"It takes a matter of seconds to form first impressions when we meet new people. It’s not much different when it comes to the impression your ecommerce website makes on its first-time users. When a new user lands on your website, they need to know the answer to these three questions immediately.
What do we sell?
What is our brand all about?
What makes our product special (our value proposition)?
This information should be visible front and center on your home page without the user having to scroll down or engage any further on your website."
Yes indeed, an excellent article. The topic of "Online Shopping Experience" has so many meanings and components!
The sales and activities at the web site are just a part of the "Online Shopping Experience." When it comes to presenting products, here's an 4-step layout that I've used often called AIDA.
This pretty well applies to the site's front page as well as the product layout presentation.
For a product presentation, I try to have the Attention, Interest, and Desire elements just above the cart button. Most often the attention is either a really good picture or a good "Tagline Header". I also try to have another Desire and Action at the end of the detailed product description.
Excellent points on keeping the checkout simple and clean.
While many see the processing of the order as the end point of the "Online Shopping Experience", customer care and follow-up now enter into the picture and the experience continues. For example, you now have automated replies, autoresponders, delivering future marketing materials, live chat, ..... So, once the online sale is complete the customer care part of the shopping experience begins.
As I've realized this, I'm now putting a ticketing system into my e-commerce installations. For the clients, it gives them a way to personalize customer care and assign tasks to staff. For the customer, it adds another level of professionalism since most big companies have ticketing systems and it is expected in "better stores".