1、The Online Selling Handbook|1The Online Selling Hand-bookEverything You Need to Start a Successful E-commerce BusinessThe Online Selling Handbook|2Table of ContentsIntroduction04Chapter 2:How to Find Online Business Ideas and Source Products to Sell09Chapter 3:The Paperwork:How to Make a Business Pl

2、an and Register as an E-commerce Company40Chapter 4:How to Set Up a Website for E-commerce 86Chapter 5:How to Set Up Online Payment Methods to Accept That First Purchase145Chapter 6:Pick Packaging That Saves You Money184The Online Selling Handbook|3TABLE OF CONTENTSChapter 7:How to Ship Products for

3、 an Online Business223Chapter 8:Successful Marketing Strategies for Small Businesses 251Chapter 9:Small Business Customer Service Strategies Explained290Chapter 10:How to Handle Customer Returns320Chapter 11:Fulfilling Orders at Scale with a 3PL or Management Software353The Online Selling Handbook|4

4、IntroductionIf youre currently wondering how to start an online business,youre not alone.These unprecedented times have spurred many aspiring entrepreneurs to action.Curiously,this isnt the first time that economic and political uncertainty have inspired professional change.In fact,more than half of

5、 the companies on the 2009 Fortune 500 list were launched during a recession or bear market.While we cant predict what the future will bring,we do know that e-commerce is growing rapidlydriven largely by cultural shifts related to shelter-in-place policies around the world.For some consumers,their r

6、ecent increase in online purchases is here to stay,for example:14 percent of consumers have shopped a new website for basic items,with 50 percent intending to continue after COVID-19.14 percent of consumers have shopped a new website for non-basic items,with 56 percent intending to continue after CO

7、VID-19.E-commerce Growing RapidlyThe Online Selling Handbook|5 Relative to pre-crisis,23 percent expect their online shopping habits to increase after COVID-19.As you research how to start an online business,you may start to notice there are a multitude of steps to take.Its easy to feel overwhelmedt

8、heres so much to do!But,our easy-to-follow,definitive guide will help you every step of the way.Were diving deep into every facet of creating an online business to make it easy for you to get started and scale quickly.From choosing a product and building a website to creating shipping labels and pro

9、cessing returns,we leave no stone unturned in the e-commerce process.This handbook is for you if:You have an amazing small business idea,but not sure where to start.You have a new product in mind,and want to make sure theres a market for it.You dream about the independence that comes from being your

10、 own boss,but dont know what product to sell.You own a brick-and-mortar store,and would like to take your business online.Youre familiar with some aspects of business(maybe,marketing or social media),but youre looking for the whole picture.INTRODUCTIONThe Online Selling Handbook|6INTRODUCTIONTo make

11、 sure this advice for building a booming business is bulletproof,we tapped top e-commerce SaaS providers and online retailers to share their expertise and experience.Our roster of experts includes:BeanBox:Based in Seattlearguably the coffee capital of the U.S.Bean Box is a coffee subscription and gi

12、fting company that ships literally tons of coffee(75+tons in 2018)to coffee lovers across the U.S.annually.Greenbelly Meals:Greenbelly Meals provides non-cook,ultra-lightweight,nutritious backpacking meals.Since its early years,Greenbelly Meals has at least 10 xed its growth.Mail Order Mystery:Mail

13、Order Mystery delivers a mystery story experience for kids that comes through the mail.In its busiest months,Mail Order Mystery sells around 2,500 orders.Mini Materials:Mini Materials sells realistically scaled-down versions of building supplies,including miniature cinder blocks,red bricks,wood pall

14、ets,lumber,and more.It ships about 300 packages a month,exceeding 500 packages during the holiday season.The Online Selling Handbook|7 Mr.Muffins Trains:The owner of one of the largest public train layouts in the country,a 15,000 square foot space in Atlanta,Indiana.Mr.Muffins Trains sells train com

15、ponents online,consistently ranking in the Top 2 percent of high-performing Shopify stores.The company sees between 1,000 and 1,500 orders a month.We are also lucky enough to share teachings from some of our awesome partners:BigCommerce:the flexible,open SaaS platform leading a new era of e-commerce

16、.Deliverr:an Amazon-like fulfillment solution for your eBay,Walmart and Shopify businesses.Ecwid:the e-commerce platform that easily syncs to sell across a website,social media,marketplaces,like Amazon,and live in-person.Fishbowl Inventory:an inventory,warehouse,and manufacturing management solution

17、 for Quickbooks.Peoplevox:is an e-commerce warehouse management system,designed for fast-growth online retailers and direct to consumer brands.Returnly:a returns solution that lets shoppers get the right item before returning the wrong one.ShipBob:a web-based fulfillment management software that hel

18、ps you manage inventory and track real-time stock levels across fulfillment centers.INTRODUCTIONThe Online Selling Handbook|8INTRODUCTION ShipHero:a fulfillment and cloud software designed for DTC brands looking to optimize their warehouse operations.Shopify:the all-in-one commerce platform to start

19、,run,and grow a business,powering more than 1,000,000 businesses worldwide.Soapbox:a warehouse and inventory management platform that streamlines and automates the fulfillment process.Stripe:the fastest way to start accepting online payments and unify everything you need into a single system.Truepil

20、l:An API-connected healthcare infrastructure to help businesses reach patients and customers.Veeqo:an inventory and shipping platform for growing e-commerce businesses.Wix:a platform that helps you create a free website,with customizable plans for e-commerce sellers.WooCommerce:the fully-customizabl

21、e,open source e-commerce platform built for WordPress,designed for small to large-sized merchants.Here we go!Pull up a chair,crack open that notebook,and lets get to work.Back to Table of ContentsThe Online Selling Handbook|9Chapter 2:Finding and Sourcing ProductsThe Online Selling Handbook|1How to

22、Find Online Business Ideas and Source Products to SellThe product you choose to sell is akin to the patty of a hamburger.Without it,you have nothing but a sad excuse for a saladnot enough substance to build a booming business.You will need the rest of the ingredients(think a clean website,nimble mar

23、keting,responsive customer support,etc.)to make your hamburgernobody eats patties plain.But,a good product is foundational to your companys success.In this chapter,we cover everything you need to know to create and source your products,so you can set your business up for success.Once your product is

24、 ready,then you can invest in an online store,packaging materials,and everything else that enables you to rake in the cashall things well cover in future chapters.WebsiteProduct ReviewsYour ProductCustomer SupportMarketingThe Online Selling Handbook|2Choosing a Product to SellChecklistBefore you emb

25、ark on your journey to build the perfect product to sell,tear out this checklist.Enjoy the satisfaction that comes from crossing off each to-do item as you accomplish it.The Online Selling Handbook|3Step 1:Pick a ProductSome people think they need to have a product idea before they can try their han

26、d at entrepreneurship.Thats certainly not true.In fact,for many sellers,the desire to start a business comes first,the product idea comes second.Its safe to assume that youre here because you have the motivation to start a business,so well start with the second half of the equation:finding a product

27、 or service to sell.If you already know what product you want to sell,good for you!Well meet you at the next section:validate the product idea.If youre struggling with coming up with the perfect product,dont dismay.Here are a few suggestions to help spark inspiration.The Online Selling Handbook|4Let

28、 Your Passions Drive YouAs you are pursuing your own interests,it is a natural progression to notice unfulfilled needs in your own life.In short,be your own customer.Create or offer a product that meets a need you have.Greenbelly Meals,for example,was born out of a hikers struggle to get enough calo

29、ries during long-distance treks.STEP 1:PICK A PRODUCTThe Online Selling Handbook|5 Chris Cage,founder of Greenbelly MealsWhen youre hiking and biking all day,you burn a ton of calories.Plus,being on foot meant I had to carry my own supplies,which meant every ounce counted.I realized that there was a

30、 hole in the market for lightweight,packable food that didnt require a camping stove.I started testing recipes in my moms kitchen and have grown into a full-time fulfillment team.Weve at least 10 xed our growth since those early years.”Read the Shippo Case StudyThe Online Selling Handbook|6Offer a P

31、ainkiller,Not a VitaminAs we think about the types of products that make for successful businesses,wed be remiss not to share sage advice from Shippo CEO and co-founder Laura Behrens Wu.Laura equates vitamins with nice-to-have products.Sure,you might get some customers,but when push comes to shove,y

32、our products lack the sense of urgency to buy.On the other hand,if your product solves a critical problem for your customers,youll keep them coming back over and over again.STEP 1:PICK A PRODUCTThe Online Selling Handbook|7 Laura Behrens Wu,CEO and co-founder of Shippo“A former boss told me that I n

33、eeded to create a product thats a painkiller not a vitamin.This tip was fundamental in our shift from running an e-commerce marketplace for artists to developing a solution that would solve not only my shipping pain points but the pain points of e-commerce shippers across the globewhich ultimately l

34、ed to the birth of Shippo.”The Online Selling Handbook|8STEP 1:PICK A PRODUCTHelp HobbyistsIf you want to buck the trend of problem-solving businesses,look no further than the hobby industry.Hobby stores can reap heaps of revenue simply because customers will buy new products all the time.Meet the f

35、olks behind two successful hobby businesses.The Online Selling Handbook|9STEP 1:PICK A PRODUCTMr.Muffins TrainsIn 1999,when Stephen first sold his trains on eBay,his son thought it would be a good idea for Stephen to name his eBay profile after The Muffins,the fictional family on which Stephens bedt

36、ime stories were based.Shortly after setting up his eBay profile,Stephen opened the house to neighbors,and let people bring their kids to come to see the trains,and it was super popular.After outgrowing smaller warehouse spaces,Mr.Muffins Trains now occupies a 15,000 square foot space in Atlanta,Ind

37、iana.To sustain the showroom,Stephen is a reseller and dealer of model trains.Read Mr.Muffin Trains profileMr Muffins Trains WebsiteThe Online Selling Handbook|10Mini MaterialsMini Materials got started in 2015 selling realistically scaled-down versions of building supplies.Mat and Erik sell miniatu

38、re cinder blocks,red bricks,wood pallets,lumber,and more!It began with an eagerness to start a business and found small versions of everyday products as a novel way to enter the industry.Hobby businesses are great because customers are incredibly loyal.Mini Materials offers discount codes and promot

39、es new products weekly via email.Its social media following is where a great deal of its customer base finds out about the company and transitions to a purchase on the website.Read Mini Materials profile Mini Materials WebsiteSTEP 1:PICK A PRODUCTThe Online Selling Handbook|11Share Your ExpertiseIf

40、youve worked in a given industry for a while,you likely have expertise to offer others.There are many ways to use your unique talents.STEP 1:PICK A PRODUCTTeach others what you know.You may be the worlds top embroidery enthusiast.Create a needlepoint kit to sell to beginners to try their hand at it.

41、Bonus:create YouTube videos or blog posts explaining novice techniques to position yourself as the expert and help customers with their new kits.Offer your services or products to others.Create a platform that allows your customers to find you and buy your services or products.Maybe youre an artist

42、that creates comic books.Create a website to sell to customers around the world.Have you mastered how to make sourdough bread?Allow customers to make online orders to purchase your bread.The Online Selling Handbook|12STEP 1:PICK A PRODUCTLook at Whats TrendingMany entrepreneurs find success selling

43、products that fit current trends.These products might not be very flashy,but they can offer serious profit.The key here is to know where to look for inspiration.Here are a few places to start.The Online Selling Handbook|13STEP 1:PICK A PRODUCTMarketplacesMost marketplaces showcase popular items on t

44、heir home page or department pages.Marketplaces will aggregate product pages that are making a lot of sales or getting a lot of views,so that visitors stay on the website and buy more goods.For example,as most of the world shelters in place during the COVID-19 pandemic,many online consumers are sear

45、ching for home office furniture,at-home workout equipment,and more.Cooking EssentialsOffice GearPantry BasicsYoga must-havesPet SuppliesEntertainmentGaming TechThe Online Selling Handbook|14STEP 1:PICK A PRODUCTWhat Marketplaces Should I Study?Keep in mind that once you visit a marketplace,the resul

46、ting products will be tailored to your previous search results.Theyre able to do this using cookies which are data files sent from the website and stored by your web browser.These files contain information about your clicks and data shared.Marketplaces will then use this to tailor your experience an

47、d encourage you to buy more items.If you want an unbiased view of the marketplace(which we recommend when looking for products),you have a few options.Either clear the cookies from your browser or use a browser that does not save cookies like Google Chromes Incognito Window.And,finally,some marketpl

48、aces will also sprinkle in their own products(think:Amazon devices)into these lists whether they are best sellers or not.Youll always want to make sure you test the validity of the product before you make a decision,something well talk about next.Amazon depop eBay Etsy Kickstarter Mercari OfferUp Vi

49、nted ZibbetMarketplaces to followThe Online Selling Handbook|15STEP 1:PICK A PRODUCTInfluencersCheck out YouTube or Instagram influencers to see what items theyre promoting.Take a look at their posting history to get a sense of what products have been successful for them.YouTube is especially popula

50、r for gaming,toy,and tech industries.Some of the top channels are:FunToys Collector Disney Toys Review Ryans World Unbox Therapy Marques Brownlee Vat19 UrAvgConsumer Jamie Oliver(food)Annette White(travel)Alexa Chung(fashion)Oliver Proudlock(lifestyle)Michelle Phan(beauty)Massy Arias(fitness)Instagr

51、am is a great platform for apparel,jewelry,food,and beauty companies.HubSpot compiled a massive list of Instagram influencers for popular industries.Highlights include:The Online Selling Handbook|16STEP 1:PICK A PRODUCTProduct Review and Trend WebsitesCheck out product review and trend websites to s

52、ee whats working.Some websites like were specifically designed to help entrepreneurs find their next big idea.You can also scan some highly-trafficked product review websites,such as:Consumer Reports Wirecutter CNET Good HousekeepingThe Online Selling Handbook|17Step 2:Validate the Product IdeaAs yo

53、ure finding a new product to sell,remember this old adage of my grandmother:never try a new recipe for company.Just like that new frosting technique youve been eyeing,you want to make sure your product is well-tested and destined for success before you put it in front of customers.Otherwise,you risk

54、 losing out on sales.Here are a few ways to validate your product idea before you put business dollars behind it.The Online Selling Handbook|18STEP 2:VALIDATE THE PRODUCT IDEAUnderstand the Search VolumeBefore you invest in a product,you want to understand the size of your potential audience.To do t

55、hat,you want to look at the amount of people searching for related phrases(that you can eventually reach with your online business)and more details about their demographics.Here are a few free and paid tools you can use to get a sense of the interest in your product.The Online Selling Handbook|19STE

56、P 2:VALIDATE THE PRODUCT IDEAGoogle TrendsGoogle Trends is a free tool that allows you to look up the popularity of given keywords.The data is based on actual Google searches.Say,for example,we want to sell a wireless mouse.Were in the throes of COVID-19 pandemic and we anticipate that folks are sta

57、rting to get tired of their clunky home office setup(or maybe thats just me).Start by entering the term“wireless mouse”into the search field.Ideally,the graph is up and to the right,which means interest is increasing,like so.The Online Selling Handbook|20STEP 2:VALIDATE THE PRODUCT IDEALook at the t

58、rend for different time ranges,geographic locations,then browse related queries to see if theres a unique market need you can address.Google Trends also has a handy compare feature.You can compare the interest for two different products,like if you are trying to decide between selling a wireless mou

59、se and a wireless keyboard.You can see which term gets searched more often.The Online Selling Handbook|21STEP 2:VALIDATE THE PRODUCT IDEAGoogle Keyword PlannerYou can get more detailed information about audience interest from another free tool:Google Keyword Planner.You will need a Google Ads accoun

60、t to access it,but you wont need to have an active campaign(read:spend money)to use the tool.Start with discovering new keywords.Take a look at these columns of data:Average Monthly SearchesShows the average number of searches for this keyword and its close variants based on the time range as well a

61、s the location and search network settings selected.You can use this information to see how popular your keywords are during different times of the year.CompetitionShows how competitive an ad placement is for a given keyword,specific to the location and search network settings selected.The level of

62、competitionlow,medium,or high is determined by the number of advertisers bidding on each keyword relative to all keywords across Google.Top of Page Bid(low range)Shows the lower range of what advertisers have historically paid for a keywords top of page bid,based on the location and search network s

63、ettings selected.Top of Page Bid(high range)Shows the higher range of what advertisers have historically paid for a keywords top of page bid,based on the location and search network settings selected.The Online Selling Handbook|22STEP 2:VALIDATE THE PRODUCT IDEAHeres How to Navigate Google Keyword P

64、lannerStep 1:Look at the average monthly searches for a broad,generic term(e.g.“wireless mouse”).You want it to get a decent amount of searchessomewhere in the tens of thousands.Its nice to see a large number here,because that means that theres a large potential customer base.Step 2:Check the terms

65、competition.Its okay if competition is high,but its important for understanding your competitive landscape.Typically,the more general the search term,the more competitive it is and the harder it is for your website to organically show up on Page 1 of search results.The Online Selling Handbook|23STEP

66、 2:VALIDATE THE PRODUCT IDEAStep 3:Notice the top of page bid range.If those numbers seem expensive,its another sign that this term is highly competitive.Also,you want to make sure the cost to purchase an ad for that term is reasonable when you consider how much you might be able to sell the product

67、 for.Step 4:From there,look for more specific keywords(usually a longer phrase or string of phrases)that have a lower number of average monthly searches and a lower level of competition.These are the terms you can start to build a business around.Youll be more likely to find early success with more

68、specific keywords and eventually grow to become more competitive against higher volume keywords.The Online Selling Handbook|24Another helpful tool is Keywords Everywhere,a browser addon that allows you to get more information directly in your Google search.The freemium option is useful for SEO resea

69、rch,since it shows you related keywords and other phrases people search based on the keyword you entered.The real gold mine is in its paid version.It shows monthly search volume,cost per click,and competition data for keywords as youre conducting a Google search.That way,you can see search volume an

70、d competition as youre doing product research.Keywords EverywhereSTEP 2:VALIDATE THE PRODUCT IDEAThe Online Selling Handbook|25Evaluate CompetitorsOnce youre happy with the potential audience for your product,you then want to size up your competition.Nows the time to start making a competitive analy

71、sis.First,make a list of your top competitors.The list can vary based on industry.Its likely that youll have a range of big and small companies,new and old players,folks that sell exactly what you will,and others that are only partially related.The more information you can include on each competitor

72、,the better.STEP 2:VALIDATE THE PRODUCT IDEAThe Online Selling Handbook|26STEP 2:VALIDATE THE PRODUCT IDEAUse a personal email address and sign up for the companies newsletters and follow them on social media,so you can start to immerse yourself in the language and strategies they use.Once youve col

73、lected your data,start to look for opportunities for your business to differentiate.It could be as simple as creating a cleaner,more user-friendly website.You might also experiment with discounts and promotions that havent been tried yet.Number of SKUs(stock-keeping unit;another way to say products)

74、Product prices Discounts,promotions,sales Customer service process Social media presence For each competitor,take note of:The Online Selling Handbook|27We also recommend researching your competitors using third-party tools.These tools can help you put numbers behind your competitive analysis,includi

75、ng website traffic,acquisition channels,keyword rankings,and more.Third-party Analysis ToolsSTEP 2:VALIDATE THE PRODUCT IDEASome options to consider are:AlexaBuzzSumoSEMrushMoz The Online Selling Handbook|28STEP 2:VALIDATE THE PRODUCT IDEAConsider Your Target CustomerBefore you and your product can

76、put a ring on it,youll want to make sure that there are no blockers when it comes to your target audience.The tools above will help you get a better understanding of the customer demographics.Questions to consider:Do your customers live in locations that you can easily ship to?Do your customers shop

77、 and spend time online?What websites and platforms do they spend their time on?Are your customers key decision makers in their household or business?Are you targeting kids that dont have credit cards or entry-level employees that dont touch their companys purse strings?Do your customers have brand l

78、oyalty that will be hard to overcome?Studies show that consumers are much more likely to try new brands during a major life change.For example,ZenithOptimedia surveyed 1,121 consumers to find that people were more likely to have tried new brands if they had undergone a life event.In all product cate

79、gories,bar one,the probability of trying new brands increased by at least 75 percent after a life event.The Online Selling Handbook|29Step 3:Source the ProductWhile we all wish we could snap our fingers and have our product magically appear in our office or warehouse,the reality is finding and stock

80、ing your product is a little more challenging than that.The good news is that with the advent of the internet,sourcing products has gotten much easier.You can find a manufacturer or distributor,order samples,and finalize terms all from the comforts of your desk chair.When you start your search,ask y

81、ourself:how do you want to source your products?The Online Selling Handbook|30STEP 3:SOURCE THE PRODUCTYou can:Make it yourself.Maybe you make special handcrafted jewelry or the best cookies known to man.Youll likely start out making and selling them yourself.One thing to consider is how you will be

82、 getting the materials or ingredients.Consider buying the materials wholesale or in bulk for better cost efficiencies.At scale,you can also hire employees or third-party vendors to create your product faster.Buy from a distributor or wholesaler.If your product already exists,you can look for compani

83、es that offer it in bulk at a discount.Distributors are companies that sell products,but they do not make them.Theyre able to offer you competitive rates,because they usually order larger quantities from manufacturers than what you would buy on your own.Similarly,wholesalers sell products in bulk qu

84、antities in order to offer discounted pricing to sellers.Find a manufacturer.These are companiesboth in the U.S.and abroadthat will make your product for you.Youll want to go this route if you have a brand-new product in mind.And if youre looking to source an existing product,working directly with a

85、 manufacturer offers you more control over the quality of the product.The Online Selling Handbook|31STEP 3:SOURCE THE PRODUCTOnce youve decided what youre looking for,you can start researching potential companies.Traditionally,retailers attend trade shows and read trade publications to find the righ

86、t manufacturer.These are a great option if youre looking to network with professionals in your industry and learn more about the sourcing process.While a trade show can be a big investment,you may want to attend periodically to stay up-to-date on trends and supplier information.For example,ASD Marke

87、t Week is a comprehensive trade show for consumer merchandise in the U.S.The show floor is filled with retail vendors offering wholesale prices.Alternatively,more retailers are turning to online marketplaces and directories.Here are a few to consider: (U.S.-based wholesale sellers with manufacturing

88、 relationships around the world)A (manufacturers and distributors in China)Makers Row (manufacturers in the U.S.)T (manufacturers and distributors in the U.S.)The Online Selling Handbook|32STEP 3:SOURCE THE PRODUCTAs youre searching,keep in mind that some marketplaces have a badge system to highligh

89、t trustworthy manufacturers.For example,Alibaba allows you to search by suppliers that are flagged as Gold Suppliers,companies that pay Alibaba each month to have this status on their profile;Trade Assurance,those that provide greater protection to the buyer in the event of quality or shipping dispu

90、tes;and Assessed Supplier,businesses that have been verified by a third party.When youre ready to reach out to a potential supplier,you want to make sure you talk the talk.It can be challenging to be taken seriously as a new purchaser,so have a solid plan in place and understand the industry lingo a

91、nd processes.The Online Selling Handbook|33STEP 3:SOURCE THE PRODUCTRequest a SampleAlways be sure to coordinate and approve samples before placing a large order.This step is critical to creating a product that you can sell.Have the Specs(Specifications)ReadyAs youre reaching out to potential suppli

92、ers,make sure you note the product specifications.Be specificyep,thats why they call it specifications.Share the exact dimensions,colors,fabrics/materials,etc.that you want for your product.If you want them to add a logo,make sure to provide it as a file with a transparent background.Dont risk provi

93、ding vague instructions to your supplier and then end up unhappy with the product you receive.The Online Selling Handbook|34Agree on a Mockup Do your best to share a mockup of the product you want.You can start by drawing it out on a piece of paper or editing an existing picture in Adobe Photoshop,M

94、icrosoft PowerPoint,Canva,or another photo editing tool.Some suppliers will provide you with a mockup before you agree to production.If possible,have an image that both parties agreed upon,so you can reference it when you receive the product for review.Set a Price Before you commit to a sample,youll

95、 also want to discuss price.The supplier will share pricing information for the creation and shipment of the sample.In addition,make sure you are aware of the cost for creating and shipping the larger batch once the sample is approved.Get the Timing Right Its important to set your expectations aroun

96、d timing,because it can be a while before you have a sample in your hands.Once you agree on a mockup and pay for the sample,it usually takes about a week for the supplier to create it.Then,STEP 3:SOURCE THE PRODUCTThe Online Selling Handbook|35theyll ship it to you.Depending on the suppliers locatio

97、n and the carrier service level chosen,it could take anywhere from a few days to a few weeks for the sample to arrive.You may be in a time crunch and want to start selling ASAP,but by skipping the sample stage,you risk having a large order of inventory you just cant move due to a defect or low quali

98、ty.If you are pressed for time,you can order the sample and chip in for express shipping.Thats an additional expense that might be worth it to get your item faster.Then,when you make the larger order,you can choose a slower shipping option thats more economical in the long run.Be sure to take note o

99、f the suppliers business hours and holidays.If youre a business in the U.S.that chooses to work with a manufacturer in China,for example,you will likely be communicating with them at the beginning or end of your work day when they are more likely to be online.The U.S.and China have different nationa

100、l holidays that will affect communication and production,as well.STEP 3:SOURCE THE PRODUCTThe Online Selling Handbook|36STEP 3:SOURCE THE PRODUCTPlace the Large OrderThe process for placing the bulk order is very similar to ordering the sample.The supplier will have an MOQ(minimum order quantity),wh

101、ich means that youll need to buy at least that many products in order for them to serve you.Typically,the price per item will be lower the more items you order.As youre placing the larger order,ask about the production lead time.This is the time it will take for the supplier to fulfill the order.The

102、 production time will be longer for the larger ordersanywhere from a few days to a few weeks.The Online Selling Handbook|37STEP 3:SOURCE THE PRODUCTPayment OptionsThere are some payment options that are better than others when it comes to protecting your purchase and ensuring you dont get scammed.Tw

103、o popular options are using PayPal with its Purchase Protection for Buyers or a third-party Escrow service that keeps your money safe until you receive the expected product.If someone is asking you to send money in a way that feels inappropriate,trust your gut and find another supplier.You can also

104、do a Google search of the suppliers name to see if there are any reviews online to reference.If other buyers have been scammed,they will sometimes post about it for others to take heed.The Online Selling Handbook|38STEP 3:SOURCE THE PRODUCTInspect Your OrderConsider hiring a third party,like QIMA,to

105、 inspect your order for quality assurance.Especially if you placed an order overseas with a long shipping time,having a local company inspect the order for quality before it gets shipped will save you a lot of time in the process.The Online Selling Handbook|39STEP 3:SOURCE THE PRODUCTCelebrate Your

106、ProgressOnce youve successfully received your first large batch of products,its time for a quick celebratory dance.Sure,you have a few more obstacles to overcome before you make that first sale,but youve taken a huge stepone that so many aspiring entrepreneurs are still dreaming about.Back to Table

107、of ContentsThe Online Selling Handbook|40Chapter 3:LegitimizingYour BusinessThe Online Selling Handbook|41The Paperwork:How to Make a Business Plan and Register as an E-commerce Company Even if you have the best business idea in the world,you wont be taken seriously until you put it to paper.After y

108、our product is validated and in production,you should start the necessary plans and paperwork for new businesses.Some items are required by the state in order to operate,like the paperwork needed to register a business.Its just as important to know how to make a business plan,since a plan is critica

109、l to finding success.The Online Selling Handbook|42Legitimizing Your Business ChecklistHeres a checklist of the paperwork,plans,and information youll need to start your business on the right foot.The Online Selling Handbook|43Step 1:Choose a Company NameWell start with the fun stuff,since your compa

110、ny name is usually required on just about any plan or paperwork.Ideally,your company name will be memorable and clearly represent what you doeven better if you can snag a corresponding domain name in format.For an e-commerce company,your business name and domain name should be as indistinguishable a

111、s possible.(Note that its harder to get your domain name of choice nowadays since so many of them have been bought up.)To get started,there are plenty of brainstorming tools you can use to create possibilities,including Shopify Business Name Generator.The Online Selling Handbook|44Even if you dont b

112、uild your website right away,youll want to select and purchase your business domain before finalizing your company name.If you know what e-commerce platform youre going to use for your site,most of them have a domain search function.You can also look up available ones at NameC and N.When brainstormi

113、ng ideas for your business and domain names,feel free to be creative,but avoid confusing,hard-to-remember ones.Skip anything with an odd spelling(using a“k,”for example,where a“c”would normally be used).And avoid overusing hyphens(if you have to use a hyphen to get your domain of choice,stick to jus

114、t one).STEP 1:PICK A COMPANY NAMEThe Online Selling Handbook|45Whats in a Name:BeanBoxBased in Seattlearguably the coffee capital of the U.S.Bean Box is a coffee subscription and gifting company.They started their business using the.co domain.Recognizing the value of ,and after proving out their pro

115、duct/market fit for three years,founder Matthew Berk and his team paid the hefty price tag that came with purchasing and then shifting to .Read Bean Boxs profile Beanboxs WebsiteSTEP 1:PICK A COMPANY NAMEThe Online Selling Handbook|46Whats in a Name:Mail Order MysteryJust like the company name impli

116、es,Mail Order Mystery delivers a mystery story experience for kids that comes through the mail.Customers know what theyre getting and can easily remember a domain name thats a direct match of the company name.Read Mail Order Mysterys profileMail Order Mysterys WebsiteSTEP 1:PICK A COMPANY NAMEThe On

117、line Selling Handbook|47STEP 1:PICK A COMPANY NAMELean towards extension for your domain because people tend to associate that with established businesses and they typically type in that extension in search bars.Other extensions,such ,.biz,dev.,.org,and so forth can be used,but they arent as desirab

118、le.Avoid second-tier types of extensions,such as.mobi,.info,and so on.Its possible that someone bought a domain name but isnt using itand may therefore be willing to sell it to you.You can find information about a domain names owner through“Whois”tools.Heres the GoDaddy version of this tool.If time

119、is on your side and theres an unused domain name that you have your heart set on,you can use domain monitoring tools to see if your preferred choice becomes available.Bottom line:You want to make it super easy for people to get to your website.Of course,there are edge cases that fly in the face of t

120、his advice.G,for example,wasnt something that people would have initially connected with a search engine.However,its usually most effective to keep the meaning of your business nameand its associated domain name intuitively easy to understand.Alternatively,avoid being so specific that,if you expand

121、your product lines,it no longer makes sense.The Online Selling Handbook|48STEP 1:PICK A COMPANY NAMEAlso consider search engine optimization implications.These are especially important for online businesses because your traffic wont come through your physical front doors as they do with a brick and

122、mortar.Rather,traffic often arrives when people either specifically type in your domain name or do a keyword search in a search engine.Being SEO-savvy with your domain choice and including a strategic keyword can help you to capture a larger share of searches where the intent is to find and buy the

123、kinds of products you sell.In past years,many companies went too far in jam-packing their domain names with keywordsand now,more than ever,this strategy can backfire,with Google looking askance at this attempt to game the search system.We look to M,an expert in this subject,for guidance.They suggest

124、 that,when possible,“include a keyword that helps make it obvious what your business does while keeping your domain name catchy,unique,and brand-friendly.”Examples of what to avoid:“best-pancake-pans-for- and senior-eldercare-retirement-home-”.Silly as those examples may sound,when Google was using

125、domain names as a more significant ranking factor,those are exactly the ones used by certain companies.Heres a pro tip.Consider adding a verb to your domain name(for example,GoS!).This can help to encourage people to act.The Online Selling Handbook|49Once you have a short list of names for your comp

126、any that you like,ones where a desired domain is available,get feedback from trusted colleagues and potential customers.What kind of reactions are you getting?Can it be confused with anything that has a negative connotation?When you say the name out loud,does it resemble anything with an unwanted me

127、aning?Google those company names.Is anyone else using them?Even more important,are they trademarked by someone else?Check Secretary of State records in your state because,if the name youre considering is too similar to an already existing one,its possible that you wont be allowed to register it.Afte

128、r you purchase a domain name,you may want to also purchase the same domain with other extensions.This will help to prevent the confusion that can occur if someone buys those domain names and sets up a competing e-commerce business.You might also want to buy domains that are very similar to the one y

129、oull use,again to avoid potential confusion and to protect your business.STEP 1:PICK A COMPANY NAMEThe Online Selling Handbook|50Step 2:Create a Business PlanA business plan serves as the foundation of your new online business in two distinct but equally important ways:as an internal document that w

130、ill guide you in forming and running your business and as an external document as you solicit feedback from respected colleagues and potential business partners,seek funding,and more.You may hear a business plan referred to as a business guide,roadmap,or blueprintand,if one of those terms resonate w

131、ith you,then thats the term to keep front of mind.Although some people may debate the value of creating a business plan,a Palo Alto Software survey of nearly 3,000 businesses shows how doing so can just about double your chances of growing your business.The study authors note that,outside of a few o

132、utliers,“business planning appeared to be positively correlated with business success.”The Online Selling Handbook|51STEP 2:CREATE A BUSINESS PLANAs you begin to create your business plan,the early stages of this process can be a mixture of brainstorming ideas and researching facts.It can help to fo

133、cus on writing a draft that can then be tweaked,rather than trying to create a perfect plan from the start;the second strategyaiming for perfection right out of the gatecan often result in endlessly staring at a blank screen.Creating personascomposite sketches of each segment of your target audience

134、can significantly help you to have a clear understanding of your buyers,which in turn will help you to provide what What is the overall purpose of my company?What is my mission statement?Vision statement?What,if any,social service components will exist?What products will I sell?How will I source my

135、products?Will manufacturing be involved?Who is my target customer?Will I be serving a more general audience or a niche one?Will my business be B2B(business to business)or B2C(business to consumer)?Questions to answer as you develop your plan include:The Online Selling Handbook|52STEP 2:CREATE A BUSI

136、NESS PLANthey need and market to them.In fact,an ITSMA study shows that 90 percent of companies that create personas have a better understanding of their buyers.PersonasThe Online Selling Handbook|53Elements of the Business PlanSTEP 2:CREATE A BUSINESS PLANA business plan starts with an executive su

137、mmary,which is a one-page summary of the key points of your plan.This is a crucial part of your business blueprint,one that potential funders and partners will likely review to see if they want to delve into your entire document and possibly collaborate with you.Tip of the day:Write this summary las

138、t so you can pull out the most important points from each of the subsequent sections of the business plan.Next up is an in-depth company overview.This is where you can strategically share your business goals,mission statement,and vision statement,along with your business structure(more about that la

139、ter in this chapter),and biographies of key company personnel that include their relevant knowledge,experience,The Online Selling Handbook|54STEP 2:CREATE A BUSINESS PLANand connections.Although youll provide a high-level look at your products and services here,save the more detailed information for

140、 a later plan section.The next section can often be one of the most time-consuming to put together:the market/competitive analysis.Hopefully,youve already done some of the heavy lifting for this section when you researched market fit for your product.List your target markets and estimate the number

141、of people in each of them who may buy your product.For example,if you plan to sell a product that will help people who have diabetes,list the numbers of people in your target geographies who have that condition.Regardless of what you will sell,be careful not to overestimate your The Online Selling H

142、andbook|55STEP 2:CREATE A BUSINESS PLANpotential audiences and avoid saying that everyone will want your product.As the hoary old saying goes,when you create something for everybody,youve really created it for nobody.What kind of market share can you realistically expect?If you have a niche product,

143、how can your product supplement whats currently available?What barriers to entry exist?How significant are these barriers?List your competitors by product line,and share how your product is different from or better than their offerings in key ways or otherwise describe where you see your company fit

144、ting into the industry landscape.There is a model,known as Porters Five Forces and developed by Harvard Business School,that can help you to gather information and create this section of your business plan.The Online Selling Handbook|56Porters Five ForcesCompetitive RivalryBargaining Power of Suppli

145、ersBargaining Power of CustomersThreat of New EntrantsThreat of Substitute Products of ServicesThe Online Selling Handbook|57STEP 2:CREATE A BUSINESS PLANNow explain your products and services in more detail.Youll want to include features as well as benefits.Features are descriptive and share what y

146、ou sell,i.e.,six-inch blue widgets,round shaped.Benefits,meanwhile,share how that product will fulfill a need for your customers and improve their lives.While features are the“what”of it all,benefits are the“why.”Start to think about your marketing plan.How will you share the news about your product

147、 to prospects?Well cover e-commerce marketing in greater detail in a later chapter.In the meantime,consider outlining information about your website,your plans for organic search engine optimization(SEO),paid search,email marketing,content marketing,and more.With an online business,product delivery

148、is crucial,and you can describe your logistics plan and more in the business operations section of your plan(another aspect of selling that well cover later on).The Online Selling Handbook|58STEP 2:CREATE A BUSINESS PLANFinally,theres your financial plan and forecasts.How much money do you have,eith

149、er through your own funds or from investors?What type of revenue and expense projections can you provide to potential lenders or partners?The three basic financial statements youll need to create as you operate your business are the balance sheet,income statement,and cash flow statement.Lets jump in

150、to the nitty gritty of financial planning.The Online Selling Handbook|59Step 3:Forecast Your FinancesAs a new business,you cant know with certainty what your sales will be,so youll make an estimate with projections called a sales forecast.The money that you bring in through sales(and,if applicable,t

151、hrough other income streams)will be your revenue.Heres one way to create a monthly or quarterly sales forecast,with each bullet point representing a column in a spreadsheet.List the names of products sold in each line of this column;for purposes of sales forecasts,you dont need to have a separate li

152、ne for blue widgets,and then red ones,and then yellow ones if these widgets cost the same.You could simply write“multi-colored widgets”and then the number sold.(On the other hand,there will likely be other reasons why youll want to know which colors are most popular,including for supply chain and ma

153、rketing reasons,so feel free to organize in a way that works for your business.)The Online Selling Handbook|60 List the corresponding price for each product.List how many of each product you sold in the timeframe covered;perhaps Q2 of year one.Next up is unit costs.This includes costs of parts,assem

154、bly,and so forth(your costs of goods sold or COGS).In the next column,multiply your number of units times the cost of each unit.This will let you know what your costs of sales/direct costs are.Subtract your cost of sales from your revenue to determine your net revenue on each product.Total up column

155、s C,D,F,and G.STEP 3:FORECAST YOUR FINANCESProduct NameSmall Widgets14.9924.9934.993002001006004,497.005,622.753,499.008.0012.0016.0013,618.752400.002700.001600.006700.002097.002922.751899.006918.75Medium WidgetsLarge WidgetsTotalsUnit PriceUnit SalesRevenueUnit CostCost of SalesGross$The Online Sel

156、ling Handbook|61STEP 3:FORECAST YOUR FINANCESUse spreadsheet formulas so that,if you change a numbersay,the sales figures in C3corresponding calculations can automatically and accurately be made.For example,by adding 25 more unit sales in C3,youll get this:Product NameSmall Widgets14.9924.9934.99300

157、2251006254,497.005,622.753,499.008.0012.0016.0013,618.752097.002922.001899.006,400.002097.002922.751899.006,594.00Medium WidgetsLarge WidgetsTotalsUnit PriceUnit SalesRevenueUnit CostCost of SalesGross$The Online Selling Handbook|62STEP 3:FORECAST YOUR FINANCESThis is a simplified version of what a

158、sales forecast might look like for your products.In reality,there are issues of discounts,returns,and so forth that also need to be considered.You would want,for example,to also calculate your gross margin percentage(not just dollars)to see how they fit within your industry standards and more.But,th

159、ese examples illustrate the point.A sales forecast cant be a standalone document,however;youll also need to create an expense budget that includes salaries,equipment,website expenses,insurance,marketing costs,payments on loans and so forth.In other words,what are the costs you will incur to be able

160、to sell what you forecast?There will be some fixed costs,such as salaries,and some variable ones,such as advertising.Also check with the IRS and professionals you hire to make sure youre ultra clear on what taxes youre required to pay.Investigate what insurances you need to protect your company agai

161、nst lawsuits and claims of liability.What about vehicle insurance for anyone employed by your company who needs to drive for work?The Online Selling Handbook|63Transit insurance if youre sending a shipment out to a warehouse?How much do you need in coverage for each?At what point will you break even

162、,when your sales and expenses match up?At what point will you make a profit,with revenues greater than expenses?As you scale up,how will that affect your expenses?If youre looking for investors,they will want to know this information and have it solidly backed up.To help keep track of the financial

163、health of your business and to provide information when needed,there are certain documents youll need to regularly create.STEP 3:FORECAST YOUR FINANCESThe Online Selling Handbook|64STEP 3:FORECAST YOUR FINANCESBalance SheetThe SBA is a wealth of information,including about balance sheets.This financ

164、ial statement shares your companys assets,liabilities,and owners equity at a certain point in time.You may decide to create one annuallyor quarterly.Here is a template.Balance Sheet TemplateThe Online Selling Handbook|65STEP 3:FORECAST YOUR FINANCESThe first page lists what you own(your assets),whil

165、e the second page lists what you owe(your liabilities)and the owners equity,which is the difference between the two.The two columns must always have the same total and can show a positive or negative owners equity:If,for example,you have assets of$10,000 and debts of$6,000,then your owners equity is

166、 a positive$4,000.If,however,your assets are$10,000 and you owe$15,000,then your owners equity is a negative$5,000 and you owe more than you are worth.If you divide your liabilities by your assets,then you have calculated your debt ratio.In our first example,that would be 60 percent.How does that co

167、mpare to other companies in your industry?The Online Selling Handbook|66STEP 3:FORECAST YOUR FINANCESIncome Statement(also known as Profit and Loss or P&L)Here is a template for an income statement.You would list your revenue and then subtract your costs of goods sold and expenses to get a financial

168、 snapshot of your companys performance at a certain time.Income Sheet TemplateThe Online Selling Handbook|67STEP 3:FORECAST YOUR FINANCESYour revenue is the money coming in through your sales and any other income streams,while the cost of goods sold(COGS)represents what it costs you to make or obtai

169、n what you sell.If you subtract the COGS from revenue,this represents your gross profitin other words,profit before you need to pay your expenses.You then subtract your operating expenses,which includes what youre spending to operate your company,along with depreciation of capital assets like equipm

170、ent,research and development costs and so forth.Whats left is your operating income.And,once all expenses are subtracted from revenue,you have arrived at whats called your bottom line:the amount of profit or loss that occurred in this timeframe.The Online Selling Handbook|68STEP 3:FORECAST YOUR FINA

171、NCESCash Flow StatementHere is the template for a cash flow statement.Cash flow has been described as the lifes blood of a business,and for good reason.You could,for example,own plenty of expensive equipment,which can make your balance sheet look greatbut you may not have the liquidity(cash and acco

172、unts that can easily be turned into cash)to meet your expenses.Or,you could have lots of accounts receivables(money owed to you by customers)but,if invoices arent paid,you still may not have the cash you need to pay your own bills.Cash Flow Statement TemplateThe Online Selling Handbook|69STEP 3:FORE

173、CAST YOUR FINANCESA cash flow statement,then,shows the cash going in and out of your business to give you an overview of your companys ability to meet expenses.A lender or potential investor will likely want to see this statement to see how well your business is generating and then managing its cash

174、 positionin other words,how you fund operations and pay your debts.Heres an overview of how to handle your cash flow statements.The Online Selling Handbook|70STEP 3:FORECAST YOUR FINANCESPricing Product StrategiesWhen you start your online business,youll need to set your prices.This can involve inve

175、stigating what other companies are charging for similar products and,whenever possible,estimating what their gross margins must be for comparison purposes.Larger companies will likely be paying less per item for parts and products than ones who order in smaller quantities.When initially setting your

176、 prices,one method involves simply figuring out what people are willing to pay.If youre selling commodity items without bells and whistles,you may need to charge what the market can bear.Meanwhile,you can also focus on creating innovative products with benefits not found elsewhere in the market toda

177、y and then charge more for your specialty versions.The Online Selling Handbook|71STEP 3:FORECAST YOUR FINANCESOr,to help gain entry into the marketplace,you might calculate how much less you can charge than the more established players and then dazzle customers with your service before edging up you

178、r prices.On the flip side,perhaps you plan to offer premium services that can help to justify higher prices from the start.No matter what method you choose,prices need to be set in a way that:Generates enough sales for your business You can cover your expenses and then earn a profitThe Online Sellin

179、g Handbook|72STEP 3:FORECAST YOUR FINANCESExpenses to consider include costs to:Meet payroll Provide benefits to employees Make loan payments Lease or buy equipment Make your products Ship products to you,if using a manufacturer Ship products to your customers Get professional advice from lawyers,ac

180、countants,and consultants Pay for website expenses,from your domain name to hosting fees,and to create content for the site Advertise Pay payment providers for online purchases Warehouse your products and manage inventory Have an office,furnish it,and pay utilities Meet your tax obligations Purchase

181、 insurancePricing isnt typically a set-it-and-forget-it task.So,youll need to regularly review your pricing strategies.When,for example,should you offer a sale?Provide a discount coupon to reward shoppers?Raise your prices?The Online Selling Handbook|73STEP 3:FORECAST YOUR FINANCESFinancing OptionsS

182、ome people have the ability to use the bootstrap method to fund their new businesses.In short,you pay for your business yourself.Others ask friends and family members for a loan.Still others apply for bank loans.If thats the strategy you plan to follow,be sure to explore options because there are a

183、wider variety today than in the past.Square,for example,offers loans up to$250,000(and as compact as$500).The Online Selling Handbook|74Step 4:Select a Business StructureNext,youll need to decide your business entity,with the IRS calling these the most common:Sole Proprietorships:This is when you ow

184、n a business by yourself,and its not incorporated.If you go that route,here is tax-related information.Partnerships:This is when two or more people own a business,with each person contributing in some form(“money,property,labor,or skill”)and who each expect“to share in the profits and losses.”Here i

185、s tax-related information.Limited Liability Company(LLC):LLC membership regulations vary by state,but most dont have restrictions on ownership types.This means that owners can be individual people,as well as corporations,other LLCs,and so forth.Most states also allow single-owner LLCs.Here is tax-re

186、lated information.The Online Selling Handbook|75STEP 4:SELECT A BUSINESS STRUCTURE C Corporations:The people who form a C corporation,meaning the“prospective shareholders,”are in effect trading money and/or other assets for capital stock from that corporation.If you go that route,here is tax-related

187、 information.S Corporations:This is a particular type of corporation,one where the companys income and loss,deductions and credits are passed through in a different way.Heres more tax-related information.The Online Selling Handbook|76In todays gig economy,there are plenty of freelance writers,artist

188、s,designers,and so forth,and they often are set up as sole proprietorships(although some like the legal protection of incorporating).It isnt unusual for individual entrepreneurs to pair up with someone who possesses skills they lack.Using our first example,a freelance writer and a web designer might

189、 work so well together that they form a partnership to offer online content services.As business models become more complex,theyre more likely to choose to become an LLC or corporation.To decide which structure is best for your business,you may decide to consult with an attorney and an accountant.Yo

190、u can review the IRS information,as well.Plus,the Small Business Administration shares the pros and cons of the various types of business entities,including less common ones.Well provide overviews of some of the more typical types.STEP 4:SELECT A BUSINESS STRUCTUREThe Online Selling Handbook|77Sole

191、ProprietorshipThis is the easiest business structure to createin part because,if you dont register yourself as any particular kind of business,then youre automatically categorized as a sole proprietorship.As the sole business owner,you have complete control of all the decision making and you still h

192、ave the ability to get a trade name if you choose to do that.Potential downsides include that,when you are a sole proprietor,your business is not a separate entity from you,which means that you can be personally liable for business debts,lawsuits,and the like.Plus,it can be harder to get a bank loan

193、 and,as a sole proprietor,you cant sell stock to raise funds.Some business owners find that having the ability to make all the business decisions is appealing,while others may ultimately decide that they would prefer a structure where others also contribute and take on some of the risk.Some business

194、 owners may therefore start out as a sole proprietor and then choose another structure.STEP 4:SELECT A BUSINESS STRUCTUREThe Online Selling Handbook|78STEP 4:SELECT A BUSINESS STRUCTUREPartnershipsIf there will be two or more people owning a business,then a partnership is the simplest structure.As w

195、ith a sole proprietorship,business owners sometimes start out as a partnership to test their business concept and then decide to switch to another structure.With a limited partnership,there is one personthe“general partner”who has unlimited liability.The other partners have limits on their liability

196、,but that often means that they have limited say-so in how the business is run.Specifics of how this works should be carefully described in the partnership agreement.When this type of business makes a profit,each partner needs to account for his or her share on personal tax forms,with the general pa

197、rtner also needing to pay self-employment taxes.The Online Selling Handbook|79As long as each partner is satisfied with his or her role thats described in the partnership agreement,this business entity can work out well.If,however,the general partner finds that he or she has too much responsibility

198、and/or liability,as one exampleor the limited partners feel constrainedthen there can be challenges that should be discussed for the successful growth of the company.Limited Liability Company(LLC)There is also the limited liability company(LLC)that combines the benefits of a partnership with those o

199、f a corporation.In most cases,for example,an LLC protects your personal assets if the company is sued or needs to file bankruptcy.LLC partners are considered to be self-employed and need to pay taxes in that way.Profit and loss must be appropriately addressed in the partners personal income tax fili

200、ngs but no corporate taxes need to be paid.If a partner leaves your company,then you may need to dissolve the LLC partnership and craft a new one if the partnership agreement doesnt effectively address that situation.The quality of any partnership depends upon the skills and dedication of each partn

201、er,and how well they ultimately work together to achieve their goals.STEP 4:SELECT A BUSINESS STRUCTUREThe Online Selling Handbook|80STEP 4:SELECT A BUSINESS STRUCTUREC CorporationCorporations are different from other business entities in that theyre considered to be legally separate from their owne

202、rs.They therefore provide owners with the strongest protections against personal liability because the corporation itselfwith a standard one known as a C corpcan be held legally liable when issues occur.Corporations can make a profit,with the corporations paying income tax on those dollars.If a shar

203、eholder leaves the company,the corporation doesnt need to be dissolvedsomething that can happen with partnerships.Plus,C corps that go public can sell stock to raise funds.Downsides of forming a corporation include the costs to incorporate,which are higher than the other options.Plus,because of regu

204、lations,there is significantly more record keeping,reporting and so forth with corporations and,if the company pays out dividends to stockholders,profits can be taxed twice:once on the corporate profit and again when stockholders need to pay them when filing.The Online Selling Handbook|81STEP 4:SELE

205、CT A BUSINESS STRUCTURES CorporationAn S corporation(S corp)is structured in a way to prevent the double taxation that can happen with a C corp and is a business entity thats allowable in some but not all states.Under this entity,profits and some losses can be passed directly to an owners personal i

206、ncome;meaning,without corporate taxes being paid on those dollars.Different states handle the specifics differently,so be sure to understand how your state operates.Pros and cons of an S Corporation are in many ways the same as a C Corp,plus there is the following restriction:you will be limited to

207、100 shareholders and each of them must be a United States citizen.The Online Selling Handbook|82STEP 4:SELECT A BUSINESS STRUCTURERegistering Your BusinessThe SBA provides a wonderful resource to guide you through the registration processes.Step one,the SBA says,is to use your location and business

208、structure to determine what registrations are required.(They provide a detailed chart on this page.)In most cases,it can be as simple as getting your federal tax ID and registering with state and local governments,as needed.In some instances,when youre conducting your business under your own name,re

209、gistrations may be optional,with advantages of doing so providing legal/tax benefits and personal liability protection.With an S corp,there is an extra step:Form 2553.The Online Selling Handbook|83As far as state registrations,it depends upon where you live.You can use the scrollbar at SBA to select

210、 your state and find more specifics.Typically,states require businesses to register if they are a partnership,including an LLC,or a corporation.Youll probably need to register with either the Secretary of State,or a designated business bureau or agency.When considering what states you need to regist

211、er in,states usually consider the following:a businesss physical location;where in-person meetings are often held;where a significant portion of revenue is generated;and/or where your employees are working.You may be able to register online,although some states require paper documentation.Fees for s

212、tate registration vary,although theyre usually under$300.Your state may also require followup documentation.Check with your county and city governments to see if you need to file for any licenses or permits.They often provide this information on their websites.And,if youre going to use the DBA optio

213、n as your trade name,then local governments may require you to register that name.STEP 4:SELECT A BUSINESS STRUCTUREThe Online Selling Handbook|84STEP 4:SELECT A BUSINESS STRUCTURETrademarks and DBAsWeve referenced both of these in this chapter and now heres more information about them from the SBA.

214、A trademark can protect your business,as well as specific products,preventing other companies from using your trademarked names.Heres more information by the United States Patent and Trademark Office.Then theres the DBA.Technically standing for“doing business as,”its commonly called your trade name,

215、assumed name,or even fictitious name.Note that multiple companies can share the same DBA,even within one state.This gives you more wiggle room to choose one but,when selecting a DBA,trademark laws still apply,so make sure that youre not infringing on one.The Online Selling Handbook|85STEP 4:SELECT A

216、 BUSINESS STRUCTUREEven if no governmental agency requires you to register your DBA(if youre using one),the SBA says there is often value in it.For example,when opening a business banking account,you can typically do so with your federal tax ID number and your DBA documentation.Making plans and fill

217、ing out paperwork to legitimize your business can feel like a daunting task.Yet,these steps are well worth your time and attention as you build the necessary framework for your company.Back to Table of ContentsThe Online Selling Handbook|86Chapter 4:Building a Website fromScratchThe Online Selling H

218、andbook|87There are more than 1.5 billion websites on the Internet today.How will yours stand out?Whether you want to sell products online or in-store,youre going to need to set up a website.And not just any website;its going to have to engage your customers and be easy for them to use.Your website

219、needs to be pleasing to the eye without too many bells and whistles that may hinder your customers journey Yep,its a tall order,but with the right planning and knowledge,it can be achieved.This chapter will show you how to plan and set up a website from the very beginning,so that you can carefully c

220、onsider and balance all the requirements needed to make it look professional and be successful.The Online Selling Handbook|88E-commerce Website ChecklistFollow these step-by-step instructions for setting up an online store.The Online Selling Handbook|89Step 1:Define the Objective of Your Website As

221、you embark on the journey of setting up your e-commerce website,you want to be sure that the site has a definite,clear,and focused objective.At the same time,you want to make sure that your website objective aligns with your company objective.They need to mirror each other;otherwise,potential custom

222、ers will be confused as to what your company is all about.Start with a list.Ask yourself these questions:What is the purpose of my website?It could be to introduce a new product or service,or to show the inventory of all you have to offer.The Online Selling Handbook|90Who is my target audience?Who d

223、o you hope will be logging on to your site and staying a while?Who will be coming back again and again?Are you appealing specifically to men?Women?Upscale buyers?Animal lovers?People who like to eat certain foods?Drill down!What is it that you want your website visitors to do?Another word for this i

224、s“call to action.”What action do you want your visitors to take?Maybe its to make a purchase,or to sign up for a newsletter or join a waitlist.Maybe its to inform them about your brick-and-mortar store(and show them how to get there).STEP 1:DEFINE THE OBJECTIVE OF YOUR WEBSITEThe Online Selling Hand

225、book|91Step 2:Purchase a Domain NameYour domain name is more than your websites address.A good name can help customers remember you,increase word of mouth,and build your reputation as a business.Your websites domain name can work as a positive association with your business,a shortcut.If the name is

226、 easy to remember,the customers will not have to struggle to find you online.In Chapter 3,we talk about how to choose a company name and purchase a domain name.If you havent clicked“buy”on that domain name yet,now is the time to do so.While you dont need a domain to design a draft of your website us

227、ing many of the popular e-commerce platform design tools,you cant publish your website without one.The Online Selling Handbook|92Unused domain names tend to be pretty cheap(think in the$10-20 range per year).Some e-commerce store platforms will cover that cost for the first year to entice you to use

228、 their service.Either way,most will also allow you to purchase your domain through their platform,so you can manage your domain in the same dashboard you use to manage your website.STEP 2:PURCHASE A DOMAIN NAMEThe Online Selling Handbook|93Step 3:Create a SitemapJot down a roadmap for your customers

229、 as they journey through your website.Before you dive too deep into the many pages and posts you can add,think about how your customers will land on your website.The Online Selling Handbook|94STEP 3:CREATE A SITEMAPIdentify Your Landing PagesWell spend an entire upcoming chapter on marketing,but bri

230、efly consider how you want to generate demand for your product,because it will impact the landing pages for your website.Besides your home page,this is where your customers will get their first impression of your website.You want to present a strong brand identity on these key landing pages.Heres a

231、real world scenario to consider:if you focus all of your energy on your home page,but most of your traffic sees your blog posts first,you may be missing an opportunity to engage with customers.Lets cover a few more examples of the traffic source,customer journey,and their respective landing page.The

232、 Online Selling Handbook|95STEP 3:CREATE A SITEMAPOrganic searches using Google or Bing that drive visitors to blog posts1.A consumer Google searches the phrase“best nighttime routines for acne”.2.A beauty blog shows up in Page 1 of the Google search.3.The consumer clicks the article,reads the blog,

233、then navigates to the bloggers store to purchase a face wash.Landing page:blog postThe Online Selling Handbook|96STEP 3:CREATE A SITEMAPOrganic links clicked by my social media followers that drive followers to product pages1.An Instagram influencer posts about their new favorite protein powder with

234、 a link to purchase.2.A follower clicks the link and lands on the product page to purchase.Landing page:product pageSocial media ads(like Instagram or Facebook)1.A shoe company pays for an ad of their recent sandal collection on Instagram.2.A user sees the ad on their feed and clicks the link.3.The

235、link takes them to a product page.Landing page:product page The Online Selling Handbook|97STEP 3:CREATE A SITEMAPIn-person events or activities,like a farmers market or trade show1.A consumer stops by a booth selling vintage jewelry at a local farmers market.2.The consumer wants to look at more inve

236、ntory,so the seller suggests visiting their website.3.The consumer types the sellers URL into their browser and lands on the home page.Landing page:home pageLanding pages will help to inform users intent and resulting journey on your website.Make sure that your landing pages present a strong brand i

237、dentity and highlight the key points you want featured.The Online Selling Handbook|98Outline the SitemapA sitemap is a file that provides information about the pages and content on your website,and the relationships between them,so that search engines can intelligently crawl the site.Its a hierarchy

238、 of the most important pages on your website.STEP 3:CREATE A SITEMAPHomepageShopBlogAboutHelpMenWomenStyle IdeasThrowback ThursdayFashion FridaysContactFrequently Asked QuestionsHelp CenterTopsTopsBottomsBottomsAccessoriesAccessoriesThe Online Selling Handbook|99A sitemap is also a good forcing func

239、tion to figuring out how you want your website structured.As you build out your sitemap,answer the following questions.How do you want your website pages organized?Think of the visitor journey as a story with a beginning,a middle,and an end.You introduce yourself at the beginning and tell the visito

240、r all about yourself and your business.As they journey through your site,you show them what you have to offer.And hopefully,its a happy ending,with the customer making a purchase before exiting.What links do you want positioned at the top of each page?Those links are called the navigation bar.It can

241、 transport your visitors from where they currently are on your website to somewhere elseeither another location on your site or to a completely different(but relevant)site.Your links could move them to certain products you want them to see,or directly to your checkout page.The challenge here is to k

242、eep your customers engaged throughout,and to prevent them from wandering away.STEP 3:CREATE A SITEMAPThe Online Selling Handbook|100STEP 3:CREATE A SITEMAPWireframe Your PagesEvery business website should have specific pages,each with the purpose of attracting visitors and converting them into custo

243、mers.Start drafting and outlining the information you want on each page.Start with these pages as the foundation of your site:Home PageThis is oftentimes where a majority of your traffic will first interact with your business.It should set the tone for the rest of your website.About Us Whether its a

244、 small section of your website or an entire page all to itself,the About Us section helps to humanize your brand and share details about you and your team.This could perhaps include a history of your company and profiles of you and your staff.Keep it simple,friendly,and relatable.The Online Selling

245、Handbook|101STEP 3:CREATE A SITEMAPContact Us Its vitally important for customers to be able to contact you,usually either by email,an embedded contact form,or a toll-free phone number.Having a Contact Us page lends to your legitimacy and credibility as a business.It shows that you are real and will

246、ing to interact with your customers regarding questions and concerns.Pro tip:youll also want to make sure any contact email address you provide uses your website domain.For example,if your domain name is ,then your email address should be ,or something to that effect.Product PagesYoull likely want t

247、o spend significant time on your product pages,since they help your visitors better understand what The Online Selling Handbook|102STEP 3:CREATE A SITEMAPyoure selling.Some businesses rely on paid advertising to drive traffic,so they take a minimalistic approach to their pages,including a few brief

248、lines about the product,images,and large buttons to purchase.If youre hoping for more organic traffic,youll want to beef up the page with more content,including customer reviews,testimonials,size and fit charts,product and lifestyle images,etc.because that can help improve your website search engine

249、 rankings.Privacy Policy and Terms and ConditionsThis is the legalese you need to include on your website,if necessary.This spells out what is expected of you and of your customers.It ultimately protects you from lawsuits,especially if a potential buyer is asked to agree to your terms by clicking a

250、button that says,“I agree.”The following pages are usually considered more optional than your foundational pages above.However,give them some thought;they can go a long way toward engaging your customer,and building a market.BlogA blog is like an online newsletter that can engage your visitors with

251、business and industry news,as well as event coverage,tips and The Online Selling Handbook|103advice,customer testimonials,and thought leadership pieces.You can use each of these individual posts(articles)in your social media,as well.Plus,blogs can be a huge traffic driver if youre looking to use SEO

252、 to drive sales.FAQs and Help CenterCustomers want to know that they have somewhere to turn if they have a problem,question,or concern.Your FAQs(frequently asked questions)and/or Help Center page can answer questions and address concerns before they are asked.Case Studies,Testimonials,and ReviewsNot

253、 everything is brand new for the digital age.Sharing existing customer satisfaction with potential buyers is a time-honored way to grow your business.People listen to what current customers have to say.Case studies that prove that your product is useful or worth buying also go a long way when it com

254、es to persuasion.STEP 3:CREATE A SITEMAPThe Online Selling Handbook|104STEP 3:CREATE A SITEMAPConsider Other Forms of Engagement Again,customers like to know that you are with them all the way,and that they have someone(or even something,like a bot)to talk to if and when needed.According to a study

255、on the effectiveness of live chats:29 percent of consumers have told friends or colleagues about a positive live chat experience 38 percent of consumers are more likely to buy from a company if they offer live chat support 51 percent of consumers are more likely to stay with or buy again from a comp

256、any if they offer live chat supportYou dont have to build a live chat widget yourself or be awake 24/7 to take incoming calls.You can integrate live chat software with your website to automate much of the hard work for you.The Online Selling Handbook|105STEP 3:CREATE A SITEMAPQuizzesQuizzes are a gr

257、eat way to capture visitors email addresses for ongoing outreach.In fact,Neil Patel increased website lead capture by 500 percent with a quiz for one of his websites.Customers also like to share their opinions and be heard.Use a short,fun quiz or survey to find out how theyre feeling about your prod

258、uct or service.The responses you receive can be enlightening and help to inform your audience makeup.Free Downloadable Content Offer visitors helpful information and long-form content that is only accessible after they enter their email address.They leave your website armed with a helpful resource,w

259、hile you have their email address for future email campaigns,data,and marketing.The Online Selling Handbook|106Step 4:Choose Your E-commerce Store Platform In 2021,over 2.14 billion people worldwide are expected to buy goods and services online,up from 1.66 billion global digital buyers in 2016.An e

260、-commerce platform is the technology that allows you to build a store online and reach these consumers.Since your online store or website is likely the crux of your business,its important to take the time to research the different platform options and find the right fit for your needs.The Online Sel

261、ling Handbook|107STEP 4:CHOOSE YOUR E-COMMERCE STORE PLATFORMHere are some of the most-popular e-commerce platforms for your further research:How do you pick the e-commerce platform thats best for your business?As youre making your decision,keep in mind:Is it an easy-to-use platform?Youre going to b

262、e using this platform a lot,maybe multiple times a day.Youll be adding content and images,handling customer questions and comments,and potentially a million other things to keep your business going.Make sure you test out the platform and see if you feel comfortable using it(or can become comfortable

263、 with time).BigCommerce Ecwid GoDaddy Magento Shopify Squarespace Weebly(Powered by Square)Wix WooCommerceThe Online Selling Handbook|108Many e-commerce platforms have little to no coding required,like Wix,Weebly(powered by Square),and Shopify,so even the most technically-challenged entrepreneurs ca

264、n find a great solution for them.If you want a more customized solution,some e-commerce platforms,like Magento and BigCommerce,provide flexible options that a developer can help you unlock.Is it secure?You want a platform that helps to protect your website from cyber attacks and hackers.You dont wan

265、t any weak links or vulnerabilities in your website that can lead to lost revenue stream and business reputation.STEP 4:CHOOSE YOUR E-COMMERCE STORE PLATFORMThe Online Selling Handbook|109STEP 4:CHOOSE YOUR E-COMMERCE STORE PLATFORMAt a minimum,you want to purchase an SSL certificate for your websit

266、e.An SSL certificate creates an encrypted link between the client and the server,so that all data is transmitted encrypted to prevent hackers from eavesdropping Some platforms,like GoDaddy,include an SSL certificate for free with a premium plan.Other security nice-to-haves include:Daily security sca

267、ns for malware Google blacklist monitoring Automated website backup and one-click restore Advanced DDoS mitigationThe Online Selling Handbook|110STEP 4:CHOOSE YOUR E-COMMERCE STORE PLATFORMDoes it integrate well with your business systems?You likely will want to find an e-commerce platform that seam

268、lessly integrates with the other e-commerce tools and software youll be using.Some potential integrations to look for include:Shipping software(i.e.Shippo)Accounting and timeslips(i.e.Quickbooks)Email management(i.e.Klaviyo,Hubspot)Returns(i.e.Returnly)Payments(i.e.Stripe,Square)Some e-commerce plat

269、forms have their own app store,like Shopify,where youll find the integrations available.Others will be found within the platform dashboard or on their website.The Online Selling Handbook|111STEP 4:CHOOSE YOUR E-COMMERCE STORE PLATFORMSTEP 4:CHOOSE YOUR E-COMMERCE STORE PLATFORMAt Shopify,we know eve

270、ry business has a unique set of needs.We believe merchants should be empowered not only to use the Shopify product,but to customize it for their needs leveraging our best-in-class 3rd party App partners.”Rob Brown,Strategic Partnerships at ShopifyThe Online Selling Handbook|112Will it help you with

271、search engine optimization(SEO)?Some platforms are better suited to help your online store rank on Page 1 of search results.This may not be a big factor for yousay,for example,if you are going to focus on paid acquisition instead of organic.But,if you are looking to rely on organic traffic,you shoul

272、d definitely research the platforms SEO performance.Heres a real-world example:you might have a new sandal you want to call the Sara Sandal.Some platforms will use that name as the URL string and the page title,even though it doesnt include relevant keywords for search(think:tan wedge sandal).You wa

273、nt to be able to customize the page title,meta description,etc.in order to include keywords.At the same time,you dont want to limit your product names to just include those keywords.STEP 4:CHOOSE YOUR E-COMMERCE STORE PLATFORMThe Online Selling Handbook|113STEP 4:CHOOSE YOUR E-COMMERCE STORE PLATFOR

274、MSTEP 4:CHOOSE YOUR E-COMMERCE STORE PLATFORMFor many store owners,search engines provide a steady stream of free traffic daily.Make sure your e-commerce platform allows for painless content management and integrates with advanced optimization tools.WooCommerce is a great option for business owners

275、that want to make SEO a priority.”Gary Murray,Product Team Lead,WooCommerceThe Online Selling Handbook|114STEP 4:CHOOSE YOUR E-COMMERCE STORE PLATFORMWill it work on all devices?If you overlook mobile visitors,you risk missing out on roughly half of all online traffic.Many e-commerce platforms are o

276、ffering responsive design templates to accommodate for both desktop and mobile visitors.That means that the website will look good on any device size and will adjust(read:respond)to the size of the browser.Be sure to look at both the desktop and mobile version of any design templates before you purc

277、hase or request mobile and desktop samples from a designer.Does it offer analytics?What does your e-commerce platform do to keep track of your sales,accounting,and business growth?What analytics methods does it use to track your numbers accurately and easily?Is it presented in a user-friendly format

278、?What does the analytics feature offer that will help you be more insightful about your business and help it grow?Youll want to make sure that your e-commerce platform provides an analytics dashboard to view trends in your data.That way,you can analyze your selling performance and make informed busi

279、ness decisions to better the company.The Online Selling Handbook|115STEP 4:CHOOSE YOUR E-COMMERCE STORE PLATFORMSTEP 4:CHOOSE YOUR E-COMMERCE STORE PLATFORMAt BigCommerce,we believe building a successful e-commerce store shouldnt require an advanced degree.Thats why we work so hard to provide our cu

280、stomers with an affordable,easy-to-use platform that can be customized to their needs and grow with their business.From easy site design,integrations with leading payment and shipping partners,and a platform powerful enough to handle all your growth,every decision is made with the merchant in mind.”

281、Matt Crawford,Director,Strategic Business at BigCommerceThe Online Selling Handbook|116STEP 4:CHOOSE YOUR E-COMMERCE STORE PLATFORMDoes it offer customer support?Youre bound to run into questions at some point or another as you set up your website.Its important to have a team of professionals behind

282、 you at all times to answer your questions and walk you through technical concerns.If youre stumped or in a bind,will there be a human voice(or at least a bot)to be there for you?And are they available 24/7?How much does it cost?Finally,choose an option that fits within your budget.There are a few d

283、ifferent payment options to fit a variety of different financial needs.Free:Some e-commerce platforms,like WooCommerce and Ecwid,are free to use and then they offer paid add-ons and subscriptions to enhance the online store.Paid options on a sliding scale:Most e-commerce platformslike Wix,Weebly by

284、Square,BigCommerce,and Shopifyoffer a variety of paid plans for businesses at different life stages.Custom options:Many of the e-commerce platforms,like BigCommerce and Magento,have custom pricing solutions for enterprise customers.The Online Selling Handbook|117STEP 4:CHOOSE YOUR E-COMMERCE STORE P

285、LATFORMSTEP 4:CHOOSE YOUR E-COMMERCE STORE PLATFORMWhen businesses are just getting started,its important to keep costs low until theres a positive cash flow.Thats why Wix offers advanced growth and management capabilities while keeping pricing simple and affordable:We want you to focus on selling m

286、ore and growing your brand not on making ends meet.”Asaf Rothem,Head of Marketing for Wix StoresThe Online Selling Handbook|118Does it offer multi-channel support?If youre interested in selling on marketplaces or social platforms,in addition to your website,many of the e-commerce platforms will help

287、 you seamlessly manage inventory and orders across multiple channels.With Ecwids Forever Free plan,for example,its built in control panel will help you build a beautiful e-commerce store in minutes.As your business matures,you can add social selling and marketplace selling with Ecwid to reach more c

288、ustomers.Ecwids dashboard will track all your inventory,orders,and sales,too.STEP 4:CHOOSE YOUR E-COMMERCE STORE PLATFORMThe Online Selling Handbook|119With Ecwid E-commerce,setting up your online store is actually super-easy AND also super-free.In the past,setting up an online store was the toughes

289、t part of many peoples journey to selling online,but at Ecwid,our mission is to simply make it easy for anyone,yes anyone,to sell online.Within minutes you can literally launch your own e-commerce website,then add social media selling(Facebook and Instagram),and even sell across marketplaces like Am

290、azon and eBay.”David Novick,VP of Marketing at EcwidThe Online Selling Handbook|120Step 5:Design the WebsiteDid you know 38 percent of people wont bother pursuing a website if the content or layout is not attractive?Once your outlines are in place,the fun can begin.Its time to start designing your o

291、nline store.First,know that there are pre-designed e-commerce websites,or templates,ready for you to use.Some are free and some cost a fee.You can also hire a website designer to put your site together from scratch,but using templates has become increasingly common,cheaper(or free),and seamless.Plus

292、,many of them have been designed with usability in mind.Most templates come with easy-to-follow directions or have online help available.You want the template to be user-friendly enough so that you can load your content and images,and maintain and update the site regularly,with little or no trouble.

293、The Online Selling Handbook|121STEP 5:DESIGN THE WEBSITEUX stands for user experience,and its critical in the planning and execution of your business website.No matter what you have in mind for your site,your first priority is that it is seamless for the customer.This includes offering a good experi

294、ence from the time the customer logs on and off your site.Remember that yours is clearly not the only website on the Internet.Your customer may be looking at a number of sites before a purchase decision is made.Here are some best practices to stand by when creating your site.UX Best Practices The On

295、line Selling Handbook|122STEP 5:DESIGN THE WEBSITECreate your site with your customer in mind.Is your customer base young and hip?Urban?Older?Conservative?Women?Men?Keep them in mind as you contemplate a look for your site.It will make a difference when your specific audience comes on board and form

296、s an instant opinion of your site.Evoke emotion.How does your website make your customer feel?Do they go away feeling satisfied,happy,fulfilled,intrigued?Would they come back to see you again?A picture is worth a thousand words.Attention spans are not very long these days.An average user has an atte

297、ntion span of 8 seconds.For all the hard work you put into your site,most people will be scanning it quickly at best.Dont let that get you down;make it work for you.Keep the content short and sweet,direct and clear.Use images whenever possible.And most importantly,make your call to action buttons(BU

298、Y,FIND OUT MORE,CLICK HERE)very easy to find and use.The Online Selling Handbook|123STEP 5:DESIGN THE WEBSITEPhotography and IllustrationsVisuals help stir emotions,which is what you want to do to your customers when they click onto your site.Done well,photography and illustrations can build your bu

299、siness credibility and make your site look most professional.When working with visuals,consider this:Show photos of you and your staff.Photos of your business in action,or having fun doing what you do,could make your business seem more“human”and inviting.Customers may be attracted to the warmth and

300、friendliness that personal photos convey.Show photos of happy customers.Customer testimonials are good ways to show how people are enjoying and benefiting from your product or The Online Selling Handbook|124servicea photo of the customer does it one better.Its a visual that proves that the customer

301、exists,and makes the testimonial more relatable.Buy stock images.Stock images are photos and other images that already exist;all you have to do is pay for permission to use them(rates vary).There are millions of stock images,and some may be right for your site.Start your search here:BigStock Adobe S

302、tock Getty Images Be sure your photos and illustrations are modern.You dont want to use visuals that make your site look dated.Be sure that your stock photos look as contemporary as possible,and that your illustrations are in sync with current trends(if youre not sure,you may need to consult with a

303、graphic artist on this).STEP 5:DESIGN THE WEBSITEThe Online Selling Handbook|125Hire an illustrator.A personalized,skilled service like this could be costly,but it might be worth it for original,personalized.Illustrations are unique,and more than likely not to be copied or duplicated by a competitor

304、 the way a stock photo could be.Use product photography.If you are going to take pictures of your products,its best to get them done professionally.However,here are some things to keep in mind when including images of your product on your site.Pay attention to lighting.If you dont know the differenc

305、e between studio lighting and natural lighting,consult a professional product photographer.Dont assume Photoshop will save you.If the shot is not taken correctly,all the editing in the world will not save it.Photoshop is best for small touch-ups,not big revisions.STEP 5:DESIGN THE WEBSITEThe Online

306、Selling Handbook|126STEP 5:DESIGN THE WEBSITE Stage product shots you like.See how others are doing it.Think about how a similar photo would work wonders for your product.Keep it simple.Dont try to be so creative that the product gets lost in the translation.Keep props and other distractions at a mi

307、nimum.Focus on the product itself.The Online Selling Handbook|127Step 6:Identify Your BrandsDesign ElementsThe design elements you choose will help to identify your brand and allow customers to associate the look with your business.Of course,its important for your brand to look professional and poli

308、shed.But how do you do that,especially if you dont feel you have an eye for it and are not trained in the graphic arts?You dont have to be a professional graphic artist to consider your best options for design elements.Consider these steps toward a visually appealing website.Determine the font you w

309、ant to use.Fonts are another word for typography.Believe it or not,some fonts actually evoke emotions and reactions in people,so you want to give this some consideration.The Online Selling Handbook|128Make sure your font matches your brand identity.Look through a font list to see what jumps out at y

310、ou and feels like your brand.For instance,if your business is rather conservative,you dont want a typeface thats too wild;if you and your business are rather artsy,you may want to experiment with a more daring(but always readable)font.Make sure your font is readable.There are a lot of font choices,b

311、ut you ultimately want to choose one that is easy for your customers to read,and doesnt interfere with your websites page speed by being too busy.Be consistent.Its best to keep your font the same throughout your site,to establish a brand identity and to be sure the customer recognizes you.STEP 6:IDE

312、NTIFY YOUR BRANDS DESIGN ELEMENTSThe Online Selling Handbook|129STEP 6:IDENTIFY YOUR BRANDS DESIGN ELEMENTSPick a color palette.Remember,this is about more than simply dressing up your site;its about brand identity.Just like with the power of fonts,color has the ability to evoke emotions in people.U

313、se colors that will not interfere with your sites performance.Roughly 62-90 percent of snap purchase decisions are driven purely by the perception of colors.And,85 percent of shoppers have said they purchase products based on color alone.Lots of white space is always a good idea.It helps to bring gr

314、eater focus and attention to the parts of your website you want highlighted.Use your colors sparingly so that they dont overwhelm your site.Perhaps two or three colors at most.Check this guide for choosing appropriate colors for your website.Create a brand logo.A brand logo is like visual shorthandi

315、t makes you and your business instantly recognizable to your customers.Its meant to make(and leave)an impression.It The Online Selling Handbook|130should reflect your values in that if your business is conservative,the logo should not be too hip or wild;if your business is more artsy,you may be able

316、 to get a little more daring.Sometimes a visual design task like this is best left to professionals,but in the digital age,there are opportunities to do it yourself.Some website platforms offer ways to create brand logos instantly.Some(but not all)are free.Check out these platforms for brand logo de

317、sign:Wix GoDaddy ShopifySTEP 6:IDENTIFY YOUR BRANDS DESIGN ELEMENTSThe Online Selling Handbook|131Step 7:Leverage Available PluginsA plugin(pronounced“plug in”)is enhancement software that“plugs into”your website in order to give it more capabilities and features.For instance,you can include a plugi

318、n that allows for video to be played on your website;if you dont have the proper plugin,your followers will not be able to play the video youre featuring.There are thousands of plugins available,and you wont need all of them.Its like buying a car:you may not need an ashtray or a stickshift,but for o

319、ther buyers,its non-negotiable.It all depends on your business goals and how you want your site to look and operate.Some common plugins include:Contact forms Live chat Grammar check Special photo editingThe Online Selling Handbook|132STEP 7:LEVERAGE AVAILABLE PLUGINSSome plugins can actually“plug in

320、to”each other and work together.Other terms for plugins:Add-ons ExtensionsWhere to find plugins:In most cases,plugins are available from the web browser you use:Google,Mozilla,Apple,and others.These browsers verify that the plugins are safe and usable.Many plugins are free.Be sure to check with your

321、 provider to make sure.Plugins are often updated regularly,and new ones are created and offered all the time.The Online Selling Handbook|133Step 8:Optimize Your Website for Mobile In the relative old days,people would work at computers stationed at their desks.Now,of course,computers are not only ev

322、erywhere,but small enough to hold in your hand.Make sure your website looks good and works well no matter what device your viewer is using:smartphones,laptops,and tablets.Most website creators now offer templates that will automatically sync with all devices with the help of a Mobile Editor.The goal

323、 is to present the clearest readability and smoothest navigation,without you having to design a different website for every type of mobile device.Heres how to ensure your site is optimized for mobile.The Online Selling Handbook|134STEP 8:OPTIMIZE YOUR WEBSITE FOR MOBILE Choose a reliable web host.An

324、 excellent website host(and a good hosting plan)will eliminate most of the battle for you.The host should guarantee high speed and consistently high-quality performance,as well as very little downtime.If you are especially concerned with mobile optimization,you may want to consider a host that offer

325、s a managed dedicated server.Thats a server you dont have to share;its all yours and only yours.Use a mobile speed-testing tool.You can consistently monitor your sites mobile speed performance by simply testing it online and getting instant results.Google offers a good one.Go easy on the pop ups.Pop

326、 ups are the little dialogue boxes that suddenly appear throughout a site and grab the viewers attention.However,The Online Selling Handbook|135they dont work equally well on all devices.If you use them,make sure they only cover a small part of the screen and are easy for the viewer to close(usually

327、 with a little X in the corner of the pop up).Create a mobile app.A mobile app can be a productive companion to your website,sitting right on a users device.You can use an app to send push notifications and updates directly to the user,who sees your communication in real time.They can also use the a

328、pp to order from you and correspond with you directly.Mobile apps may not be easy for just anyone to design;you may want to consider an app developer.STEP 8:OPTIMIZE YOUR WEBSITE FOR MOBILE The Online Selling Handbook|136Step 9:Test Page SpeedNearly 70 percent of people admit that page speed influen

329、ces their likeliness to buy.If youve ever waited for a website page to download or for the little circle on your devices screen to stop spinning,then you know the importance of page speed.You never want your customers to be slowed down when theyre browsing your site,or in the middle of a purchase.It

330、s extremely frustrating,and sours the experience.You want to make sure that your websites page speed is the best and the fastest it can be.You can know where you stand(or how fast you run)by taking the Google website speed test or a website performance test.Here are a few other tricks to make sure t

331、hat your customers browsing and purchasing experience will be seamless and without lag.The Online Selling Handbook|137STEP 9:TEST PAGE SPEEDKeep it simple.Dont overheat your website so that its too burdensome to operate smoothly.For instance,dont bring on more plugins than youll need.Consider your c

332、ache.Your websites cache is data that gets transferred to and stored on your viewers device after visiting your site.The cache remembers where and how your viewer visited your sitefor instance,a certain page,item,category or purchaseand will help them return to the same place with little typing or e

333、ffort.Find a cache solution that will keep your website acting quickly and efficiently when your customer returns for another visit.When it comes to page speed,think micro instead of macro.After you look at your entire website as a whole,pay attention to each individual page.What can be improved,page by page,to help your website run faster?Consider each pages images,colors,and assorted bells and