Website. The ordering process is the most important part of any eCommerce site. For this reason, it makes sense to address this issue more intensely, for each optimization can increase conversion rates and lead to higher sales.
Seek and ye shall find ... or not
The user should order the goods will be made as simple as possible. It starts with the fact that the most important elements for a purchase to be made clear.
The ordering process begins with the "Add to Cart" button beside the relevant product. Therefore should be employed on the product page that this button is placed well visible.
Therefore:
- The button must have a unique label that encourages the user to click.
- The button should be graphically designed and conspicuously placed near the top in the visible area of the site immediately.
- In addition, the actual cart are clearly marked. For the user must be clear what happens after you add a product to your basket. Questions such as: Where has landed the product? Where is the cart? How can I proceed with your order? must be answered already in the run-through design, layout and names.
A good example to visualize it added to the cart, for example, the Tyrol is advertising for your brochure order chosen. By the order button a javascript animation flies toward the basket. Thus, the user is immediately clear where the selected products can be found. In addition, brochures already selected are marked with a gray button.
Tirol Werbung - visualization of the ordering process
Logically, that the above-mentioned points for the checkout button, so the "Checkout" button in the cart is exactly the same. This could cause even the addition ("You can cancel the order, at any time") as a positive impact. Since, however, vary according to target group and design, can I recommend here to perform more accurate tests. Based on the results one can then decide whether the well addition is needed or not.
An online shop is not a supermarket
Although supermarkets, the sale of candy, etc. at the box office does not work very well for online shops. In the online shop, we have unfortunately not the advantage that any buyer must pass at the ticket office. On the website it's much easier to cancel the purchase, but a simple click is enough on the red X on the right top of your browser, banners or other links. Precisely for this reason should be avoided all distractions in the ordering process. - Schnack ” kann auf der Website betrieben werden, allerdings nur bis max. In other words, cross selling, product placement and similar "bells - and whistles" can be operated on the site, but only up to max. add to cart. Once the customer has decided to purchase and begin the ordering process should be avoided all distractions.
Very beautiful is the industry leader released from the Amazon. Once you click on the button "Checkout" clickt, a separate page opens, which is only for the purchase of necessary information. Without using the Back button of your browser, it is no longer possible to return to the previous page.
Focusing on the essentials at Amazon
Trust and transparency are important
Confidence-building measures can help inhibitions about an online order of time. These could now safely write to each point a separate post. Maybe I'll do it once, but since much is self-explanatory I'll leave now, even with a list of some items is not exhaustive.
- eCommerce Certification
- Privacy Policy placed on the website
- Additional costs such as shipping fees, transparent, and identify as early as possible in the order process
- Possibilities of exchange and return state
- Payment of target countries to adapt. If only credit card offers, this can present an obstacle.
- Integration of descriptive help text
- Note on a service hotline
- Clear description of the steps in the ordering process.
Testing, Testing, Testing
In addition, ongoing testing of important details and also extremely interesting. sehr viel bewirken. In order processes can often little things like the color and positioning of an order button, causing a great deal. To be sure whether a development is an improvement but really it makes sense abzutesten something, for example, with Google Website Optimizer.
You can as well be inspired by the course leaders in the industry, because here one can assume that very many usability tests were conducted. But even then ... test, test, test ... there are no easy recipes and it will not be about the same. Age, origin and affinity of the target computer can impact heavily on individual units of varying detail on the performance details.
