In the past year, many company owners have come to us with a reccurring scenario that is more than likely harming their businesses. The problem goes something like this: “We've got a website that's 'okay'; we've had it for a few years and we really need to take it to the next level, but we're not sure what to do.”  Many times this uncertainty leads to a sort of “web-paralysis” where the website and the customers using it subsequently get ignored.  Soon site traffic erodes and with the amount of choice available on the Web, customers simply go somewhere else.  Although answering the question, “What to do next?” can be unique to each company, there are some basic rules business owners can follow to ensure their next investment on the Web pays off.

Out with the old, in with the new
Old-generation, static websites are often headed in a well-intended general direction and contain a lot of the necessary content, but that's usually where their list of assets ends. Not only do most of these sites have a graphic design that makes the company look less than professional, but the lack of focus on customer service could actually be harming the business. These sites typically lack the technical infrastructure to be able to grow and build upon; broken links and images abound, and when it comes to updating older sites, the process is so tedious most companies don't bother, rendering a good portion of the site's content outdated or irrelevant. Generally speaking, sites of this nature have to be tossed out and re-built from the ground up, but luckily a lot of the content can be recycled and put into the new website.   

Business owners can save vast amounts of time, money and heartache by having a well-thought-out and professionally-designed website that uses strong, flexible technical architecture. Starting with an architecture that future development can build upon means the time and effort invested today provides a building block for the future.

Sorry, but it's really not “all about you”
Yes, everyone likes to have a say in all aspects of their business operations, but a successful website isn't just about pleasing the business owners.  All too often owners and managers make decisions about their sites based on their personal viewpoints.  “My site is easy to navigate, I like the way it looks, it works for me, I don't think my customers use the web” are common “me” statements that can lead to failure online.  While it's true that owners and managers add valuable insight into general trends and concepts that will improve the site's overall direction, the essential components of a successful site must focus on the needs, online expectations and business perceptions of the company's customers.  

Taking a website to the next level means revolving the site's functionality around  making it easier for customers to do business with the company and instilling confidence in potential buyers that the company takes its business seriously.  Customers don't care about management's personal view of online ordering; if they expect to be able to order products online and the company doesn't provide that service, they will go to someone who does.  This rule is simple: cater to your customers needs and expectations and you'll be successful and remember, nothing happens online or off unless someone buys something.

A powerful and easy-to-use website
One of the most important things to consider when it comes to taking a website to the next level is making sure it's easy to update and maintain.  The faster and easier it is for company personnel to update and maintain a site, the more often these tasks will get done and the more traffic the site will get.

There are a lot of options out there for managing a website, but if regular maintenance is so complicated it can only be done by one person, it's probably not a functional arrangement for the company.  A good website should include management tools that require minimal staff training and no additional software to learn or buy.

Budget and results
When it comes to getting serious about the Web, everyone always wants to know what they should expect to budget and what they'll get for their investment.  An average website for an average sized business is going to run between $3,000 and $5,000.  This amount will include a professional, attractive site that business owners can be proud of along with Web management tools for easily updating web pages and for managing inventory or content.  This amount will also provide a strong foundational architecture to grow upon making future design changes easy and economical. Beyond these fundamentals the sky is the limit for adding more services, content and features.

In the end, the company website should instill confidence in its users, provide customers the services they expect, facilitate the process of doing business with the company and be easy for the company to update and maintain.  There probably isn't a single company out there not actively promoting its website on business cards, trucks, advertisements and marketing material; don't let all this effort go to waste. Taking the company website to the next level – and beyond – is easier and has better results than ever thought possible.

The goods on shopping cart abandonment

Experienced online shoppers are a dedicated bunch. They know what they want and when they want it, and they're always on the look out for a deal. The convenience of clicking a few buttons and having the purchase show up on the doorstep a few days later presents a joy surpassed only by a reasonable rate and no-fuss buying experience. But for those new to online shopping, that's where things get tricky.

Those “in-the-know” say online retailers are looking at about a 75 percent “shopping cart abandonment” rate, meaning 75 percent of those who decide to buy online are finding a site, deciding on an item, initiating the check out process, but jumping ship before finalizing the purchase. The question on the lips of web savvy marketing experts is, of course, why?

It helps to know what we're dealing with. Less than 50 percent of online retailers know their abandonment rate, and that isn't good. If you assume the 75 percent abandonment rate is correct, and calculate it along with the typical “visitors-to-sales” conversion rate of one to three percent, you're looking at 98 to 99 percent of site visitors leaving your site without making a purchase. Ouch.

Site visitors give lots of reasons for ducking out at the last minute. Comparative shopping, high shipping prices and long delivery times and unexpectedly high total cost are at the top of most lists. Flaws in the check out process such as the process being too long or confusing, the site requiring registration or too much personal information and the perception that the site is unstable or reliable are also common. Though there will probably never be a check out process that pleases everyone, there are definitely a few things you can do with your site that will improve the likelihood of online shoppers following through to the very end.

Size doesn't matter. Functionality does.
Studies suggest that the number of steps in the check out process doesn't really make a difference when it comes to shopping cart abandonment, but clarity and usability do. Adding a progress indicator lets shoppers know they're on the right track and when their purchase will be complete. Make the shopping cart easy to edit and include a picture of the item right in the basket so people can be absolutely sure they've selected the right product. Alternately, provide a link back to the product page to facilitate double checking. Use clear, easy-to-read fonts and clearly indicate what to click next in order to move forward in the process. The easier it is for customers to feel confident in their purchase, the more likely they are to follow through.

Wear your details on your sleeve.
Showing shipping costs, taxes, fees and estimated delivery times right from the beginning will keep customers feeling confident and informed. Be clear about the availability of products right on the product page, and if something is out of stock, list the estimated order date. No surprises for the customer means no surprises for you at check out time.

Act now, ask questions later.
A great deal of online purchases are impulsive and even more are made with convenience in mind. When a customer has already made the decision to purchase, the last thing you want to do is put them off by requiring they register for an account before they can check out. If you let a person finish the purchase, then request registration with a drop down box that already has their personal information in it from the purchase, you'll take the pressure off of the customer and have better results for yourself.

Create shopping Zen
People need something to believe in, and online shoppers are no different. To set customers' minds at ease, list the details of your guarantee, return, privacy, customer service and security policies at appropriate, visible places. Use a professional, encrypted credit card information system, rather than asking people to type their numbers into a random, accessible-by-who-knows-who text box. Most importantly, let them know you're real and available to help them along by listing a phone number on every page throughout the process, and make sure the number is answered quickly and efficiently by an actual person.

Thou shall not ...
Cohesive, consistent websites make an online shopper feel in control and comfortable. A clean, professional-looking website without misplaced, unnecessary graphics and over-sized fonts will instill a sense of confidence in site visitors. Avoid using a page that customers are expected to print and fax to place an order. It's too much work and lacks credibility. Nothing strikes more fear into the hearts of online shoppers than completing the purchase, being informed the credit card has been billed and then receiving an ambiguous error message that says the order can't be processed at this time. Using a strong, underlying technical architecture and stable online shopping technology will help avoid this scenario, and keep site visitors feeling good.

Online shopping is the way of the future. As life gets busier and more people choose to click their way to the purchasing decision, it's important to help them along. Clarity, simplicity and professionalism are key in reducing shopping cart abandonment and keeping you and your customers on the road to long term, online success.

What's in a name? What an email address says about your business

Business owners and those in charge of hiring know that little details make a big difference. Imagine conducting an interview with a bright, well-dressed, highly educated individual who gives all the right answers and wows you with his enthusiasm. "We've got a good one here," you think, until you glance at the contact information on his resume and his email reads: hotpantshunnybuns@hotmail.com. Sure, this may not negate the entire interview experience, and the guy could still be an amazing candidate, but don't say it wouldn't cause a fundamental shift in your perception of the person.

Whether or not we choose to admit it, the slightest thing can alter our perceptions, and as the saying goes, perception is truth. Just like hotpantshunnybuns probably moved a few places down on the list of potential hirees, so do business owners whose image isn't entirely professional – even in small ways.

Marketing and advertising material should always include full contact information, including several points of contact like telephone, fax and email. The mistake business owners will want to avoid is using free, generic email servers like Hotmail, Yahoo! and AOL to conduct business. Not that there's anything wrong with these email providers in general, but if its a professional image you're looking for, then its a business-specific, branded email address you want.

Registering a domain name so you can use <sam@superdrywall.com> instead of <sam@hotmail.com> makes a world of difference when making an impression on potential customers. The first gives the impression you are connected and dedicated to your business, while the later conjures images of a person who might only check his Hotmail as an afterthought. Using your company name as your email address also represents an additional opportunity to get your name out there and  paves the way for any future website development you may want to explore.

The best way to get a professional, cohesive company image out to the masses is to register a website domain with associated email addresses and have a nice, comprehensive site built by professionals. If you're not ready to take the plunge and have some lingering attachment to Yahoo! or AOL, both offer domain registration and email hosting using the domain of your choice for a flat rate. But for just a little more you can have the whole deal and make sure no one mistakes you for a hotpantshunnybuns when trying to reach you online.

Case study: SMT

Situation
SMT is a successful, state-of-the-art sheet metal company operating out of Raleigh, North Carolina. The company provides engineering, fabrication, assembly, paint, powder coating, screen printing, packing, logistics support, inventory and delivery services on small and large scale sheet metal projects. SMT came to Point One Media, looking for quick, effective, quality service in meeting its website and email needs, as the company's fast-paced, time-sensitive operations depend on reliable IT services.

Problem
The company's existing website was dated both in design and technology, and failed to present the high-calibre image the company has earned over 30 plus years in the business. SMT staff had little control over updating the site content and as a result the site contained information and media that were no longer relevant to the company's operations. Because its customer base includes some large, high-end contracts, SMT relies heavily on efficient, stable, easily accessible email service, which it was lacking within its existing technical services system.

Solution
After consulting with SMT to establish the company's needs, Point One Media was able to develop a full service website and email package that provides SMT with a comprehensive web-based solution. The new site's graphic design is clean and professional, giving SMT a fresh new look, while maintaining elements of the old site crucial to the company's long-established branding process. Point One Media's BOSS Web Page Editor technology was implemented in several areas of the new site, enabling SMT administrators complete control over editing and updating the site's dynamic content. Because of its top-quality, web-based email service, Point One Media was able to provide SMT with a system that can be administered by the company and accessed by employees from any computer connected to the Internet.

Result
SMT was provided a professional, highly-functional website and stable, easy-to-manage email service. The project was completed with SMT's involvement every step of the way so as to meet the company's specific needs and minimize disruption to the business it conducts online. SMT's new website is constructed using strong, flexible underlying technical architecture, which will allow the site to grow with the company into the future. Click here to visit SMT's new site.

Featured web management tool: Web Page Editor

The Point One Media Business Online Service Solutions (BOSS) modular system and its components are easy to use and enable you to interact hassle-free with your customers, dealers, staff and suppliers. The BOSS will empower your website giving your company more than an online brochure. BOSS modules allow you to quickly and easily manage your website and share important data through any Web browser connected to the Internet.

Web Page Editor module - Use this module to keep your site current and fresh by adding pictures and text at your leisure and with no hassles. The best part is the Web Page Editor requires no additional software; simply log in with a user ID and password and you're well on your way to making your website a valuable resource that will keep customers coming back time and again. Call 877.755.2762 or email Point One Media to request an online demonstration.

Get an expert analysis of your website

Is your website reaching its full potential in securing your success online? You'll never know unless you ask. Have a no-cost, no-obligation website analysis done by our senior technical and marketing experts. This comprehensive report will examine and rate your website in key areas including design and navigation, usability, content, layout, functionality, technology and much more. The report will also include a set of recommendations to address any shortcomings or improvements that could be made to your site.

Again, this is a free two-page report designed help you evaluate the success of your company website and to advise you about what can be done to improve your return-on-investment (ROI).

If you'd like a free analysis by our expert staff simply complete the questionnaire below or call us toll-free at 877.755.2762.  All information will be strictly confidential. Once we receive this information we will analyze your site and contact you with any further questions.  When it's all done we will email you a full report on your site and call you to review our findings.

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