Some e-markets become success stories while others fail. Time and again, e-markets like e-Bay and have become super success stories while certain sites like Rediff-shopping have sustained themselves in the onslaught of internet marketing.

So what makes these companies perform better than the others, which failed to sustain their business. What makes certain websites tick and others to fail?  Research has indicated that there are few factors which affect the intention to purchase a certain product from a given website.

To make sure your website addresses these criteria, the following things need to be addressed with very high importance.

  1. First you have to draw your customers. To do so, you need to have a separate marketing strategy for search engines (Like Google).  Make sure the website i solid in depth keyword research.  A good keyword density of about 5-6% is necessary. Internal linking to related posts and use of HTML tags like heading ,bold and italic tags helps a lot. Spend efforts on link building too.
  2. Referring sites like blogs and forums, social media sites (Twitter/Facebook) and word of mouth help a lot to build up vendor reputation and spread product awareness. Connect with your current or potential customers through blogs and discussion forums and spread your campaigns.
  3. You have to keep them interested in your offers for long enough to trigger the purchase intention. Ensure you have all the relevant information on the website.
  4. Ensure that the website is not cluttered. Always avoid information overload. This distracts the customer.
  5. Ensure that the customer can access the payment portal very easily. An intention to purchase must be taken care of as soon as it is triggered.
  6. Ensure the customer of his privacy and security if he needs to put in sensitive information online. Adhering to international standards helps a lot. Focus on having his faith.
  7. Ensure there is a mechanism for feedback in the website. It pays to satisfy a dissatisfied customer. The returns from such a customer can be astronomical as his brand loyalty increase a lot.

Following these simple yet highly effective tips can change the way your customers perceive your website and your offerings. These simple tips will enhance the effectiveness of your websites a lot.

Try them out and let me know if you have any more inputs.

By Kar

Dr. Kar works in the interface of digital transformation and data science. Professionally a professor in one of the top B-Schools of Asia and an alumni of XLRI, he has extensive experience in teaching, training, consultancy and research in reputed institutes. He is a regular contributor of Business Fundas and a frequent author in research platforms. He is widely cited as a researcher. Note: The articles authored in this blog are his personal views and does not reflect that of his affiliations.