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Resolve Barriers to Purchase
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Resolve Barriers to Purchase
Allay common concerns that a customer has about making a purchase. === What Problem This Solves === You're not seeing the quantity of customer purchases on your website that you'd expect; customers aren't buying. === When to Use This Pattern === Use this pattern if your website offers an online purchase mechanism, for products, services, etc. === What's The Solution? === The typical online barriers to purchase are: #It's not safe/secure. #It's too expensive. #It won't work (as promised), or won't work for me. #It's too difficult. These can be addressed through content: #Display any security measures you take (at least, a [http://en.wikipedia.org/wiki/Transport_Layer_Security secure transaction] notice), and proof of your authenticity; phone numbers, high quality photography, physical addresses, etc. #Clearly frame the value-offering; the long term value of ownership should exceed the cost. #Display testimonials and other customer stories; some websites use this as a major component of their website, e.g. [http://www.threadless.com/ Threadless]. If you have any data about the potential customer, try to tailor these testimonials to highlight previous customers who are similar to them. #The actual difficulty of the purchase is a User Experience topic, but the ''perceived'' difficulty of purchase (before the user has started the process) can be partly addressed through content: make it clear how quick and simple the procedure is (using phrasing that is itself quick and easy to read). === Why Use This Pattern === Edit this. Describe the user and business benefits for this pattern, with links to evidence or additional research data if available. === Categories<br> === [[Category:Editorial]]
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