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Why visitors don't convert into sales - part 4

This is the last part of our "Why visitors don't convert into sales" series. In the last three parts, We explained that you need a fast loading and professionally designed web site and that it is important that your web site visitors trust your company. We also explained the importance of professional sales copy on your web site.
When people have finally decided to purchase your product, you must make sure that your order page doesn't drive them away.

Reason 4: Is your order page easy to use?

Statistics show that more than 60 percent of online shoppers abort the ordering process. If your order page isn't easy to use, all other web site promotion efforts will be in vain.

Here are the most important points for a successful order page:

  • Link from the home page and from all product and service pages to the order page.
  • Give the links on your order page names that your customers can easily recognize: "Order", "Buy", "Store", "Checkout", etc.
  • Don't hide the price for your products or services. People won't buy if they don't know what they have to pay.
  • Tell your visitors about shipping costs and state taxes.
  • Tell your visitors the final price before they have to enter the credit card number.
  • Tell your visitors who you are and tell them your complete company address.
  • Offer an unconditional money-back guarantee if at all possible.
  • Tell your visitors upfront about your refund policy.
  • Make sure that your order pages are secure. Use at least 40 bit encryption so that your customers can safely enter their contact and purchase information.
  • Make sure that your order pages are easy to understand. Test them with your friends or relatives that don't connect to the Internet very often.
  • Regularly test your order pages to make sure that they work.
  • Make sure that you'll get notified if your server gets down.
  • Make sure that your order page displays a meaningful message if the customer forgets to enter the street name or any other required field.
  • Make sure that your order pages work with international customers. German customers don't know what to enter in the "State" field and usually leave it empty. Some countries don't even have postal numbers. Your order pages should work for these customers.

If your order pages are easy to use and secure, they won't hinder or deter customers from completing their purchase.

It's very important that your order pages are a secure place to shop for your customers. Use as much encryption as you can and join the additional security services that are offered by some credit card companies.

Our own Axandra order pages use 128 bit encryption and they also use the Verified by Visa and MasterCard SecureCode service. Verified by Visa and MasterCard SecureCode are new services by Visa and MasterCard that use personal passwords or identity information to help protect credit card numbers against unauthorized use.

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August 2004 search engine articles