Internet retailers are trying all sorts of techniques to sell stuff online without any real knowledge as to whether their techniques are likely to work. That’s the conclusion you can draw form research conducted by Cormetrics which reveals that few people selling via the Internet actually analyse what they are doing.
Even worse, the Coremetrics study shows that Internet marketers are planning to add more techniques to their “mix” of activities – without even knowing which, if any, work. It all smacks of desperation and unfocused, unplanned thinking.
Alarmingly, the people at Coremetrics have analysed the web sites of famous name retailers who have “gone to the wall” recently. Guess what? The companies that have folded had a pretty dreadful online presence too.
So, what does this all tell us? It suggests that you will do better with your web site if you take a break and get on with some planning and analysis. Only then will you be sure as to which online techniques work for you in your market. Otherwise you will be flailing around hoping that something will work. And it might not.
Graham Jones is an Internet Psychologist who studies the way people use the online world, in particular how people engage with businesses. He uses this knowledge to help companies improve their online connections to their customers and potential customers and offers consultancy, workshops, masterclasses and webinars. He also speaks regularly at conferences and business events. Graham is an award-winning writer and the author of 32 books, several of which are about various aspects of the Internet. For more information connect with me on Google+