Frictionless transactions – we’ve spoken about them before. It’s simple in theory, remove the roadblocks so customers can actually proceed through the checkout rather than battle their way through an eCommerce store more akin to a labyrinth.
So, today we’re going back to basics and looking at the principles on which we build all of our eCommerce websites and points everyone consider before the development of such a site, or during analysis periods. We call them, the eCommerce Commandments.
Keep it simple, stupid. Ensure you have clear calls to action, so that users don’t have to search around for what to do next.
A picture speaks a thousand words. But clear details in the product description including the size, colour and available stock are imperative details means customers know exactly what they are purchasing.
The Postman. He costs money, but when you don’t make the costs clear from the beginning you are highly likely to lose customers in the checkout process. Allowing customers to choose their preferred delivery option before the checkout process, thus ensuring they know what they are paying for and the expected delivery period will significantly lower abandonment rate. If possible for your business, make shipping free.
No surprises. Customers want to know the total amount they are paying, without the hidden costs thanks. An anonymous $15 appearing on a bill isn’t fun at all. Clearly label all delivery, handling and admin fees.
Safety comes first. Though e-commerce isn’t a new concept, many shoppers still require reassurance that their transaction is secure. A few simple words to help them keep peace of mind is all it takes.
Do you accept magic beans? Probably not, although if you have some magic beans we would love to see them. Magic beans and contra aside, it’s important to note that not all potential customers will have a Visa card, thus creating alternative methods of payment is important. Paypal, lesser known cards, even direct deposit are good options to consider.
People are lazy. We shop online because its convenient and we don’t want to fill out forms. We know you need to gather customer details, such as where to send the product – but avoid mentioning the words “create an account”. ASOS is a great example, managing to halve its abandonment rate at the registration page simply by replacing these words with “about you”. Suddenly it seems like a lot less work for the customer, and they proceed to through the checkout process. Mission complete.