Tue, 10 Jun 2008 11:48:38 +0100
I maintain a number of web shops for our webmaster cooperative and one of our main challenges is to encourage people who put things into their basket/cart to actually buy them.
How to avoid shopping cart abandonment by Graham Jones makes some points that I've identified as possible reasons for people not buying in the past: comparisons, robots and not trusting the site enough to give payment details. There's not much we can do about robots or people comparison-shopping at a technical level, but we try to build some trust by publishing the shop owner's geographic address and telephone number (which I think is required by law in England for most web shops now), making sure the SSL certificate and domain registration details are correct, using reputable payment providers and being clear about delivery charges and terms.
The point about the slickness of the checkout process is a good one and one that we've only recently started to work on. We've had pretty good results from making the checkout slicker on one site. It looks like two-thirds of people who click the checkout button now continue to buy, putting it comfortably ahead of current UK averages but I need to tweak our stats calculator to make the report directly comparable. Nevertheless, I think those improvements will be added to our other shops as soon as possible.
I share Graham's low opinion of the oft-quoted Amazon. We've also been looking at other web shop software besides OSCommerce for a new project, so now would be a good time to change to something new if it improves the checkout a lot. We've made OSCommerce's checkout a lot smoother, but it's still essentially OSC. Is there a good checkout which you'd want to use as an example?
The other challenge is getting visitors onto the site in the first place. How To Build Links By Patrick Altoft explains the basics as well as I've seen recently.