I have personally experienced a situation just like the video above. It is really nonproductive and annoying when you want badly one product but the "Online Clerk" is not friendly to you. So what to do to avoid this situation when users are trying to buy at your online store?
- Understand your customer. Avoid to translate internal process to customers
- Credibility: Show that your store has credibility. Specially if your store is exclusively selling online
- Avoid offers on the purchase process
- Introduce Guest Purchase, meaning a checkout process without the need to create login and password
- No hidden cost or information: Make sure you are displaying the most important discounts, and information related to the product the customer is purchasing before he/she completes the process.
- Shipping information: Make it clear to users all shipping costs and information related.
- Exclude unnecessary text: I have seen a few websites where the e-mail field has a short text asking the customer to login by using their e-mail, or explaining what it will happen next when the user types his e-mail. (image below)
But nothing can guarantee a successful checkout process without testing. Google Analytics last year has introduced the Google Experiment. It is a very simple tool where you can setup A/B testing. To setup an experiment is very simple:
- First you will need to create a variation page ex. www.yourwebsite.com/variation-1.html
- Go to Google Analytics and click on Content > Experiment
- Then create the experiment
- Create an Experiment name and include the page you want to test on "Original"
- Include the variation page you have created previously and include on "Variation" field
- On the next page you will be able to finish setting your Experiment. So first define a goal of your Experiment
- You can also select the number of visitors of your website will be exposed to the experiment
- On advanced options, it is important to mention the "Confidence threshold". Higher this number, longer it will take to end the Experiment.
- Once set all options, save and go next
- Here you will need to include the tracking code for your Experiment. Copy the code onto the "head" of the CONTROL or "Original" page
- After that you can review and enable your Experiment.
- To check the results just go back to Content > Experiment, and you should find your page "Winner".
At the end, setting an Experiment it is not complicated, but taking the assertive decisions regarding the variation page will decide whether you can improve or not your checkout process.