They make initial decisions in 8 seconds or less - They want things presented in a simple manner (following the KISS “Keep it Simple Stupid” principle will go a long way) - They will buy from you if you fill their need, provide credibility, and make it easy for them to checkout - They want things fast - They expect at least one of the shipping options to be “free shipping” - They can help grow your business virally because they tell friends - They equally can destroy your business overnight with a bad customer experience - They like clear instructions on how to checkout - They like to see phone numbers, it provides a measure of customer assurance and credibility - They don’t like forced pop-up “live / chat” options pushed to them but they expect to be able to easily find out how to ask for help if they need it. - They expect to see shipping rates clearly disclosed before they add items to their cart. - They expect secure checkout (duh). Make sure you clearly display the SSL Cert within user eye flow to satisfy their need. - Unless your product is totally unique, one of a kind, they can always buy it from someone else. Give them a reason to buy it from you. - They like to know how your product is going to benefit THEM, not how it is going to benefit you.
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