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Pattern Group F. Basic E-Commerce > Eliminate Distractions

Eliminate Distractions

It is easy to complicate the checkout. Shoppers can become distracted during a purchase by following extra links on a page, or by clicking on buttons that don't do what they expect.

People who want to make a purchase do not like long or complicated instructions. When looking for the next ACTION BUTTON (K4), people tend to look at what is immediately visible on the page. They will go back to the instructions only when the buttons fail to do what they expect. Likewise, to keep distracting links to a minimum, this is a good time to stop CROSS-SELLING AND UP-SELLING (G2). In addition, customers want to go through a minimum of pages because each page takes time to download and understand. So each page is critical. The entire checkout sequence should use a PROCESS FUNNEL (H1) to eliminate these distractions (see Figure F1.2).


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