Brain Tumour Charity
Spent some time at The Brain Tumour Charity talking about ways of growing their ecommerce business, testing customer responses, product development, platform comparison, and infrastructure improvements, and writing the business case with recommendations of how to evolved the business model into one that achieves the stated objectives.
Designing a basket page to do too many things
The basket page on an ecommerce website serves one purpose. It allows the customer to check that they have everything they want in their order before they click the checkout button and go on to complete their purchase.
We’re also asking the page to allow the customer to:
- Add a donation
- Add Gift Aid
- Apply a coupon code
- Add a add-on product
- See related products
- Continue shopping
With all of these extra elements the page becomes very full, and so difficult to allow the customer to a) know what actions to take on the page, and b) convert. But we’ll get it up and then test the hell out of it.
The difference between Ecommerce and Social Commerce
Ecommerce is based on traditional retail and economics thinking characterised by ‘competition’, competition with other retailers to get customers, and competition with customers to get the best margin.
Social Commerce isn’t just ecommerce on Facebook or Pinterest. Social Commerce involves transactional behaviors which take the interests, intentions, or needs of other people into account. It is characterised by collaboration not competition.