Show Price Upfront
For teenage shoppers, it’s critical to display the price with the first mention of the product. This is more important for teens than for adults.
The reason: ‘Teens are so price conscious - they don’t have a lot of money,’ Loranger notes. Indeed, in the Nielsen study, ‘An overwhelming number of kids went straight to the clearance or sale section.’
Allow Sort by Preference
Again, because of teens’ limited budget, it’s a good idea to allow users to sort products by a variety of factors - by color and size, and definitely by price. ‘Teens in particular frequently use price as a sorting factor,’ the study says.
Offer Wish Lists
Offering an online wish list is an effective sales tool with teens. Though many teens don’t have a credit card, posting a wish list allows them to direct other users (like parents or friends) to gifts they want. Furthermore, younger shoppers like sites with wish lists because it shows the site respects them as customers - particularly important for teen shoppers.
Don’t Require Registration
Requiring registration prior to purchase has a negative effect on both adult and teen shoppers, but it’s especially bad for teens. Their limited patience means that filling out a form discourages sales. Furthermore, teens are often cautioned by parents against giving out their personal data online.
Speedy Checkout
Your site’s checkout process should be as short and easy as possible. Since many teens have limited experience with checkout, answering questions about billing and shipping address or finding a credit card’s 3-digit security code might be time consuming. Adding any complexity to this already new experience could result in abandonment.
James Maguire gives you more tips.
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