| Developing and operating an e-commerce site | | | | has at least a few products in it. If you have |
| opens your business to millions of prospective | | | | complementary categories, consider including a link |
| customers and a potentially unlimited stream of | | | | to related products. For example, customers who |
| income. But simply adding a product catalogue and | | | | look at raincoats may be interested in galoshes as |
| a shopping cart to your website won't guarantee | | | | well. |
| that viewers will actually click the "checkout" | | | | Use graphics and organisation to maintain a |
| button. | | | | consistent look and feel from page to page. |
| To be successful, an online store needs to be a | | | | Consider using drop-down menus within categories |
| professional, functional and trustworthy website | | | | to organise subcategories. Design your site so |
| while providing great service and products. Think | | | | that customers can easily return to the home |
| of brick-and-mortar stores: if you dislike the | | | | page at any point, and considering offering a |
| service or staff, or feel that you got a bad deal, | | | | "search" function within your site so customers |
| then you probably won't be spending your | | | | can find the specific products they're looking for |
| hard-earned money there. E-commerce works in | | | | as quickly as possible. |
| the same way. Customers need confidence in | | | | Mistake #3: Confusing Checkout Process |
| your company, site, service and products in order | | | | A confusing checkout process practically |
| to make a purchase and, ultimately, become | | | | guarantees poor online sales. If your customers |
| repeat customers. | | | | become frustrated with the checkout process, or |
| This three-part series explores the most common | | | | cannot easily complete their transaction, they'll be |
| mistakes made today in e-commerce. Readers will | | | | headed for your competitors' site in no time. Keep |
| learn about creating a proper store/site design, | | | | your "checkout" or "buy now" button clear and |
| evaluating the customers' experience and ensuring | | | | consistent on each page. When customers click |
| good customer relationships, and managing | | | | "buy now," be sure they can easily return to the |
| promotions and marketing campaigns. By avoiding | | | | previous page to continue shopping if they want |
| these common mistakes and pitfalls, you'll be on | | | | to add more items to their shopping cart. Or, |
| your way to a successful and profitable | | | | better yet, allow them to add items to their |
| e-commerce site. Common Mistakes in | | | | shopping cart without leaving the page they're on. |
| E-Commerce: | | | | When a customer is ready to check out, provide |
| Part 1 of 3: Store & Site Design | | | | a single page where they can review their order |
| There's more to designing your e-commerce site | | | | and enter all of their shipping and billing details. |
| than just uploading a few product photos and | | | | Have a second page that confirms the order. |
| asking for credit card information. A successful | | | | Additional pages are time-consuming, frustrating, |
| online store incorporates detailed product | | | | and unnecessary. |
| information, logical organisation, easy checkout | | | | Mistake #4: Requiring an Account to Order |
| features, and functional pages and links. | | | | If you sell products that are likely to generate |
| Mistake #1: Lack of Product Information | | | | repeat sales, then offering account setup is an |
| The advantages of shopping in a physical store | | | | obvious benefit for your customers. However, on |
| are that customers can touch and feel products. | | | | most sites, account setup is a tedious process |
| They can see products from multiple angles, | | | | that customers are forced to complete without |
| inspect items for flaws, and evaluate quality. An | | | | deriving any benefit. Being forced to establish |
| e-commerce site needs to overcome these | | | | passwords and security questions for a one-time |
| virtual challenges by providing detailed product | | | | sale may drive your customers away to |
| information. Show products from multiple views, | | | | competitors' sites. Avoid the urge to collect your |
| or better yet, offer rotating images. Let users | | | | customers' identifying information, or at least wait |
| enlarge images and/or zoom in on specific areas | | | | until after the sale to make the potentially |
| to view product details. Be sure to list simple yet | | | | aggravating request for them to set up an |
| thorough descriptions of the product, and include | | | | account. |
| each product's size, colour, weight, dimensions, | | | | Mistake #5: Broken Links and Slow-Loading Pages |
| and packaging information. If applicable, provide | | | | This may seem obvious, but ongoing maintenance |
| positive reviews from past buyers. | | | | on your e-commerce site is an absolute necessity. |
| Mistake #2: Confusing Navigation and Design | | | | Be sure all links function correctly at all times. |
| Chances are, you're selling more than one product | | | | Consider designing your site with static photos |
| on your e-commerce site. Simplifying navigation | | | | and navigation tools for each page, so that only |
| between products and product categories invites | | | | product information has to be loaded on each |
| your customers to view your entire product | | | | new page. This will improve your site's |
| selection, encouraging them to increase their order | | | | functionality and improve your customers' |
| size. Separate your merchandise by organising it | | | | experience on your site. |
| into logical categories, and be sure each category | | | | |