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Your customer has added items to their basket, clicked to proceed to checkout, so what should they see on the next page?
Well, since registration has been shown to be a barrier to conversion, they should see a page that takes an email address and eases them into the checkout proper.
But are sites doing this? Here are a few examples from ecommerce sites...
As a bit of an ecommerce geek, I'm interested in the tiny things on sites, and today it's the way sites indicate that customers have successfully added an item to their shopping baskets and usher them towards the checkout.
While this may seem a bit niche, there is a value to providing some sort of feedback to the customer and also to indicate the position of the cart/basket link. (For now, I'm going to call it the 'basket add').
So, here are some examples of how ecommerce sites are doing this...
Fashion retailer Next today announced some very positive results for the half year to July 2013, with 2.2% sales growth to £1.7bn.
As you might expect, online played a big part, with Next Directory sales growing by 8.3% to £597.6m, while profits were 13.4% higher at £156.1m.
I've been looking at the Next website to pick out some of the reasons for its success online, and some areas where it could still improve.
I'm not a regular visitor to Boots' website, so when I clicked on it recently, I was surprised that the number of usability issues and potential barriers to purchase I found.
The site does appear to be due a revamp, and there are plenty of areas for improvement where Boots could reduce customer friction.
Here, I've picked out some of the most serious issues, and what Boots can do to improve conversion rates on the site.
NB: I have no inside knowledge of Boots and its online performance. It may make a fortune online, but from what I know, there is lots of potential for improvement, so here we go...
Let's face it, forms are a real pain to fill in, so it's important to get them right, and minimise any friction when visitors are signing up for emails, or completing contact and checkout forms.
Designing forms with the user in mind, and testing to find our where the pain points are for users can make a massive difference to the user experience.
Here are 12 quick tips on web form optimisation...
Jaeger has relaunched its ecommerce site for the second time in 12 months.
It's slightly unusual for a brand to do that: relaunching is a big, complicated, risky, time-consuming task, so most retailers tend only to relaunch every few years (often less, sometimes never).
I had an interesting email from an ecommerce site owner in Texas over the weekend, wondering why mobile outperforms desktop on his site for conversion rates.
The site in question is discgolfstation.com, and owner Clint Henderson tells me that mobile conversion rates are twice that of desktop, which is obviously unusual.
While the mobile site isn't bad at all, it seems the problem is down to poor desktop performance.
Here, I'll suggest some possible reasons, but it would be great to see what suggestions you have for improvements as well...
After this post rounding up some of our case studies, articles and reports on social media, I thought I'd steal Andrew Warren Payne's idea and do the same for ecommerce.
We have written a lot on ecommerce since the blog launched, but here are 70 or so or our best practice tips, interviews with ecommerce folk, stats, and reports from the past year or so.
Hope you find this useful...
Customers everywhere love choice. And when you sell online, giving shoppers choice means making sure they can find what you have to sell, and making it easy for them to compare and contrast different product or service options.
Site search can be one of the most useful tools in your ecommerce toolbox for helping website visitors browse products and information quickly and easily, and view search results in ways that best fit their needs.
With a user-friendly site search experience, visitors are more likely to convert, and more likely to return to your site for more purchases.
Here are some ideas, taken from our Big Book of Site Search Tips, to help you create an engaging and user-friendly site search experience that can more easily attract visitors to the products they want to buy.
We have to go undercover into shops, speak to sales staff, buy and try products and speak to customer service teams to uncover the objections our visitors face online.
When we delve into the offline world and go beyond surveys and analytics we can find out the hidden causes of abandonment online, remove them and improve our conversion rates.
Here are four simple techniques for finding those hidden gems...
Nobody likes filling out forms. They are a constant source of frustration for consumers, but even more so when they fail to take account of the various idiosyncrasies in name and addressing conventions used all over the world.
I have come across countless examples where the web form has been designed without the user’s country in mind.
Simple, silly mistakes that could easily be fixed end up costing businesses millions in lost revenue.
Over a third of shoppers increased the amount of online shopping they did over the last year, so it is more important than ever for retailers to provide an outstanding ecommerce experience.
When an online shopper clicks ‘checkout’ they generally have the intention to buy, yet drop-off rates at this final stage can be high with three in five abandoning their baskets.
Consumers aren’t afraid to go elsewhere if they encounter issues at any stage in the checkout process though, so it’s vital for retailers to get it right.