Image from WikipediaWhen I buy something online, I'm a lot like everyone else. I'm either looking for a bargain or want something in a hurry.
Why would online business owners spend countless hours following every possible search engine optimization and marketing technique to get me to visit their website, and yet make it so difficult for me to actually make a purchase?
Haven’t they realized that if they don’t make it easy to order right now, I'll go find it somewhere else?
Even street merchants accept credit cards now.
It shocks me how often website owners will have page after page convincing me to purchase their product, but then make me look for the link to buy right now.
eBay figured this out long ago and provided the famous Buy NOW! button. That Buy NOW! button has saved millions of people the hassle of bidding and waiting to get their purchases. Some folks love the auction. Others just want what they see. If it looks like a good price: Let's do it!
Yes, online shoppers have many different buying habits.
Some will be ready to buy. Others will want to know everything before proceeding. If the price looks too good, some will just want to see if the site is there next week.
More savvy buyers will run a search through the forums to see if anyone has had a problem with the company. eBay knows this, and incorporated formal Feedback into the site. The history of a seller is available without leaving the site.
Smart move. Nobody trusts reviews.
On one site, I suggested setting up a link to a web search of the forums on the company name.
An old ecommerce adage is a visitor will come back 3 times before purchasing.
You can meet the needs of all types of buyers by first making sure they can easily see the link, and providing more the opportunity to make the purchase from any page on the site.
Similarly, if you make people register before they can make a purchase, you are going to lose some business, it is as simple as that.There have been many times when I clicked on an item because I more information, only to discover the prices weren't visible until I registered. What an annoyance!
If the site uses what I call forced registration (you must register before you can continue) I am very likely to leave the website without making a purchase. I assume they are more interested in my contact information than selling me something. I know they can sell my information.
Again, I don't want to read a lawyered Privacy Statement to find out.
Shipping prices, handling fees, and any other information had better be quickly and easily available whenever I want to buy. I really don't want to have to read half the Terms and Conditions to find out there is a $25 handling fee for purchases under $500.
If I get to the last page of the checkout to find out about a handling or shipping fee, I'm likely to just cancel the sale.
Why on earth would they even consider making me go through all of that just to find out if they will accept my Discover Card?
If you step back and look at these scenarios for a moment, you might also see where the site owner could have put me at ease long before it ever reached this point.
- Is the product available now?
- Clearly indicate what credit cards can be used, and how.
- A simple statement that my information is not going to be sold.
- Handling and shipping charges clearly indicated.
I want to say to site owners: "When I'm ready to buy, your credibility is on the line." Once I pull out credit cards, even minor details missing from the site will spook me away.
Before clicking that button, I'll look down one last time to make sure the site displays full contact information. I might even Google it, just to see if it makes sense.
Did I have to search for this information? Or, is it right at the bottom of every page?
I won’t spend much time looking for additional information. If I don't see what I need quickly and easily, I will move on to another site that they feel comfortable. I'll even if that means spend a little more for that peace of mind.
Give me information you know I'm going to need to make an informed purchase. Help me do my job: To buy from you. Or I'll go find somewhere else to get it.
(This is a reworked article from one of my old blogs. I was roaming through my old research blogs and found it.)SEO/SEM in Australia is a special issue for so many reasons. Join me was we explore. It will be a fascinating and informative journey.
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