Contact

E-Commerce check-list

Home » Customer Experience » E-Commerce check-list

Head of Design, Head of Online, Digital Director, Online Director, Group Online Marketing Manager, Digital & Social Media Strategist, Senior Online Consultant - Ranjit DhillonRanjit Dhillon Shares Expert Knowledge On E-commerce, E-commerce, E-business E commerce Websites, Online Shops, Website Ecommerce, Shopping Carts, Online Store And Webstores

“Usability is the prerequisite for e-commerce success. …It doesn’t matter how cheap the products are if people can’t find them or if they get stuck on a step in the checkout process.”

Ranjit_Dhillon_Tips_smallSelling tips and strategies

  • Communicate the value of the merchandise.
  • Don’t hide product prices.
  • Make it easy to see the total.
  • Show shipping charges before asking for personal information.
  • Keep shipping charges within reason.
  • Consider making shipping “free.”
  • Consider explaining taxes.
  • Provide a wide selection of merchandise.
  • Improve site navigation to enhance customers’ perception of your merchandise selection.
  • lf customers look for items You don’t sell, either stock those items or make it clear that you don’t carry them.
  • Don’t show products that customers can’t buy.
  • Show availability information as soon as possible.
  • For items not in stock. Show the date when the item will be shipped.
  • Don’t automatically substitute items.
  • Deliver In-stock items within a few days.
  • Estimate the number of days until delivery.
  • Provide it choice of shipping methods, and list the carriers.
  • Provide additional delivery Information, when necessary.
  • Make links to guarantees and policies prominent throughout the site.
  • Explain the return policy and process.
  • Offer free returns and clearly state that returns are free.
  • Accept a variety of credit cards.
  • Consider providing payment alternatives.
  • Provide a visible means of buying from promotional pages.
  • On “What’s New” pages. Emphasize new products rather than site updates.
  • Provide sale section.
  • Consider offering samples.
  • Don’t make important page elements look like adverts.
  • Suggest additional items, but don’t put obstacles before the cash register.
  • Use opt-in, not opt-out for items the customer hasn’t specifically selected.
  • Consider creating a first-time visitors page.
  • Make sure that recommendations are relevant to what the customer wants.
  • Don’t substitute cleverness for helpfulness.
  • Consider the ultimate on-line sales assistant: a person.
  • Provide a toll-free phone number.
  • Consider selling gift certificates or providing a gift registry.
  • Assume that some gifts will be shipped to the sender.
  • Let the giver include a personal message.
  • Provide options to suppress price and billing information.
  • If you offer gift-wrapping keep the price low.
  • Provide follow-up delivery information to the sender.
  • Consider consistent pricing – and policies – for Store X and storex.com
  • Provide a store locator.
  • Tell the customer whether the merchandise is available at the local store.
  • Clearly distinguish promotions for the physical stores from promotions on the website.
  • Offer free shipping when one of your stores is located near the customer.
  • Allow free returns to the local store.

Ranjit_Dhillon_Tips_smallTrust

  • Show detailed company information.
  • Build on the trust customers have for existing merchants and brands.
  • Link to reputable, independent sources.
  • Show total cost, including taxes, shipping and handling, as soon as possible.
  • Justify prices that appear odd.
  • Provide honest information about products.
  • Provide balanced second opinions.
  • Remove outdated content immediately.
  • Eradicate all typos.
  • Don’t advertise items that are not available.
  • Pursue technical problems vigilantly – and fix them.
  • Phrase error messages constructively and politely.
  • Use form elements for user input on checkout pages.
  • Give users only what they ask for.
  • Preserve information the user has entered.
  • Present policies and guarantees prominently.
  • Offer free returns, and other sales inducements.
  • Test your policies to make sure your customers understand them and find them acceptable.
  • Ask for sensitive information only if it is absolutely necessary to process the order.
  • Explain carefully why you need Information that people consider sensitive.
  • Provide a clear and easy-to-find privacy policy.
  • Use opt-in for all marketing information sent to customers.
  • Allow customers to purchase without registering.
  • Do not require registration before or during a purchase – offer it as an option after the purchase.
  • Explain the benefits of registration and consider offering an incentive.
  • Use secure connections.
  • Provide alternative methods of ordering.
  • Back key statements with named persons.
  • Present a consistent face to each customer.
  • Tell the customer when the products will be delivered.
  • When there are delays, inform the customer promptly.
  • Make sure your order-tracking system is usable.
  • Conduct regular checks of delivered product quality.

Ranjit_Dhillon_Tips_smallCategory pages

  • Show what merchandise you sell and don’t sell.
  • Beware of over-emphasizing promotional items.
  • The home page should show tile purpose of the site.
  • Don’t hide the catalogue – enable shopping from the home page.
  • Reveal the product hierarchy.
  • Provide links on the home page to purchasing options, return policy, shipping and delivery information.
  • Provide links on the home page to customer service, privacy, and company background information.
  • Choose classifications that are useful to your customers.
  • Consider multiple classification schemes.
  • Provide cross-references.
  • Classify items consistently.
  • Don’t over-classify.
  • Where feasible, limit product listings to two or three pages.
  • Scrolling is acceptable on product listing page.
  • Use download time to determine the number of products per page.
  • Allow customers to sort products by the factors they care about most.

Ranjit_Dhillon_Tips_smallShow products & services available at a high level

  • Show visually similar things together.
  • Support navigation by letter for alphabetical lists.
  • Use both numbers (or/and letters) and Next/Previous for navigation among pages.
  • Image quality should he good enough to identify a known item.
  • Images should show the product characteristics that are most important to users.
  • Thumbnail images don’t have to answer all the users’ questions.
  • Allow winnowing by the most useful differentiating factors for that type of product.
  • Design comparison tables to highlight differences.
  • Let customers choose the products to be compared.

Ranjit_Dhillon_Tips_smallSearch

  • Use a text box instead of a link to a search page.
  • Put the search box oil every page.
  • Learn what your customers actually search for.
  • Analyze search logs.
  • Adjust your search engine to respond to how your customers actually search.
  • Provide special treatment off frequent queries.
  • Support search for no product items.
  • Tell customers what you don’t have.
  • Accept synonyms typically used by your customers.
  • Consider offering limited vocabulary search.
  • Make your search engine error-tolerant.
  • Tolerate spelling errors.
  • Support variant forms of keywords.
  • Accommodate multiple-word input.
  • Recognize all possible search operators.
  • Make default search simple to use.
  • Provide a clearly marked link to Advanced Search – and back.
  • The search default should be “contains” rather than “begins with”
  • Explain the scope of the search.
  • Add tile selection “All” to all search selection lists – and make “All” the default.
  • Provide relevant information about search results.
  • Offer appropriate sorting facilities.
  • Speak the language of your customers.
  • Beware of long lists.
  • Avoid one-item lists.
  • Show why results are included.
  • Give customers only what they ask for.
  • Provide constructive advice.
  • Allow the user to begin a new search on tile “No Results” page.

Ranjit_Dhillon_Tips_smallProduct pages

  • Provide the product details customers want and need.
  • Speak the customer’s language; avoid jargon and clever names.
  • Be specific.
  • Don’t present too much detail at once. Layer the information.
  • Consider providing reviews and / or ratings.
  • Explain details that can’t be seen in the product image.
  • If you must use downloads and plug-ins, make tile installation process as transparent as possible.
  • If the technology isn’t reliable, leave it out.
  • Provide a recognizable image for familiar items.
  • Provide images that are big, detailed, and free of visual distractions.
  • Beware of losing details in dark-coloured images.
  • Consider showing alternative views of a product.

Ranjit_Dhillon_Tips_smallShow only what’s included for sale

  • Put price (and currency) on both the category page and the product page.
  • Show all costs – or lack thereof.
  • Link to guarantees and policies.
  • Clearly indicate when the customer will get the order.
  • Show all options on the same page.
  • Use conventional names for colours.
  • Show the product image in each available colour.
  • Make sure images match colour swatches.
  • Have the customer select options before the product goes in the shopping cart.
  • Avoid using multilevel lists or menus to select options.
  • Don’t make the buyer Specify a “Choice” When there is only one option.
  • Show chosen options in the cart.
  • Beware of using clever names for the shopping cart and Buy button.
  • Use a simple button for the buy mechanism.
  • Put a Buy button on enlarged views.
  • Provide shopping instructions in the empty cart.
  • Provide strong feedback when an item has been put into the cart.

Ranjit_Dhillon_Tips_smallCheck-out and registration

  • Show items. all costs. and the subtotal.
  • Provide information about return policies and guarantees.
  • Provide a “return to shopping” link.
  • Provide a Remove button for each item in the cart.
  • Provide shopping, Instructions in the empty cart
  • Order the steps in the checkout process according to users’ expectations.
  • Show the steps of the process.
  • Make the next-step button prominent and visually distinct from the site navigation and other page elements.
  • Reveal shipping charges before asking for personal information
  • Provide exact shipping charges and tax. not formulas.
  • Give the user a choice of shipping methods and carriers, if possible.
  • Ask for only the information needed to complete the transaction and clearly state how it can be used.
  • Use clear labels and show examples of valid entries.
  • Make the size of the field indicate the length of the expected Input.
  • Differentiate shipping address from billing address.
  • Use a type-in field, not a selection list, for the state.
  • Save and auto-fill all previously supplied information
  • Validate information submitted.
  • Expect users to hit the Enter or Return key while filling out forms, handle it gracefully.
  • When errors occur, clearly tell how to fix which fields.
  • Provide an order summary with all information about the transaction
  • Include a prominent link to privacy and security policies.
  • Provide an order confirmation page after the purchase.
  • Send a confirmation e-mail as soon as possible after the transaction.
  • Allow customers to purchase without registering.
  • Explain the benefits of registration and consider offering an incentive.
  • Clearly explain the privacy policy and make it easy to Find.
  • Allow (but don’t require) all e-mail address for the user name.
  • Explain how to select a user name and password and why.
  • Avoid using secret questions and hints for password recovery.
  • Allow new users to register even if they use the returning customer log-in form.

Ranjit_Dhillon_Tips_smallInternational users

  • Place international shipping information where inexperience users will notice it.
  • Place international shipping information where experienced users look for it.
  • Offer alternatives if you don’t ship abroad.
  • Show both where you ship and where you bill.
  • lf different models, prices, or procedures apply in different countries make that clear.
  • Warn about potential technical and legal problems with products.
  • Show all additional costs, especially shipping as soon as possible.
  • Consider offering a built-in currency converter.
  • Provide translation of measures to and from metric units.
  • Write all text in EASL, (English As a Second Language).
  • Provide a glossary for both product and shipping terms.
  • Show examples of acceptable and typical information users should enter
  • Use the prompt -ZIP / postal code” rather than “ZIP” or “ZIP Code.”
  • Explicitly list all countries to which you ship.
  • Let the user specify the shipping region first.
  • Provide different pages for US and European address formats
  • Support international phone number formats.
  • Don’t use metaphors that are intimately connected with a specific country.
  • Test your site in each target country to find cultural problems
CONTACT RANJIT
Contact Ranjit Dhillon today for a Free Consultation!
  • By providing your email address you are allowing Ranjit Dhillion to send you email communications in accordance with our Privacy Policy.