An important criterion for successful online stores, it is possible to be transparent to customers. The potential customer should be as much useful information on the ordering process, after the expiration of the order but also for the processing of complaints and returns are available. That should be taking any online shops in my view, part of along with other confidence-building measures to the customers' fear of purchasing. " And the best part is that this lot can be accomplished with relatively little effort.
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:
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.
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.
The design of registration sites is unfortunately very often given too little attention. It often happens that a lot of effort into making the design of a site is placed, yet sub-pages as Registrieungsseiten are unfortunately forgotten. It is precisely in such situations it happens that such pages are then placed according to Scheme programmers in 0815 from the existing graphical grid. Then just count the Registirerungsprozesse to the main pages of many sites - but eventually it goes to new customers - something that seems incomprehensible. Therefore you should take your time deliberately and consider the appropriate page in design and screen design.
In this article, I define registration pages as information pages, whose task it is necessary to provide information to visitors and persuade. The actual registration form is usually a separate page. At very short forms, such as: Newsletter registration but it can also make a lot of sense, both on one side to represent.
As a little inspiration now I list of potential items / contents of registration pages. Of course, not all the elements for any useful purpose, should ever serve any purpose after the registration, in part, different points will be more relevant than others.
This is a brief summary of the possible meaning of the site / application, etc. for you to register. For example, Flickr is the "Show your photos. Look at the world. "
A general description of the product should be formulated as vivid and easily understood. Descriptions can be very good in this case provide support with icons. Below I've shown an example of TripIt. This site is the model implemented in my view.
Listing of services and functions to the Registering available to help, to convince the user to register themselves.
the same applies here as with the point about the services. However, this should benefit the users of its registration has highlighted clearly will.
Graphically with a prominent button is made available to the user as possible just to get to the registration form. I think it's even better if a small version of the form is integrated directly on the registration page. Thus, for example, the User name and email address queried directly. After completing this data, the user can then be directed to a detailed form with the rest of the fields. This procedure reduces the threshold for one to begin the registration process, on the other can form abortions are recorded statistically and by email sent at a later date will be a reminder. In this case, the delivery of emails will be accepted directly in the first step with the checkbox.
Testimonials and / or references, especially in commercial services are already the standard. Satisfied customers generate confidence and affects certainly positive.
Virtual product tours on offer for software products. Especially in this segment, it is often difficult for the user to have an idea of what to expect. This can be counteracted with screenshots and virtual tours very well.
Following the motto "In 3 steps to your site", these steps can be listed directly on the registration page. This one takes the user right at the beginning of the fear of endless forms and complicated to use.
Examples:
Flickr registration page
TripIt
Linkedin registration page
Optimization Tips page form I have summarized in a previous post. This is available here: increase conversions through better forms .
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