For eCommerce best practices should be basic for all websites

02/23/09 06:14 AM

Like most guys I do most of my shopping online as I hate to go to stores. Since I do so much shopping online I have come to appreciate the sites that provide a great ecommerce experience but I guess what I am so surprised about are the sites that provide a really bad ecommerce experience. I'm talking about big brands here and today that online experience is as much a part of the brand as the product itself. Here are some industry best practices that ALL ecommerce website should be offering.

Basic ecommerce best practices:

1- Don't require me to register to buy something on your site. I have enough password and user names and don't need to register again and again. If you want me to register than make it clear why I should (i.e. track shipments/reorder)

2-Give me the option of getting eMail updates on the status of my order or going to your website to check the status.

3-Give me a date when I can expect the item and tell me up front if the item is backordered. I also want to know where you are shipping from so I can determine how long it will take to get my purchase.

4- Allow me to "opt-in" for future correspondence from you but if you want me to opt in then tell me what's in it for me.

5-Thank me for the order and give me information to follow-up if I have a problem.

6-Send me an eMail to let me know that the item was shipped along with a tracking number.

7-When the item is delivered you might want to send me an eMail letting me know so I can ensure the package was left at the door.

8-Give me an option of not having to sign for the package so I don't have to wait at home all day.

9-Based on what I buy you should use the information to determine what information I will see on my next visit. The more you data mine the better information you can provide.

10-After I receive the purchase you might want to follow up with me and ask me what I liked/disliked about your site and product and try and turn me into a brand/site advocate.

11-Making shipping and handling charges realistic. $60 extra for 3 day delivery is not realistic.

12-For expensive items in stock you had better ship it very quickly as I maybe having second thoughts and want to cancel my order.

13-Make checkout easy and give me a lot of options to pay.

14-Reward me ! If someone just went on your site and purchased a high ticket item you might want to thank them by offering them an incentive to purchase something else. For example if I just bought a wide screen HDTV you might want to offer me a special deal on a Blue-Ray player or cables and interconnects.

These are just basic things to do for customers today. The key is to ensure that the customer is always in control and to make them feel special about purchasing from your site. Don't over communicate and don't under communicate but let me know that my business is important to you.