Online payments
I’m a big fan of buying online. The ease of surfing the web, finding what you want, getting reviews and actually making a purchase is fantastic. I don’t even have to leave my desk. Great for lazy shoppers like me. At this time of the year it’s also perfect for beating the Christmas crowds.
However, for e-tailers, it’s becoming increasingly difficult to compete with the high street. The shops are becoming smarter at competing on price, for example PCs and electronics seem to be almost on a par these days. The little extra you pay at the shops more than makes up for the extra service.
So what can e-tailers do to ensure they remain competitive. Well for me, one of the biggest hang-ups with buying online is the checkout process. How frustrating is it when you decide on a product you want to buy, but the website makes it difficult to buy. Either you have to register all of your details, or you have to go to a different site, or there are hidden charges for delivery, or the delivery options are complex. One of the worst offenders for me here is Midland Main Line the UK train operator. Each time you find the tickets you want you need to login, however, I travel so infrequently I can never remember my login details - after all, I have login details for so many sites it gets a little confusing.
But today I came across an excellent example which I have to share. I’ve just booked some tickets to see Casino Royale, the new James Bond film, at my local Cineworld. I booked online and the process was so easy I actually felt compelled to write this blog. The process was smooth, simple, no login required, the product choice was stunningly easy and I received a confirmation email within seconds. Now that’s what I call great service - check it out for yourselves - www.cineworld.co.uk. This is without doubt a best practice example.
Have a look at your checkout process. Can you make it easier? Actually make a purchase as a customer and examine your experience. Was it positive or can it be improved? Are your delivery options inline with the competition, can they be simplified and so on. At this time of the year you can’t afford to get it wrong.
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