The customer journey through the e-commerce shopping experience mirrors a brick-and-mortar visit, except that each step is digital instead of physical.
People enter your site and browse, just like do in a physical store. And just like in a physical store, products in the digital store should be as appealingly displayed as possible.
Sales associates help facilitate sales in physical stores. For e-commerce sites, the product page is the sales associate, and therefore the product page must be equipped with all of the necessary information to help the customer make a decision to buy your product.
The final step in the journey is the transaction, which at a physical store happens at the cash register. This is where e-commerce sites encounter their biggest problem. Very few customers walk away from brick-and-mortar transactions once they reach the cash-register line, but almost 70% of e-commerce traffic drops out during the shopping-cart process.
Why? The major culprit is shipping, with options and costs often not revealed until the very end. The best way to overcome this obstacle is to advertise shipping costs at the beginning, if they are fixed (free helps). If other shipping options are there to choose from, provide clearly-defined delivery dates and costs as early in the process as possible.