Get Out of The Way
If They Make a Move to Checkout, Don't Stop Them
Walk Them Right On Through
Have one big clear call to action to start the process- Clear progress indicators (Step 1 – Billing & Shipping Address, Step 2 – Payment info, Step 3 – Confirm & complete purchase)
- Do not distract with options (the time to upsell is on the product page)
- Allow guest checkout
- Provide free shipping
- Have multiple payment options (explanations – CCV)
- Allow them to order out-of-stock items
- Make it easy to contact you (800 number, live chat, etc.)
- Address concerns (display PCI compliance, security verification, FAQs)
With so many other options to purchase online, you've got to make them want to come back. Other than a great deal, or offering something no one else has, you've got to make their experience as easy as possible. Great communication, tracking and the ability to easily come back over and over and re-order, will keep them coming back.