Working for a major electronics company in both sales and marketing has taught me one thing about the web- you site needs to be good.
The amount of time and effort we put into developing and executing our web site is mind blowing, check it out- http://www.sony.com.au/section/home
Granted we turn over a bit more than the average miniature producers but consider this: if the web is your only way of interacting with your customers why does it look so crappy? Imagine if you opened a store in a shopping centre then hid all the product so no one could see it then told people they could only pay by cash plus they had to have the exact amount?
Some of the web sites offering miniatures have this kind of mentality.
- Photos- We need to see what we cant pick up and look at, its an electronic medium, use heaps of pictures. They don't have to be magazine quality but they need to detail the quality of the product.
- Descriptions- What are they? Time periods, weapons, scale, uniforms any background info that engages with the customer and gives them confidence you know what you are doing.
- Payment- Make it easy! Spend some time and possibly money setting up a shopping cart that is easy to use. Customers want to add stuff, change stuff and generally fiddle around with their orders until they get what they want.
- Suggest Other Products- Check out Amazon, its simple: suggest stuff to go with stuff- a machinegun section with a fireteam, a humvee with those marines.
- Modern Design- Some of these sites look like they were developed in 1995 by first year high school students, its not hard or expensive to have a site that looks ok or at least looks like it was put together in this millennium.
Check These Out For Some Ideas-
http://www.flamesofwar.com/ (This has got to be one of the best in the business)
http://www.flashpoint-miniatures.com/ (In its early days but you can see where they are going)
I am not sure if anyone will ever read this let alone take notice but I need to get this off my chest.