White Knight

It is very interesting to note just how quickly the face of the World Wide Web is advancing. We only have to take a look at the past twenty years to realise just how much the internet has impacted our day to day lives and the way we conduct business. This advancement is quite amazing considering that internet only introduced to Australian universities in 1989.

Today, you only have to turn on your television or open a newspaper to notice the Australian government and the communication networks are in a race to create superior quality networks specifically designed to enhance the way we use the web. Likewise, there is a major shift in designs of hardware, software technologies and increased development of eCommerce Design in an attempt to maximize a businesses profits and reduce overheads.

Opportunities for Small Businesses

It is quite clear that today consumers (in particular small business owners) are looking at ways of streamlining their current practices through the use of portable devices such as laptops, mini-notebooks and wireless data devices such as the iPhone and BlackBerry. According to the research conducted by Gartner, sales of mini-notebooks in Asia Pacific increased by a massive 82% in 2008 and are predicted to continue through 2010 and 2011.

Hardware limitations of these devices are cleverly substituted though the development of online applications. Some of these include: a wide range of Online Office Suites, virtual meeting rooms such as GoToMeeting, online faxing services such as  faxmate and accounting and invoicing packages such as Freshbooks just to name a few.

The Internet makes business online a reality

The introduction of the 3G Mobile networks and the common use of WiFi technology have recently enabled business owners to alter and streamline the way they conduct business through this new range of online products, allowing them to operate their businesses from just about anywhere.

This major shift is also supported by professional web design firms, in particular through the use of cleverly developed ecommerce sites automating the ordering, dispatching and accounting processes.

Why smart business owners are embracing online applications

Online applications are becoming more frequently used as they offer business owners a large range of benefits including:

• Minimal hardware requirements – all that is required to run online applications is a basic computer, a web browser and a reliable internet connection. Simple and portable devices such as mini-notebooks can now be
  used in place of large and expensive hardware solutions.
• Platform independent – with online applications, users are no longer limited to specific operating systems such as Windows or Mac OS.
• Users can access the applications from any computer that is connected to the internet - there is no need to purchase additional licences. Users can access documents saved on the server from any computer connected to the internet. This can present a massive saving to small businesses with multi licence requirements.
• There is no need to download or install software - all software upgrades are applied to the server. Users will automatically be able to access the updated version of the application net time they log in.
• Documents are stored in a secure online location – this prevents loss of valuable information if the computer experiences hardware failure, is lost or stolen.

The Future of online applications

The only limitation to effectively utilising online applications is access to the internet. This minor hick-up is however diminishing day by day as Telco’s continue rolling out state of the art technologies. As an example Telstra exclusively offer a new range of Next G Data Cards capable of 21 Mbps downlink speeds accessible to 98.8% of Australian population, whilst K-Rudd is well and truly on the way to build a world class high speed broadband network.

Moving forward, it is important for business owners to consider and embrace some of the available solutions emerging today. Online applications are fast becoming part of our day to day lives and most certainly are already affecting the way we conduct business. Just think, the internet only became available to the Australian public 20 years ago.

At our current rate of advancement, what are the potential consequences for those that don’t embrace this type of technology and use it to their advantage?

Most businesses owners are under the impression that in order to stay in touch with current buying trends, they must have a website - they are correct.

According to a report released in 2008 by Internet Measurement Company ‘Nielsen Online’, Australians are spending around 13.7 hours per week surfing the internet in comparison to the 13.3 hours of viewing television.

These figures in conjunction with the massive increase of online purchases have prompted the business world towards more active forms of sales and advertising using the World Wide Web.

As a consequence of this newly developed customer expectation, businesses are rushing in flocks to purchase websites so that they too can keep up with today’s customer demands.

The true purpose of a website

Interestingly though prior to engaging a professional web design company, a large number of businesses don’t take into consideration how this web tool will add to their bottom line. Rather than generating revenue, websites (if developed for wrong reasons) can simply add to companies running operational costs.

Before embarking on a mission to build a site, business owners should take into consideration that websites can serve different purposes and as such, content displayed should vary.

Business sites generally fall into the following three categories:

eCommerce Sites - these sites feature products and services that can be purchased without any form of consultation. Customers can simply browse through the online store and proceed to purchase goods using the available checkout on the site.

Features of effective eCommerce Sites can include:

• Professional looking and legitimate
• Easy and intuitive Navigation
• Simple and free of clutter
• Necessary links to privacy and /or assurance documentation
• Legitimate security payment logos (PayPal, GeoTrust, Security Seals, etc.)
• Simple to locate business contact details
• A fully intact and operational site without broken links, images, spelling and grammatical errors

In a bricks and mortar world, compare this concept to the newly designed self checkouts in stores in Big-W. These stores are designed to easily lead a customer through the sales process and use minimal human interaction. Compare this concept with a site that implements proven concepts of eCommerce design. This type of site will lead a customer along a clearly defined process, answering any concerns or objections along the way, concluding with a transaction.

Image Building Sites – these sites are specifically designed to distribute information. Generally, these types of sites are used by manufacturers – not retailers. Their sole purpose is to educate the greater society on the features and benefits of their products and services. If designed effectively, Information sites contain links to sites of their preferred distributors.

Features of effective Image Sites can include:

• A professional and legitimate look
• Accurate and descriptive information about products and services offered
• Links to preferred distributors

Companies like Coke and Nokia use Image Sites to drive business towards their distributors where the eventual conversion or sale will occur.

Information/ Lead Generation Sites – these sites form a part of the greater sales process. Their sole purpose is to educate clients on the range of products and services on offer and create a link between the website and a consultant.

In December 2008, Nielsen Online released a report showing that 81% of online holiday shoppers read reviews written by others customers when doing their shopping. This highlights the use of the Internet for research when making purchasing decisions. A good Information Site will use this to their advantage and offer topically related, quality information whilst still leading the consumer down a set path toward a physical point of contact and eventual conversion.

Features of effective Information Sites can include:

• Educational and topically related information regarding the company’s products and services
• Clearly visible contact details (e.g. phone number and/or company address)
• Ability to subscribe to regular newsletters
• Contact ‘me’ web forms
• Customer testimonials

Deciding the purpose of Your Website

It is vital to understand the purpose of a new website prior to engaging a web development company. You must consider whether the site will be built to educate potential customers on their range of products and services, generate immediate income in the form of an eCommerce store or determine whether its purpose is to create a lead for eventual conversion.

With a clear understanding of a websites purpose, business owners can incorporate their site to form a larger part of their overall sales process.