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=== What's The Solution? === | === 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 (e.g. demographic), tailor the 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 content that is itself quick and easy to read. | ||
| + | |||
| + | === Why Use This Pattern === | ||
| - | + | People are often wary of online transactions, and competition is high. You need to ensure that if the customer wants your product, there is no reason for them to not make the purchase on your website. | |
=== Categories<br> === | === Categories<br> === | ||
[[Category:Editorial]] | [[Category:Editorial]] | ||
Page last modified 15 January 2011 by . Created by: Admin
