But for some sites, the ways of old still seem to linger on. Users - and more importantly motivated shoppers - have come to expect certain features that are still not found on all retail shopping websites. And if you don't have what people need to influence their buying habits, it's just one more lost opportunity to make their life easier to do what you want them to do.
So what are these things that are so important?
- Automatic emails to confirm orders and shipping status - after placing an order online, the most important emails are 1) to confirm the order was received, and that 2) the order was shipped. And by the way, the user is expecting a confirmation of these steps in the buying process too.
- Ability to calculate shipping costs online - after placing an order, customers want to know how much it will cost to ship (or upgrade) without going all the way through the whole process and final screens.
- Express checkout - when shoppers are done, get them to the door and checked out asap.
- Store locator with a map - Google Maps has to be one of the best inventions out there. If a prospective customer wants to come find you and engage you in business, help them!
- Real-time product availability - people want to find out if the product they intend to order is in stock. And if not, this tool will help them make a more informed buying decision.
Be sure to include all 5 elements into your web site architecture. Otherwise, you are potentially hurting your site's chance of providing a great service and competing for market share in today's economy.
