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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 turnover.
Seek and ye shall find ... or not
The user should order the goods will be made as simple as possible. This begins with the fact that the most important elements for a purchase 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 the button is placed well visible.
Therefore:
- The button must have a unique caption 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.
- Additionally, the actual cart are clearly marked. For the user must be clear what happens after you add a product to your basket. Questions as: Where has landed the product? Where is the cart? How can I proceed with the order? must be answered already in the run-through concept, design, and labels.
Visualize a beautiful example of it added to the cart, for example, the Tyrol advertise your brochure order chosen. By the order button a javascript animation flies towards the basket. Thus the user is immediately clear where the selected products can be found. In addition, brochures already chosen are marked by 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, I can recommend here to perform more accurate tests. Based on the results you can then decide whether the additional well is necessary or not.
An online store is no supermarket
Although in supermarkets, the sale of candy, etc. at the cash register does not work very well for online shops. In the online shop, we have unfortunately not the advantage that each buyer at the cash register must pass. On the website it is much easier to cancel the purchase, but a simple click is enough on the red X at the right top of the browser, on 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. That is, 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" Just surf, a page is opened, 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. For this one could now safely write to each point a separate post. Maybe I'll do it once, but there is much self-explanatory, I will now leave it at a list of some points, with no claim to completeness.
- eCommerce certification
- Privacy Policy place on the Website
- Additional costs such as shipping fees, transparent and identify as early as possible in the ordering 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
- Unique representation of the individual 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, make a huge difference. To be sure whether a development is an improvement but really it makes sense abzutesten something, for example with Google Website Optimizer.
Moreover, one can quite naturally be inspired by 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 do not work and it must be the same. Age, origin and affinity of the target computer can greatly affect the performance of individual details more distinct details.
