How to earn nothing with Internet
We've just seen that the opportunities offered by Internet
are not limited to companies born in the Silicon Valley
and financed by American capital. Nevertheless, 95% of
the sites created by French companies are inefficient,
from a commercial point of view. What is their secret
? What are the key factors to failure on Internet ?
There are many ways of existing commercially on Internet.
The most common form of interpretation is by creating
a Website.
The commonest type is a shop window. This is a very simple
site where the company presents itself (name, general
description of its activity, presentation of its directors
and its main products or services, commercial contacts,
address and e-mail). The main purpose is to identify the
company.
A catalogue contains the same elements but includes a
more detailed presentation of its products. Each product
has a page containing a detailed description and a photo.
Interested customers can contact the company by e-mail.
A store has an ordering system which allows customers
to order online. The simplest form consists of a form
to fill out, which is transmitted to the suppliers without
being decoded and is finally dealt with in a traditional
manner. The site can also include a more or less powerful
decoding system of the order form which ensures the confidentiality
of the relationship between the customer and seller. Finally,
the site can include an entire system of payment by credit
card : number decoder, checking the credit card network,
debit authorisation sent to the seller.
A shopping mall is a means of sharing installation costs,
managing and advertising several stores. A company offers
several different businesses to group together on the
same site and sell their products in an environment of
increased customer security. A shopping mall does in fact
inspire the customer with more confidence than a single
site. The drawback is that often the product presentation
is rather unexciting, but it does allow a business to
test Internet commerce with a small investment outlay.
An after-sales service can also form part of a site.
Thus software publishers allow updated software to be
downloaded, or propose an online hotline. A business consultancy
can offer its customers the means to follow the progress
of its service directly on its Website.
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