Question: When is your shopping cart not just a shopping cart? Answer: When your visitors use it as a comparative tool.If you’ve got the hang of personas and why they are critical to designing the persuasion architecture of your web site, then you have an understanding of the underlying premise: there is no average visitor. Everyone approaches the decision to buy in different ways. The customer-focused web site (you are one, right?) designs navigation paths that acknowledge this and consequently sees fabulously impressive conversion rates.

So, if everyone interacts with your web site differently, what makes you think they’ll suddenly fall into uniform step with your checkout process? Turns out, they don’t. Ergo, you need a checkout process that satisfies multiple needs while remaining true to your GTC (Get the Cash) objectives. You need a conversion-sensitive tool that gets your visitors to the close today, tomorrow … even days from now. And you need to understand that abandonment doesn’t always mean rejection.

Read the rest of this article.
Read the entire newsletter: Volume 107