The Online Shopping Experience Vol.2

In this part of the online shopping experience tutorial, which is a sequel to ‘Enhancing the flow through the purchasing funnel’, I will focus more on the aspect of easing the decision-making for the consumer and leading the consumer through the check-out process. Out of the seven steps, which enhance conversions at your site, we are down to just four.

4. Enable customer decision making – To help customers decide, preferably in our favor, we should provide all the products with relevant and detailed descriptions, images or other multi-media. In addition to that, proper keywords should describe the products to bring higher traffic. Enabling consumers to share pages with products on social media sites can add to your success as well. Besides listing stock availability and similar descriptors, alternative products should be offered as well as independent ratings done by other customers.

5. Reduce shopping cart abandonment – The shopping cart should be always easily accessible from all coves of the site. Such measures should be implemented to ensure that the shopping cart stays updated even when customer leaves and comes back again. Unless the taxes are the same throughout the area where you offer to ship, the shopping cart billing info should differentiate the price and the tax for the area the shipment goes to. This will prevent ‘cart shock’ to some extent. Some other tips are to enable consumer to redeem coupons etc. Offering live help support will enhance your eCRM (customer relationship management).



6. Keep registration short and optional – This advice pretty much explains itself. Don’t force customers to go through long registration process if they don’t care for it. Provide help in case of forgotten passwords etc.

7. Streamline checkout – During the check-out process, a progress indicator should be shown to customer to give a sense of navigation. All the distractions should be limited. We should offer various types of payment as well as delivery methods. At the end of the checkout, a confirmation page should appear and confirmation e-mail should be sent.

An example of a good product description is given in an article at It presents a company called J. Peterman. They sell unique retro style, classy clothes. The description is exceptionally detailed and the overall design of the site is great. presents a great article, where five companies are rated on a quality of their checkout process. One of them is Nike. It is listed because, overall, its method of checkout is considered good. Then the author explains some pros and cons and even actions to take to do away with the cons. Apparently, the pros include photos of product displayed throughout the process, showing total order amount, security seals, nice/visible buttons and live/chat help. The disadvantage is, according to the author, that you have to go through some membership gaining process.


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