Massachusetts Ecommerce Developer Practices What He Preaches
WEST BRIDGEWATER, MA, November 5, 2007 -- When web developer Kevin McNally gives advice to his B2C and B2B clients about their ecommerce web sites, they pay close attention, because they know he practices what he preaches. McNally, owner and creative director of Interactive Palette, Inc. has also owned and managed his own ecommerce business. He knows firsthand what can sabotage sales and prevent his clients from enjoying the success they envision.
“The best advice I can give to anyone getting ready to create an ecommerce business,” McNally emphasizes, “is to make sure that the ecommerce software program you use has the capabilities and flexibility to grow with your business. You must have the latest technology features to create a smooth and easy, positive experience for shoppers that leads them directly to the purchase.
The latest installment of “State of Retailing Online 2007,” released by www.Shop.org and Forrester Research supports McNally’s remarks. The report states that 80% of surveyed companies plan to improve their product images by adding alternate images such as zooming in on product details, 72% will add lifestyle photography and 63% plan to integrate social media tools such as customer reviews and videos.
“Shoppers need to be able to “hold” the product in their hands,” McNally states. “They need to know the important features and benefits of the product. If it’s a sweater, shoppers need to see exactly how it looks in all five colors. They need to zoom in and see close-ups of the pattern and other details. All of this information creates a stimulating, buying atmosphere.”
According to McNally, these are six of the many key ingredients for operating a successful ecommerce business:
1. Don’t over-commit to doing the maintenance on your ecommerce site. Be realistic about what you know and don’t know. If you know how to upload text content and product images properly, you can definitely save money doing it yourself. There are terrific Content Management systems available to help you. The question is: could your time be better spent doing something else? If so, let your web developer take care of your website’s maintenance.
2. Great product photography. Clear, attractive photos, professionally shot, will help make your products look irresistible. Use new technology to give magnified views of products that show details. Make sure your web developer reviews your photographs and identify the ones that may need to be re-shot.
3. Great product descriptions. Describe your products with enthusiasm and details. Sell the benefits, not just the features. Hire a professional writer to ensure your descriptions enhance your products and also include the keywords that search engines can use to find you.
4. A Home page that communicates clearly? Do your customers understand in an instant what your products are and the benefits of buying from you? Make sure shoppers get the message when they land on your ecommerce site.
5. Security. Every ecommerce site has the ability to be secure through the use of “SSL certificates” which allow customers to purchase products and communicate with your ecommerce business with confidence and safety and privacy. Make sure your site is secure.
6. Optimization. Every page of your ecommerce site should be optimized for search engines so that people who are looking for your products can find you and buy from you, not someone else.
Interactive Palette, Inc. is an award-winning web development firm in West Bridgewater, Massachusetts, a Boston suburb, with over one-hundred website and ecommerce clients across the United States. Their ecommerce clients sell a variety of products, from designer jeans and consumer electronics to PVC wood replacement trims for houses and health care products for consumers. For more information about building an ecommerce business, contact Kevin McNally, www.interactivepalette.com, (508) 559-0968.