EZeCom Implementation Process
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Today's forward thinking CEO recognizes the challenge of eCommerce as a strategic business issue, not a technical issue to be delegated to the IT department. Therefore, a successful eCommerce website requires a comprehensive design blueprint as well as an organized implementation timeline with milestones. The EZeCom implementation process is thoughtfully designed to guide EZeCom clients efficiently through website launch, with the same sense of urgency that is given to traditional sales growth efforts, so that the goal of new/increased online revenue streams can be realized quickly. Your EZeCom Sales Professional will help you through the implementation process, leveraging templates and checklists to ensure that we understand your vision and expectations, to organize information, and to coordinate critical tasks. At a macro-level, eCommerce is a closed loop process of planning, configuring, marketing, supporting, and measuring. Based on performance of the website relative to your goals, the process starts again with planning for improvement. |
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Plan (2-10 Days)
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q Define website goals and functional requirements q Clarify your value proposition q Identify your target audience q Benchmark the competition’s website(s) q Define your top 10 Key words/phrases q Document your current website’s performance baseline re: key words/phrases q Document your current sales baseline q Evaluate business strategy/process alignment re: inventory management, marketing, order fulfillment, finance, and customer service q q Procure the Internet Merchant Account (IMA) & SSL certificate q Set a target launch date q Train support resources |
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Configure (3-15 Days)
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q Complete graphics design (logo, colors, style sheet) q Draft tag line text, q Draft policies and obtain legal approval q Identify the first 25 products to place into inventory q Define major product categories and sub-categories q Define featured brands q Obtain product pictures and descriptions q Enter the first 25 products into inventory q Configure Related Links (if any) q Assign discount club levels q Setup shipping couriers/countries/states/taxes/multipliers q Activate shopping cart (SSL and IMA) q Configure Stat Counter (or other) visitor tracking account q Define needs for POS integration (perform if required) q Import inventory from existing database or spreadsheet (if available) q Complete QC testing q Change DNS as appropriate (technical launch) |
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Market (Ongoing)
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q Finalize tag line text q Finalize q Register (submit) website with major search engines (Google, Yahoo, MSN, AltaVista, Ask) q Register (submit) website with appropriate directories (e.g. dir.yahoo.com, infospace.com, etc. q Purchase advertisement and/or banner links on popular related websites q Draft and publish press release to distributors/resellers and existing customers (functional launch) q Draft and publish press release to media and professional associations q Identify top 25 customers (past 12 months) and coordinate special training sessions to familiarize them with ordering online. In advance: i. Set up Discount Club memberships. ii. Assign the proper discount %. iii. Create House Accounts as appropriate. |
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Support (Ongoing)
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q q During the first 6 months after going live, audit every phone/fax order to see if all the desired items could have been purchased online. If a part doesn't exist in your eCommerce inventory, add it. If all the parts in the order are in your online inventory, call the customer back and tell them that they might be able to save money by placing their order online. Talk them through joining the Discount Club and walk them through putting the items into their shopping cart to make their purchase. Most retailers have an initial negative reaction to the idea of calling the customer back and telling them that they can get the 10 items they want for $9 less just by ordering differently: "If I have a $300 order in hand, why do I want to call the customer back and turn it into a $291 order?" Consider: i. If the fax order is under 30 day terms, you can avoid financing your customer's purchase by having them use a credit card online. In other words, let Visa finance their purchase, not you. ii. Research shows that once the customer sees your online store, the odds of buying additional items are significantly improved. This increases your average order size. Don't be surprised when you heart the customer say, "Oh. I didn't know you had these. I need one." iii. Online ordering is usually much more convenient for the customer. Customers can place orders 24 hours a day without needing an order form, and without having to call during normal business hours. iv. Online ordering is less support-intensive for your staff (especially when compared to phone-in orders). v. The impression that you will make by taking the initiative to save your customer money will never be forgotten. You will have their business forever. q Add additional inventory as appropriate q Fulfill online orders q Provide customer service (e.g. online support) q Monitor transaction finances to ensure accurate payments are made and deposits are received |
Measure (Ongoing)
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q q Determine, on a monthly basis, your website’s ranking for each of your 10 key words/phrases within Google, Yahoo, MSN, and other search engines as appropriate. In our opinion: i. A “bad” index ranking is anything >50. ii. A “good” index ranking is 21-50. iii. A “great” index ranking is 11-20, or one that lists your site is listed on the second page of results. iv. An “outstanding” index ranking is 1-10, or one that lists your site on the first page of results for the key word (or phrase) searched. Many companies spend tens of thousands of dollars with internet marketing firms and never achieve a “top 10 ranking.” q Compare your website’s current rankings to those of last month. q Assess the meaning of you website’s visitor statistics (from your Stat Counter account). Pay special attention to Came From (referring URLs), Popular Pages, and Length of Visit. q As appropriate, revise your website (title, tag line text, categories, featured brands, feature frame contents) to achieve higher index rankings and/or to promote best selling products. |
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