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Most companies with an Internet presence have a straightforward marketing site. The objective of the site is to supplement traditional marketing activities, perhaps give additional information, and generally promote the company. There is often a reluctance to give complete product details because the objective is to induce visitors to call or write to the company for more information and thus establish contact.
A selling site is different. The objective is to close the sale electronically with payment (and sometimes delivery) made over the Internet. This type of site will be designed to include comprehensive product information, as visitors will be expected to make a purchasing decision based on the information presented.
Such sites generally have three sections:
1. Marketing and added value information. This is aimed at attracting customers, giving them a feel for the contents, and giving them confidence in the retailer.
2. The catalogue. Detailed information on product benefits, specifications, and pricing.
3. Order processing. This will include a method for specifying and paying for the order. More advanced systems may have a method for the customer to go back into the system to check progress and delivery of the order.