3 clicks or die!
January 14th, 2010 § Leave a Comment
How often do you actually use your own or your client’s website? Do you try to make a purchase or get information or download an article or document? The number of clicks a user needs to complete a transaction determines largely whether they will complete that transaction or not. And if they must click more than 3 times, you’re dead.
Keeping the number of clicks to the fewest possible is crucial to a successful e-commerce website. Keeping it to 3 or less requires discipline in page design and content; don’t hesitate to eliminate pages that are redundant, that contain only additional images or product information, or that get in the way of the user’s ability to add to the shopping cart.
And what about the abandon rates with shopping carts, anyway? They are ridiculously high, and a contributing factor often is the number of clicks needed to complete the purchase once the user is done shopping.
Consider this: move your products as close to the ‘front’ of your website as possible. Treat the home page design and layout as the user’s first opportunity to purchase. Keep copy brief and include all the information needed to complete the purchase, such as price, color, sizes, etc. on the same page. And once the shopping process is done, test your online commerce application and make it as short and easy as possible. If possible, use a one-click application like Amazon, a great tool for regular or frequent purchasers.
Successful e-commerce is all about ease-of-use and user comfort. Keep your clicks to 3 or less, and you’ll see both first-time and repeat purchases increase.
