Ruinous Electronic Commerce
Why only 5 % of all commercial sites make profit and the other destroy the owners? What are the reasons of the infinite dips, apparently, safe projects? Also what is necessary to make in order they have started to justify hopes rested upon them?
The creators of projects of electronic commerce frequently absolutely forget about the elementary bases of business.
It is considered to be that electronic commerce is a trade through the Internet. But after all the Internet is only a telecommunication network. On communication paths it is possible to hand over only the information but in any way the physical goods. Also it turns out that “electronic business” or “electronic commerce” is not business and not commerce. It is only usage of electronic systems for an exchange of the commercial or business information, its handlings and storage. Electronic commerce, electronic business, actually, doesn’t exist. There is all the same normal commerce, a normal exchange of the goods or services, the normal business working under normal laws and rules.
You sometime saw accounts, contracts and the other commercial documents signed by “company”, “business”, “enterprise”? No because there are signatures of specific people. And it is not important as the information exchange in between – through the Internet, by phone, mail correspondence or through personal contacts is organized. From people, instead of from computers, efficiency of any business depends finally.
The problem resolution follows also from understanding of these processes. It is necessary to give the main attention not to “the heaped up engines” for the computer and to huge assortment of an e-commerce shop but to buyers, their problems and desires. Buyers should attract to your goods or services as a magnet. That they again and again had a desire to shop at you.
And here the psychology of behavior of people comes into force. If you don’t consider it relying only on “abrupt” processing methods you are expected by a dip. And, in most cases one common sense is enough.
Statistics says that the person interested in acquisition of any goods does purchase, on the average, after seven contacts to the seller. From the first purchase make only about 2,5 % of people. Thus in 95 % of purchases are made at emotional level and only then the customer finds the logical arguments justifying purchase.
We, as a rule, see on pages of e-commerce shops lists of the goods with their technical characteristics (capacity, weight, overall dimensions) plus small photos. Tens and hundreds TV sets, refrigerators, vacuum cleaners, computers – and all are similar against each other.
Also it is impossible to forget that in 80 % of cases the decision on purchase (even the car) is accepted by women. And thus owners of shops offer them often long list of specifications which not each engineer will understand.
Look narrowly, consult on friends, be interested in judgement of experts? Here the owner of shop, especially “electronic” should give possibility to look narrowly at goods. It should become for buyer the friend and the expert capable to give a good advice, should explain why one goods differ from others, what advantages of each of them. And it should be made at first “meeting” with the buyer that he has wanted to return on a site once again. The second possibility “hook” on this buyer can not to be presented.
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