Comments on: Make it easy for them http://iam.peteashton.com/make-it-easy-for-them/ That is who I am Mon, 06 Feb 2012 23:07:02 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Paul Ashton http://iam.peteashton.com/make-it-easy-for-them/comment-page-1/#comment-3321 Paul Ashton Fri, 29 Jan 2010 10:51:54 +0000 http://ash10.com/?p=829#comment-3321 The shopping basket concept mimics that of a real shop and also gives control over what is finally bought - many's the time I have looked at the total and decided to delete one or more items. But that is good in the long run as it means the shopper is in more control and is likely to come back for repeat business. The most successful sites seem to have adopted the one-click method. Amazon and iTunes both do this and their success is partly due to making the buyer experience very easy. We just switched from Tesco online to Sainsbury because Tesco had forced us to call their hotline on several occasions for no apparent reason after we had entered in an entire "you shop, we drop" order. We didn't shop, they were dropped. Some train operating companies have no idea when it comes to tackling credit card acceptance - imagine travel companies not taking foreign credit cards over the web! To be fair, the banks are probably at fault on this one. Buying over the web isn't really that different from buying over the counter - to encourage repeat business the vendor must make the experience pleasant enough to justify taking our hard earned currency. The shopping basket concept mimics that of a real shop and also gives control over what is finally bought – many’s the time I have looked at the total and decided to delete one or more items. But that is good in the long run as it means the shopper is in more control and is likely to come back for repeat business.

The most successful sites seem to have adopted the one-click method. Amazon and iTunes both do this and their success is partly due to making the buyer experience very easy.

We just switched from Tesco online to Sainsbury because Tesco had forced us to call their hotline on several occasions for no apparent reason after we had entered in an entire “you shop, we drop” order. We didn’t shop, they were dropped.

Some train operating companies have no idea when it comes to tackling credit card acceptance – imagine travel companies not taking foreign credit cards over the web! To be fair, the banks are probably at fault on this one.

Buying over the web isn’t really that different from buying over the counter – to encourage repeat business the vendor must make the experience pleasant enough to justify taking our hard earned currency.

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