Tag Archives: checkout

E-commerceForDummies Tip # 1 – RED is not a good colour for a checkout button


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Domino’s Real Time Breadcrumb: when Pizza and eCommerce excellence fall in love

It’s been a long time since I first fell in love with Domino’s Pizza Online Shopping Experience.

I remember the first time I landed in that shop: the huge variety of products available, the customized pizza experience, the extremely fun and smart communication style.

Everything was there: design, usability, marketing, customer experience.

And how was I shocked when, in less than 3 minutes and without having to register (yes guys, there’s this thing called fast registration which gives a nice kick to the conversion rate) I had bought my first pizza online.

Please beware that this is not a paid post or something like that: it is really all about passion for customer experience and innovation.

Well, here’s the story. Most online users abandon online shops after an average than 2 minutes. In only 3 minutes I left that online shop with a pizza in my pocket.

This means that the customer journey was essential, functional, smooth and efficient.

They have one of the most amazing and functional thank you page in the history of thank you pages!

Take a look at this:

It’s clean, it’s easy, it’s His Majesty The Breadcrumb.

Generally breadcrumbs are used to show the path in the checkout process, so that consumers understand where they are and how long it’s going to take to finalize the order. This breadcrumb, however, is used on the thank you page. Its function is: now that you placed your order, let us show you what happens next, step by step.

It doesn’t only show you the path, it actually adds temporal context and reduces the distance between the online customer and the product (which is what every online shopping experience should do: I mean, that’s the real eCommerce challenge!)

In fact, in most online shopping experiences there is a lack of time between the order finalization and the reception of the goods. This moment is delicate, and accurate communication is key (usually brands fill in that period with automatic emails with order status updates: we will see who’s the best in one of the following posts).

Anyway, what amazed me most (and yes, amazed is the right term) of this customer journey was the “after experience”.

This dynamic breadcrumb shows you at which step your pizza is: each box lights up as soon as the product is on his way, in real time. And you wouldn’t believe that, as soon as the Delivery box lighted up, my doorbell rang.

Isn’t it a kind of magic?

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Breadcrumbs: good for cooking, even better for surfing!



The World Wide Web is a huge ocean. Surfers need directions.

Online customers need:

1) To get the information they’re looking for, now. Even before than now.

2) To be reassured that your shop is trustworthy.

3) To be guided, hand in your hand, step after step, into a smooth, quick and easy shopping experience.

Simplicity is Key, but you people probably know that Simplicity is extremely hard to put in practice.

This is why great content is key to a successful online shop. Yes, great, but how do you achieve that?

Well, first of all you should think of a content strategy before putting online any content:

  • What is the function of my online shop?
  • What are the customers looking for?
  • How can I make everything available at a glance?

Now, this is very general and can be applied to every single page of the Customer Journey. However, my original target was to highlight the importance of breadcrumbs in the most crucial page of this journey, which is the checkout.

This phase is so delicate that it should really all be 100% customer focused. No distractions, no over-stimulation, just you and your customer; take his/her hand and guide him/her until the “place order” button. Then, politely say goodbye in the thank you page and leave all sorts of pleasant expectations 😉

Breacrumbs (yes, the term comes from the Pollicino fairy tale) can be a very good tool to provide the customer with the correct orientation needed.

Why are they so crucial? Because we all know that the checkout can be long and demanding, especially if customers havent’ registered yet.

So, for sure, people want to understand where it begins and where it ends!

This is extremely reasonable: would you ever take a dead-end road?

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Attila Ovari

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