Do You Make it Easy to Order on the Web? (My Bet is No.)
Continue browsing for Doris & David
I want to browse for Suzy
I want to browse for a new person
View Shopping Cart
When he’s finished selecting merchandise and asks to view the shopping cart, gifts, descriptions, prices, taxes, shipping and handling costs, subtotals, and totals for each recipient, it’s already filled in.
All he needs do is fill in the shipping addresses of the recipients, indicate his gift card/gift wrap preferences and provide his payment information.
Takeaway Points to Consider
1. “Make it as easy as possible to order.” (Elsworth Howell)
2. Don’t have one big shopping cart filled with items and then force the customer to figure out how to separate the items for himself and each recipient.
3. Make it easy for the customer to delete or change a gift.
4. Don’t ask for the customer’s address and payment information too early in the process. Let him first see the entire order and be comfortable that the right gift at the right price is going to the right person at the right address at the right time with the right gift card.
5. Before you go live with the order process, turn 10 to 20 strangers loose on your Web site to create a pro forma order to make sure the system is foolproof and facilitates easy ordering.
6. Give these 10 to 20 strangers a $25 gift as a thank-you for their time.
Finally, I invite readers to go to any of the Web sites listed above and figure out how to order the same gift for two different people at two separate addresses.
It may be that I’m just plain old and stupid. If so, disregard everything you’ve read.