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Personal e-commerce at a glance

Site Genre: Pattern Group a

magnify imageFigure 1.1
www.llbean.com 2 february 2007
L. L. Bean gives customers a sense of familiarity because the categories on the site are similar to what they find in L. L. Bean’s physical stores and catalogs. The bright colors, clean layout and navigation, and picture in the center work together to draw people in.

Background

This pattern forms the core that makes online shopping possible. Start by using it in its most basic form, then expand and extend it as needed. Use it separately or in conjunction with other site genre patterns, such as NEWS MOSAICS (A2), VALUABLE COMPANY SITES (A7), and STIMULATING ARTS AND ENTERTAINMENT (A9)

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PROBLEM

Customers appreciate the convenience of ordering online, but if a site is cumbersome, is veiled about its pricing and policies, or does not seem to provide a personal benefit, they leave.

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SOLUTION

magnify imageFigure A1.5
E-commerce sites should offer value, allowing customers to shop, collect multiple items, and then quickly check out in a secure manner

Differentiate your site so that customers know why it’s compelling and valuable. Give shoppers browsing and searching tools, and provide rich, detailed information about your products and services. Make your site accessible to everyone. On every page include clear links to your privacy and security policy, shipping and handling policies, return policy, and frequently asked questions. Let customers collect items in one place and check out quickly, with minimal distraction.
From the 2003 eHoliday Moody Study, conducted by Shop.org and BizRate.com (www.shop.org/press/03/120903.asp).

Other Patterns to Consider

Apply the solutions in Pattern Group F (Basic E-Commerce). Create an UP-FRONT VALUE PROPOSITION (C2) on your HOMEPAGE PORTAL (C1), and provide clear links for everyone for SITE ACCESSIBILITY (B9). Give customers MULTIPLE WAYS TO NAVIGATE (B1), make sure you have BROWSABLE CONTENT (B2), and provide CLEAN PRODUCT DETAILS (F2) so that people can compare different offers, pick the products or services they want by putting them in their SHOPPING CART (F3), move through your QUICK-FLOW CHECKOUT (F1) using CLEAR FORMS (H10), and, if necessary, take advantage of EASY RETURNS (F9). Provide a FREQUENTLY ASKED QUESTIONS (H7) page that answers common questions about security, privacy, shipping, and returns. Build trust by making your PRIVACY POLICY (E4) always available and using FAIR INFORMATION PRACTICES (E3) throughout your company. Advanced E-Commerce Sites Choose options from Pattern Group G (Advanced E-Commerce). You may want to add daily FEATURED PRODUCTS (G1) to keep customers coming back for a glimpse of what your reviewers recommend, and to show them something that they may not have seen before.
126 Patterns: Site Genres

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