Top 5 eCommerce Lessons Learned

This year marks the 3rd year that I’ve had an eCommerce store.  It has been a fun experience, and with each year I’m encouraged by customer’s feedback, yet having a store is not without it’s share of lessons.  In this post I share 5 of my top lessons, and invite you to chime in with yours (or ask your own questions).

Top 5 eCommerce Lessons Learned

To be honest, I was reluctant to put up a store online.  I knew nothing about it (other than my own experience as a customer at Amazon, Buy.com and other merchants), and I didn’t want to deal with the headaches of returns.  However, subscribers of the site, kept throwing it in my face, “I want to buy the ACT by Sage database software from you, but it is too difficult” (I handled orders over the phone, customers had to mail checks, it was a pain for all)…”you need an online store!”  So I did it.  It has been rewarding.  Here are 5 of the top things I’ve learned in 3 years of having a small business ecommerce store.

If Reselling Good Relations with the Product Provider is Key

If you don’t have your own product line, chances are you will be like me, and operate as a reseller.  I’ve found that having good relations and communication with the product creator is key.  Before signing up to resell someone’s stuff, find out:

o How satisfied other resellers are with the vendor

o Are there other resellers with an ecommerce store?  If not, why not?

o What is the overall market perception of the product and its creator?  If strongly negative, why?  Can it be overcome?

o Can you see yourself working with this company?

Being in the position of a customer advocate has helped customers, as well as the product creator.  I’ve found in keeping customers in the loop in a particular issue (regardless of size), as well as the product creator (in my case Sage Software), I’ve not only been able to improve my processes, but Sage has been able to improve theirs for resellers. If you resell for a company that has shared values here (as Sage Software does), you’ll be further ahead.

Responding as Quickly as Possible to Customers is Important

With all the scams and negative things on the web to steal from and waste peoples time, the ability to ruin trust and online credibility has never been at the current level.  I knew that in order to succeed I had to be as responsive as possible.  So, whenever a customer raises an issue, or has a question, I respond as quickly as humanly possible.  I may not be flawless in this effort, but many who have corresponded with me, know that I use a Blackberry (smartphone’s help in this effort!).

Get Constant Feedback from Customers

I learned early on, if I could ask customers what it is they wanted, or needed I would be in a better position to have them as a customer should I choose to fill the need.  When is there a better time to do that than when they have just completed a purchase?  On that page I ask customers why they chose to purchase from me.  The responses are very insightful to say the least.  More than that, I then have those quotes as fresh content for a customer quote kiosk on the main store pages.

When I have the chance, personal emails are used to determine the reason customers did NOT buy.

If You Have a List – Less Pitching More Value

This one is simple, if you condition subscribers that all you have to offer is something to sell, you are missing a relationship building opportunity.  Don’t get me wrong I do email customers regularly with offers, like now when ACT! by Sage 2010 has recently launched and has a promotion, however, I also give a lot of information away of related interest, like Top 5 Overlooked Features of the ACT! Software video training series.

Surprise the Customer

Let the customer know you appreciate their business by doing something unexpected.  I’ve found that sometimes customers are so wounded that it is pretty easy to exceed their expectations (responding to an email in a timely manner, or answering the phone), and then there are those who will never be satisfied.

I worked my graphics and web designer to create a helpful postcard for each customer who orders the software through my site.  This is not mentioned upfront, it just shows up soon after they have placed their order.  The response has been positive so far.

eCommerce Lessons Learned – A Common Theme…

Like many things in life.  Relationships matter.  As I review what I’ve written here, it’s hard to improve on what’s been said for a couple thousand years. “Do unto others as you would have done to yourself.” Certainly I’ve had my share of lessons along the way, and likely more are waiting in the wings.

What Say You? Chime in using the comment boxes below, with your questions, ideas, or your pearls of wisdom.

Image Credits: alles-schlumpf, poopoorama, joshsommers, killerpat007