“With the continuing growth in e-commerce, it is vital that businesses drive the highest return on investment from their online activities,” says e-lick Business Development Manager, JP Gordon. “Making sites secure and easy to use sounds obvious, but too often e-commerce sites are not designed with these points in mind. Our expertise lies in this area so here are our 10 top tips to help businesses avoid the common pitfalls.”

TOP 10 TIPS

1. Have a bank account specific to the e-commerce site and be certain you have the correct merchant account information from your bank. The bank account is simple to set up, however, getting the correct merchant account information can be more complicated, so seek expert advice.
2. Ensure that your website includes terms and conditions for selling. This is a legal requirement and usually requires a solicitor. You will not be able to get your merchant account without providing the bank with this information.
3. You must have ‘director identification’ or proof of corporate I.D. for the website. Consumers are, quite rightly, wary of divulging card details over the Internet. Proof of Corporate I.D. is therefore vital to give the consumer the confidence to purchase. Otherwise you run the risk of customers looking elsewhere.
4. Employ a web developer who specialises in bespoke online stores, using a third party payment provider.Web designers vary, so be certain to choose a designer who can provide you with specific e-commerce services which are right for your business.
5. You need to have a distribution partner and distribution accounts set up with Royal Mail or other carriers to ensure you can fulfil customer orders quickly and securely with full traceability.
6. Consider the internal costs with that of outsourcing your e-commerce requirements. Sometimes outsourcing stacks up favourably and provides the added benefit of staff flexibility to cope with demand.
7. Set a realistic timescale for establishing an ecommerce business. Certain functions require longer lead times, and these should not be underestimated.
8. Decide who will handle the administration of the e-commerce shop. Ensure they have the facilities to manage customer queries and returns, and importantly, adequate storage and insurance for your stock.
9. Make sure the e-commerce site fits with the company branding generally. An e-commerce site must be functional but also an extension of the company’s brand identity and core values.
10. Know your market. How will you drive traffic to the website and ensure visitors purchase and return? Have you considered Search Engine Optimisation?

e-lick was set up in 2005 as a dedicated division of Lick, specialising in web design and construction, but also backed into a comprehensive fulfilment facility.

e-lick specialises in designing and building bespoke websites for e-commerce and has expertise in driving traffic to clients’ websites, encouraging visitors to return and purchase. It can develop easy to use, creative and interactive websites and manage search engine optimisation where required.

For more information contact e-lick on 01422 311844, e-mail: info@lick-uk.com, or go to www.lick-uk.com