Resolve Barriers to Purchase

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=== What's The Solution?  ===
=== What's The Solution?  ===
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Edit this. Describe the solution, in detailed steps and with accompanying images if necessary.  
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The typical online barriers to purchase are:
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#It's not safe/secure.
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#It's too expensive.
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#It won't work (as promised), or won't work for me.
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#It's too difficult.
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These can be addressed through content:
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#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.
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#Clearly frame the value-offering; the long term value of ownership should exceed the cost.
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#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.
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#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  ===
=== Why Use This Pattern  ===

Revision as of 09:04, 15 January 2011