To read the first part of this instalment click here.
Relevant product information is an important aspect of a transactional website; ensure you regularly check the products featured on site and remove products from your site that you no longer sell, there can be nothing more frustrating to a customer who finds what they are looking for but then realising that the product is no longer being sold or is out of stock, the result will be that the customer will just go and look elsewhere. A top tip is to display your best sellers above the fold on your homepage; remember “Above the fold is sold”.
Once the customer has selected what products they wish to purchase to their basket it is important to ‘close’ the sale with an efficient checkout process. Having a clear, quick and easy checkout process is fundamental to the successful conversion of any online business. Being transparent with the customer is important, more and more e-retailers are now showing customers what stage they are at in the checkout process (Below image).
54% of shoppers expect websites to have an easy checkout process and 46% expect the process to be rapid (Jupiter Research). The best way to quicken the checkout process is to ask customers to register, not only will this suggest that they intend to purchase with you again but you will also generate a database of customers you can target in the future. If they have opted in to receive information from you an opportunity exists to keep them informed about any current top sellers or new ranges/products coming in in the future. A customer who registers will also benefit from a more time efficient checkout process next time they purchase as delivery and card details can be saved.
Something which Amazon takes advantage of very well is cross selling; during the search process, at checkout and through their e-mail communications. Conversion rate can be increased by listing other products that customers bought when also buying the same product that the customers is buying, this can also increase basket value. This benefits both the merchant and the affiliate, who will enjoy a higher commission from a larger value purchase.
It is also worth considering trying to minimise leakage on your site. Leakage can occur due to a prominent telephone number or third party links, these should be removed to increase conversion rate and is something which affiliates feel very strongly about.