Comments on: Unconscionable Conversion: When Will it End? (Part 1)

By: Bryan Eisenberg

Bryan Eisenberg — Mon, 02 Jul 2007 17:33:38 +0000

You can also keep an order summary on each step. You can see it in our shop at http://shop.futurenowinc.com/shop/

By: Ron Patiro

Ron Patiro — Mon, 02 Jul 2007 17:08:36 +0000

That sounds good David. Your customers will really appreciate that!

By: David McCoy

David McCoy — Mon, 02 Jul 2007 17:02:19 +0000

Thanks for the info!

I guess this would be accomplished with a pageflow that looks like this:

Shipping > Review > Payment > Checkout Page (Final review page with all info verified)

The only option that I can see to keep it at 3 pages would be to have the option to review after the shipping info is entered.

By: Ron Patiro

Ron Patiro — Mon, 02 Jul 2007 16:39:55 +0000

David,

Relying on the cart for a product review may seem sufficient to your site because you are very knowledgeable about your site and are full of confidence in it. Try putting yourself in the customers computer chair and imagining that all you want is another look at your order to feel certain that you got everything right before committing to sharing your precious credit info. Having to go back to the cart is a major conversion roadblock for only wanting a look at the order for reassurance. It will stop a visitor’s momentum while in checkout by requiring them to leave the checkout and view their cart.

Your concerns regarding shipping info would be answered by keeping the shipping info before the review and the payment after the review.

It is never good to rely on the help section for important info, particularly regarding shipping.

By: David McCoy

David McCoy — Mon, 02 Jul 2007 16:14:28 +0000

On our site, the order review page summarizes their payment info, shipping info and product info. They have the ability to update this info off of the order review page. If the order review wpage ere placed before shipping and payment, they wouldn’t be able to review that information before submitting the order. The shopping cart seems sufficient in reviewing the products before the checkout process. The customer is able to access shipping information in the help section of our site. If an item is on backorder, they would get an alert on the product detail page (which is where they should get it so they can decide if they want to order the item).

By: Ron Patiro

Ron Patiro — Mon, 02 Jul 2007 15:02:47 +0000

Good thing they didn’t get you to commit without reviewing the page first! Great job on catching that. Your site is now helping out the cause of ending unconscionable conversion on the web.

By: weatherguy

weatherguy — Fri, 29 Jun 2007 20:27:19 +0000

If at all possible I will never work with an online merchant who will not let me review before committing m card data.

I’m in the process of building a site and when I went back to look at the checkout package I had planned to purchase—yup it made the customer commit without review. Oh well, I needed something to do.