“90% of people did at least some of their Christmas shopping online in 2015”
For a while we have been saying that the growth in online sales is a trend that is not going anywhere soon. Over a billion pounds was spent online on Black Friday in 2015. This is 36% more than in 2014.
At the same time, there is a feeling that footfall in local shops is, ahem, falling and it seems clear to us that any high street store needs to consider whether their website is going to help them survive in a changing retail environment. We realise that not everyone in the world will have a Beyond Local website so, we thought we could at least share some of what we have learnt about e-commerce & retailer websites.
We've found there are 2 things you need to consider:
1 - Why should somebody buy from you?
This is your elevator pitch, your value proposition. Are you cheaper, better, faster than your competition? By knowing what this, and being able to communicate it, benefits all of your marketing, not just your website.
2 - What is best practice for selling online for your sector?
You need to know the best approach for selling your goods or services online. The simplest way to do this is to talk to potential customers - you could commission some research into who these people are and how to reach them. A quick win is to look at what your successful competitors are doing. The bigger they are, the more likely it is that they have spent lots of money doing the above, you can then try to adapt some of their ideas and approaches.
Once you’re clear why somebody should choose to do business with you, and what you want your website to achieve, then that’s when the fun starts.
Over the next 3 weeks we will be looking at some important considerations for your e-commerce website:
- How it looks
- How it works
- How to promote it.