Do You Make it Easy to Order on the Web? (My Bet is No.)
Nearby is the place for payment information — check, money order or credit card plus the buyer’s name and address.
In printed order forms, the customer is expected to insert the prices, add up the totals, and compute taxes and shipping and handling. On the Web, this information can be automatically computed and slotted in, making it “easy to order.”
Once the buyer sees his order and prices set in print, then and only then should he be asked for the payment information.
Adapting the Print Model to the Web
On the homepage/landing page, I suggest a box with the following:
Welcome! Please take just a moment to click on one of the two links below.
The first link would read: “I am browsing for myself only.”
If the prospect clicks here, give him two sentences of welcome, reassure him with an ironclad guarantee of satisfaction and send him on his way. Include a P.S. that says if he wants to talk to a customer service rep by phone or by instant messaging, do not hesitate to get in touch.
The second link would be as follows: “I am browsing for gifts that I want individually shipped.”
If he clicks here, give him the same message as above. Then add:
1. Click here to browse for (fill in name)
2. Click here to browse for (fill in name)
3. Click here for additional gifts.
He fills in “Doris & David” in line 1 and “Suzy” in line 2.
When he clicks on “Doris & David,” he then shops the catalog as he normally would, but with one difference. At the top of each page is the headline:
The item(s) you choose will be placed in the shopping cart for Doris & David.
At the bottom of each page are four lines to click on: