6. Promote your Site Every Day

Strong marketing is the most important aspect of having a successful website. The best of sites won't make money if people don't come in hordes. Launch promotions, and get the word to everyone possible within your target audience.

You can do promotions using direct mail to your existing customer, in your newsletter, and fliers. All the methods of traditional marketing apply here. Don't leave any technique untried. Remember the old adage - Market, market, market.

7. Measure Results and Reorganize

Measure the results you are getting from each promotion religiously, and note what works and what doesn't. Experiment. Study. Fine tune. This is the only way to know how effective your campaigns and promotions are.

You can also bring in some external people to visit your site and give you sincere feedback about each page on your site. The more critical they are, the more changes you will make, and eventually it will benefit you and your customers.

Keep making changes and test what works and what doesn't on a continuous basis. What works today may not work tomorrow.

8. Keep a Simple yet Effective Web Design

There is intense competition on the web. Make a compelling website that showcases your USP (unique selling proposition) and brings the customer back to your site. Differentiate from the rest by using your imagination to make your site standout from the rest. A cool, cathy, easy to remember name could definitely help.

Make a simple site, with plain HTML, and a consistent look and feel on all pages. Use an easy to read font, at least a 10 size font, preferably 11. Do not load with graphics and huge pictures on every page, which may slow down your page.

Although this advice is becoming old fashioned as most people are moving to broadband, it is still a good practice, as you don't want to lose the customers who use a low speed modem.

Flexibility and ease of use are far more important than flashy graphics or cool Java applets. The objective is to keep the customer looking at the products, and not keep them waiting or lose them by slow loading graphics or effects.

Keep the catalog simple, and with a consistent design with links to Home, Checkout page, Privacy Policy, Terms and Conditions, Customer Profile pages handy and at the same, consistent place on each page. Make it easy to browse the store and mark products for later purchase.

9. Make the Login Process a Breeze

The less clicks needed to order, the better. Amazon patented their One-Click method that minimized the clicks, making the checkout process simpler and easier. Try to make the registration or login process minimal, and only keep the most relevant fields mandatory.

I was disgusted by the lengthy logon process which forced me to enter my middle name, date of birth, and mother's maiden name for just registering for an online taxi booking service. I left it mid way, and went to another taxi operator's site, which registered me within a minute. A simple thing can result in a costly mistake that loses the customer forever.

10. Reduce Popup Messages

Too many popups distract and disgust the customer. Especially after the visitor closes your website window, if you start to popup other windows with more promotions, it leaves a feeling of being chased. It is also the signature of most of the adult sites, so steer away from such insensitive practices.

Show your professionalism and respect the customer's privacy and time. It will help to build your image as a serious and professional site and enhance your credibility.

11. Use a Reliable Hosting Service

Use a service that is good, reliable, and can provide you with customer support at all hours. Web hosting is getting very cheap but it is better to pay a little more and get a fast and reliable web hosting. Nothing loses a customer faster than a slow site or a site that is down frequently. Compare a few hosting services, and ask around before signing up for one. You won't regret it.

Copyright 2004 Vinai Prakash. All Rights Reserved.

Vinai is a successful e-commerce consultant who has been providing sage advice to small and medium businesses in building, managing and profiting from e-commerce websites for the past 6 years. He is a sought after author & speaker on Internet Marketing and E-Business. Vinai can be contacted at vinai@intellisoft.com.sg for speaking engagements, as well as for consultancy engagements & advice on profiting from e-commerce.