Don't miss the wave of the mobile, adjust its ambitions to its budget... The advice of three experts in e-commerce to sell on the internet successfully, in 2017.
86% of companies do not have an e-commerce site, but 40% say they want to create one in the next five years, according to the latest figures from the Fevad. The brakes are of questions legitimate: the fear of spending thousand and cents for a return on a limited investment, not to have himself or his team with the technical skills necessary to run... recommendations basic of three specialists, to cross the cap without damage.
1. One becomes aware of the importance of mobile
The m-commerce, that is to say, trade on mobile now represents 10% of e-commerce, French, or 6.4 billion euros. A proportion that believes each year. "As of 1st January, Google will consider its global index of the seo will be on mobile, reports Marc Schillaci, chairman of Oxatis. It is a sign that does not lie on the importance of this channel in the next few years."
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therefore, launch a merchant site in a format responsive (it adapts to the screen size) is the minimum required. It is the assurance of an interface "clean", that works almost well. "When 20% of its buyers by the mobile, it is no longer merely responsive and opt for an optimized site, mobile-recommends Marc Schillaci. The way menus are present is not the same, the areas of search are put forward, etc, a Whole bunch of small details that facilitate the experience and make the difference."
2. It does not take any risk
To make a website, there are two options: the create from a software program, or choose a Saas solution-made (made available by a provider and accessible online). The first option requires some technical skill. When we do not have in-house, it is necessary to call in a web agency. A choice often expensive, and not only at the outset. "It will take out money on a regular basis to implement new functionality, perform updates, adapting to technical developments," explains Grégory Beyrouti, head of Wizishop. The solutions in Saas mode are quite well adapted to VSES which want to start without any financial risk, since the billing consists of a commission on the sales generated. Below a certain turnover threshold, this may consist of a package of a few tens of euros. In addition, the platforms offer, in their package, mobile versions.
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"This is very important, it is the scalability of the solution that one chooses, warns Gregory Beyrouti. For example, even if selling internationally is not his priority at startup, it is still necessary to think upstream, in order not to be restricted." The solution takes in account this aspect ? Allows it to drive its sales in market places ? She offers tools of modern payment (pay in a click) ? So many questions to ask without waiting.
3. You leave the app
An app, it's pretty, it's fashionable, but it is totally out of budget for a TPE. In addition, this does not correspond to the use of consumers, that are never going to download dozens of applications to small companies in that they do not pass order from time to time. The only exception to the rule, according to Christophe Le Courtois, director of marketing for Ocito 1000mercis Group: when clients have needs regular consumable goods (for example, a customer (B-to-B mobility as craftsmen). in "In all cases, we will never create an app before a website", says the specialist. Google does not take into account the content of the applications. An app without site, this type of insurance is to be invisible."
4. It works local search engine optimization
"a Lot of people use the mobile to learn, and then move on to the actual purchase on another device or channel, described Christophe Le Courtois. Therefore, you should not see the aspect 'transactional' as the sole interest of the mobile. It is a great way to make contact, including to get people in the store." The m-to-store will work much better than local search engine optimization will have been worked. "In fact, on its home pages, its feet of the site, etc, it is necessary to remember its location, Aix-en-Provence, for example, advises Marc Schillaci. Google will take that into account and people who connect from the Mouths of the Rhone will be offered your site as a priority."
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The three experts to ensure that be a TPE is not an obstacle to be well referenced... provided will be specialized in a domain. "If you type 'swimsuit' in Google, the site monpetitbikini.com happens in the first three, and yet it is a small SME, illustrates Grégory Beyrouti. The secret is not to try to sell everything but focus on a particular type of articles."