Retailer Web Services Digital Advisor Fall 2017 - Page 6

EASY E-COMMERCE 10 FEATURES YOUR CART NEEDS TO SUCCEED A mazon has trained us well and today’s consumers expect every retailer—from big boxes to local mom-and-pop stores—to provide easy and secure online checkout. If your site doesn’t offer this convenience—or makes the process uncomfortable in any way— you risk losing your best business to competitors who do. Set your store up for e-commerce success by following the 10 important guidelines discussed below. SAFETY FIRST Safeguarding consumer information should be your No. 1 priority. Your customers trust you with their most private information. Make sure their trust is justified by taking these critical steps to protect their data: 1. Only use Secure Sockets Layer (SSL) to communicate information. This establishes an encrypted link between the web server and the user’s browser to ensure sensitive information is sent over a secure, private connection. 2. Comply with the Payment Card Industry Data Security Standard (PCI DSS). This ensures all entry, processing, storage and transmission of sensitive information is secure. Ask your e-commerce provider to supply an Attestation of Compliance to prove they meet this standard. 3. Encrypt and purge credit card information. Be sure any credit card information your site collects and 6 stores is encrypted using PCI-compliant standards. Fully purge old credit card information in a timely manner. 4. Carefully control who can see credit card information. Not everyone that works on your website should have access to credit card information submitted through online orders. Ensure you can control what each user can see and keep these permissions up to date whenever roles change or employees leave your company. SOFTWARE, TOO In addition to these safety measures, choose software that allows you to provide a convenient and customized checkout experience. Look for these specific capabilities: 5. Confirm credit card information via Luhn validation. This alleviates consumer frustration by immediately indicating if the credit card number used at checkout is invalid (typos happen!). It also saves you from wasting time on orders that don’t include valid payment information. saves them aggravation and maximizes ticket sizes. 8. Auto-complete forms. Your cart should auto-populate all information consumers have previously entered, even if that information was provided outside of the shopping cart. 9. Out-of-cart pricing. Some vendors allow certain discounts inside the cart only. Make sure your site supports showing a different price outside the cart versus inside the cart and adds appropriate verbiage around these prices to make consumers aware of, and comfortable with, this variation. 10. Robust and variable distance restrictions. Some vendors only allow online transactions within a specific distance from your physical retail location. They may not allow items to be added to a cart without first confirming the delivery address is within the accepted distance radius. Make sure your cart can handle these restrictions and vary them by brand. 6. Use interactive delivery calculation. Your cart should allow you to create rules that automatically vary delivery fees according to items purchased, delivery location, total order price and other important choices made during checkout. Don’t assume all software providers are able to provide the secure transactional cart experience your customers expect. Use the above list to ask your e-commerce provider specific questions and request demonstrations of all the capabilities you know your business will require. 7. Prompt for add-ons. Asking customers to consider adding items like related accessories, warranties and complementary products to their order If you already have an online shopping cart, visit for a quiz that will help you evaluate your cart’s current performance.