An user-friendly ordering and fulfilment system will reassure customers and
increase your credibility. Once you have gain their trust and provided a
positive experience, customers are more
likely to place another order with you rather than purchasing from a new provider.
Order Forms
- Let customers use the same order form for multiple purchases. On one
occasion, I had to complete three order forms when booking three nights
accommodation merely because the dates were not consecutive.
- Provide options for multiple shipping and billing addresses. Customers may
want to separate business and personal purchases or buy gifts to be sent to
different addresses.
- Leave sufficient space on your order form for writing suggestions, special requests or
comments.
Payment options
- Give multiple payment options e.g. payment in full by credit card, cheque or
bank transfer.
- Offer alternative remittance methods e.g. internet, mail, fax or phone.
Currency converter
- Provide a currency converter adjacent to prices to enable visitors to assess
value. Link to a free converter such as the one at
www.x-rates.com
Shipping & delivery
- State shipping and handling costs before customers are required to
enter personal and financial details. This will allow potential customers
to assess the total cost of the product and then take an informed
purchasing decision.
- Provide various delivery options e.g. Standard, Express or Overnight.
- Supply shipping methods according to their preferences in regard to
price, speed, security and tracking capabilities e.g. Swift CD uses a
table to layout the different shipping options. Each method gives an
estimated delivery date, the cost and whether it includes a tracking
system.
- Create your own shipping formula to differentiate yourself from
competitors e.g. Williams Sonoma, a retailer specialised in home
furnishings, provides a 'white glove' delivery service for selected
products. The service includes the delivery, unpacking, inspection and
assembly of the item.
- Provide an order tracking system to enable customers to check the
status of their online order.
Promotions
- Offer conditional delivery promotions such as free shipping based
on:
- Value of order e.g. 'free shipping for order over...'
- Item e.g. 'free shipping on selected items'
- Type of shipping e.g. 'free surface shipping'
- Destination e.g. 'free nationwide shipping'
- Quantity e.g. 'free shipping for 3 CDs or more'.
Personal touch
- Pay special attention to packaging. Let your customer feel it's
Christmas when they receive your well-presented parcel.
Be prepared, a satisfied customer will return for more!
© 2006 Henriette Martel
Adapted from the book
200 Marketing Ideas for Your Website
by Henriette Martel, website strategist, consultant and professional
speaker.
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