Troubleshooting for "Transaction Turbulence"

Updated June 30, 2008

A formula for ecommerce success should always be viewed holistically as the sum of interacting ecommerce web hosting elements and processes. An effective ecommerce website is one in which various technical and design components all work together to generate customer interest, garner consumer trust, communicate product value, and facilitate convenient, unimpeded transaction.

Achieving e-business goals requires that all your ecommerce 'processes' are streamlined and optimized. A winning ecommerce formula insures that once a visitor reaches your site, every link in the process of buying from you flows smoothly, conveniently, and professionally. Successful ecommerce is effortless ecommerce - and that means avoiding ecommerce hazards that can lead to 'transaction turbulence'.

What is Transaction Turbulence?

'Transaction Turbulence' occurs when obstacles on your website (often resulting from a poor ecommerce web hosting service) or deficiencies in your ecommerce platform hinder or derail an online transaction. It occurs on websites where the process of communication is disorganized or easily interrupted; where website usability is awkward or inconvenient; where potential customers feels uneasy about transacting business with you; or where flexibility is sacrificed and essential shopper needs are not met.

Abandoned shopping carts and deserted order pages are the most common overt symptoms of transaction turbulence. However, transaction turbulence can begin the moment an online shopper enters your site - the very moment you need to be building value for your product or service, differentiating your brand, or signaling your ecommerce legitimacy. Above all, to be successful on the Internet, you need to be taken seriously.

Common Causes of Transaction Turbulence

Turbulent Commerce: Typically, business owners discover the limitations of their ecommerce systems only after they've spent a sizeable amount of money on them - or after limitations paralyze business growth. What kind of transaction turbulence can you expect from a 'limited' ecommerce solution? Besides shopper frustration with disorganized or flimsy catalog systems, there are the myriad transaction errors that come with poorly developed (or poorly integrated) ecommerce software components/APIs. Also, sluggish credit card authorization times, transaction bottleneck errors, no direct access to major processing networks, and overt security hazards can make doing business on your site either awkward or incomprehensible. The key? Invest wisely.

Inadequate Hosting: An ecommerce Website is only as powerful as its hosting platform. Inadequate ecommerce hosting solutions often translate as slow loading systems, uneven or error-laden performance, limited bandwidth, recurrent downtime, and Internet connectivity from communications backwaters. In simple terms, this means lost sales. Transaction turbulence is avoided with high-bandwidth hosting on a solid hardware/software platform, complete backup redundancy, and direct, high-speed connections to local and global Internet communications backbones.

Ineffective Content: Clear communication is central to effective ecommerce. Communicate the unique value of your product or service, articulate its direct consumer benefits, differentiate beyond price, and provide a clear sketch of the any online process involved in acquiring your product. Use persuasive, action-oriented content that works (from testimonials to bulleted benefits to case studies) and experiment with various sales overtures and value propositions until you find the sales process that works best for you.

Deficient Navigation or Poor Website Usability: Everyone assumes that their navigation system and sales flow is transparent, intuitive, logical, and clutter-free. However, the truth is, even good websites need constant fine-tuning. Analyzing traffic data will usually tell you if there are weak spots or dead-ends on your website where visitors lose interest, get confused, or simply etherize. Here are some questions to ask your log file:

Is there too much information on your website - or not enough? Are visitors getting distracted or overwhelmed - or are they plain underfed? How deep do visitors get into your site and how long do they stay on critical pages? How many make it to the order interface? And of those, how many complete the transaction? Finally, how many visitors are going the wrong way - reading self-indulgent press releases and corporate mission statements - when they should be on your sales channel? Locate symptoms of turbulence, diagnosis problems, and optimize.

'Flash' Liability: Theoretically, a quick Flash intro can transmit a concentrated marketing message in an interest-snagging, multi-media format. It may also be a misplaced atavism from another media (TV) that both restricts Internet user control and disrupts the flow of normal hypertext activity. Contraindicated for most ecommerce websites, a Flash intro can be a bit superfluous if not a total liability. If you opt for Flash, make sure you leave a 'skip it' option. And only go 'multi-media' if it truly builds value for your product or brand - in a usable Internet context.

Troubleshooting for 'Transaction Turbulence'

Eliminating 'transaction turbulence' means optimizing your website for impact, performance, and usability. From ecommerce first impressions to the performance of host servers and ecommerce software, transaction troubleshooting should be a holistic, inclusive analysis of everything that makes your website go.

Does your website instantly establish your ecommerce credibility and provide immediate orientation for your visitors - with clear choices and honed marketing messages that emphasize the right points? Does your website download rapidly and reliably? Does it provide a clear, streamlined sales channel and a direct, unobstructed conduit towards whatever objective you want to achieve (contact forms, order forms, online sales, etc)? Do you finish with a compelling call to action?

Eliminating transaction turbulence comes down to grasping the logic of the Internet itself. The Web is about the power of choice and self-determination - and ecommerce is about enabling customers to take control of their shopping experience. Does your ecommerce platform empower visitors with a necessary spectrum of options - and is it reliable?

Because increasingly high shopper expectations must be met or exceeded on your website, a streamlined, shopper-friendly website with easy-to-use ecommerce tools is essential.