http://www.practicalecommerce.com/authors/2/Pamela-Hazelton/ Pamela Hazelton in as ecommerce consultant, trainer and speaker. She is the author of The Official Guide to MIVA Merchant books and additional ebooks on the topics of shopability and security, and speaks at ecommerce conferences regularly. Pamela Hazelton is the owner of DesignExtend.com, a services site with additional focus on the MIVA Merchant shopping cart. Pamela Hazelton resides in Florida with her husband, Joe, her red beagle and two cats. When she's not working she's cooking up a storm at Goldenbrownfood.com. Pamela can be reached at sales@designextend.com en-us Copyright 2007 Confluence Publishing Wed, 11 Jun 2008 15:29:50 -0600 http://www.practicalecommerce.com/rss/ Practical Ecommerce v2.0.1 Ecommerce kmurdock@practicalecommerce.com bgetting@practicalecommerce.com 60 http://www.practicalecommerce.com/articles/756/Keep-It-Simple-And-Straightforward/ During a recent online shopping experience, I was thrilled to find the particular store offered free shipping on orders of $25 or more. The large, bold graphic denoting such offer was in the upper-right hand corner of the screen. So I spent some time picking out a few more items, then I began the checkout process. On the shipping selection page I could not find the free shipping reference, and frustration set in as I took another (closer) look at the graphic. In pale gray (almost white), small lettering sat the words “certain restrictions apply.” The graphic was clickable, taking me to a page explaining the limitations of the offer. I could get free shipping without limitations if I ordered $49 or more, but they’d already lost me. When making free shipping and other enticing offers, it is important to serve both lenient and principle-driven shoppers. My experience was not much different than a “bait and switch” tactic: The advertisement was legal, yet questionable when... Wed, 11 Jun 2008 15:29:50 -0600 http://www.practicalecommerce.com/articles/756/Keep-It-Simple-And-Straightforward/ http://www.practicalecommerce.com/articles/714/Protect-Customers-Data-Or-Lose-Your-Business/ Back-end store security: It's the most important, yet the oft-overlooked parameter of running an online business. Without securing customer data, you have no claim to running a legitimate business. I often hear excuses of ignorance, which makes me wonder how many online store owners take the time to read the latest ecommerce news and even merchant account information that comes in the mail? But it doesn't matter. You'll learn now, and you'll commit-right now-to taking the steps to make it right. I've my own gripes and rants about the lack of attention to security, and they're vast. So I've picked a few key points and will preface with this fact: Nearly 80 percent of the online stores, upon my first entry, compromise customer information and sensitive sales information. Most heed to the warnings, but I have had to outright refuse to work on stores that ignored recommendations and continued to violate either legal or moral issues when it comes to security. Forget about what a... Mon, 14 Apr 2008 15:00:37 -0600 http://www.practicalecommerce.com/articles/714/Protect-Customers-Data-Or-Lose-Your-Business/ http://www.practicalecommerce.com/articles/670/Time-Is-Money/ It never ceases to amaze me how much time people waste trying to save money. Having grown up in a small town (fewer than 2,000 people), I recognized that paying a little more for staple items locally was less costly than driving 20 miles to save a few bucks. In the business of ecommerce, it’s more about time than anything. Tried-and-true technology (whether it be smartphones or automation software) is a must if you want to reap the true benefits of working for yourself, and my bet is the majority of small business owners are working for peanuts. Take order processing, for instance. The majority of small online-store orders are still manually processed — an employee retypes orders into an antiquated database. This wastes time, increases costs, and makes it difficult to offer competitive prices and zero handling fees. Yet, accounting says that outlaying a few grand right now isn’t feasible. I watch my neighbors sacrifice family time to do tedious things themselves.... Wed, 06 Feb 2008 13:43:57 -0700 http://www.practicalecommerce.com/articles/670/Time-Is-Money/ http://www.practicalecommerce.com/articles/645/On-Vacation-Pointers-To-Stay-Connected/ I often find myself traveling with little notice. These trips include last minute family gatherings or clients purchasing new systems and wanting me by their side as they transfer data and confirm stability. Some months I’m gone more than I’m home. However, I’m fortunate enough to be able to work from just about anywhere. As we get more comfortable in 2008, I wonder how many small business owners have put off real vacations for fear of not being able to check into the office regularly. During the holidays I was hit with urgencies (even on Christmas) and in a rush to finally bow out of the office I forgot to transfer some key files to my laptop. Fortunately, in 2007, I took some time to put more features into place in case I had to dart out the door. Here are some inexpensive ways to make vacation and business work together. Portable Hard Drives Portable hard drives have really come down in price, and with in-store rebates common, I picked up two 120GB drives for... Wed, 09 Jan 2008 10:31:55 -0700 http://www.practicalecommerce.com/articles/645/On-Vacation-Pointers-To-Stay-Connected/ http://www.practicalecommerce.com/articles/634/Numbers-Should-Not-Dictate/ They say the true measure of success for an online store is based on visitor and shopping statistics and analysis of investments for driving traffic to the site. The most common reporting method is Google Analytics, and with its recent integration with LivePerson (a live chat tool), store owners will now be able to analyze ROI for chatting with potential customers online. But I have to wonder if small businesses are lending so much weight to ad campaigns, statistical services and software that they lose sight of what really matters. For years, a key component in marketing strategy has been the study of numbers —specialists tell us what they should be, and that they reveal what we’re doing right and wrong. These numbers, however, are merely guidelines, and I’ve yet to see a sell-thru ratio that would make me say, “Hey, you can’t get any better than that!” These numbers, though, often make us forget about other key components, and we wind up missing an untapped market... Mon, 17 Dec 2007 11:40:38 -0700 http://www.practicalecommerce.com/articles/634/Numbers-Should-Not-Dictate/ http://www.practicalecommerce.com/articles/610/Be-Sure-To-Simplify-Checkout/ There have been many a debate about how to siphon shoppers into the checkout process quickly, and just as expeditiously get them to the final invoice page. The words easy, simplified and ‘lightning fast’ come to mind during such arguments, while retailers and advisors sight statistics, often passed down by large firms that don’t necessarily cater to what we see as “small business.” I am not a statistical person. For me, statistics only tell me percentages of probability, but in an ever-growing field of ecommerce, nobody wants to cater to just 93 percent of shoppers — they want them all. And who can blame them? Statistics about screen resolution and browser-types have often ruled designers and developers, ultimately giving little regard to my father-in-law, who views online stores at 600 x 800, or people like my blind husband, who cannot navigate the majority of flash elements due to improper coding. With one of the latest phases of a streamlined checkout, that is,... Thu, 15 Nov 2007 08:27:18 -0700 http://www.practicalecommerce.com/articles/610/Be-Sure-To-Simplify-Checkout/ http://www.practicalecommerce.com/articles/582/Credit-Card-Chargebacks/ It seems like only yesterday we were gearing up for a new holiday shopping season. Alas, a plethora of shoppers seeking competitive pricing, free shipping and prime customer service is here. We’ve struggled to work out all the kinks in our shopping cart solution and backend system, so we can fulfill orders promptly. However, one thing that we may have overlooked is the potential of chargebacks. Chargebacks are designed for credit card holder protection. They allow cardholders to refuse payment due to fraudulent use of accounts, as well as non-receipt of goods. In some cases merchant banks approve chargebacks due to damaged items or items that were not as described in catalogs or online store pages, regardless if the merchandise was returned. The practice is sometimes abused by online shoppers, in hopes to get a product for free, but many times inquiries are made out of forgetfulness or ignorance. The majority of merchant banks charge fees for chargeback inquiries —... Sun, 07 Oct 2007 10:49:01 -0600 http://www.practicalecommerce.com/articles/582/Credit-Card-Chargebacks/ http://www.practicalecommerce.com/articles/572/Nine-Simple-Ways-To-Speed-Up-Tedious-Tasks/ Because I’m all about automation of the tedious of tasks, this month I’m offering up some key, yet very simple ways, to speed up tasks you’ve probably never given much thought to. While it may take me time to figure it out, I always try to tackle the pesky mundane tasks first. Auto-loading Daily Sites In Browser Tabs I have a minimum of three secure areas I must log into each morning. It’s such a hassle to have to go to File...New Tab every day. Here are two possible solutions: • In FireFox, go to Tools...Options. On the Main screen enter each URL to auto open, with each separated by the | character. • In IE 7, go to Tools...Options. On the General screen enter each URL on a separate line. Email Aliases And Text Messaging For urgent issues, there’s a special email address people can use (no, I won’t post it here). I set the alias to shoot copies of the message to the entire team, and as text messages on our phones. It’s actually quite handy as well... Mon, 24 Sep 2007 09:54:29 -0600 http://www.practicalecommerce.com/articles/572/Nine-Simple-Ways-To-Speed-Up-Tedious-Tasks/ http://www.practicalecommerce.com/articles/534/Dont-Overlook-The-Essentials-Of-Business-Startup/ I receive calls daily from storeowners wondering what they can do to get ample returns on their investments in advertising and search engine optimization. Just when I think I’ve met my match, more calls pour in, and I’ve come to the realization that a good majority of small business owners, especially in the online world, spend so much time feeding their excitement of cashing in on a good market share that the essentials of business startup and upkeep of practices is often overlooked. The typical example is a company that has spent an unbelievable amount of money on Google Adwords, SEO and online advertising, to name a few, with no regard to keeping the visitors (they pay for) shopping at their store. ROI is a most-oft overlooked necessity of small online stores, and yet, it’s a core reason so many small businesses fail within their first year. Those familiar with my monthly column here, as well as my weekly blog at this publication’s website, have heard me tout more... Mon, 06 Aug 2007 09:57:05 -0600 http://www.practicalecommerce.com/articles/534/Dont-Overlook-The-Essentials-Of-Business-Startup/ http://www.practicalecommerce.com/articles/521/SMBs-Should-Consider-Surveys/ The online store that makes me feel awesome even after my product(s) have been delivered will get my business next time around. Their URL will be committed to memory, and I’ll visit the site often just to see what’s new. This store must cater to my needs, treat me like a person and doesn’t leave me second-guessing the money I’m spending. I’ll even know who I’m supporting with my hard-earned cash. I’ll only have this type of experience from a store where the ones in charge have done their homework and aren’t afraid to go against the grain when it comes to offering up features. They need to provide complete product details, easy navigation, and ways for me to feel like I’m somehow involved with their business strategies. In short, the perfect online store needs to understand me. Online surveys are relied on heavily by the big guys, yet rarely do I receive one from small businesses. In fact, I can’t recall one from any independent online store in at least a... Sun, 15 Jul 2007 10:01:15 -0600 http://www.practicalecommerce.com/articles/521/SMBs-Should-Consider-Surveys/ http://www.practicalecommerce.com/articles/497/Is-Your-Website-Ready-For-The-Holiday-Shopping-Season/ Anyone’s who has talked with me for any given amount of time will tell you I’m adamant about testing sites for security and navigation. Summer is the perfect time to plot out upcoming holiday season sales campaigns, and it’s also the time to make sure things are running smoothly. With an ever-growing number of people shopping online, comes a vast amount of new online stores, some of which will likely be competitors. It pays to be more than just the guy who offers a better deal. You’ve got to be better overall, right down to design elements, customer guidance and tools that give online shoppers a sense of security. Here are my top 10 things to look for when determining if your store will be ready for the biggest holiday shopping season ever: 1. SSL – Make sure it’s working and that no errors are present. Fix all errors as they are found. A dedicated SSL certificate lends more credibility to your business. 2. Navigation – Customers need to be able to browse the... Wed, 06 Jun 2007 13:45:12 -0600 http://www.practicalecommerce.com/articles/497/Is-Your-Website-Ready-For-The-Holiday-Shopping-Season/ http://www.practicalecommerce.com/articles/449/Shipping-Charges-Compromises-Required/ You would think online stores would have found it easier by now to calculate and charge accurate shipping fees, let alone set up uninterrupted checkout processes that flow smoothly. Yet I see more and more questions and requests for customizations and fixes than ever before. What makes the calculation of accurate rates so complicated? And why do most online stores lose sales because of shipping costs, terms and practices? In the world of business, we constantly demand (not merely request) more automation and power. Our computers become outdated more quickly than a loaf of bread goes stale. Today's standard "dos" will be tomorrow's "procedures we are inclined to rethink," and like Veruca Salt (the infamous brat at Willy Wonka's factory), we'll never have enough. I see the same trends when it comes to outlining and implementing strategies for shipping. The fact is, most small businesses spend more time than they can afford looking for that elusive,... Wed, 28 Mar 2007 11:07:39 -0600 http://www.practicalecommerce.com/articles/449/Shipping-Charges-Compromises-Required/ http://www.practicalecommerce.com/articles/420/Treat-Customers-as-Next-door-Neighbors/ People often ask me where I learned so much about ecommerce and business in general. I didn't attend business school, nor do my college degrees reflect what I do today. Besides being book smart and having been raised "old school," I accumulated the majority of my knowledge from experience, logical thinking and learning from others. This all leads me to a need to reflect on someone recently lost by the ecommerce community — someone who played a role in who I am, and why I do what I do. Luray Williams was my first partner in the ecommerce community. Coming from different backgrounds, we butted heads as often as we partook in total agreement. That's a good thing because it meant we both spun ideas based on what we knew, and ultimately found a method that would work for most of our clients. Sometimes I called on him just to tell me I was wrong, because Luray was a brilliant man whose goal was to be simply human when it came to dealing with people. He didn't like using highly... Mon, 19 Feb 2007 12:16:38 -0700 http://www.practicalecommerce.com/articles/420/Treat-Customers-as-Next-door-Neighbors/ http://www.practicalecommerce.com/articles/367/Selling-After-Dec-25/ For the majority of online stores, the holiday shopping season is what makes an entire year’s worth of work pay off. With the bulk of shopping taking place the first two weeks of December, it’s typically considered the highest grossing month of the year. That may be so, but the normal suit that follows is a relaxing January, and this is the time many store owners miss out on additional sales. Not to say the first month of the new year will surpass sales of any other month, but it can definitely beat prior years if you follow a few key steps. Exchanges vs. Refunds A good way to keep money in your hands is to promote exchanges of one product for another product. While some customers may prefer a refund, if you don’t even mention a store credit option, you’ll find yourself giving back a great deal more money than necessary. Last year, I worked with a handful of sites who proposed store credits, and roughly 46 percent of shoppers accepted them in lieu of actual... Fri, 01 Dec 2006 00:01:03 -0700 http://www.practicalecommerce.com/articles/367/Selling-After-Dec-25/ http://www.practicalecommerce.com/articles/345/Experiencing-Server-Overload/ Each month I talk about things I’ve learned by watching how other store owners run their businesses. Not that I don’t make my own mistakes, but I often try to keep my own embarrassing moments to myself. Until now... I’ve talked before about what to look for in a hosting company. I’ve talked about making sure the server your online store relies upon is solid, secure and that the data center maintains alternate lines and power supplies. I missed a key point, however, and it relates to anticipated traffic. I run a personal website about The Black Dahlia—it’s a 60-year-old murder case wherein the victim, a 22-year-old wannabe actress, was found dead in a vacant lot. Hollywood recently released a fictionalized film on the event, and many television networks have aired segments or entire shows dedicated to the case. In September, I appeared on the A&E network and The Biography Channel. I did anticipate a spike in traffic when the television shows were scheduled to... Wed, 01 Nov 2006 14:34:34 -0700 http://www.practicalecommerce.com/articles/345/Experiencing-Server-Overload/ http://www.practicalecommerce.com/articles/319/Is-Your-Data-Vulnerable/ Having just returned from the MIVA Conference, I’m sure my editor is quite antsy. I’m late with this column— not due to procrastination. I’ve always got something to say, but after I instructed a session on security for online store administrators, I realized that a great percentage of store owners are oblivious to security needs beyond the security of the server itself. Most of you have antivirus software, and perhaps you’re running a firewall (and, yes, you should be running firewall software even if your router has a hardware firewall). However, when it comes to wireless routers, I’m going to bet all my chips that you’ve missed a step, leaving your customer’s data vulnerable. Your computer is simply a gateway to your server, so if you’re ignoring security on your own network, any measures taken on the server really won’t matter. There are a lot of myths about security, and making assumptions just makes us all look careless. So if you’re using a wireless... Sun, 01 Oct 2006 01:55:00 -0600 http://www.practicalecommerce.com/articles/319/Is-Your-Data-Vulnerable/ http://www.practicalecommerce.com/articles/290/Who-Runs-Your-Business/ I love to cook. It’s something my husband knows well, and new friends learn quickly. Those visiting my home think I’m going out of my way, but to cook a savory meal, regardless of the time it takes, is how I relax. I’ve been known to make specialty pies I don’t even eat only to call the neighbors over to make their claims. When I need a good cut of meat and I’m in a rush, I don’t even peruse the meat case at the store. I go right to the back and strike a conversation with the butcher. I leave with exactly what I want — a cut of meat they don’t even have on display, because of having a relationship with the butcher. It’s no different when it comes to ecommerce. Before my company even opened its doors, I set out to create personal relationships with those who mattered — the guys who make sure our server streams remain consistent, other developers I knew I’d have to call on and even the guy who hooked us up with our first Mac. I’ve found that creating... Fri, 01 Sep 2006 00:21:00 -0600 http://www.practicalecommerce.com/articles/290/Who-Runs-Your-Business/ http://www.practicalecommerce.com/articles/261/Email-Confidentiality-Required/ I get thousands of emails each day. A good majority are spam, and I use Cloudmark (the best system I’ve found) for filtering them. Being in business, however, I still have to take the time to scan them all, making sure I’m not missing an initial request for work from someone who may have been filtered. It’s a tedious task that has become a requirement for most businesses. Every now and then I am bombarded with updates and sales pitches, and the most recent of many acts has led me to this column—laying down the line on a common, yet shameful practice no one should ever approach in order to drum up more business. I received an email from an individual who runs his own online store. It was unsolicited and was sent via his own email program—the poor man’s way of sending email updates to potential and/or current customers. It’s the first mistake in his case, because anyone running a mailing list should be using appropriate software or services to send out the mass... Tue, 01 Aug 2006 00:00:00 -0600 http://www.practicalecommerce.com/articles/261/Email-Confidentiality-Required/ http://www.practicalecommerce.com/articles/238/Showcase-Products-Via-Podcasts/ I’m addicted to the They Might Be Giants podcasts. I'm convinced they helped sell tickets for their latest tour by offering up free music, coupled with tour advertisements, in their weekly podcasts. I'll bet podcasting some of the tours' live performances also helped. But, can podcasting really help your online sales? I don't think you'd have to be running in a niche market to entice people to listen and/or watch, and I can see companies selling electronics showcasing new items to the masses via video podcasting. It's a way to show more detailed product usage and provide key information about specific industries. Some argue that it's not much different than offering up video (via Flash or other components) or audio content on your own site — and in a way, that's true. Except that many people use iTunes (even those without an iPod) and can subscribe to podcasts without ever having to hit your site regularly. The Pros Podcasting has many benefits, some lesser known.... Sat, 01 Jul 2006 12:00:00 -0600 http://www.practicalecommerce.com/articles/238/Showcase-Products-Via-Podcasts/ http://www.practicalecommerce.com/articles/218/Show-Off-Your-Products/ I just got my email alert on the latest kitchen styles from IKEA (www.ikea.com). The site’s not the easiest to shop – mostly because you really have to know what you’re looking for – but it boasts a vast amount of interactive tools. People like me (I do an enormous amount of shopping online) love seeing products out of the box and put to use in real life. Food, basic toy and standard appliance products are easy sells, but have you ever found yourself taking a trip to a local store or shopping mall to check out the full details of a product before going back online to price shop? Visually, many items are harder sells, because the computer screen isn’t three dimensional. Showcase Products in Livable Settings So, how do you showcase tangible products consumers can visualize in their own environment? Use simple, yet “livable” surroundings. A line of cookware, for example, could be displayed in a basic kitchen that looks usable, but not cluttered. Follow the... Thu, 01 Jun 2006 12:00:00 -0600 http://www.practicalecommerce.com/articles/218/Show-Off-Your-Products/ http://www.practicalecommerce.com/articles/202/Giving-Them-What-They-Want/ Listen to your customers. Part of my job is to rip online stores apart and present solutions, all focused on existing and potential customers. It still shocks me to see so many online businesses implement bad ideas because the head honcho thinks something is “good”, without ever asking the people who matter most—those shopping the site. It is what separates the “just getting by” from the “profitable,” and not just for the small guys. Few businesses serve such a secluded market they cannot be outdone by someone else. Anyone who thinks they’ve cornered a market indefinitely and thus follows only their own rules is preparing themselves for quite a surprise. I don’t care what you sell, at what price, or through which outlet. If you don’t listen to the people paying your salary, you’re going to find the business of ecommerce to be a constant uphill struggle. Be Your Own Apprentice The biggest mistake candidates make on The Donald’s extended... Mon, 01 May 2006 12:00:00 -0600 http://www.practicalecommerce.com/articles/202/Giving-Them-What-They-Want/ http://www.practicalecommerce.com/articles/182/Is-Live-Chat-Worth-It/ It was a phase, until it started costing money and taking time away from already busy schedules. Too many business owners had the wrong expectations, so links to the tool are seen less these days. I’m talking about live chat between online stores and visitors. If used properly, though, a live chat tool can result in repeat visits and purchases. Live chat software can run as little as a $100 license fee, or up to $100 or more per month via a service. What you will pay depends on the features you need, but let’s not forget about time—our most valuable resource. The software doesn’t run itself, which means time spent chatting with customers will cost significantly more than the software itself. The time spent chatting with a shopper (chats can run from minutes to hours) is dependent on the shopper’s needs and understanding. It’s not for all visitors—some shoppers refuse to initiate chats, which are more impersonal. You can’t expect a high percentages of... Sat, 01 Apr 2006 12:00:00 -0700 http://www.practicalecommerce.com/articles/182/Is-Live-Chat-Worth-It/ http://www.practicalecommerce.com/articles/159/Seek-Quality-Visitors/ I’m no Search Engine Optimization expert. Never have been, and most likely never will be. I’ve found that SEO is such a niche market that anyone offering these services shouldn’t have time to do anything but. I do, however, work with store owners everyday and am often asked what can be done to drive more traffic to online stores. I’m often told that a significant increase is desired not to push more people throughout the site as much as it is to push more sales. A good sell-through ratio (that’s the percentage of purchasing visitors versus the total number of visitors) is a goal by all. And when you think about costs to run an online store, it should be the goal. What’s missing with many campaigns is the true link between visitors and potential customers. It’s logical that any online store owner would want more traffic, but there’s always a question about whether the bulk of traffic coming through is just quantity… or quality. Think about it—is your online... Wed, 01 Mar 2006 12:00:00 -0700 http://www.practicalecommerce.com/articles/159/Seek-Quality-Visitors/ http://www.practicalecommerce.com/articles/148/Email-Etiquette-is-Good-Customer-Service/ I had an interesting e-conversation a few weeks ago. It turned into a one-sided blast fest, with me at the brunt of it. The source? A business professional looking for work. I let it all roll off my shoulder, but something about it seemed all too familiar. I searched back through thousands of email archives and found that it has become more commonplace for small business customer service to throw common email rules out the window, even with their customers. It makes me wonder who has real passion for doing business online, and who is here to make the fast buck. I don’t just work with online stores; I’m a regular online shopper. While I’ve experienced my fair share of poor communication with some “big guys,” the majority of abrupt communication comes from one-person shops and small companies selling on the Internet. I’ve come to a conclusion: It’s time for everyone selling on the web to go back to netiquette school. Back to the basics, where you wouldn’t write... Wed, 01 Feb 2006 12:00:00 -0700 http://www.practicalecommerce.com/articles/148/Email-Etiquette-is-Good-Customer-Service/ http://www.practicalecommerce.com/articles/133/Reaping-Holiday-Sales-in-January/ So many online stores put all of their focus into attracting holiday shoppers during the end of the year that they overlook the fact that the month of January can also be profitable. At the very least, planning ahead to handle holiday returns and exchanges can help reduce the burden of providing refunds. I have stressed in the past that having clearly posted store policies is imperative, and during the holidays they are more important than ever. The prepared merchant will offer a flexible return and exchange policy that will benefit customers and gift recipients as well as the merchant. Giving customers time to return or exchange items can help to build customer confidence, and providing store credits can help keep money in your pocket. By offering store credits on returns of holiday purchases, you tell the customer that should there be a problem, another item can be selected. You can use coupons or gift certificates to provide the credits, however gift certificates are more... Sun, 01 Jan 2006 12:00:00 -0700 http://www.practicalecommerce.com/articles/133/Reaping-Holiday-Sales-in-January/ http://www.practicalecommerce.com/articles/104/Your-Policies-Are-Only-as-Good-as-Whats-Posted/ Since the holiday shopping season is upon us, now’s the time to double-check store policies. Besides privacy, security and shipping, policies are what decide what happens when there is a problem with an order. So many stores neglect these important requirements, then struggle to make them up when something goes south with an order. The only hope you have of winning a charge back or dispute (via third-party, such as the Better Business Bureau) when an item arrives damaged, or if the customer changes his mind is to have something posted on the site in advance. There are time stamps on files uploaded to a server, so making up your store’s stand on refunds, returns, and exchanges won’t hold water. Regardless of how busy you may be right now, you need to take some time to review policies posted on your store, and if there are no statements of requirement, you need to get some in place right now. How exactly do you do it? First, ask yourself how you want to handle... Tue, 01 Nov 2005 12:00:00 -0700 http://www.practicalecommerce.com/articles/104/Your-Policies-Are-Only-as-Good-as-Whats-Posted/ http://www.practicalecommerce.com/articles/84/Hosting-Companies-Top-10-Questions-to-Ask/ I field many phone calls in any given day. And never does a day pass where I don’t get a call about someone having trouble with their host. Sometimes I have to bite my tongue, and many would be shocked at some of the stories I’ve heard. I think it’s time to just start referring people to a page somewhere so they can read for themselves and understand that the company that hosts their online store is just as important as the content of the store itself. Since the host is normally one of the first elements selected before opening shop, many overlook asking key questions. Consumer Reports isn’t going to tell you who the best host for the job is — everyone’s needs differ — so the bulk of the homework needs to be conducted based on each store owner’s individual needs. There are a slew of “Top 10 Questions” out there for you to ask hosts, but some of the questions aren’t as important as others. Here’s the nitty-gritty on what is and isn’t that... Sat, 01 Oct 2005 12:00:00 -0600 http://www.practicalecommerce.com/articles/84/Hosting-Companies-Top-10-Questions-to-Ask/ http://www.practicalecommerce.com/articles/75/Navigation-is-Key/ Online shoppers need guidance about finding what they need, and information about the pages they are viewing. We get so used to all our friends and family being online, we take for granted that each and every day, thousands of people use the Internet for the very first time. This leads to the assumption that shoppers will know how to navigate our online stores. The fact is, even seasoned online shoppers can get confused about what to do, and that confusion is probably costing you money. While third-party modules are available to help increase the effectiveness of customer “walk-throughs,” you can take care of the basic (and necessary) steps with MIVA Merchant right out of the box. MIVA Merchant includes Headers and Footers you can configure for each and every screen of the store. If you aren’t using them to explain processes to shoppers, you’re losing sales. For products, you can configure individual headers and footers. They aren’t always necessary and should only... Thu, 01 Sep 2005 12:00:00 -0600 http://www.practicalecommerce.com/articles/75/Navigation-is-Key/ http://www.practicalecommerce.com/articles/65/A-Primer-in-Shipping-Calculations/ Set aside all the cool features you’d love your MIVA Merchant store to have, and those you aren’t sure how to accomplish. The most difficult yet necessary task is tackling the proper means of calculating shipping. It sounds so simple – after all, we can hit UPS.com, USPS.com, FedEx.com and other carrier sites, enter package details and get current rates. The Poor Man’s Method Many users configure MIVA Merchant’s built-in shipping methods, which are fine if you offer flat-rate or standard tier-level shipping, or don’t mind losing a little here and gaining a little there. Unfortunately, many want to make sure they never lose ship costs on a sale, inflating them to the point where sales are lost. Research shows that one of the top reasons shoppers abandon carts is because of shipping costs (some studies show it’s the No. 1 reason). Inflating carrier rates is a good way to lose business. The downside to relying solely on the included shipping modules is that... Mon, 01 Aug 2005 12:00:00 -0600 http://www.practicalecommerce.com/articles/65/A-Primer-in-Shipping-Calculations/ http://www.practicalecommerce.com/articles/54/Preventative-Maintenance/ I spend just as much time troubleshooting Miva Merchant issues as I do customizing storefronts. I've found that no matter how much you foolproof something, someone out there can, and will, find a way to break its functionality. Fortunately, users of Miva Merchant often need only follow a few steps to keep their online stores running clean and troubleshoot issues. Delete, Pack, Pack Miva Merchant 4.x and lower database files are DB III compliant (which gives us flexibility to import and export data to and from many applications), and when any items (products, orders, categories, etc.) are deleted in the store, they are flagged for deletion in the appropriate database. This means accidental deletions are recoverable (though it requires working with the databases directly). The process of packing those databases after you delete something keeps database files running clean, and lessens the possibility of record numbers being reused. Reused record numbers are called dupes and can... Fri, 01 Jul 2005 12:00:00 -0600 http://www.practicalecommerce.com/articles/54/Preventative-Maintenance/