Your Online Identity

Your web address (also called an URL or domain name) tells customers who you are and how to find you on the internet. It is the core of your internet identity—your online brand. And because no two parties can have the same web address, your online identity is unique.What’s in a Name?Quite a lot, actually. Not only does your domain name act as your address on the web, it also communicates the name of your business to every website visitor. And it can be used as part of your email address to reinforce your online identity.Keep these tips in mind before choosing your domain name:• Make it memorable. “Amazon.com” is more unique and less limiting than“booksonline.com.”• Describe your business. Avoid confusion by simply and logically describing your business, like “Flowers.com” for a flower shop. If you are setting up an online presence for an established business, make sure the name of your site matches the name ofyour business.• Keep it short. The best domain names are those that customers can easily remember and quickly type into their browsers. Complicated wording like “onlinecdstore.com” doesn’t work as well as a simple phrase: “cdnow.com.”

Your Online Identity

Your web address (also called an URL or domain name) tells customers who you are and how to find you on the internet. It is the core of your internet identity—your online brand. And because no two parties can have the same web address, your online identity is unique.What’s in a Name?Quite a lot, actually. Not only does your domain name act as your address on the web, it also communicates the name of your business to every website visitor. And it can be used as part of your email address to reinforce your online identity.Keep these tips in mind before choosing your domain name:• Make it memorable. “Amazon.com” is more unique and less limiting than“booksonline.com.”• Describe your business. Avoid confusion by simply and logically describing your business, like “Flowers.com” for a flower shop. If you are setting up an online presence for an established business, make sure the name of your site matches the name ofyour business.• Keep it short. The best domain names are those that customers can easily remember and quickly type into their browsers. Complicated wording like “onlinecdstore.com” doesn’t work as well as a simple phrase: “cdnow.com.”

How to Get and Manage Domain Names

Once you’ve chosen your domain name, conduct domain name and trademark searches. If your domain name is available, register it with a domain name company or registrar. Registering is easy and inexpensive.Many businesses register a number of variations, just in case they want to use them later—or to avoid the risk of competitors obtaining similar names. You also may want to register common misspellings so that customers who type your address incorrectly still find their way to your site. E-commerce businesses most often register a name with “.com” as the domain name extension (the letters after the dot, also called a top-level domain or TLD). But names with “.net” and “.org” (for “organization”) are also common. Other suffixes include “.tv” for rich content/multi-media websites, “.edu” for schools and universities, “.biz” for small businesses, and “.info” for resource websites.Laws governing intellectual property are another consideration. Generally, you should avoid choosing a domain or business name that is identical or significantly similar to a trademark of another party. Even if a domain name featuring another company appears available for your registration, using it commercially could amount to trademark infringement. For specific guidance, you may wish to consult with an intellectual property attorney.

Ecommerce website

Your business may be small—but the internet lets you think big. Whatever product or service you offer, the internet levels the playing field and lets you compete with bigger businesses, reaching customers around the world who can conveniently buy from your online storefront 24 hours a day.In order to take full advantage of the e-commerce opportunity, it’s important to consider all aspects of establishing an online business—and the objectives below are a fairly comprehensive list. Meet each of these and you can be sure you’re starting your business on a solid e-commerce foundation.E Establish your online identity. The right domain name can make the difference between a memorable online identity and getting lost in the crowd.B Build a user-friendly site. Creating a website is easier than ever—but following some basic guidelines will help make your site simple and fun for customers to navigate. And that means more sales for you.Select anISP to host your site. Even on the web, location is everything. Purchase and set up your own web server, or find a home for your site with a reputable internet service provider (ISP) or web host.Let customers know they can trust you. Customers will provide you with private information, like credit card or phone numbers, only if they’re sure your site is legitimate and the information they send is protected. Make sure your site is secure—and that your customers know it.Let the world know about your site. A memorable domain name, a great looking design, and top-notch products can make your site successful only if customers know about it. Promote your site to drive traffic to it.B Be prepared to measure your success. You’ll want to track who visits your store, where they come from, and which search engines and directories they use to find you. All this information helps you recognize where to focus your marketing efforts.M Make it easy for customers to pay you. Make sure you not only offer customers a variety of convenient payment methods, but that you can process them all reliably.This E-Commerce Guide outlines all the crucial objectives that can give your online business a competitive edge.

Table of Contents

Introduction: The Elements of E-Commerce ....................................................................................4Establish Your Online Identity ...............................................................................................................5What’s in a Name?How to Get and Manage Domain NamesHow to Buy an Existing Domain NameBuild a User-Friendly Site ............................................................................................................6Plan Your Site CarefullyChoose the Right Site-Building ToolsSelect an ISP to Host Your Site ..............................................................................................................8What to Look for in a Web Hosting CompanyLet Customers Know They Can Trust You .........................................................................................9Understand RisksAuthenticated SSL CertificatesWhat You Should Know About FraudMitigating the Risk of FraudYour Privacy and Security StatementLet the World Know About Your Site ..................................................................................................11Be Prepared to Measure Your Success .............................................................................................13Make It Easy for Customers to Pay You ............................................................................................13It’s Different OnlineThe Payment Processing NetworkHow Online Payment Processing WorksPayment Processing—AuthorizationPayment Processing—SettlementWhat to Look for In an Online Payment Processing Solution ...................................................16With PayPal, Choosing a Payment Solution Doesn’t Have to Be Complicated.....................16Which PayPal Solutions Is Right For You?........................................................................................18