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28 Days to Better Landing Pages – Day #12: Show Steps In Your E-commerce funnel

TIP:  If you are going to have a multiple step shopping cart process, make sure you show the user what step they are on along the way.

A typical user faces all types of resistance and fears when entering in personal and even sensitive information when purchasing a product or service online.  Add to that the confusion of where they are in the process and the likelihood of your conversions increasing are slim.  Other than trying to cut down on the necessary information (fields) when asking the user to buy, make sure at the top of the navigation there are steps 1,2,3,4 etc to your process.  This will secure the users”where am I now” emotion and how much he or she has left to do in the process.

Here is a great example.  Value Plastics, a leading manufacturer in plastic tubing components shows us their 5 step proces.

  • Step 1 shows a review of the cart and a total price that is going to be paid.  Also notice the highlighted step 1 and the green button checkout.
  • Step 2 is an address review just to make sure the shipping is correct.  (this step now requires you to be logged in as well).
  • Step 3 is the shipping order, selection of 1 day, 2 day, 3 day, etc.
  • Step 4 reviews the order and shows total price if selected shipping costs have changed.
  • Step 5 asks you for the credit card information to complete the order.

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