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Originally Posted by Dubbya
Following are a few areas that I see as contributing factors to lowered conversion rates and site abandonment.
The single biggest problem I've found is that users don't see a "View Cart" or "Checkout" link unless they're on the cart page. That's pretty much suicidal!
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Done
Quote:
Originally Posted by Dubbya
Once you get there, I find the cart is great up to the checkout page. Listing all the products the cart contains seems like a great idea but it's distracting and more importantly, requires that the user scroll down to fill out the billing/shipping information. I'm using FireFox at a resolution of 1280x1024 and I can't even see the form, so I'd consider that apretty significant issue.
Why can't I find a "payment methods" information page? I want to order over the phone or send an order in by fax. How would I do that?
Let's say I'm not happy with my purchase. Do you provide any satisfaction guarantees? Where would I find that information?
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So I've brought the check-out pages into my site using a wrapper on my CMS. I'm still listing all the products - but only because it's a preference. It's something I can turn off and on in the admin of the shopping cart and I'll be doing some testing in the new year to see if it makes a difference. Obviously, my preference counts for crap if the other option manages to move more product
I have all the payment information at the top of the order form (phone, downloadable PDF for mail or fax, and an email address in case there are any other problems.) I've also added a 30 day money-back guarantee (not including shipping.)[/QUOTE]
Quote:
Originally Posted by Dubbya
There's a lack of conformity in terms of your "Add to Cart" buttons and links. Some use text, some are pill shaped, others are larger and rectangular. Additionally, the product layouts seem cluttered without space between images and text.
Be sure that your font faces match. I found this and couldn't understand why it wasn't using the same font as the rest of the site. It just looks odd.
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I'm removing all the buttons and using "Order now for only $13.95" as my call-to-click. Is there a better term to use?
Quote:
Originally Posted by Dubbya
The scrolling client list is extremely annoying. It's much to fast to be read, so what purpose does it serve? It'd be better to slow it down and display it one line at a time so people can read it or simply do away with it entirely.
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I've removed it.
Quote:
Originally Posted by Dubbya
Take a look at a "Learn More" product information pages. The movie window jiggles around if you resize the page and the columns containing text don't expand or contract horizontally to take advantage of all the white space on the left.
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That's a issue with the template we're going to look at in the new year. Is it worth a lot of money to have this issue solved? It seems fairly minor on the list of "to-dos."
Quote:
Originally Posted by Dubbya
Your paragraph text would benefit from more space between shorter, easier to read sentences. They're practically screaming for line breaks. When it comes to writing for the web, remember that less is more. You can always use a "Read more..." or "Continue..." text link to another page focused on the topic at hand.
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I totally agree. I'm cutting 25% off the top of each product page. As a writer, I understand the power of brevity.
Quote:
Originally Posted by Dubbya
Your paragraph text links are much too long. They look spammy, clutter up the page and contain words that are of no benefit anyway.
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I've eliminated most of the spammy looking links on the shopping cart pages.
Other changes include:
More spacing between table cells
Uniform image sizes for products
Grouping related products horizontally in rows of three
Multi-level drop down menu to get to products (and reviews) more easily.
Any more advice would be greatly appreciated as I'd like to take advantage of this slow period for us.
Thanks,
Aidan