Translating an online experience into a real life one is a great way of getting some perspective. This promo video from Google Analytics highlights all the mistakes of bad online shopping experiences.
It’s simple really:
- Remember what I’ve got in my basket, even if I come back days later
- Let me log in with something I can remember, like my email address
- Tell me upfront what my delivery options are
Persisting state, easy login and explaining choices apply to more than just e-commerce. It’s no co-incidence that the most popular services we use have got these things right.