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One way to expand a business that has already achieved a certain amount of success on eBay is to develop its web site. Many of the sellers profiled in preceding chapters encourage the shoppers they acquire from eBay to make subsequent purchases from their web sites. They devote considerable effort to making their web sites customer-friendly and able to conduct e-commerce. The Jake s Dog House site (http://www.jakesdoghouse.com) is no exception. One thing you notice the moment you view the home page (shown in Figure 11-5) is the slogan: Cool Stuff for Cool Dogs. The site s appearance is due, in part, to Infopia s Marketplace Manager software. Infopia redid our web site, and we have very strict and certain requirements as to how we want to present ourselves. The site looks
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Secrets of the eBay Millionaires
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FIGURE 11-5 You help brand your business by coming up with an advertising-type slogan for it.
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awesome and is performing well. Infopia provides the company with its own shopping cart and checkout system (see Figure 11-6). The Jake s Dog House web site includes a number of other features that you can t duplicate in an eBay Store. When you decide to create your own web site you should consider including them as well:
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Multiple search options When you set up an eBay Store, you can let your customers search your merchandise by keyword. When you create a web site, if you have a programmer to help you, you can set up multiple types of searches. Jake s Dog House lets shoppers search for merchandise by breed of dog and by the brand of the merchandise as well.
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CHAPTER 11: Automate to Ramp Up Sales
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FIGURE 11-6 Sellers like Jon Stein want shoppers to shop on their web sites and use their own checkout system to avoid eBay fees.
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Extensive customer service information eBay Stores do include sections such as About the Seller and Seller Policies. But with a web site, you are able to separate your customer service information into multiple pages. Jake s Dog House has separate pages entitled About Us, Customer Service, Policies & FAQ, and Throw Us a Bone, which includes contact information. Links to other web sites The more useful information you include on your web site, the more return visits you ll have. Jake s Dog House includes a page full of links (see Figure 11-7) to eBay and PayPal, as well as animal hospitals and animal welfare associations.
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Although the web site is operating well, Stein realized he needed to integrate all of his sales the ones made in his retail stores as well as those online. We needed more automation, between our integration software, our point-of-sale software, and our online management. He doesn t want to have inventory mixups occur for instance, if he sells one item twice in two of his stores, forcing one customer to wait while new stock is ordered. Marketplace Manager coordinates sales information and inventory data for all of his storefronts so each one is working with the same information.
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Secrets of the eBay Millionaires
FIGURE 11-7 A web site can contain extensive links to related web sites you endorse or know personally.
One thing you won t find on the Jake s Dog House web site is a link to eBay. But Stein is quick to point out, eBay is a cost-effective marketplace, and we are always driving business to our eBay listings and our eBay Store. Conversely, customers who visit the Jake s Dog House eBay Store will find a prominent link to the web site, so they can find out more about the business or make subsequent purchases if they are interested.
I Think the Best Is Yet to Come
As e-commerce becomes an everyday way of shopping, it s important to manage growth, but not to forget the core task of any eBay sellers: customer satisfaction.
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