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Archive for July, 2008

Securing a Lock Down on E-Commerce Corporate Data

I think we can all agree that security is important. Most of us lock our cars and houses on a daily basis. We may keep important files in a locked file cabinet and valuables in a safe or deposit box, but how many companies really take the precautions necessary to secure their e-commerce data? Right now do you know how many people in your company have your passwords and which passwords they have? Do they have passwords that you do not know about? What are they accessing with those passwords? Many business owners do not know the answers to these questions; because they do not take the time to make it a priority, or because they do not have the planning and policies in place to get this kind of information.

One Password to Go Around
In many small businesses there is often just one password and if someone needs access to an area, they are given that password. This makes everything easier right? Sure, but it also clears a path for countless other problems. An employee can exploit that information for their own gain. Someone can leave the company and take the information with them. Information can be shared with other employees who may not have any business knowing about the accessible information. Information can be leaked outside of the company. No matter what the situation, abuse of passwords and the information they make accessible can create a big headache for a company and potentially huge losses in revenue.

Even worse than information being leaked or shared inappropriately, is the potential for misuse. With full access to your site, your employees can do all of the same things in malice that you can do in good practice. They can change your passwords and lock you out. They can assume ownership of the account. Your business can become theirs.

Setting Limited Access
It seems foolish to have to remind someone not to give out their own personal user account information and password, but it bears stating the obvious- do not share your information no matter what the circumstance. You wouldn’t give out your social security number or bank account login information, would you? Then follow the same guidelines online and keep your businesses information secure.

Access Appropriate to the Position
So, how do you give employees the access they need while protecting yourself? In many cases you can set up additional users or administrators with limited access. Any employee that has a reason to view certain company information should be given their own user account. By making additional users you set boundaries for employees. Your bookkeeper can be privy to the invoices and methods of payment on file. You can let your web designer access the FTP files and backend of the site. Your marketing team can track statistics and collect customer information; and all the while no individual can stray to areas that they have no business accessing.

Accountability in All Areas
Another benefit of having multiple users is the ability to track what people are doing. If, as a business owner, you ever run into a situation where there needs to be accountability by an employee for a problem you can eliminate the guess work by researching which user accounts were logged into a particular area. Therefore, separate user accounts help to foster responsibility as well.

Keep it Current
Make sure information is changed periodically for the primary login and all other users in case there is ever a breach of security. If passwords and logins remain the same indefinitely unapproved access by an individual has the potential go on for a long time without being noticed or stopped.

Lock it Up Out of a Thief’s Reach
The scariest situation is doing everything you are supposed to do and it being for naught if someone is able to forcibly steal your information. There is always the chance that your company could be broken into and robbed. Digital information like user names and passwords cannot be locked up like a physical document. The most important thing is to make sure your computer is locked (by password or fingerprint reader) but beyond that you can also protect yourself with an online x drive. This allows you to store your information online and access it even without your computer. Unlike an external hard drive that can be picked up and loaded in a thief’s bag like your laptop, this stores your information out of a thief’s reach.

Volusion Helps You Turn the Key to Greater Security
As a customer with Volusion you can act on all of these security tips with ease. Both the Administrative Area and the My Volusion area allow for multiple users to be set up with different access levels under one “super administrator.” The business owner can then manage all employees’ access levels and can even see which user(s) have modified a particular area of the site, to see exactly what was changed and when. The passwords for both areas (as well as your users’ passwords) can be changed online 24 hours a day. And lastly, 24×7 technical support is available to assist you with making sure your site is as secure as you need it to be!

For more information on securing your Volusion store:
Adding New Administrator Accounts to Your Volusion Store
Admin History - What Does it Do?
Adding Users to MyVolusion.com

-Kate Polito, Ecommerce Specialist

Focus on PageRank: What is it, and Does it Equate to Online Success?

The concept of Google PageRank is widely misconstrued, so I thought I would take the time today to discuss this often confusing and perhaps overvalued means of judging a web page. First, let’s debunk a common misconception about PageRank: the term “PageRank” does not refer to “the rank of a page.” Actually, PageRank is named after Larry Page, one of the co-founders of Google. PageRank is a trademark belonging to Google, and its process is patented by Stanford University, which Page was attending at the time he began working on the technology that would eventually propel him to billionaire status in his early thirties and change the internet forever.

What is PageRank?
PageRank is a metric that uses the democratic nature of the Web to measure the quality of a particular page based on its inbound linkage from other sites. In essence, a link to a page is considered a “vote” for that page, and pages to which other sites frequently link are considered more important than pages that attract little to no links. However, it is not the sheer number of links pointing to a page that contributes to its PageRank, but the quality of the web pages linking to it. In other words, links from pages with high PageRank are weighted more heavily than links from pages with low or no PageRank.

Although Google does state in its Tips for Webmasters that PageRank “helps determine the rank of a site in our search results”, site owners who constantly worry about improving PageRank scores are wasting their time. Want proof? A simple search using Google is all you have to do. Let’s look at an example.

In a Google search for the phrase “pet supplies,” the following are pages currently appearing in the top 10 search results along with their respective PageRank scores*:

#1: PR5 http://www.nextdaypets.com/directory/pet_supplies/
#2: PR7 http://www.petco.com/Content/HomePage.aspx?PC=home&Nav=1&=
#3: PR7 http://www.amazon.com/pet-supplies-birds-cats-dogs/b?ie=UTF8&node=12923371
#4: PR4 http://www.petsuppliesplus.com/
#5: PR4 http://www.jefferspet.com/ssc/
#6: PR7 http://www.petsmart.com/home/index.jsp
#7: PR5 http://www.petsupplies.com/
#8: PR3 http://www.cheappetstore.com/
#9: PR6 http://www.drsfostersmith.com/
#10: PR4 http://www.petstreetmall.com/

Notice in the list above that the #1 ranking page has a PageRank of 5, and is ranked higher in the search results than four sites which have higher PageRank scores. Similarly, two results with a PageRank of 4 are ranked higher in the search results than pages with scores of 5, 6 and 7. In this case, the relevance of a page to a given search query appears to contribute more heavily to its search engine ranking than the PageRank value of that particular page.

Here is another example to help explain the basis of this scenario. Say you own a site with a PageRank of 8 that specializes in fine chocolate, but also sells flavored popcorn. Now assume for instance I own a site with a PageRank of 5 specializing only in flavored popcorn. In a search for the phrase “fine chocolate,” your site will undoubtedly beat out my popcorn site in the search results. However, in a search for “flavored popcorn,” my site will most likely rank higher than yours due to its greater relevance to the search phrase.

Often, site owners spend too much energy worrying about the PageRank toolbar. PageRank can only give you a general idea of a page’s reputation. It does not attract traffic to your site, while search engine visibility for terms related to your offering does attract traffic. If you want to sell online, your efforts would be better spent creating and publishing quality content relevant to your industry, which in turn will attract links that help your rankings as well as your PageRank score Quality inbound links from relevant sites are of course still important to search engine rankings, but if high PageRank was really the coveted holy grail of high rankings that many site owners perceive it to be, Google would probably not be sharing the information with us in the first place.

*Data collected on 7/30/2008

-Pam Westbrook, Ecommerce Marketing/Copywriting

Soaring Transportation Costs Fuel Opportunity for Online Business

As the price of fuel climbs with every fill up, consumers are looking for ways to drive less and scale back their lifestyles in effort to squeeze the most value from every hard earned dollar. A leisurely Sunday afternoon drive is a thing of the past as cash-strapped commuters are forced to reach deeper into their wallets to cover necessary transportation expenses.

While the cost of travel has become exorbitant – and prohibitively so for many – online shopping has come to the forefront as an attractive and economical alternative to hitting up the mall or supermarket. With everything from clothing to pet supplies to groceries available on the internet, unique opportunities exist for savvy online businesses poised to serve the needs of consumers’ changing lifestyles.

“Decreased fuel consumption may make gas station owners frown, but it could bring a smile to the faces of online business owners, whose products all of a sudden may have greater appeal to consumers looking to eliminate unnecessary shopping trips during the current gas crunch.”
Continue reading

-Pam Westbrook, Ecommerce Marketing/Copywriting

Volusion Review by Statesman.com

Volusion Review: Online Businesses with Something to Sell Turn to Volusion

E-commerce company prospers with simple solution for everyone from small businesses to corporations.
by Lori Hawkins, Austin American Statesman

“Blair Rhodes knows a lot about cashmere and next to nothing about computer programming. But that hasn’t been a problem for his online business, ThePashminaStore.com. Rhodes focuses on shawls, scarves and wraps and relies on Volusion Inc., based in Austin and Simi Valley, Calif., for the software that runs his Web site. I’m not a technical guy-I’m a marketing guy, and that’s all I want to focus on,” said Rhodes, who lives in Houston. “Volusion handles the technology, and that frees me up for other things.” Driven by robust online spending, Volusion is in growth mode. Volusion is capitalizing on a surge in consumer spending on the Web, which is expected to increase 17 percent this year despite a sluggish economy that has hurt many traditional retailers, according to a survey by Internet research firm Forrester Research. Excluding travel purchases, retail sales online are expected to grow to $204 billion in 2008 from $174.5 billion last year, led by sales of clothing, computers and cars, according to the survey…”

VOLUSION REVIEW

Customer Turned Business Owner: Jason Opens Up Instant Albums to the Australian Market

After researching different Ecommerce Solutions in the US and Australia, Jason choose Volusion as the solution provider for his first online store. Although he had some experience in web design and marketing due to previous job roles, he notes that he designed the website on his own without the need for any technical expertise. “The best thing is, I don’t need to know coding in order to update the website. I did a little tweaking of the templates to manipulate them design-wise, but other than that Volusion is very easy to use. I learned the basics and worked it out with a little help from the Volusion staff.”

How did the idea come about for Jason’s first online business? Two years ago, he discovered an Adesso Album being passed around at a wedding he was attending. Unlike a traditional pen and paper guestbook or photo album, this book included both. It was designed to fit Polaroid photos along with a space for wedding guests to include their personalized messages. The unique album was a hit, so Jason decided to purchase one for his own wedding.

Jason lives in Australia, so when it came time to order the item he encountered some problems since the album was only available from a US company. The last minute order meant that along with regular shipping costs and the risk of loss and damage from shipping overseas, there was also an urgent shipping fee to have the item there in time. As Jason notes, “Urgent shipping from the US is really, really expensive. I found out the hard way.” Jason decided that the album needed to be something that the Australian market could easily purchase without the added cost and wait time. After a discussion with the manufacturer of Adesso Albums, the growing online business known as InstantAlbums.com.au was born.

With help from Volusion’s built-in marketing and SEO tools, Jason has seen increased success with his site’s online visibility. “My sales have been growing though I’m still in an infancy stage. I’m pleased I was indexed by Google within a month, and weekly from then on. The site is pretty SEO friendly. I rank highly.”

In time, Jason hopes to continue marketing and growing his online business into a full time operation. You can learn more about the Wedding Photo Guestbook, Birthday Photo Albums, Anniversary Photo Albums and more by visiting InstantAlbums.com.au now.

-Stacie Leonard, Ecommerce Marketing/Copywriting

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