Purchase Transaction
Provide an order
list page that supports reviewing, editing, and submitting an order
On
the order list page, often referred to as the shopping cart, provide
the following information and functionality:
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Total cost, which is the sum of the price of each
item, plus taxes, plus shipping and handling, plus any other charges
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Itemized costs, which is a list of all the costs
that contribute to the total cost |
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Product names and/or descriptions that users will
understand |
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A link from the name/description of each item to
its product description page |
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A mechanism for removing individual items |
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A mechanism for changing the quantity to be
ordered of each item |
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A mechanism for initiating the purchase process
(a link to the order form) |
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An option to save the order for completion later,
or information on how long it will automatically be saved |
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A link to a detailed explanation of shipping
charges |
You may also want to:
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Include the shipping charges for each item,
particularly if shipping charges are expensive and they vary from
item to item, so that users can understand the shipping costs and
act to reduce the costs |
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Facilitate changing option choices, such as size
or color |
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Provide the option of adding accessories, such as
batteries, while not interfering with the users' main tasks |
Provide at least
two forms of confirmation that the order has been received
To
inform users that their order has been received, provide confirmation
via the Web and at least one other medium (typically e-mail). The
confirmation page should include a list of the items ordered, a
confirmation number so that customers can track and cancel orders, and
information about when users can expect to receive the order.
In addition to the confirmation page, many sites
also provide e-mail confirmation. The e-mail confirmation provides a
list of the items ordered as well as a confirmation number. It also
provides a record of the transaction for those users who do not print
the confirmation Web page. You may want to allow users to pick the
method of confirmation. Airlines, for instance, often ask customers if
they want their itineraries sent by fax, e-mail, and/or postal mail.
Tip: On the confirmation page, you may want to ask
users if they would like to register with your site, if they haven't
already. Emphasize that they have already provided all the personal
information they need to provide. They only need to choose an ID and
password. (Remember that saving credit card information should be
optional.) Also indicate the advantages registration offers, and link
to or communicate your privacy policy.
Provide
mechanisms for fast-path purchasing
Provide
shortcuts that speed the purchasing process. One method is to use
information previously supplied by the user during site user
registration, such as their billing and shipping addresses. When these
registered users want to buy products, they do not need to enter this
information again. Instead, they provide access information, such as a
user ID and password, and a credit card number, and the site provides
the additional information to complete the order.
One potential problem with fast-path purchasing is
that a user may sometimes need to send products to a different address
from that saved in his or her account information. Possible solutions
include directing users to the standard checkout path, or (with
additional security checks such as re-entry of a password) allowing
them to enter an alternate shipping address.
Note: When users register, do not require them to
give a credit card number.
Make the order
form as simple and brief as possible
Ask
users to provide only that information that is necessary to complete a
purchase or meet a customer need. If you ask users to provide
unnecessary information, or your purchase forms appear in any way
cumbersome, you will discourage purchases.
If a product is to be shipped to a customer,
request and provide the following information on the order form of
non-registered customers:
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Billing address |
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Shipping address, if different from the billing
address |
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Credit card data or equivalent purchase
information |
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Shipping preference (i.e. 2-3 day vs. overnight)
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A very brief statement about the security of the
transaction, with the option to link to more detailed information
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Access to information on privacy |
In addition, you may also want to provide your
customers an opportunity to enter a coupon or gift certificate number
and/or to send the item(s) as a gift (omit prices, wrap the item(s),
and write a message to the recipient). If you provide these additional
services, include them on a separate, optional link from the order
form so that they do not clutter the standard form.
Provide
alternative methods for ordering products
Provide alternatives to online ordering. The most
universally available and quickest alternative is a toll-free phone
number and an additional number for international customers. You may
also want to provide fax numbers and postal addresses.
Some customers are reluctant to provide credit card
numbers online, and other customers want additional information before
completing an order. With a phone number, customers can resolve their
questions and then provide their order information in the same call.
When providing alternative means for ordering,
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Make it easy for customers to find the phone
number they need |
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Indicate the geographic scope of all phone
numbers |
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For international customers, provide an
additional phone number, indicate the hours you support it
(international audiences may need a number that is answered 24 hours
a day since they are in different time zones), and indicate the
languages understood by the support staff |
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Make sure you have the staff to support the phone
numbers you provide |
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Advise users not to include credit card numbers
and other personal data in e-mail messages |
Enable users to
change an order at any point prior to submitting it
Enable
users to make changes to information they have entered, wherever the
information appears, at any point and time prior to submitting the
order. Users sometimes want or need to change product specifications
they have entered, such as the size or color of a shirt. In these
situations, the more easily they can change the order, the more likely
they are to complete the purchase.
To facilitate reviewing and changing orders:
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Provide a link to the order list page from the
order form pages |
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Support the essential order list tasks discussed
in the "Provide an order list. . ." guideline above |
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Preserve state when users leave the order form
pages to review or change their order (i.e., don't require users to
"start over" when they return) |
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Update the order list and order form pages
immediately when users change product specification choices
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