Actinic ecommerce

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Frequently asked questions.

How can you take credit card payments over the Net?

There are three ways that merchants can take credit cards across the Net. The first is by capturing card details securely, transmitting them to your desktop and then processing them through a normal PDQ facility. This option is only open if the ecommerce software has the appropriate security and is bank- approved. It costs the least and minimises change and hassle for an existing business.

The second option is to process card payments in real time on the Internet. Service providers include NetBanx, SecureTrading, World Pay, Secpay, Datacash and many others (see the DTI Electronic Payments web site for more info - here and a list of providers on the Actinic web site - here). You pay more and generally have to wait for the money, but they process everything on your behalf. This generally is more cost effective than a bureau service, and is very suitable for medium and high volume sites.

Finally, some of the above service partners can provide a 'bureau' type service. If you are unable to acquire your own merchant account, they will transact the funds on your behalf- a useful service for some, but not cheap.

How should people promote their online web store?

There are lots of ways that this can be done, but for any business there are two no-brainers. The first is to promote the site to all existing customers. If existing customers don't know about the ability to buy online from you, they will go elsewhere. If they like it, they will probably tell their friends. So 'Order online at' and the web address should be on every piece of literature and advertising that a company produces.

The second is to register with search engines. It may take a little time, but it's free and can produce good results. Just remember that your ecommerce site will register more effectively if the pages are generated in HTML, rather than being dynamically generated from a database. In our customers' experience this can affect traffic to your site by around 50%.

What are the key things to turn browsers into buyers?

In short, remove the reasons why people might not buy. Make your web site oriented towards sales rather than marketing. When prospects are at the site, the marketing process is complete. So, show them the products immediately - don't hide them behind acres of marketing copy. Provide full terms and conditions - it seems more professional plus protects you. Give your contact details, including a telephone number. Explain your guarantee and returns policy - a rock solid guarantee goes a long way to persuading people to buy. Finally, explain your security, encryption and privacy policies.

What one thing can impress buyers?

Make the site fast. Use graphics effectively, not for the sake of it. Make the checkout process as easy as possible. Again, ensure that the site is not dynamically database driven unless this is absolutely essential - nothing is faster than doling out straight HTML.

How much will the software cost for setting up an ecommerce website?

The answer varies according to the sophistication and volume of the site. However, professional ecommerce software is available for under £1,000, even under £500, and you can rent Web space capable of running such software for under £300 per annum. Professional site design will increase your costs, but you can still expect to pay less than £3,000 for an average number of products.

Can I compete with the big boys?

The beauty of the Internet means small businesses can compete effectively - nobody knows the size of your company from a URL. Ensure your site is attractive, fast and easy to use. Make sure too, that you can fulfil the orders very promptly - people expect delivery within a day or two.

What are the security risks with doing transactions online?

Less than people think. In fact, the security risks run by web merchants are similar to those of mail-order companies. Just like them, it is sensible for merchants to put anti-fraud policies in place such as phoning to confirm orders that are a particularly high value or that come from parts of the world more prone to fraud.

Should I provide ecommerce through a browser interface?

At the moment, the most hyped topic around is that of the Application Service Provider or ASP. The theory is that everything can be done through a browser interface. Browsers are great, but don't believe all that you hear. If you have to use your ecommerce site a lot - like processing orders, changing products and prices and so on, you will find it cheaper and quicker via a local PC.

Should vendors maintain their own web sites?

Some companies supplying solutions for selling online keep all maintenance of ecommerce sites under their direct control. This means that if you want to change a price, you have to go through the supplier, potentially delaying your site updates. While this provides the service provider with a revenue stream, it can infuriate the merchant. The best way is to have a means of directly updating your site.

Is ecommerce profitable?

Absolutely yes! Selling online can be done on a small or large budget equally successfully and we have users to prove it. As with all business expansion, do your research, get advice from trusted sources, decide what you can afford to spend to test the waters and then jump!

Creating an online site for selling on the Web is not enough on its own, just like getting a new telephone number and expecting it to ring is not realistic. To attract visitors to your web site and convert them to customers you have to market the site.

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