Open the scene on 1988, Rhodes University, South Africa, they have successfully received the first South African IP Address and in November 1991 they make contact to the world. In June 1992 .co.za domains begin to do the rounds in the commercial market. Think of where you were in 1992? Think of how life has changed, how much quicker and fast paced everything has become.
According to the ZACR (https://www.registry.net.za/domain_stats.php) there are over a million .co.za domains, this not including South African companies who have registered .com, .org.za, .net and, . net.za domains.
We now face a problem that in 1992 didn’t exist, there are in essence 1 million other places your consumers can go. In the early 90’s having a website was reserved for the cool kid on the block now you can’t be taken seriously until you have a website.
This change in the way people buy has led to the evolution of the internet. It was once a place where a bit of data could be transported and now it is, in essence, the biggest shopping mall on earth.
One of the biggest mistakes I see is treating your website as something to market your product. That sounds right doesn’t it? Wrong, people often see and use their website as merely a tool to get the word out. There is this idea that once a website is live that is all that needs to happen, but a lot of startups don’t think about how to make the website sell.
Now before I continue, what does “a website that sells” mean, it means anything that generates sales. Be it a query for, a chat window, a call me back page or actual online sales with shipping. The trend is that more and more consumers are moving to other places where the website actually sells.
SELLING STRATEGY NOT MARKETING STRATEGY
That is why it is so important to figure out where your website fits in your selling strategy rather than exclusively in your marketing strategy. How does giving information about your product on your website lead to sales being generated? In which ways can I add elements to my website that ask users to engage their instead of making them call or come in?
Building your website into your selling strategy will help you come in contact with people who might never walk into your store.
HOW DO YOU DO THIS
1. Making your website mobile friendly:
Effective Measure in their E-Commerce Industry support Identified that 38%of shoppers access the internet via their mobile phone.
Just like doing stock take and cashing up in Brick and Mortar business, measuring how your website is performing is of utmost importance, set-up conversion goals and track where people fall off on your website.
3. Find out where to market.
Think about where your ideal consumer is finding their information. Do they prefer Instagram to Facebook? What magazines do they read? How Tech Savy are they?
4. Think about the consumer’s experience.
How does your website make the consumer feel. If your website is similar to a store, how do you create that feeling of genuine shopping, or speaking to a consultant. How is does your consumer’s digital shopping experience compare to a Brick and Mortar shopping experience.
If you have any questions, leave them in the comments below or ask a marketer