The E-Commerce Question and Answer Book: A Survival Guide for Business Managers

The E-Commerce Question and Answer Book: A Survival Guide for Business Managers

by Anita Rosen

Paperback(2 ED)

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Product Details

ISBN-13: 9780814471548
Publisher: AMACOM
Publication date: 05/01/2002
Edition description: 2 ED
Pages: 240
Product dimensions: 8.08(w) x 7.94(h) x 0.69(d)

Read an Excerpt

Chapter 4: Creating E-Commerce Services

How do you create an e-commerce fulfillment policy?

Part of developing an e-commerce site is creating and communicating policies:

  • Online flow detailing what will happen when customers purchase the product
  • E-mail invoice confirmation after they purchase a product

Tell Me More

Many Internet novices think that once they enter a secure server, they have no choice but to purchase the product. You should clearly state that a transaction can be canceled at any time before the visitor clicks on the "purchase" button on your online purchasing site.

Online purchasing flowchart-A simple flowchart detailing what will happen when visitors enter your secure server will alleviate many of their concerns. An example of a purchasing process description is:

  1. Choose the product and press "purchase."
  2. This will automatically take you to our secure server where the purchase will be carried out.
  3. Fill out the customer information form on the secure server.
  4. Enter your credit card number.
  5. Click on the "purchase" button to purchase the product (this executes your purchase).
  6. You will get a screen with a listing of the transaction, telling you the transaction was successful. You will also receive an e-mail invoice.
  7. Your selection will be shipped to you in three to six working days. Once your product is shipped, you will receive a second e-mail providing you with a shipping tracing number.
  8. You can change your mind at any point in the purchase cycle before step five.

After your customer purchases a product or service from you, she should be taken to a click-through screen.A click-through screen is a screen that displays information and needs to be clicked on to move the customer to another screen. The click-through screen should thank your customer for her business, telling her the transaction was a success and providing her with a summary of the transaction.

Confirmation e-mail-You should automatically send your customer an e-mail confirming her purchase, detailing the products she has ordered and the price she has paid, listing the expected shipment date, and providing a hyperlink to a support web page on your web site.

Some useful items on the confirmation e-mail receipt include:

  1. Date
  2. Time
  3. Name of person ordering the product
  4. Ship-to address
  5. Transaction number
  6. Quantity and product ordered in clear language (don't use internal abbreviations)
  7. Price paid including tax, shipping, and handling
  8. A hyperlink web page the person can access if she has any questions
  9. Expected shipment /arrival date (e.g., product will be shipped within three working days)
  10. Return and cancellation policy
  11. A sentence asking the person to review the transaction to make sure all the information is correct

Once your customer has completed her online purchasing transaction, you will need to decide where in your site you want to send her. You can place your customer back on your web site's home page, on your product home page, or on a page with add-on specials. You need to direct your customer to an appropriate location, since you want to retain customers after transactions are made. Ask your salespeople what questions customers have after they purchase a product. Navigate online customers to a page that addresses those types of questions. If your customers experience buyer's remorse, navigate them to a page of customer testimonials. Alternatively, if customers are looking for add-ons to your product, navigate them to a product page detailing add-ons...

Table of Contents

1. eBusiness Definitions
2. Strategies for Becoming an eBusiness
3. Building your eBusiness Plan
4. Web Technologies
5. Online Purchasing Technologies
6. Choosing the Right Hosting Partner
7. Creating eServices
8. What Makes a Good Site
9. Marketing eProducts and eServices

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