Learn to Do It Right. Build a Better Web Site.

I’m sure you’ve experienced them…online shopping carts that are so crazy frustrating to use that you end up throwing your hands up in the air in exasperation and clicking away from the web site…with no intention of returning anytime soon.

Unfortunately, frustration over online shopping carts seems to be an all too common problem. And it shouldn’t be that way. Truth of the matter is, it wouldn’t be that way if shopping cart designers would get in tune with the average online shopper, aka, “the customer.” You know. That elusive person who everyone wants to visit their web site, but no one seems to know much about.

I recently had the not-so-pleasant experience of fighting my way through an online shopping cart that put me through an obstacle course before I could complete my purchase. But the shopping cart process wasn’t the only screw up. The company lost an almost guaranteed upsell purchase from me along the way. (More about that later).

As hair-pulling as my experience was, I believe we can put a positive spin on it by using it to:

1. Learn how to improve our shopping carts.
2. Learn how to improve other aspects of our web site that come into play during the online shopping experience.

Let me give you the details of my experience and then I’ll point out the flaws and offer solutions. See if you can spot the mistakes (there are a total of 8!) as you follow along.

My Online Buying Experience

Stage 1 - Interest in the Product

I received an email from Beachbody.com, my favorite fitness company, stating they had released a new workout video. They’ve been building up excitement and anticipation for the release of this video for some time now by promoting it in their weekly newsletters.

Due to my positive experiences with their products (and also because I’m a huge fan of Tony Horton, the trainer featured in the video), I had pretty much made up my mind that I was going to purchase the video before it was even released. Because of this, I didn’t require the same amount of information as someone who would be purchasing from this company for the first time. Still, I wanted all the specifics.

Stage 2 - Desire for More Information About the Product

Eager to get the details, I clicked on the “Click Here to Learn More” button provided in the email. It took me to a page on their web site asking me to either log in or create a log in so that I could “shop for all of our great products.”

I couldn’t remember what my log in was, or if I even had one. And I wasn’t ready to create one.

Frustrated, I went to the home page of the web site, hoping to find the product highlighted so that I could find a direct link to the information page I was looking for. But no luck.

My next click was to the Site Map, and it was there I found the link I was looking for.

Stage 3 - The Decision to Purchase the Product

I read the product page of the workout video and it confirmed my desire to purchase. I clicked the “Add to Cart” button and was taken to the checkout page which contained a form to fill out with my name, address and credit card information.

Stage 4 - The Purchase and the Shopping Cart Experience Obstacle Course

I filled out the form described above and clicked on the “Submit Order” button. Sounds easy enough, right? But it wasn’t over. I was then put through a series of redirects that I had no choice but to go through if I wanted to complete my purchase.

• Redirect 1: The first page I was redirected to asked if I wanted to buy either a 4 lb. or 6 lb. medicine ball like the one that was used in the video. Always looking to challenge myself in my workouts, I confirmed I wanted to buy the 4 lb. medicine ball for $24.95 plus shipping.
• Redirect 2: I was redirected to yet another page that asked me if I wanted to buy their recovery drink product. I actually use their recovery drink after my most intense workouts, but glancing at the price, I noticed they were offering me the regular price, plus shipping and handling. I declined.
• Redirect 3: The next redirect brought me to a page asking if I wanted to sign up for their online fitness club, free for 30-days and then a monthly fee afterwards. I declined.
• Redirect 4: I was brought to yet another page that asked my shipping preference. There was only one choice since the offer automatically upgraded me to the faster shipping method at no extra charge.
• Redirect 5: The next page asked me if I wanted to pay in one full payment instead of paying in installments. I chose to pay in full.
• Redirect 6: I was brought to a page asking me to confirm my order. I confirmed and was brought to the final page that allowed me to print out a receipt.

Whew! That was one lengthy process and, in all honesty, one I wouldn’t have put myself through if I could have purchased the video from another source. So let’s take a look at the shopping cart mistakes made by Beachbody.com, how they could correct them, and what we can learn from them.

What They Did Wrong, How They Could Improve, and What We Can Learn From It

• Mistake #1 - Requiring customers to log in to access a simple informational page on your web site.
  When I clicked on the “Click Here to Learn More” button in the promotional email for the workout video, I was flabbergasted to arrive at a page that asked me to log in or create a log in. I wasn’t at the buying stage yet, so I wasn’t ready to create an account. While I found another way in, many people would have backed off completely. Due to privacy issues and spam concerns, people simply don’t like to give out their information until they are good and ready.
• Mistake #2 - Making it hard for your customer to find information on your web site.
  Because of those reasons described above, I did not want to create a log in, so I looked for an alternative route to the information page. It took a couple of clicks and a couple of minutes to find it. Make it easy for your customers to find what they want by using navigation that is intuitive. The more clicks it takes to find what they are looking for, the less likely the customer will follow through, and the more likely you’ll lose them.
• Mistake #3 - Bragging about your products instead of posing a benefit to the customer.
  The log in page asked me to either log in or create a log in so that I could “shop for all of our great products.” A phrase like that is certain to generate a ho-hum response from your customer. People don’t care about your great products, but they do care about what your products will do for them. I would change that line to read “discover workout videos and health products that will help you lose weight, reach your fitness goals and get the body you’ve always dreamed of having.” OK, so I’m not the best copywriter in the world. But you’ve got to admit, it’s better than what they currently have.
• Mistake #4 - “Adding to Cart” takes the customer directly to the checkout page.
  By adding the workout video to my cart, I was taken to a page that asked for my customer and credit card information (the checkout page). It gave me a feeling of finality - the shopping experience was over and it was time to checkout. While there was a “Continue Shopping” link on the page, it was in an obscure place. Keep your customers shopping and buying by keeping your shopping cart page separate from your checkout page.
• Mistake #5 - Offering upsells AFTER the customer makes the purchase.
  This part was extremely confusing to me. I had already hit “Submit Order” and was now being asked if I wanted to add to my purchase. It would have made more sense if I was offered upsells before I checked out, not after.
• Mistake #6 - Not offering a discount with upsell offers.
  As I mentioned earlier, one of the upsell offers was a recovery drink that I use on a regular basis. I would have bought it in a heartbeat if they would have offered me a discount or free shipping. Since they offered me the regular price - plus shipping - there was no incentive for me to buy. Another example would be the medicine balls. I did buy one, but had they offered me a discount for buying both, I definitely would have done so.
• Mistake #7 - Multiple redirects for multiple upsells.
  I really didn’t think it was necessary to take me through a separate redirect page for each upsell. Each time I was redirected, I felt more anxious and frustrated. Put all your upsells on one page. Don’t redirect your customer or delay the buying process anymore than you have to.
• Mistake #8 - Requesting billing and shipping preferences AFTER the customer has submitted the order.
  This is one of those “Well, DUH!” mistakes that makes you wonder if the shopping cart designer was in need of a good dose of common sense. I should have been asked what my shipping preference was and whether I wanted to pay in one charge or in installments on the checkout page, not a page I was redirected to after I had submitted my order. Well, DUH!

What They Did Right

While Beachbody has a vast number of improvements they could make, there are a handful of things they did right that are worth noting here.

1. They did an excellent job of creating excitement and anticipation of the new video before it was released. They also offered a sign up form for people who wanted to be immediately notified when it was available for purchase.
2. They used the terminology “Add to Cart” on their buttons rather than “Buy.” Research has shown that people are more comfortable with “Add to Cart,” because they feel they can “Remove from Cart” if they change their mind. “Buy” apparently makes people hesitate because it seems very decisive.
3. They had a Site Map, a helpful page for people who are having trouble finding what they want (like me).
4. They prominantly displayed a “90-day Money Back Guarantee” on their checkout page.
5. Their checkout page also displayed a Better Business Bureau logo and a Verisign security logo, both which help to increase consumer confidence.

Final Thoughts

Do everything you can to make the buying process as smooth and painless as possible. You can get a priceless amount of insight by asking friends, family or business acquaintances to test your shopping cart, so long as they are capable of giving you brutally honest feedback.

If your testers have problems with your shopping cart, you can expect your customers will have problems, too, and sales will most certainly suffer because of it.

So test, tweak, and test some more. And remember - it’s always about the customer.

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