One of the things that is very difficult to measure is user disappointment. Mainly because disappointed users leave and never come back but also because many small businesses do not perform enough testing on their shopping carts once the site is live. From building and maintaining many eCommerce websites, mainly Magento and ZenCart, I’ll share with you biggest mistakes and ways to reduce user disappointment.
1. Do Not Sell If Out Of Stock
Simple right? well, many online shopping carts do not have the means to automatically mark out of stock for products that are out of stock. Either mark your products on a regular basis manually by setting the quantity to zero or find a system to integrate with your POS. Most users that buy and get the “we don’t have your product” phone call get furious about the waste of time – and they are right. So, make sure you only make available online what you actually have in stock.
If you are interested in connecting your Magento or ZenCart with a POS, we offer an extension that does that: Runway integrating Magento and RunIt POS.
2. Allow Checkout Without Registration
Trivial yes. But still most websites out there do not offer this option. Either it is because they want to have the users register or because their system does not support such thing. In any case, go ahead and spend the extra time or money and program this feature in your website: it is key. Especially today where more and more users want to use your site and leave as fast as possible. If they come to buy again, they will eventually register – don’t worry. Luckily Magento comes with this feature right out of the box. ZenCart, at least for the old versions you still needed to install a third party plugin to allow such thing – but it is possible.
3. Check Your Checkout Process
Yes. Go to your site, use multiple fake names and email addresses and try to checkout yourself with as many variations as possible. Use different products, try the shipping estimator, use various discount coupons. You will not believe what you will find. Also, if you know you are not using a specific feature – remove it from the process. For example: if you do not require a phone number why even show the field? if all your products are offered with free shipping and no alternatives, why show a shipping estimator? less distractions will bring increased sales.
I think you understand where I’m taking this. The main point it to reduce as much as possible any user disappointments. From what I am seeing these days, selling only in stock items and allowing non registered users to checkout are the big items. When you have both in place, go ahead and improve your checkout process.
What was your most worst experience online?