Sell more online

keckdonkeyInternet and Web Development

Nov 18, 2013 (3 years and 6 months ago)

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Sell more online


Su
mmary

We are going to sell
online
much more than we did in the past. This
will reduce
the importance of the role of the other
sales instrument

and channels. Search
Engine Optimalization (SEO) is a fundamental condition to increase online sales
s
uccess. In order to increase online sales,

we want to follow Google very
closely. Content is king, presentation is q
u
een, conversion is key and the
custo
mer is leading. Time to spend more effort in online

selling and get
attention for the online channel to a higher level

in the organization!


Sell more online!

Preface

Online
sales get

more attention because

a further

reduction in costs will be
needed in
most organizations.

More attention to a further cost reduction in the commercial process.
Combined with an increase

of online business in all markets (

Online is the benchmark

)

implies

that extra focus and resources in the commercial process will go to
th
e
online

channel. So we will be selling
more online and we will have to
be
clever in
our
online
sales
process
. Two subjects which get a higher priority, Search Engine Op
timization (SEO)
content
, and content

organization in the integral commercial process.

Fo
r SEO

we see the following interesting issues
:

-

what will Google decide tot use as criteria to find a site?

-

how are we handling the requirements search engines have with regard to content?

-

how will we handle online in general?

Google and

content

Goo
gle is no
t completely clear about its intentions an
d it is obviously not the only s
ea
r
ch

e
ngine. Google seems to get more
serious

on content which might
imply

that the social
media will have a lesser impact on search engine performance than is the case now
.


The
effect of someone who twitters is now pretty heavy, compared to somebody with the
same
name who does not twitter. Less attention to social media would be welcome
,
because the business effort
put
in
to

social media could then be reduced. As Google ge
ts
more
serious

we should become more
serious
. Further development of
serious

and
qualified content is important.
Content is king.

Google and presentation

The challenge here is to handle films and videos adequately. It reduces loading speed
s of
our site
,
as do heavy designs and templates, but helps in realizing a more interesting and
lively site. Artificial linking will become less important. Links will have to be qualified and
the box of tric
k
s will be less important.

Presentation is Queen.









Google a
nd conversion

In a
web shop

conversion

is

of paramount importance.
If there is no
web shop
,

conversion

will normally receive

much less attention. Content will often be intended to
transfer knowledge. If
we remind

ourselves of the classic AIDA (
Attention,
Interest,
Desire and A
ction) we usually
stop at attention and maybe a little bit of

interest.
Although
every organization has something to sell
….

More attention to conversion will
enable a further transfer of the commercial process to the site. And it has
to be
,

as online
business will be the benchmark in

every segment.

Conversion

is K
ey
.

Google and customers

Visitor
behavior

will be more imp
ortant if your content is seriou
s.
The more pages a
visitor will s
ee, the longer the time he is

going to spend on your site;

the better it is.

Traffic on your site and the characteristics of
usage
, as the number of times

someon
e
visits your site, are getting more important. The classical marketing issue, ‘how am I
going to tune my commercial
proce
ss

to meet my customer requirements best will
increasingly gain importance. So will the analysis of your
customer

behavior. And, as

in
real life we need a lot of effort to
analyze

customer behavior, online life is easier.
The
amount of data Google
analytics

provides us with

is tremendous.
Although
, you will
always
have to enrich your data
on
online customer behavior with real life data.
Customer is leading.


Conclusion, how are we going to handle it?

A further integration of the commercial process i
s of paramount importance if your
major
competitor is running his business online. An online
competitor will have major costs
advantages compared to a
conventional
supplier. In current markets
we assume that all
cost advantages

will be passed

on to the final consumer in the end.

This will
give online
business an
important competitive edge
.

Content will be more important in building traffic to your site in a cost effective way. We
think online needs more resources and the responsibility should
on a higher level in the
organization. And, we should not leave online business to ICT only. Improved SEO
through serious content

enrichment

is a logical step towards better effectiveness of your
commercial process.

Beyond

that we will see that data

and co
ntent
management and
data

and content
organization will get a higher position on your list of priorities.

Robert J. (Bob) Fetter, march 2010.