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We re going to build an e-commerce store that sells hats. On all the e-commerce sites we ve worked on, there s always been a trade-off to make between building an amazing site that everybody will love and creating a site on a limited budget that will make money. Usually, I m on the trigger-happy, really amazing site side, but I m always grateful that my ambitions are reined in by the actual business demands. If you re designing and building the site for yourself and you are the client, then you have a challenge keeping your view realistic while maintaining your enthusiasm for the project. This book shows you a logical way to build an e-commerce site that will deliver what it needs to be profitable. However, when designing your own site, you need to think carefully about exactly who your customers are, what they need, how they want to place orders, and what they are most likely to buy. Most important, you need to think about how they will come to your site in the first place. You should consider the following points before you start to visualize or design the site and certainly before you start programming: Getting customers: How will you get visitors to the site in the first place Offering products: What will you offer, and how will you expect customers to buy Will they buy in bulk Will they make a lot of repeat orders Will they know what they want before they visit, or will they want to be inspired These factors will influence how you arrange your catalog and searching as well as what order process you use. A shopping basket is great if people want to browse. If people know exactly what they want, then they might prefer something more like an order form.
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CH A P TER 1 S TA RTI NG A N E -CO MME RCE SI TE
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Processing orders: How will you turn a customer order into a parcel ready for mailing Your main consideration here is finding an efficient way to process payments and deliver orders to whoever manages your stock or warehouse. How will you give your customers confidence in your ability to protect their data and deliver their purchases on time Serving customers: Will customers require additional help with products that they buy from you Do you need to offer warranties, service contracts, or other support services Bringing customers back: How will you entice customers back to the site Are they likely to only visit the site to make a purchase, or will there be e-window shoppers Are your products consumables, and can you predict when your customers will need something new After you ve answered these questions, you can start designing your site, knowing that you re designing for your customers not just doing what seems like a good idea at the time. Determining the answers to these questions will also help ensure that your design covers all the important areas, without massive omissions that will be a nightmare to fix later. The example site presented in this book has taken a deliberate generic approach to show you the most common e-commerce techniques. To really lift yourself above the competition, however, you don t need fancy features or Flash movies you just need to understand, attract, and serve your customers better than anybody else. Think about this before you launch into designing and building the site itself.
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Risks and Threats
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All this might make it sound as if your e-commerce business can t possibly fail. Well, it s time to take a cold shower and realize that even the best-laid plans often go wrong. Some risks are particularly relevant to e-commerce companies, such as Hacking Credit card scams Hardware failures Unreliable shipping services Software errors Changing laws You can t get rid of these risks, but you can try to understand them and defend yourself from them. The software developed in this book goes some way to meeting these issues, but many of the risks have little to do with the site itself. An important way to defend your site from many risks is to maintain backups. You already know backups are important. But if you re anything like me, when it gets to the end of the day, saving five minutes and going home earlier seems even more important. When you have a live web site, this simply isn t an option. We haven t talked much about the legal side of e-commerce in this book because we are programmers, not lawyers. However if you are setting up an e-commerce site that goes much beyond an online garage sale, you ll need to look into these issues before putting your business online.
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