This reason
can also be the most dangerous, however, because many people set up e-commerce sites
assuming that the site will reach customers immediately. It won??™t. In the offline world, you
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need to know a shop exists before you can go into it. This is still true in the world of e-commerce??”
people must know your site exists before you can hope to get a single order.
Addressing this issue is largely a question of making your site known. Aside from advertising,
methods of getting more customers to visit include registering the web site with the popular
search engines and directory listings, optimizing the site for search-engine ranking, creating
forums, sending newsletters, and so on.
In this book, we don??™t cover the aspects of selling your site; we focus on ways to sell the
products listed on your site. But this book does include some basic search engine optimization
techniques (to attract visitors), and it provides a well-designed presentation that will sell
the site once your customers visit it.
Encourage Customers to Spend More
Assuming your company already has customers, you probably wish that they bought more.
What stops them? If the customers don??™t want any more of a certain product, there??™s not a lot
that e-commerce can do, but there are other roadblocks on the sales path that can be removed,
such as these:
??? Getting to the physical location of the shop or placing an order by mail is a hassle.
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