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How to Select, Setup and Operate Internet Storefronts

Number of pages: 168
Number of diagrams: 36
Author: Lawrence Harte

iMarketing Magazine
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This book describes the different types of online stores, how they operate, important features to consider, and key business operations such as fraud management and customer management that you should know about.

You will learn about the different types of online store hosting options ranging more....

Sample Diagrams

There are more than 26 explanatory diagrams in this book

Online Store Credit Card Processing

This diagram shows the basic steps in online store credit card processing. This diagram shows that when the customer places an order, it goes through the web store server. The web store sever then sends the credit card order amount to a merchant processor. The merchant processor identifies the bank associated with the credit card and sends the information to that bank for processing. If the bank authorizes the transaction, the merchant processor will begin the steps to transfer the money to the online store's bank. The merchant process will keep approximately 2% to 4% of the transaction for their processing service.

Table of Contents

Online Stores

Store Objectives

Online Store Hosting Options

Online Mall
E-Commerce Web Host
E-Commerce Software Application
Custom E-Commerce Web Site

Online Store Navigation

Online Catalog

Product Page Layout

Related Products and Services

Shopping Cart

Shopping Cart Search Engine

Order Processing

Order Processing Transaction Cost

Payment Processing

Credit Card Processing
Checks and COD

Product Fulfillment

Customer Tracking


Affiliate Links

Marketing Partner Tracking and Reporting

Online Store Interfaces

Database Connectivity
Accounting System Connectivity

Inventory Management

Fraud Management

Identifying Fraud
Managing Fraudulent Transactions

Web Site Image Management

Online Auctions

Other Online Store Revenue Sources

List Rental

Online Store Requirements Checklist

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About the Author

Mr. Lawrence Harte is the president of Althos, an expert information provider covering the communications industry. He has over 29 years of technology analysis, development, implementation, and business management experience. He has setup, managed, and provided training for keyword advertising, search engine optimization, affiliate links, email broadcasting marketing programs. Mr. Harte has interviewed hundreds of Internet web marketing experts and tested many types of web marketing systems to discover the key success principles used for Internet marketing programs. Mr. Harte's combined knowledge and experience in business systems, communications technologies allow him to communicate well with all people within a company that have a need to understand marketing programs and communication systems. He has authored over 80 books on communications technologies and systems on topics including Internet Marketing, Business Finance, Mobile Communications, IP Telephony, and Billing Systems. Mr. Harte holds many degrees and certificates include an Executive MBA from Wake Forest University (1995) and a BSET from the University of the State of New York, (1990).

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This book describes the different types of online stores, how they operate, important features to consider, and key business operations such as fraud management and customer management that you should know about.

You will learn about the different types of online store hosting options ranging from online malls to customer software solutions along with their typical capabilities. Discover how to evaluate the different features and options to help you determine which type of store is right for you now and how you might need to evolve to new types of stores as your business grows.

Learn about the ways that you can create online catalogs, what they contain and how you can group and manage products so customers can easily find and order them. Product page layout guidelines are included along with key online store navigation requirements that will help search engines to find and index your store.

Order processing steps are explained ranging from simple inserting Paypal buttons on a web page to sophisticated shopping carts that can remember and process items for checkout. You will discover the different types of payment processing options including credit card, cash, online payment, and on account and how to get and setup online merchant accounts.

Discover ways to setup reliable order fulfillment processes and ways that you can use order fulfillment to increase your sales. You will gain an understanding of the different types of available shipping options and how their costs and reliability can vary based on geographic region.

Learn about fraud management including identifying suspect orders and how to avoid unnecessary bank processing fees. Discover that merchant processing banks can impose significant penalties for fraudulent purchases (that they initially validate as good) and ways to avoid these penalties.

Discover how online store systems may integrate with marketing programs such as affiliate links and coupons. You will learn about additional revenue sources including how to sell and include advertising in your online store. Learn why and how to link online stores to databases and accounting systems using standard file formats.

Key ways to measure store performance including page views, visitors and conversion rate are explained. You will learn how to track where visitors come from, how they navigate through the site and how they contribute to your profits. You will learn how to identify the hidden costs for online stores to determine your real transaction costs. Some of the important topics featured are:

Online Store Hosting Options
Catalog Creation
Order Processing
Payment Processing Options
Order Fulfillment
Fraud Management
Customer Communication
Linking to Databases and Accounting Systems
Affiliates and Coupons
Measuring Store Performance

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