When it comes to buying online, customers want to know that your e-store is a place where they can order confidently and securely. Unfortunately, many of these same customers never complete a purchase at your store.
Recent studies show online shopping carts are being abandoned at a staggering rate of 59%. When you consider that over half of your potential customers may not be buying from you at all, what can you do?
The best thing you can do is look at your ordering process. If you have any of the "gaps" below in your shopping cart - it's time to look for a better e-commerce solution.
1. Forcing users to register before completing an order - It's understandable that you want their contact information to be able to send them catalogs, updates and so on. But forcing the user to register before they check out is just throwing a flaming hoop right in the most crucial part of your ordering process. Make registration optional. Your ideal target customer will register anyway because they're interested - not because you made them.
2. Too many steps involved - What's that, you want to send me an e-mail confirmation before I check out? Oh, and I have to stop what I'm doing, go check my e-mail, verify my account and then wait until you manually approve it? Forget it. I'm going somewhere else.
Alright, that's a little extreme, but I'm sure you get the point. The total checkout process from the moment I click Add to Cart to the moment I click Place My Order should be no more than 3-4 steps. A brilliant example of this is at Amazon.com. Their ordering simplicity is what keeps people coming back again and again!
3. Out of stock - If something is out of stock, don't wait until I've added it to my cart to tell me. Show me on the product page so that I can look for alternatives. Or better yet - order some more and let me know that they're on their way! There are many shopping carts that let you easily manage and update your inventory on-the-fly.
4. Pictures that don't enlarge - How many times have you clicked to see a larger version of a product, only to discover that there IS no larger version? People want to get up close and personal with your products - that means being able to view details, colors, design - whatever they want. Most shopping cart programs allow you to specify a regular-sized image that automatically goes to the larger version when clicked.
5. Pages that take too long to load - In this day and age, with broadband "picking up speed" around the world, long download times are not as much of a factor as they used to be. That said, it's also good business sense not to bog your customer down with dozens of products on the first page. One option would be to let them choose the number of products on a single page. By clicking a simple link, customers can choose to view 10, 20 or even all of the products if they want.
When you let the customer choose, it gives them a greater feeling of control, security and confidence in placing their order with you. And that's exactly what you want!
samedi 3 janvier 2009
E-Commerce – A beginner’s guide
E-commerce is generally recognised as the fastest growing method of shopping at the present time. What defines this term and what is essential knowledge if you are considering selling in this way?
E-commerce is the widely used abbreviation for ‘electronic commerce’ which is quickly being forgotten though ultimately describes this transaction method whilst other new terms such as e-business continue to spring up. The high street retailers are massively increasing their online presence at the same time new ‘pure’ e-commerce businesses are emerging and securing market share in their given niche.
The boom in internet retailing shows no sign of slowing; the recent iPhone launch demonstrated the massive potential and opportunity for well placed online stores to capitalise on successful internet retailing and marketing.
So you have done your market research and you know that there are potential customers; you have access to the products you wish to sell, what next?
It essential that the businesses infrastructure as with all business is sound; with E-commerce it is more important that IT systems are reliable and efficient than with other traditional trading methods. Before you will be able to trade online it is essential that you have the following in place:
· Computer system
· Internet connection
· Web site
· Good knowledge of IT or back up support
With E-Commerce your website is your shop and as such there are many factors that must be considered when your shop is being constructed and designed to make it attractive to your customers to achieve a good level of sales and success. Your website must have:
· An easily navigated online catalogue of your products and/or services
· Good user friendly shopping cart system
· Secure payment and collection system
Website navigation
You may have the best and largest range of products, the cheapest prices though without your customers being able to easily find them within your website your benefits will not be gained. A well structured website with good search facilities and an ordered menu system will pay dividends in the long term future expansion of your online venture.
Shopping cart system
A shopping cart system allows your customer to continually update their potential purchases prior to making payment. There are many solutions on the market, from individually designed systems to third party software which can be integrated into your website. If third party solutions are used it is likely that your customer will briefly leave your website to ‘checkout’ and make payment on a secure payment page.
Secure payment and collection system
This allows payment from your customer and for your business to receive the funds. These systems are commonly integrated; payments being directly processed and paid into your chosen bank account.
Both the shopping cart and secure payment/collection systems will incur costs to the business. If tailored individual software is purchased, one can expect large set up costs with minimal ongoing monthly costs thereafter. Third party software, some of which has become household names is more commonly found within the E-commerce market place. This option offers substantially reduced set up fees and monthly payments often based upon a percentage of sales and a standard fixed rate fee.
Once you have the above mentioned points in place you are ready to trade and turn some of your attention to the promotion of your new E-commerce business.
E-commerce is the widely used abbreviation for ‘electronic commerce’ which is quickly being forgotten though ultimately describes this transaction method whilst other new terms such as e-business continue to spring up. The high street retailers are massively increasing their online presence at the same time new ‘pure’ e-commerce businesses are emerging and securing market share in their given niche.
The boom in internet retailing shows no sign of slowing; the recent iPhone launch demonstrated the massive potential and opportunity for well placed online stores to capitalise on successful internet retailing and marketing.
So you have done your market research and you know that there are potential customers; you have access to the products you wish to sell, what next?
It essential that the businesses infrastructure as with all business is sound; with E-commerce it is more important that IT systems are reliable and efficient than with other traditional trading methods. Before you will be able to trade online it is essential that you have the following in place:
· Computer system
· Internet connection
· Web site
· Good knowledge of IT or back up support
With E-Commerce your website is your shop and as such there are many factors that must be considered when your shop is being constructed and designed to make it attractive to your customers to achieve a good level of sales and success. Your website must have:
· An easily navigated online catalogue of your products and/or services
· Good user friendly shopping cart system
· Secure payment and collection system
Website navigation
You may have the best and largest range of products, the cheapest prices though without your customers being able to easily find them within your website your benefits will not be gained. A well structured website with good search facilities and an ordered menu system will pay dividends in the long term future expansion of your online venture.
Shopping cart system
A shopping cart system allows your customer to continually update their potential purchases prior to making payment. There are many solutions on the market, from individually designed systems to third party software which can be integrated into your website. If third party solutions are used it is likely that your customer will briefly leave your website to ‘checkout’ and make payment on a secure payment page.
Secure payment and collection system
This allows payment from your customer and for your business to receive the funds. These systems are commonly integrated; payments being directly processed and paid into your chosen bank account.
Both the shopping cart and secure payment/collection systems will incur costs to the business. If tailored individual software is purchased, one can expect large set up costs with minimal ongoing monthly costs thereafter. Third party software, some of which has become household names is more commonly found within the E-commerce market place. This option offers substantially reduced set up fees and monthly payments often based upon a percentage of sales and a standard fixed rate fee.
Once you have the above mentioned points in place you are ready to trade and turn some of your attention to the promotion of your new E-commerce business.
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