Starting an Online Business All-in-One For Dummies®, 3rd Edition

Establishing Patterns

Getting customers to buy from you (at any location) comes down to establishing buying patterns. You help form your customers' buying patterns by helping them develop the habit of coming to you as opposed to a competitor. After you understand your customers and what they want, you're in a position to start creating that pattern. To establish a buying pattern with your customers, you need to provide three things as an e-tailer:

• Information: Your site is a place to shop, but it's also a resource for product information. After you establish yourself as an authority on your product lines, customers begin making a conscious decision to go to you first.
• Buying opportunities: Experienced Web shoppers aren't looking strictly for information. They want a reason to buy, too. You can give them access to regular specials or limited-time-only offers, exclusive sales, and select or new merchandise to convince them to buy.
• Reliability: In addition to providing a good inventory and terrific customer service, the entire buying process at your site has to pass muster — from the time your customers pull up your home page to the point that the purchased product is delivered to their doorstep. When you have the opportunity to prove yourself as a reliable retailer (and use that opportunity), customers get used to coming to you to shop.