The perfect dot com
I found a very interesting article about the perfect dot com on http://www.realbusiness.co.uk/, and there are main points and tips:
1. Perfect analysis: Measure everything
It means measure your users’ behaviour: which sites and links they came from, where they go when they leave your site and which links they click on when they’re on any given page etc. You’ll need webanalytics software, for example, WebTrends or RedSheriff.
2. Perfect sales funnel
To get maximum payback from webanalytics, you’ve got to know what to do with your data. It’s all very well realising that some of your pages are too obscure for users to find, and promoting them better: that’s kindergarten stuff. A sales funnel is an analysis of user dropout: for example, for every 100 people that visit the site, 20 will click on a product, 10 will get as far as the checkout, and 5 will actually buy. Your mission is to get as many customers to the bottom of the funnel as possible.
Practical tip: Instead of presenting more options as you make a purchase we give less and less. As soon as you’ve got something in your cart, the options start to disappear.
3. Perfect layout
Getting your sales funnel right requires years of experimentation with the look and layout of your site. All agree that the most important trend is increased clarity. Another vital piece of advice is to be conventional.
When you absolutely must include lots of information on one page, follow this method: put the essential information at the top of the page. If your customer wants more, he can scroll down and find it.
Also, certificates are nice things to show nervous customers. The Verisign, IMRG and ISIS logos are all well recognised. And above all, the site should be fast.
4. Perfect marketing
Of course, a glorious site is no good without visitors. And if you don’t have millions to blow on an ad campaign, then you will need friends. For example, Firebox, CD Wow, Figleaves, E-directory and a dozen other famous dotcoms are close allies: they sell each other’s wares, exchange advice and advertise each other’s sites. In addition to these direct relationships, you’ll need a network of affiliates.
By generating good affiliate traffic you can avoid the pitfall of relying on Google advertising.
The toughest issue in cyberspace is how to combat price dropping competitors who’ll undercut you and steal your customers. To win that war there are only two weapons you’ll need: a super-slick back end and dazzling customer service.
5. Perfect backend
If you are selling commodity products the only way to suceed is the good back end. For example, you can have extremely good customer service: next day delivery with strict schedule, nice surprise treats in every box etc.
Also, most of successful businesses use their own CRM systems, web-sites etc. because it means you know your own system inside out. You don’t have to pay for upgrades, and you are more secure, because there are no unfamiliar areas.
6. Perfect KPIs
Ultimately, building a perfect dotcom requires perpetual improvement in every department. For example, hugely important area is improving your site’s Frequently Asked Questions.
Also, you can measure your KPI as repeat business, followed by new member acquisition and units per order.
Another advice is the set your preference for making money rather than swelling turnover, and check your bank statement rather than balance sheet.