42244 0 3 econsultancy_xml <p>This is what annoyed online shoppers: </p> <ul> <li>Hidden charges at the checkout - 37% </li> <li>Having to register before buying - 30% </li> <li>No clear delivery details - 13% </li> <li>Lengthy checkout processes - 10% </li> <li>Phone number not provided on website - 10% </li> </ul> <p>Although <a href="/blog/677-christmas-uk-online-sales-up-50-imrg">online retailers in general have had a successful Christmas</a>, Webcredible CEO Trenton Moss thinks usability was crucial to the success of some sites over the festive period. </p> <p>For instance, <a href="http://www.johnlewis.com/">John Lewis,</a> which ranked in the top five sites in their usability study, increased their online sales by 60%. <br /><br />He adds: </p> <blockquote> <p> <em>“If online retailers concentrate on making the buying process as user-friendly, simple and transparent as possible they will see a big difference to the bottom line and ensure they achieve a greater share of the booming online retail market.”</em> </p> </blockquote> <p>As well as problems with the checkout process, other factors, including poor site navigation, can put customers off their purchases. <br /><br />Here are a few tips on how to improve conversion rates from our <a href="http://econsultancy.com/reports/online-retail-user-experience-benchmarks-2006"><strong>Online Retail User Experience Benchmarks 2006</strong></a> guide: </p> <blockquote> <ul> <li> <p> <strong>Remove all sources of friction</strong> throughout the shopping journey that may reduce purchase momentum, including poor navigation, ineffective search, cumbersome checkout and sources of mistrust.<br /></p> </li> <li> <p>Always provide <strong>details of price, availability</strong>, and <strong>delivery times</strong> and <strong>charges</strong>. Make sure your customers can see this information without having to scroll up or down the page.<br /></p> </li> <li> <p>Make sure the design of your link navigation helps customers find the products they are looking for and minimises ‘<strong>confusion zones’</strong>. <br /></p> </li> <li> <p> <strong>Don’t mislead your customers by letting them start to purchase an item that is not actually available</strong>. Clearly distinguish between products available within a manufacturer’s range and those in stock and currently available for purchase from your site.</p> </li> <li> <p> <strong>Always keep your promises to customers</strong>. If they click a link in the clear expectation of finding a product or type of product, make sure they do actually find it when they arrive on your site. </p> </li> </ul> </blockquote> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>This is what annoyed online shoppers: </Paragraph> <List Type="Disc"> <ListItem>Hidden charges at the checkout - 37% </ListItem> <ListItem>Having to register before buying - 30% </ListItem> <ListItem>No clear delivery details - 13% </ListItem> <ListItem>Lengthy checkout processes - 10% </ListItem> <ListItem>Phone number not provided on website - 10% </ListItem> </List> <Paragraph>Although <Link URL="/blog/677-christmas-uk-online-sales-up-50-imrg" Window="New">online retailers in general have had a successful Christmas</Link>, Webcredible CEO Trenton Moss thinks usability was crucial to the success of some sites over the festive period. </Paragraph> <Paragraph>For instance, <Link URL="http://www.johnlewis.com/" Window="New">John Lewis,</Link> which ranked in the top five sites in their usability study, increased their online sales by 60%. <LineBreak /><LineBreak />He adds: </Paragraph> <Block> <Paragraph> <Quote>“If online retailers concentrate on making the buying process as user-friendly, simple and transparent as possible they will see a big difference to the bottom line and ensure they achieve a greater share of the booming online retail market.”</Quote> </Paragraph> </Block> <Paragraph>As well as problems with the checkout process, other factors, including poor site navigation, can put customers off their purchases. <LineBreak /><LineBreak />Here are a few tips on how to improve conversion rates from our <Link URL="http://econsultancy.com/reports/online-retail-user-experience-benchmarks-2006" Window="New"><Emphasis>Online Retail User Experience Benchmarks 2006</Emphasis></Link> guide: </Paragraph> <Block> <List Type="Disc"> <ListItem> <Paragraph> <Emphasis>Remove all sources of friction</Emphasis> throughout the shopping journey that may reduce purchase momentum, including poor navigation, ineffective search, cumbersome checkout and sources of mistrust.<LineBreak /></Paragraph> </ListItem> <ListItem> <Paragraph>Always provide <Emphasis>details of price, availability</Emphasis>, and <Emphasis>delivery times</Emphasis> and <Emphasis>charges</Emphasis>. Make sure your customers can see this information without having to scroll up or down the page.<LineBreak /></Paragraph> </ListItem> <ListItem> <Paragraph>Make sure the design of your link navigation helps customers find the products they are looking for and minimises ‘<Emphasis>confusion zones’</Emphasis>. <LineBreak /></Paragraph> </ListItem> <ListItem> <Paragraph> <Emphasis>Don’t mislead your customers by letting them start to purchase an item that is not actually available</Emphasis>. Clearly distinguish between products available within a manufacturer’s range and those in stock and currently available for purchase from your site.</Paragraph> </ListItem> <ListItem> <Paragraph> <Emphasis>Always keep your promises to customers</Emphasis>. If they click a link in the clear expectation of finding a product or type of product, make sure they do actually find it when they arrive on your site. </Paragraph> </ListItem> </List> </Block> </FormattedContent> 2007-01-15T16:54:00+00:00 0 1 econsultancy_xml <p> <strong>Nearly half of online shoppers would abandon their shopping trolley if confronted by 'hidden' charges during the checkout process, according to a survey from Webcredible.</strong> </p> <p> <a href="http://www.webcredible.co.uk/">Webcredible</a> polled visitors to its website in September, October and November, asking them what would make them abandon an order when shopping online.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>Nearly half of online shoppers would abandon their shopping trolley if confronted by 'hidden' charges during the checkout process, according to a survey from Webcredible.</Emphasis> </Paragraph> <Paragraph> <Link URL="http://www.webcredible.co.uk/" Window="New">Webcredible</Link> polled visitors to its website in September, October and November, asking them what would make them abandon an order when shopping online.</Paragraph> </FormattedContent> false 718 <p>Refer also to Econsultancy's <strong><a href="http://econsultancy.com/reports/user-experience-buyers-guide">User Experience Buyer's Guide</a></strong> and <strong><a href="http://econsultancy.com/reports/effective-web-design-best-practice-guide">Effective Web Design Guide</a></strong> for more information about best practice in these areas.</p> <p>Refer also to Econsultancy's <strong><a href="http://econsultancy.com/reports/user-experience-buyers-guide">User Experience Buyer's Guide</a></strong> and <strong><a href="http://econsultancy.com/reports/effective-web-design-best-practice-guide">Effective Web Design Guide</a></strong> for more information about best practice in these areas.</p> 362475 Hidden charges and poor usability deter online shoppers false 2007-01-17T11:54:00+00:00 hidden-charges-and-poor-usability-deter-online-shoppers 2009-04-29T21:05:10+01:00 2009-10-13T08:49:50+01:00 1654