Admin answers:

To properly evaluate a website, choose one at a time and “Go through the motions” to place an order for a few products…You can always change your mind at the last step, the payment page.

As an extension of the regular brick-and-mortar business, the website should convey Trust and Security first of all.

Guarantees should be prominently displayed, along with a statement of online security issues addressed…and full contact information puts “A face to the name” so to speak, at least geographically.

Site navigation should be prominent and simplified…a search feature is a handy Plus, but a catalog listing on each page is a basic requirement, at least a breakdown of catagories.

Individual product descriptions should include any pertinent “buying decision” details you would be able to receive by reading the package at your local store, along with shipping weights and dimensions.

Shipping alternatives and payment flexibility are a professional touch that makes many sites stand out from their competition…these are part of the “Meeting the customer’s needs” philosophy that insures survival of an online business.
*A few sites seem to charge 20-50% more for shipping than most others,based on the same weight…something to notice during checkout.

Bottom line: A complete evaluation involves a bit of role-playing; Put yourself in the role of a Mid-western housewife looking for a good deal on a few bestselling books, A college student trying to save money on a simple wardrobe of t-shirts and sneakers, A senior looking for a deal on blood pressure monitoring tools…You get the picture?

Generally speaking, the “abandoned cart” syndrome averages about 30% web-wide…this means that about one in every three-to-four shoppers get as far as the payment page and change their minds.
Leaving a small margin for shopper’s remourse, the rest of them managed to lose momentum in the final stages of the shopping experience.

Apparently, many websites are making the checkout process too complex, confusing, or restrictive for many shoppers…and most don’t even realize it yet.

…something to keep in mind during your test-shops.