Simplify choices during check-out by removing "express" language

When shoppers are ready to check-out and complete a purchase on your e-commerce website, there ought not be any confusing choices about what to do next. Encourage the purchasing process along by presenting useful "default" behaviors or paths. That's the thinking behind this latest refinement to the shopping cart's "View Items" page -- the page showing all the items presently in the shopper's cart or basket and, importantly, the check-out button: Here's an explanation of the before / after changes to be rolled out to Total Blue System websites on 31 March:

• "Express Checkout" is renamed to "Proceed to Checkout" and moved up to be the first radio button listed among the 3 choices.
• "Create Account" is renamed to "Create New Account" and moves to the 3rd option listed
• "Use My account" moves to be the 2nd option listed.
• The lighter shading of gray, presently outlining the options "Use My Account" and "Create Account" and explaining the benefits of an account is adjusted. It's adjusted so that these options, now #2 and #3 remain shaded.
• The CSS used to highlight this "lighter gray" area, may be customized using some lighter, brighter color to match your site design.

In effect, the language suggesting an "Express" purchase option is assumed. This means that unless the shopper changes the default setting, he or she will not be prompted to create a website account when completing the purchase. Now, the idea that the shopper needs to have an account or ought use their existing account is a decision that need not be made, or need not confuse the completion of the purchase. If the shopper knows about this website already, and remembers creating an account at a prior time, then the shopper may change the default setting to make use of his or her account. Based on the experiences of a Total Blue System merchant who assisted with testing this change beginning in November 2007, here's the likely consequences you can expect for your website:

• More shoppers will choose the "Proceed to Checkout" default option, meaning they will not "create an account" on the website, meaning they will not have the option to return to the site, login, and check order status.
• The conversion rate for shoppers will go up, as there's no longer a potential question / doubt / roadblock thrown up about having to sign-in to your account or create a new one before completing the purchase.

This represents a subtle but important change in how shoppers complete the purchase process on your e-commerce website.