The Webmistress Explains

So you want to run an online mall?

You tell me you really like people to buy what you are selling? Sure, but why should they buy from you? Because you have all these great products? So do all the other malls. Not that your clients have any way of knowing how great the product is. What do I mean? Well, II will explain (that's what you were afraid of, right?).

There are some things that are natural for the Internet, easy to sell. Software is a good example, especially if you can download a demo and test it first. Hardware and equipment we can get specs on (if the site bothers to put the specs online). You who run the malls and mega-shopping sites are trying to sell clothing, accessories, makeup, perfume, shoes and jewelry. A bit more difficulty there. Most people like to try things on and try things out.

So, how are you going about selling? What I'm seeing on online malls is hype. Along with a small picture, usually 100x100. Yes, I know you have a huge site, and it's time consuming to keep up with it. But if you want people to buy, you are going to have to bite the bullet and do a few things. Quite a few things.

First, give us links to larger, better pictures. Don't put the pictures directly on your page, just links to more detailed pictures. High resolution photos, not pen and ink 'artist conceptions'. If the product comes in several colours or styles, a picture of each color.

Second, give more text information. Not just sales hype, real information. If you are selling clothing for instance, say where it was made, give exact lengths and widths. "Size 10" doesn't give enough information, one brand may fit and another not.

Third, give a good guarantee on returns. We are taking a chance if we buy from you. We want to know we can return things that aren't really what we want - without arguments.

Fourth, make it easy to order from you. Don't make customers download special software or plugins to use your system. Make it easy to find the prices - put them right out there - the last thing anyone wants is to have to go to the order form just to find the price. That goes for shipping costs too. Please stop hiding those!

Fifth, give bargains. Keep in mind that you are competing with the local discount stores, where we can try things on and look closely at them. You are also competing with every other mall on the net. You aren't running a huge storefront, you should be able to do things as cheaply as a store, if not more so. If you can't offer a bargain, it better be because your product cannot be found anywhere else.

Sixth, sell internationally unless you are selling fresh fish or something else that really can't be shipped too far! Why limit yourself to one country when you can sell to the whole world? And if you cannot ship internationally, say so right up front, please don't make a us get to your shipping calculation, and see "we ship to XX country only" in tiny letters next to the shipping costs.

Seventh, realize that the net is a rather different demographic than your normal store. The people on the net tend to be better educated, and a bit less gullible (at least after we've been around for a few months). Don't give us hype, give us good information, good prices and good service.

Good luck, you've taken on a difficult task, but if you do all of the above, you will be unique on the net, and that will get you a lot of attention, and a whole lot more sales.