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=== What's The Solution? === | === What's The Solution? === | ||
- | The typical online barriers to purchase are: | + | The typical online barriers to purchase are: |
- | #It's not safe/secure. | + | #It's not safe/secure. |
- | #It's too expensive. | + | #It's too expensive. |
- | #It won't work (as promised), or won't work for me. | + | #It won't work (as promised), or won't work for me. |
#It's too difficult. | #It's too difficult. | ||
- | These can be addressed through content: | + | 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. | + | #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. | + | #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, | + | #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 phrasing that is itself quick and easy to read). | #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). | ||