Problems with conducting business in an online store typically occur in one of three areas: your server, the connections to your server and your expectations for success. Web hosting industry observer TopHosts.com provides the following list of suggestions to avoid the most common pitfalls in hosting an e-commerce site.
Server/Hosting Problems
Most problems with online storefronts occur with your Internet Service Provider or hosting service. These are mainly server-related and should be kept in mind when choosing a host for your site.
One of the most common problems is server overload. If other companies have their sites stored on the same server as yours, during high traffic hours, the server may be inundated with queries, ultimately affecting the speed and quality of service of your site. On the Web, speed of transactions is essential to customer service — don’t allow your site’s service to be compromised by others’ sites.
Ask your host how many accounts are on the same server as yours — there should be no more than 10 sites per server.
A way around the server overload issue is to ask your host to “co-locate” your server. This means that you actually own the server, but it is physically located at the host’s operations center. The server is exclusive to your site, but you don’t have to worry about servicing it — your host is responsible for the server’s maintenance.
Connection Problems
The second area where problems can occur is with phone connections. As an online business owner, make sure the phone lines that carry data have no interference. Interference that is otherwise indistinguishable or benign for voice communications can be detrimental to data transmissions for your Web site. Interference problems that occur when you are dealing with sensitive credit card information could potentially cause you to lose both transactions and consumer confidence.
Have a phone company technician verify that the phone lines have no static and are not affected by microwave activity in the area, which can be generated from hospitals or industrial complexes. The testing is free and will benefit your ability to conduct online transactions.
Expectation Problems
The third area where problems can occur is closer to home: Your expectations for online success. Before you implement your Web site, create a business plan — and don’t expect to generate a million visitors or a million dollars in revenue during your first few years.
Your strategy for online sales should include having enough financing to “weather any storm.” Overestimate expenses and underestimate revenues for the first few years. You’re creating a position and building a customer base — these things take time.
Implement a long-term strategy when executing your online storefront. The worst thing you can do is to expect a quick return on investment. You need to build confidence in your business and have the patience for e-commerce to evolve. Your goal should be to build traffic for your site — not just casual, passive visits, but loyal, repeat traffic which will ultimately generate consistent revenue.
TopHosts.com offers a searchable database of Web hosting services. Visit http://www.tophosts.com to learn more about hosting or to find the ideal hosting company for your Web site.
This article may be reprinted at no charge, provided it is printed in its entirety (including this message) and with the URL/link to www.tophosts.com.
