I help manufacturers extend their sales to the web,
and I help companies participating in the manufacturing value
chain to establish eCommerce with consumers (B2C) and with other
businesses (B2B). One of the most important keys to
success for a manufacturing eCommerce website is the
technology platform that has the the functionality,
flexibility and scalability to grow with your business. B2B and B2C
eCommerce websites require the latest technology features for
companies to provide a positive shopping experience that leads
visitors from a web search to a purchase. One that also gives
you the tools to fulfill orders and collect payments easily.
TwinEngines uses the MediaChase eCommerce framework to provide
the functionality required in an eBusiness. Our
developers can configure and customize MediaChase quickly
and cost-effectively for each product catalog and eCommerce
store. This includes the back-office administration
website to manage the web pages and SEO content, the
product catalog, orders, shipping, credit card payments and
customers. In fact, the entire eCommerce business can be
managed with the MediaChase platform.
So MediaChase is a great technical foundation to grow an
eBusiness; now here are my top ten tips for manufacturers
considering an Internet sales channel for products, parts and
accessories:
- Don't over-commit to maintaining all the content and
SEO on your eCommerce site. Realize that if you can spend your
time more effectively running and promoting the business, then it
makes sense to turn to your web development partner to help you
manage content and SEO.
- Use a professional to create the product photos
or obtain them from the OEM, if applicable. The
photographer should create photo versions for both
traditional marketing materials and the web.
- Associate the parts and accessories with the finished goods to
make it easy to find replacement parts and encourage additional
items to purchase. Displaying a CAD drawing with an
exploded parts view makes it easier for visitors to make a
purchase.
- Describe your products so shoppers can't resist
buying them. Talk about the benefits, and consider
a copywriter to make your products irresistible.
- Your website home page
should communicate clearly so your customers understand
instantly what are your products and the benefits of buying from
your company. Include links directly to the product catalog
and featured products that can be added to the shopping cart.
- Devote resources to search engine marketing from the
beginning. When you are building the website, that's the time
to begin planning keywords, content and link building. If
people cannot find you when they search, then you will not sell
your products to them.
- The look and feel of the website and the ease people can
navigate to find the information they need to make a purchase is
very important. If people feel that they cannot trust you due
to a cheap looking website with broken links, then they will find
your competitor to make a purchase.
- Allow customers, dealers and wholesalers to create an
account where they can update personal information, track
orders and warranties. Also allow customers to place
orders without requiring them to set up an account; setting up an
account to place an order will drive some customers away.
- Communicate shipping costs and methods for an order early in
the check out process.
- Include manuals and brochure documentation easily accessible
for each product or product family.
TwinEngines is an Atlanta manufacturing technology
company that has extensive experience in building
and designing eCommerce websites for companies participating
in the manufacturing value chain. We are experts in
integrating your eCommerce website to your financial and
fulfillment sysytems. We can improve your Search Engine
Optimization, and help you implement Google Search technology
and search at your site.