Age of the Domains Linking In
6. Age of the Inbound Links
7. Keyword Theme of Domain/Link Page
8. Google Page Rank of Inbound Link Pages
9. Directory Listings (, Yahoo,
Second Tier Established Directory Listings.
10. Niche Directory Listings
11. Inbound Links From Authority or Subject
Matter Expert Sites.
12. Domain Registration Length, the Longer the
1. Title Maximum 90 Characters
2. Body Text Word Count, Minimum 200 Words
3. Headings H1/H2/H3
4. Link Text (Anchor Text)
5. Domain Names, File and Folder Names
6. Related Words in the Text, Latent Semantic
7. Keyword Repetition, Proximity, Prominence
8. Alt tag attributes in Images and Links
9. Page Size and Code to Text Ratio
10. Search Engine Friendly Navigation No Session
11. Number of Pages Indexed on the Website
12. Website Freshness/Frequency of Updates
13. Number of Outgoing Links and Relatedness
14. Domain Class (.edu/.org/.com..etc)
15. Site Map
Off Page Factors (70%-80%)On Page Factors (20%-30%)
Measuring the performance of your website
Measuring Results
•Measure > Change > Measure
•Website statistics / Analytics
•Install Google Analytics
•Combine with Google Adwords to give conversion
rates and full campaign / website analysis
•Statistics to focus on:-
–Visits / Unique Visits
–Page Views
What is Google Analytics?
•Formerly Urchin, Google
bought it in 2005.
•Recently upgraded
•On general release to
anyone with a Google
Google Analytics
Google Analytics
Google Analytics
Google Analytics –Measuring Conversions
Useful Resources
-comprehensive keyword research tool for
natural (not paid)search.
Keyword Tool
-everything you need to know about search
-online marketing and resources
for all things shopping carts & e-commerce
-a range of tools to evaluate your website
(and your competitors !!)
-tools from Google to check your
rankings and more!
-check keyword search volumes
over time
Five golden rules of website design
1) Identify your goals
–Clearly define and explain the goals want to achieve from
your website
–Ensure it is very easy for a user to locate and complete your
primary goal
–Ensure you can easily check if this goal is being achieved
2) Keep it simple
–Make it easy for the user to quickly understand what you offer
–Don’t put too much content on your website and distract
people from your goals
–Give users information to take away from your website
3) Capture data
–Allow users to simply sign up for your future marketing
Five golden rules of website design
4) Content Management Systems (CMS)
–Consider a CMS to make managing your website easy.
–Be very careful when using WYSIWYG interfaces
–Find out if there is an annual licence charge for the software
–Use it!
5) Test and evolve
–Allocate a budget for refining your website after three months
Online Trading
How to establish a successful online business
David Lakins
Tips & resources available online