For the amateur or start-up, selling products online can be as simple as opening an Amazon account. But for most organizations serious about eCommerce and operating like a real business, they more than likely will want to work with a qualified web developer to build out their on-line platform.

For those new to the concept of eCommerce, there are two really valuable articles on Smashing Magazine: one on Check-out Design and the other, while dated, on Fundamentals. I have summarized some of their recommendations and combined them with a number other issues we have encountered when deploying eCommerce sites. This is not an exhaustive overview, but more of a primer on what elements to consider when launching an eCommerce site.

Setup Considerations

One of the primary tenants of eCommerce is to have a frictionless site; one that users can readily navigate to complete their purchase in the fewest steps possible. A good starting point in designing your site is to engage in a process mapping session to lay out the shortest desired path to complete the purchasing process. In addition to considering how products are displayed and selected, it also means entertaining how you will address shipping and handling charges, taxes and returns or credits.

In selecting the store platform, consider employing the simplest method available. This could be accomplished through a PayPal account and using a component in the Content Management System (CMS). There are more advanced, open-source options available such as Zen Cart, OsCommmerce or Authorize.net. Look to your web development provider for guidance on this.

Remember that product descriptions have an impact on your SEO (Search Engine Optimization) performance. With the simpler platforms, you may not be able to enhance descriptions.

One of the basics is to have a secure certificate attached to domain. Again, your web developer can provide this service.

Lastly, spell out your commitments up front to the customer, so they know what all they will encounter before the begin filling their shopping carts. The more they know before hand, the greater the potential of having them complete their purchase.

User Experience

Find a way to make purchasing a 3-step process. Some sites have extremely lengthy check-out processes. The more clicks they have to make, the greater risk you have of them abandoning their cart.

Make certain there are no requests for needless or duplicate information entry. Again, this is another barrier to them completing their order.

Ensure you have clear error messaging so the user can make the fix or correction with as little effort as possible. If you utilize an address verifier, allow the user to over-ride the address validation.

Finally, make the credit card information layout exactly mirror that on the card, both in date and sequence.

Avoiding spam-like behavior

Do not make registration required in order to make a purchase. Instead, provide them a reason why they would want to be associated with you.

Auto signup for newsletter can be very irritating, and another barrier to buying. Make it an option after they have completed their purchase.

Acknowledge their order with grace and gratitude, not a barrage of emails telling them why they should return. Make them a generous offer of a gift or information instead.

One of the best ways to design and implement an eCommerce platform is to picture yourself creating a real, live store. Imagine you will be interacting face-to-face. Being human, considerate and real, will go a long way in ensuring your on-line success…

 

Image Credit Flickr