Professional Ecommerce Strategies – Part 3

Checkout Process

Customers are likely to abandon the entire order if the checkout doesn’t seem simple and straightforward. At this point their goal is to finish shopping with the minimum of thought process and concentration… they just want to subconsciously Lemming their way though and get that retail therapy at the end, so give it to them.

We tend to implement a clear 3 step process to our checkout page. The steps are: ‘Shopping Cart’, ‘Checkout’ and ‘Review & Place Order’. These steps are indicated by a graphic progress bar above the checkout form.

We display the progress bar once the user hits the checkout page so they can see they have already progressed past the Cart and step 1 and so are invested in the process.

Showing the maximum number of steps also allows the customer to see how lengthy the process will be and offers an end goal that’s easily achievable since it’s really just two more pages.

Once on the checkout pages, everything should point towards closing that sale. Removing unnecessary links and promotional material will reduce the risk of drop-offs and further simplify the process.

We make sure forms use common field names so they are recognized by toolbars that have an Autofill function, saving time and further reducing drop-outs. This also makes it easier for the customers to enter ‘autopilot mode’ when completing forms.

We try to implement payment solutions where the customer stays on your website. We have implemented PayPal Standard Payment Solutions, PayPal Payments Pro (for onsite credit card payment) and SagePay for using bank merchant terminals. We have also implemented the 3DSecure and Verified by Visa programs with these solutions.

If the customers’ card requires the Verified by Visa or 3DSecure password then we pop this up on the website asking for the password. The customer will usually recognise this as they would likely have completed it previously.

It’s a tad frustrating to have to add this additional password step but it shifts liability of fraud from you (the retailer) to the customer. Swings and Roundabouts, ay.

After Purchase

Offering a coupon code to customers for X% off their next purchase can keep your customers coming back to you and you alone.

I’ve also heard anecdotal evidence that leaving the coupon enabled past its expiry date makes the customer think they’ve got away with a cheap deal and encourages them to complete the order and to tell their friends about their luck.

Email the user confirming their purchase and thanking them for their custom. This can create the opportunity to present more ‘You Might Like:’ products in the email and display your X% discount on your next order promotion, to encourage return customers.

The Order Confirmation page can display more ‘You Might Like’ products as well as PPC adverts and insurance affiliate links to increase revenue, if they are finally done shopping with you.

All the technical and design talent in the world won’t help you if you’re not prepared to run your online store with diligence and offer the customer a quality experience. So get your product choice, pricing and packaging right just like you would with a High Street shop and finally… ADVERTISE.

Don’t hesitate to contact us for a chat about your online project and see how our professional web design services can help you achieve you goals.