Today’s time savvy customers aren’t always looking for an experience when they choose to purchase via the web, in fact most are looking for convenience. In this busy world we live in time is valuable and therefore when it comes to deciding who we choose to purchase from, most customers are now saying convenience trumps  “the experience”.

Reducing the effort and increasing the convenience factor encourages customers to use your website and keeps them coming back. The simpler the whole purchasing journey is the more likely customers are to purchase your products and the more likely they are to recommend your website to others. 

Usability is the key. Customers don’t always wanted to be “marketed” too. They just want to make their purchase as quickly and efficiently as possible with the least amount of fuss.

Here is a checklist of website features which can make life easier for your customers:

• Rapid Order/Profile Order 
• Easy to find products by category or brand
• A quick search which looks up relevant products
• An obvious basket where items can be viewed easily
• Ability to make lists and label “favourite” items which are easy to find again and simple to order from
• Ability to order from previous purchases at the click of a button (easy to find Account History)
• Different views for looking at products which allows customers to see as much or as little information about the product as they wish
• Easy checkout – no logging in prior to purchasing on B2C sites
• Let your customers be a guest user should they wish on B2C sites
• A variety of payment options
• Targeted email marketing – let your customers know what’s available now (e.g. new products)
• New Products and Specials tabs making them easy to find 
• Featured products scrolling on your homepage 
• No surveys and no pop up advertising getting in the way of purchasing

Make sure your website is quick and easy to navigate, simple to purchase from and simplify the purchase decision. Consider the convenience factor and you will be on your way to creating lasting loyalty!