Understand the Online Shopping Process

August 27, 2008

Online shoppingBefore we dive in with setting up your online store, I’d like to make sure you have a grasp of the selling process your new system will take customers through. This will make a big difference in the subsequent steps making sense to you.

NOTE: The following is a dramatization in the very near future, of an eager customer finding your website and going through the process you’ll soon have set up:

1. After some specific Googl’ing, Joe Customer reaches your sales page. He reads your copy, sees your product, and his heart starts racing… THIS is what he’s been looking for! THIS is the info he needs! And for ONLY $37? Wow! His lucky day! As he reaches for his credit card, his mouse wheel is frantically scrolling down your site until he sees an attractive button that says “Buy Now!”

2. Upon clicking this button, Joe reaches a friendly and familiar page titled “View Cart Items”. Since he only ordered this one item, he can see it listed on the page- and he can’t wait to download it! No need to click the “Continue Shopping” button, he’s ready to fork over some money NOW. Joe clicks the “Check Out” button.

3. Another familiar site… the Checkout Page. Joe knows the routine. (He’s no stranger to online purchases.) He types his name, address, email… then whips out his Visa. With blazingly quick fingers, he enters the 16 digits, along with the expiration date (“Don’t forget that 3-digit code!” Joe reminds himself). There’s some info at the bottom of the page about the agreement of sale, guarantee, blah blah blah… (“who reads that stuff anyway,” he thinks.) Then, with a powerful pointer finger slam, he triumphantly clicks the “Submit Order” button!

4. The next 0.5 seconds are agonizing for Joe. (“What if my card is declined? Did I pay my bill? Am I over my limit? What if…”) But alas, VICTORY! A page appears on his screen with the bold title: “Your Order Has Been Accepted! Please click the link below to download your Product!” Joe is giggling with anticipation. (meanwhile, behind the scenes, the process of tapping Joe’s credit card for $37, and depositing into your bank account is already in motion.)

5. Clicking the “Download your Product” link, a familiar Windows box appears, asking him if he wants to save the file to his hard drive. “Oh, you better believe I do,” Joe whispers out loud as he sips his Mountain Dew. “I’m even going to create a separate directory for you… my precious.” When the “Save” button is clicked, the download status bar grows, and grows, until… DONE! Slowly Joe opens the file, basking it the wisdom and knowledge you’ve provided for him.

6. Later, while checking his email, he receives an email receipt from you- how considerate and professional. A few days later, a personal email from you arrives in his inbox (after all, it does starts out “Dear Joe”), politely thanking him for his purchase- and reminding him about another great product he might be interested in. Feeling touched, Joe now considers you family, and looks forward to not only hearing from you again, but buying another wonderful information product you have to offer.

By the way, you were away on vacation when all of this happened. When you return- relaxed and tanned- the money is waiting for you in your (expanding) bank account.

To see a visual representation of the process described here, follow along in this diagram:

Purchase Flow Diagram

Written by Dave · Filed Under 1ShoppingCart, Info Marketing, Tools & Training 

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