How to setup a purchase usecase that makes sense to users?

6 replies [Last post]

Sat, 11/12/2011 - 13:46

michael

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Joined: 02/25/2011

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Answered

Release Task:

Using an email address with an order when the user is not logged in should associate that order with the user

Can you give me a tip on how to configure a user experience for file download, which allows me to sell multiple files to the same user at different times?

What currently happens on my site is this:

User A purchases file 1.

One month later I am offering file 2 to user A, sending him a link to a landing page for file 2.

A wants to purchase it, but he is forced to log in. A does not know his credentials, nor is he interested in logging in. All he wants is downloading file 2. Can I somehow configure that he can do that? Logging in is a completely useless step in the purchase process of digital files which are paid via paypal.

Maybe user A figures out his login credentials by grabbing through his old emails. He logs in. After the login he lands on a completely different page (which is necessary for other purposes like memberships, affiliate signups and the like). He does not find his way back to the landing page because the landing page is of course not part of the navigation.

Currently I really don't see how I can setup a smooth and well working purchase experience for my users. But maybe I am not creative enough. How would you do it?

Cheers,

Michael

Sun, 11/13/2011 - 14:04

Leighton Whiting

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Joined: 06/02/2009

Michael, Linking the files to

Michael,

Linking the files to a user account is needed to make the download links secure and to track them.

What I see a lot of people do is create a view which lists all of the file downloads that are available as well as showing a purchase button, and then putting this view on the main menu so that it is easy to find (maybe call it 'File Catalog' for example).

Also, users should be able to log in from the checkout page. So you can have the users go to your landing page, click to buy the file, go to checkout, where they are asked to either log in or create a new account, then purchase it.

Sincerely,

Leighton Whiting

Sun, 11/13/2011 - 14:56

michael

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Joined: 02/25/2011

Let's iron out this conversion killer

> is needed to make the download

It is secure enough send out download links which expire. It's not necessary to force a buyer to login at all. And IF we want to force him then we must not do it BEFORE he purchases. Let's do it like we handle his first purchase: we only require him to log in for the download - AFTER he purchased.

Anyway is thinking from a technical perspective. For selling goods we need to think the other way round. If I go into the perspective of a buyer, then it's ridiculous to be forced to log into Drupal with credentials which I do not know, and then again log into paypal. It's more hassle then the first purchase that I did.

> putting this view on the main menu

That's way too much friction. It's a conversion killer just like the forced login. And technically it does not work because I run into a bug: The cart is adding VAT multiple times when the user clicks on a purchase link multiple times - for instance one time before and then one time after login. See here: http://www.screencast.com/t/Uk7x8szb

Mon, 11/14/2011 - 02:20

Leighton Whiting

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Joined: 06/02/2009

The user will still need to

The user will still need to create or use an existing account, because we need to have an email to send the download link to, and sometimes members want to log in and view all of their files.

I think in your case the easiest way to fix the issue is to provide a new option that will make it so that if the user enters an email that is already existing during checkout, then instead of showing the error that the email is taken, it will just associate the owner of that email with the order.

Does that sound like it will work for you?

-Leighton

Mon, 11/14/2011 - 05:45

michael

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Joined: 02/25/2011

> Does that sound like it

> Does that sound like it will work for you?

Yes, that would be awesome. It removes the friction thus increases the checkout rate.

Can you add that to the roadmap for ms_core?

Have a great week!

-- Michael

Wed, 01/18/2012 - 08:07

Leighton Whiting

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Joined: 06/02/2009

I've been thinking about this

I've been thinking about this some more and there is an issue with this.

MS Core has the ability to automatically log in users after the purchase. But if it is using the email that someone entered and then logs them in without their password, this can be a security hole.

I can think of two ways to deal with this:

1) Require the user to login if they use the email that is already used. This is pretty much the same thing that is happening currently, but it could be made nicer like automatic redirection to login page and back.

2) Add a check that won't log in those users who use this method. Not ideal either as some users want to be logged in and get their file right away.

Thoughts?

-Leighton

Wed, 01/18/2012 - 11:10

michael

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Joined: 02/25/2011

> Add a check that won't log

> Add a check that won't log in those users who use this method.

Yes, let's do that. Send them an email with their download link and with their credentials. Bear in mind that most user who purchased a file are not aware of any login or user account. So we need to help them, explain it to them and give them their login data.

Maybe we can clarify the login thing on the thank you page and the download link email. We should also provide a link to password recovery in this two places.

> Require the user to login if they use the email that is already used

No option. I currently offer two ebook on my Moneyscripts powered site, and absolutely every 2nd-time-client is running into an issue with this and ends up frustrated.

As long as during the first purchase we hide the fact that they need a login, then we cannot ask this data from them during their 2nd purchase. From a UE perspective this is a big no no.

Option C:During the first purchase make it clear to them that they need to set a password in order to access their content. Don't collapse the Username/password box but show it expanded and don't allow submissions without password.

I think that the option to not log in 2nd time clients is still the best, as it has the least friction before checkout.

Thanks,

Michael

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