Increased Purchases from Shoppers using Tablets

A recent Wall Street Journal article indicates that shoppers using tablets like the iPad spend more than those using personal computers or smartphones.  Not only do they buy more often, but they also spend more per order (up to 10%-20% more!)  That’s great news for online merchants.

Unlike the modifications needed for smartphones, most websites do not need any changes made in order to look good on a tablet.  There is, however, one website modification that I would suggest to better cater to iPad users: Get rid of Flash.  Since the iPad is the current market leader for tablets, and it does not support Adobe’s Flash, I would not use any Flash on my web site.  Flash is typically used for video clips, animation, and those annoying animated splash pages (which I also do not recommend using!)

The other good news in the article is that most shoppers prefer to use the tablet’s browser.  The need to download a special shopping app to use for surfing catalogs, even specialized apps for big brand name sites, is unpopular with shoppers; they’d rather just use their tablet’s web browser.  That’s another good finding for small merchants that don’t have the time, resources, and/or money to develop special shopping apps.

Even though you typically do not need to modify your web site for tablet users (aside from the aforementioned Flash), I would still recommend checking your store on an iPad.  That way you can verify that it looks and functions as intended on the iPad.  Check that there is adequate spacing between the links or buttons that a user will have to tap.  And then in November, when the Kindle Fire comes out with its Silk browser, I recommend that you do the same thing with it.  The Kindle will have a smaller screen (7 inches vs. the iPad’s 9.7 inches), but with Amazon’s aggressive pricing ($199) and marketing power behind it, I expect the Kindle Fire to be very popular.  In fact, some of my friends have already pre-ordered it.

 

Why Use Facebook Connect?

Users with Facebook accounts can use Facebook Connect on many sites as an alternative to the site’s normal sign-in method.  In the case of ShopSite Pro v11, shoppers can use Facebook Connect to create their Customer Registration account and sign in to Customer Registration instead of ShopSite’s default Customer Registration sign-up and sign-in processes.

Some of the benefits to using Facebook Connect include:

  • No need to remember yet another login name and password.
  • If already signed into Facebook, one click signs the shopper into ShopSite.
  • With over 750 million users and many sites already supporting Facebook Connect, it is a feature that many shoppers will be comfortable using.

Let’s review how the process works.  From ShopSite’s registration page a shopper would have the option to use the default ShopSite method or Facebook Connect:

After clicking the Login with Facebook button, those newly registering (and those using Facebook Connect with the store for the first time) are prompted by Facebook to allow the site to access their basic Facebook information:

The shopper’s Facebook photo, name and e-mail are displayed.  Also, the name of the store that the merchant registered with Facebook would be displayed instead of “ShopSite, Inc. Payments.”  Again, the above screen is only displayed once, the very first time a shopper registers.  Once the customer has registered, when they click to Login with Facebook on future visits to the store, they are immediately taken to their account information screen in Customer Registration, just as if they had signed in through ShopSite’s default method:

 

You’ll note in the above screen that two buttons are inactive (faded out) – Password and Payment.  The Password button would normally allow a shopper to change their registered password, but since this function is now controlled by Facebook, they cannot change their Facebook password from within ShopSite.

The Payment button would allow a shopper to modify payment settings for their credit card.  To meet PCI requirements and to ensure that if someone got a hold of a shopper’s Facebook password that they could not check out as the shopper, payment information is not saved for customers using Facebook Connect.  A shopper using Facebook Connect will still need to enter their credit card information or sign in to their PayPal account when they check out.

So, is it useful to use Facebook connect?  According to Facebook, sites that use Facebook Connect as an alternate to account registration have seen a 30-200% increase in registration on their sites.  In another testament to the power of Facebook, and Connect in particular, the CEO of JibJab has said:

“It took us 8 years to reach 1.5 million registered users in the era of email. It took us only 5 months to acquire the same number of users on Facebook. Even more noteworthy might be the facts that we did it all via Facebook Connect.”

While your site may not see the high percentage numbers touted by Facebook, it certainly makes sense to offer it if you currently allow customer registration.  If some of your shoppers love Facebook, like many of my “friends” do, then using Facebook to sign in is probably what they’d want to do.  As a merchant, you want to make the checkout process as easy and convenient as possible, and it would be hard to get easier than a one-click login for your shoppers!

 

 

 

 

 

 

 

New ShopSite Login

In version 11, ShopSite began offering a new login mechanism.  In all previous versions of ShopSite, the login mechanism was provided by the web server. Using the web server had several advantages.  First, ShopSite did not need to develop a new login procedure since all web servers provided a login mechanism.  Second, because web server login is well known to web masters, if a merchant forgot their password, the server admin could easily create a new password for them.  And finally, sophisticated hosts could modify the web server login to integrate with logins for other systems thereby giving users a single login (or single sign-on) for ShopSite, their hosting account, and other services.

So why change ShopSite Login?  One reason is that the PCI Security Standards Council requires a more sophisticated login than most web servers support.  Some of the functionality required to pass an audit include:

  • Require a minimum password length of at least seven characters.
  • Use passwords containing both numeric and alphabetic characters.
  • Do not allow an individual to submit a new password that is the same as any of the last four passwords he or she has used.
  • Limit repeated access attempts by locking out the user ID after not more than six attempts.
  • Set the lockout duration to a minimum of 30 minutes or until administrator enables the user ID.
  • If a session has been idle for more than 15 minutes, require the user to re-authenticate to re-activate the terminal or session.
  • Change user passwords at least every 90 days

Since the web server is enforcing the merchant login, there was no easy way for ShopSite to enforce any of the above requirements.

Certainly, the above requirements make the new ShopSite Login more secure.  Additionally, while creating the new ShopSite Login (the new User Accounts feature), we added functionality.  For example, you now have an “I forgot my password” link on the login page.  Previously, if you forgot your password you would need to contact your host and have them reset it.  Now you can click the link and receive an e-mail with a link to reset your password.  Once you answer a challenge/validation question, you can reset your password yourself.

Another benefit with the new ShopSite Login is that a store can have multiple, unique, user logins.  Prior to User Accounts, if you had several employees that needed access to ShopSite, they would all share the same login id and password. With multiple user accounts, it is easier to track when any particular user has logged in and accessed orders.

With ShopSite Pro stores, we’ve further refined the individual user accounts with the concept of roles.  With the roles feature, you can restrict what a particular user can have access to.  The specific roles that you can assign are:

  • Administrator – access to all features
  • Order Processing – access to orders including payment details
  • Order Fulfillment – access to orders but not to payment details
  • Content Management – access to creating/modifying pages, products, etc.
  • Reports – access to reports.

You can assign one or more roles to each user.

As you can see, the new ShopSite Login can be very useful.  While we recommend using the new ShopSite Login, for the merchants or hosts that are comfortable with login the way it has been, ShopSite still supports web server login.  When you are ready to make the switch, just go to Utilities -> User Accounts and follow the setup wizard.  If your store is not sharing ShopSite program files (e.g. CGIs), at the end of the wizard you will be prompted to remove the web server login (which you should do.)  If you enable User Accounts, but do not remove web server login, you will be prompted to login twice – first by the web server, and then by ShopSite.  If your store is sharing the program files with other stores (e.g. in a mall setup), you will not be prompted to disable the web server login, since doing so would affect all merchants in the mall.

One final note, whether you are using web server login or ShopSite Login, if your store supports SSL (e.g. https://), ShopSite will use this more secure method throughout the back office (merchant interface), and not just when viewing orders or sensitive configuration information.

 

 

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