Web Site Tip of the Month

This Month's Tip - Selling Online Part 2

Part 1 covered some of the basics of getting started with selling on the web. We looked at some options for handling the finances using services like Google Checkout or PayPal.

Many businesses use this option for years. But maybe, you're ready to move on to hosting your own shopping cart on your site. In this column, I'll cover some of the ground work you'll need to complete.

That Secure Feeling

Before anyone (with any sense, anyway) is going to type in their credit card information, they are going to check if your site is secure. Identity theft is a major threat these days and your average consumer will be looking for that closed lock icon that indicates it's safe to send their private info. Without it, you're dead in the water.

Now, you don't get a secure site by copying the icon. What you need is a Secure Certificate. This can be purchased from a number of vendors, but it's usually easier to purchase from the company hosting your website, who will also install the certificate on your site. Prices can vary and the certificate must be renewed every year.

In order for the certificate to work, you will also need to get a static IP address for your website. An IP (or Internet Protocol) is just a way to identify a computer on the Internet. Because there are a limited number, most IP addresses are dynamic, like a temporary phone number. Your secure cert will require a permanent, or static, IP address. This can also be set up by your web hosting company and will usually involve a small monthly charge.

What About the Money?

Another thing you need to consider is how you are going to handle the credit card payments. If you have a brick and mortar store, then chances are good that you already have a merchant bank account that allows you to process those credit cards. If not, then, very simply, you need to get one. But wait, there is something you need to consider first.

Most ecommerce shopping carts give you some options on handling the credit card processing. In one case, you get the credit card info and then process the transaction yourself. This works well if you're already processing purchases in the real world, you just add the internet sales to your store sales. The other option is to have the credit cards processed directly by the merchant bank on the internet.

The second option seems easier, but keep in mind that not all merchant banks offer this service. In fact, many don't and you may find that you need one account for your physical store and another for your website.

If you choose the first option, you'll need to consider some additional security. If your cart is sending customer information to you, even partially, you need to make sure the transmission is secure. You'll want your emails to be encrypted to make sure that information is not stolen. An addition like PGP(Pretty Good Privacy) is inexpensive and gives you that extra layer of security.

Wait, Aren't We Forgetting Something

No, no, I haven't forgotten. You still need to select a shopping cart for your website. This is a very important component; so important, that I'll be dedicating the next column to it.

In the meantime, you have plenty to research and keep you busy. Just finding the right merchant bank can take some time. Good Luck!

Remember, on the web, your web site is you.

V.Sandoval
Web Designer, High Tech Center

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