Ecommerce Best Practice Compendium

Table of contents

About Econsultancy
About the author
Introduction
Site search and navigation
Drop-down menus
Usability issues with drop downs
How customers activate drop-down menus
Mega drop-down menus
Examples of drop-down menus
Tips for improving drop-down usability
Site search
Why do retail
ers need site search?
Search box design and placement
Site search results pages
Learning from site search data
Product pages
Video
Why your product pages need video
Consumer reviews: examples and best practices
Why you need customer reviews
The SEO benefits of reviews
Bad reviews are valuable too...
How to attract reviews from customers
How to present reviews and ratings
Calls to action
Product page copywriting
Why product page copy matters
What are the ingredients of great product page copy?
Five examples of great product page copy
Reserve and collect
Why offer reserve and collect?
Tips for improving reserve and collect services
Examples of great product pages
The checkout process
The issue of registration
Example: HMV's checkout registration issues
Consumers hate registration: the stats
Approaches to registration
Conclusion
Checkout abandonment
Deciding whether to shop on an e-commerce site
Reasons for abandoning sites soon after arriving
Postcodes
Avoid the dreaded error message
Why should you enclose the checkout process?
What is an enclosed checkout process?
Reasons for enclosing the checkout
Examples from retailers
Conclusion

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