You now have a site name and have begun to consider how it can appeal to your audience. A site must be familiar, alluring, and helpful. The issue now arises of what elements you can include to make your site conform to user expectations.
Most customers expect an e-commerce Web site interface (that is, the home page) to present certain standard elements or archetypes.
The archetypes shown in the table below help make the customer's experience more interesting and help generate repeat visits.

Take special note of CRM applications. CRM software allows you to discover the cost-effectiveness of the site, track users, and ensure accountability.

1. WebTrends was one of the first software companies to move in this direction. However, whereas WebTrends software conducts thorough log analysis, companies such as
2. BayStone and
3. Balder Corporation

have provided ways to enhance tracking of customer and client interaction.

Each of the archetypes discussed above partakes in two basic communication strategies:

1. Business-to-business: These transactions generally involve low-cost, high-volume transactions
   
2. Business-to-consumer: Transactions of this nature vary widely in both volume and cost

Before you implement an e-commerce site, you should determine the exact nature of the business to determine which type of e-commerce solution it requires.