Jeffrey David Olson is a Sr. Art Director at HSN.com. HSN.com ranks in the top 30 of the top 500 Internet retailers, is one of the top 10 trafficked e-commerce websites, and has more than a quarter million unique users every day. Jeff is currently finishing up a complete home page redesign and starting redesigns of the product detail and checkout pages. He is also the author and owner of 30 Minutes of Nonsense, a brand new blog where he writes his personal opinions about professional topics.
When was the last time you called customer support because you were having problems checking out online? Probably never! Cart abandonment rate is at around 60%, and most of it happens before the user even begins the checkout process. Sometimes, convincing your customers to trust you is your biggest challenge.
There is no “Consumer Trust for Dummies,” but as eCommerce designers, we need to focus on some fundamentals. The following topics may seem as obvious as walking into a seven-foot Wookie, but rest assured you will find plenty of websites with a mouth full of fur.
If your core demographic is women between the ages 35 and 65 who have an annual income of $60,000+, you would treat them different than the 18- to 25-year-old male demographic. First and foremost in e-tail: forcing your visitor to think is a bad idea. When creativity stops being subjective and can be measured by a dollar amount, making sure you're designing for the customer is a no-brainer.