Poor Product Organisation

Some Web shops just have no intuitive organization.

Designers are getting better about organizing their products and categories but you can still find many on line shops that don't make intuitive sense.

Poor Product Details

Click on the product or "more info" button and you want to see more information - not just a larger picture with the price next to it. If it is a technical item or something where the features are important - tell them what they are!

The more accurate info they are given the more they will buy - and the more likely they are to buy from you!

Poor Navigation

When you click into the details or add an item to your basket, you don't want to have to hunt for a way to get back to where you started the selection process. This is especially true if you are looking to buy a few additional items that compliment the first purchase - like a battery for my latest gadget or an extended warranty.

Helpful links back to product lists and categories are simple but essential!

Security -too late or not at all

There are still web shops with checkout forms that ask for personal information yet they aren't secure!

Don't go any further.

If you are creating a web shop then as soon as you asking for personal information make sure that form is secured.

Hidden "Add to Basket"

To often you can go to a site to buy something and yet you have to go into product details before you can buy - sometimes that just isn't needed - make it easy and fast for your customer to buy - where you display a product, with or without detail, just add a buy button.

Hidden Costs

Your customers want to know ALL of the costs before they start to enter their details. Most importantly this includes delivery charges. If you include delivery charges in the price then show that you do - it will make your customers feel warm and wooly!

Lack of Contact Info

So would you buy from someone who's address and phone number just weren't available - you haven't ever met them or spoken to them and if you want to find them again they may have disappeared?

Of course not! So include contact details prominently both on the main site and especially in the checkout area and on the final confirmation screen - also make sure ether visitor can point out their order with your details for future reference.

Lack of Privacy Policy

What are you going to do with the information the customer gives you?

There should be a benefit for them (well delivery address obviously) but also if you are going to use it for other purposes (email campaigns - selling to third parties) then you must tell them - it's a legal requirement.

Lack of ReturnS Policy and/or Warranty Claims Policy

If it breaks or is broken when the customer gets it they want it repaired/replaced.

What do you cover and how does the customer go about getting my product repaired or replaced.

If you don't provide the warranty, tell the customer who does and what to expect.

If you're going to charge for a return - tell them.

And don't hide this information away in some corner - make it easy to find

Slow-Web Site

Don't make the customer wait.

It is no differ ant from standing in a shop and when you want to buy you can't find an assistant!

Make sure your site is fast - good navigation helps here too. Right up there with convenience and good organization is speed. Get them in, to your products, and out - quickly.

Your e-commerce business is only successful if you sell things So inform, buy, checkout.

Make sure each step of the process is quick, easy to understand, safe, and provides all of the necessary information.