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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