In part one, you learned the pages to include on your ecommerce website to help visitors find the products they need. But the ecommerce journey doesn’t end there.
Making it easy for customers to purchase those products is essential to the success of your ecommerce business.
Knowing how to optimize your sales process with your site’s pages gives visitors the information they need to become long-term customers.
1. Account Creation and Login Page
Providing an opportunity to create an account helps build relationships with customers and allows you to improve the user experience of your ecommerce website.
The account page gives you the ability to save a customer’s purchase history as well as their payment and shipping information. You can notify previous customers of promotions and discounts that become available.
Account creation and login options should be integrated on one page so that both guests and members can move forward in the sales process from one location.
2. Shipping Information Page
Cart abandonment is one of the biggest obstacles that ecommerce businesses must overcome. Providing shipping information early in the process can prevent this issue.
But some ecommerce businesses worry that disclosing shipping fee information too early may scare customers away.
Understanding your target market and testing your site’s pages are the keys to deciding which option is best for your business.
Other details to add to your shipping page include delivery methods, times, and overnight options.
3. Shopping Cart Page
The shopping cart page includes a list of the products that have been selected for purchase. It gives users a chance to review their orders and make any necessary changes.
This page should include the shipping fees and methods that will be applied. A field for promotional codes lets customers determine the final cost of their orders.
4. Payment Page
The payment page lets visitors provide the information needed to complete their orders. Fields for shipping and billing addresses, debit or credit card information, and phone numbers should be included on your payment page.
Payment security information and options that allow customers to use gift cards or store credit can also be added to your payment page.
5. Confirmation and Thank You Page
A payment confirmation page lets visitors know that their order has been submitted. It includes a summary of their order along with confirmation and tracking numbers.
Customers should have a way to change their order if necessary. They may want to add or remove an item, change their shipping information, or correct mistakes they may have made.
The confirmation page can provide another opportunity for guests to create an account if they haven’t already. This makes it easy to save information for future purchases.
Include a message thanking customers for their orders. The end of the sales process is the beginning of a long-term relationship that supports your business goals.
Your message should represent your brand voice and a commitment to providing the highest level of service. Increasing customer engagement leads to future orders and enhances their experience with your brand.
These 5 pages help customers complete the purchase process. They eliminate issues that cause users to abandon your site while building the relationships that lead to lasting success.
Let us know what comments or questions you might have. We can help you identify the most important pages for your ecommerce site so that you achieve better results and deliver greater value to your customers.
