Tip 3: Test Price / Value
Online and brick-and-mortar stores both have to deal with easy price comparison shopping these days, but online stores have the extra challenge of competitors’ stores being just a browser tab away.
How to test it
Ask users questions such as these:
- Is the total price of your order clear? If shipping costs, taxes, and other fees are reserved until the last page, customer confidence may be lost along the way.
- Are you getting a good deal? Highlighting any applicable sales prices, shipping discounts, and total savings should help increase confidence in the value the customer is getting.
- Are the shipping prices reasonable? A 2011 study by the E-tailing Group found that free shipping was the single most important factor when making a purchase from a website.
- What do you think when you see the coupon code field? The coupon code field needs to be findable; but making it too prominent may make a shopper think he’s not getting a good deal if he doesn’t have a coupon, or it may drive him to leave the cart to search for a coupon.
