10 responses

  1. Ecommerce Consultant
    May 2, 2011

    About the images, I wanted to add that it is best if you can have various perspectives. If it is a dress for example, you can have a 360 degrees view or show the front, side and back.

    Again, different browsers render different colors for different image file types so you need to conduct a browser test before launching your site. Your second point is very important – the cart link must be displayed conspicuously and made editable in one click. It must show the summary of the purchases with links to the relevant pages so the user can edit easily.

    The provision of a telephone number makes quick contact but you will not want to over burden your customer service. Before displaying the telephone number, provide a link to the Knowledge Base and tell the costumers to call if the knowledge base does not answer their questions. In most cases they do. Again, it is relieving to put the phone on IVR so that it appropriately directs the caller to the best source that will answer their questions. In my own example, we have sales, shipping, billing and tech divisions. Once you call, you are asked what your problem is and based upon your selection, you are accordingly redirected.

    I know cross selling helps but we did a study in which 30% of our respondents said they found it intrusive and distracting. One customer told us that the use of the phrase “other people found this product useful” does not address the unique needs of customers and appears to impose other peoples selections upon them. Indeed it is a suggestion but it appears offensive to some people. So what we did what, we rephrased the text to say something like “here are other accessories that you may need to match your product” or “we suggest you consider this product”. The term “other people”e was really worrying for some buyers.

    I think that when Amazon pioneered the early prototypes of cross selling with the phrase “Customers Who Bought This Item Also Bought” they were targeting average buyers or newbies. The web has now include to include advanced shoppers and many people know that the list of products suggested may not be genuinely generated because in many cases a script that monitors ones clicks through the product pages can capture these items and deceptively present as historical purchases. Myself I experimented with a certain shopping cart and it said other people bought these items when in actual fact I was just the one browsing through the products. I never bought anything. So cross selling scripts are good but must be implemented with great discretion.

  2. Aaron
    May 2, 2011

    I think my web developer is hating me because I keep finding cold in the GetElastic blog and getting them to implement as many ideas as possible. Stock sites that have not been optimized and given the TLC can’t hold a candle to a relevant site that takes this wealth of information to heart.

    Glad to have found this blog BEFORE my site was completed :)

    • Linda Bustos
      May 2, 2011

      Thanks for your kind words!

  3. Aaron
    May 2, 2011

    Er, gold, not cold?

  4. Vaas
    May 2, 2011

    Some mistakes need to be avoided with e-Commerce Web Site Design. Fast loading web sites impress most users. Slow loading sites frustrate them .

    A site must load quickly. If you are using an off-the-shelf shopping cart, such as osCommerce, Zen cart or Cube Cart, turn off all of the features you do not need.

  5. Bob Nunn
    May 4, 2011

    Another great job Linda. You’re on a roll. Every link I see that interests me seems to lead to you!

  6. Josh
    May 10, 2011

    “The Apple Store shows a thumbnail, but does not indicate what color iPod I’m ordering.”

    You added an iPod touch to your cart. It comes in black. If you add a green iPod shuffle, the cart indeed shows a green iPod shuffle.

  7. Henner
    May 20, 2011

    Nice post. I’m still questioning myself why so many Onlineshops don’t care for their customes during checkout…

  8. MP
    August 31, 2011

    I think item 10 (full cost at the cart) can be a complex issue, and point of debate: what’s best for the customer may not always be best for the business, at least in the short term, convert-now mode of thinking. From the customer’s point of view, it is absolutely the right thing to do. But if you are not competitive on shipping price (for any number of reasons), exposing the shipping cost early in the checkout flow will cause a hit on conversion. With every checkout conversion funnel I’ve analyzed, the biggest point of abandonment is always the point where the shipping cost is exposed to the customer. If you can’t be competitive on shipping cost, showing it at the cart may not be the best business decision. I’d be interested to know if anyone has done a controlled test for this.

  9. Ryan
    July 28, 2012

    I disagree with your comments about coupon code boxes. In most markets, the majority of customers will not shop around to find a coupon code arent even aware of sites that advertise coupon codes. I would much rather make it as easy as possible for the customer to complete a purchase than worry about the very small majority trying to find a bargain.

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