Oct 18, 2010

How to Design an E-commerce Page

 

How to Design an E-commerce Page: Customer Feedback

To build trust with your customers, you need to be transparent about your policies. Don't force customers to search high and low for this info. Position it prominently on your site; otherwise it may appear that you have something to hide and turn customers away.

You'll want to include:

•    an about us page

•    contact info including who to call for what and hours of business operation.

•    company's policies and procedures on:

Shipping: Your shipping policy should include information on the available shipping options complete with estimated costs as well as a delivery timetable, taxes and other fees. Also, be sure to communicate with customers by e-mailing confirmations after accounts are created and purchases are completed.

Exchanges, Returns, Refunds, and Cancellations: Who pays for shipping? Is there a time limit or other restrictions to the exchange, return, or cancellation of merchandise? Is there a restocking charge if customers cancel or return the order? Do you offer a store credit, or fully refund charges to a customer's credit card?

Reviews, Ratings, and Complaints: Don't overlook the importance of allowing your current and potential customers the opportunity to speak directly to you–whether they want to sing your praises or gripe about an error or poor experience. Their feedback is an opportunity for you to make adjustments or improvements to your product or service and/or change their experience. Clearly state how complaints should be submitted (snail mail, e-mail, toll-free number, etc.), and how'll they'll be handled. Reviews will also help customers make more informed decisions about their purchases.

Dig Deeper: How to Make the Most of Customer Feedback


How to Design an E-commerce Page: Protecting Your Data

E-commerce merchants need to assure their customers that they can be entrusted with their personal information. Although not necessary for all businesses, most experts recommend posting your privacy policy to allay any fears. But, be aware, says Marilyn Prosch, Ph.D., CIPP,  associate professor of information systems at Arizona State University's W.P. Carey School of Business, "that doing so is considered a legal promise," so it should be reviewed by a lawyer for accuracy and to meet fair trade practices standards. The policy should clearly state what the data collected will be used for and how it will be stored, and for how long. 

Julie Smith David, also an associate professors of information systems at W.P. Carey School of Business and director of the Center for Advancing Business through IT (CABIT), advocates for merchants to incorporate the seven foundational privacy principles to aid in devising an incident response plan. This emergency preparedness plan would consider what steps should be taken to protect against data breaches and ensure business continuity. You need to ask yourself the what, who, and how of dealing with a privacy issue. While many hosting sites offer SSL certificates, The American Institute for Certified public Accountants, or AICPA, offers a free checklist to help businesses, big or small, assess their risk level.

•    Consider membership from programs such as TRUSTe, VeriSign, or BBBonline, seal-of-approval programs that sets voluntary guidelines for privacy-related practices.

If you're still a little wary, prepackaged options such as Amazon Services or EBay Stores may benefit you better. These services offer you peace of mind and the ability to test the market with a relatively small investment. You upload your product inventory, and your product is available to the millions of online shoppers that frequent Amazon.com or Ebay. You're notified by e-mail when an order has been placed and you're tasked with packing and shipping your items to the customer—unless you let Fulfillment by Amazon do the work. Amazon deposits payment into your bank account, and notifies you by e-mail that your payment has been sent.

Dig Deeper: Are You Defending Your Transaction Data?
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