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Ecommerce best practice: Field & Moor

I have been known to say that ecommerce projects are the hardest to get right. When planning to start a business from scratch, you need to think about how you will attract customers and persuade them to buy from you instead of someone else.

Merely putting products online will not do this job for you. You need to understand your market, know who your competitors are and have worked out your USP (unique selling point). I have turned away clients who I felt hadn’t sufficiently thought these things through.

But when James Waddell approached me last July about marketing a range of high-end waterproof leather boots, it was immediately clear that he ticked all the boxes. James knows his products inside out, understands his customers and knows everything about his competitors. He already had the name of his business and a logo prior to contacting me. We launched James's
Field & Moor website on 8th September to coincide with an advertising campaign, and by the 27th he had made his first sale.

James, who emphasises the use of good imagery, said: "
I wanted to work with a developer who gave options and helped me to be walked through the process of the build, and understood and resonated with the Field & Moor brand".

He had also read our own Applegreen website closely, which earns him extra brownie points in our opinion!

Rosie's Garden Plants

Jacqueline Aviolet has sold plants by mail order for years under the trading name Rosie’s Garden Plants. For her new website, she wanted the plainest of backdrops to show off her plant gallery section. We chose a quirky font for her business name and added a simple plugin to make it easy to add photos.

The website has no ecommerce facility at this stage: customers still need to contact Jacqueline to place an order. She also gives talks to entertain groups on plant-related topics and these are listed on the website.

All front and no substance

Jacqueline also earned brownie points by making it clear she had read my website. Ego-boost aside, why does this matter? Because increasingly, we see beautiful, flashy websites with zero content.

Some purchases are a bigger deal than others. A website is one of them: your website designer is someone you will work with closely, both during the build and later on when updates are needed. Creating a relationship of trust with new customers starts with putting honest information online, and enough of it to demonstrate that you know your onions. Or your flowers, or your leather boots.

Issue 18  |  October 2020
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