E-Commerce Checkout. It’s the final step between you and a successful sale. It’s a vital step that every store owner would want to work as expected. No website owner would like it if a customer hops out from the checkout page without completing the process.
Shopping cart abandonment has been a nightmare for eCommerce stores all around. Mainly it has failed in many checkout page designs, which ultimately revealed that the nature of checkout page optimization had significantly changed in the past few years. Today, I will pitch some checkout page optimization tips that you should necessarily follow to drive in every single potential conversion on your online store. So, let’s hop in.
- Never frustrate your users–
Nothing can frustrate your customers more than seeing a different product price on the product page and finding a hiked price when on the checkout page.
There could be a number of reasons for this price difference on the product page and checkout page. The inclusion of hidden taxes and additional shipping costs are two of the most prevalent reasons. The only quick fix to avoid this user frustration is to reveal all the hidden charges and extra shipping costs upfront. It would be best if you displayed the total order value prediction right on the top of the first step of the checkout page, or you could also show them on the product page itself.
You can take a cue from Amazon’s product page, which displays all the shipping costs associated with the product. Moreover, it also mentions that you can choose a faster shipping option with additional shipping costs. In this way, the customer remains informed that he has both free and paid shipping options. So, it won’t be a surprise for the customers if they find the additional shipping charges according to their selected options.
You can also refer to the one-page checkout of ‘Skiviez,’ which uses an Ajax-based shopping cart to display all the price details on the checkout page. The Ajax-based cart helps the checkout refresh the price details instantly as soon as any change is made in the product quantity, shipping method, etc.
- Don’t force sign in or Sign up before checkout–
Not all your sales happen from repeat customers, and out of all the repeat customers, not all of them have a user account with you. And even if they have a user account, not all of them remember their credentials. This is a case of password fatigue when customers don’t feel good when you ask them to log in before the checkout.
You must clearly understand that there are unlimited reasons why customers abandon a shopping cart. The necessary sign-in and sign-up before checkout is a huge contributor.
We understand that user accounts are a big asset for the eCommerce stores, which help provide personalized UX, quicker checkout, better customer follow-up, and more. However, forcing this can seriously affect your store’s conversion rate.
According to research done by Baymard Institute on reasons for abandonment, 35 % of shoppers abandoned the shopping carts on the sites which asked for necessary account creation.
In light of this, you may choose to ask for account creation at the last step in the process. You can also adopt the checkout solutions that automatically register a customer account after checkout is completed. They use the customer information provided in the checkout forms to create the user account with just one click.
For example, this one-page checkout module for PrestaShop provides an option to the store owners to choose to register a Guest customer without even filling out a registration form. Instead, it utilizes the information shared by the user in guest checkout.
- Provide Guest checkout–
The previous point brings me to my next checkout page optimization tip- Guest checkout. We now know that account registration is not what you are looking for before the checkout process is complete. Guest checkouts are the best addition and a solution to the problem raised in the previous point. It’s not the extra work needed to create a user account that customers care about. It’s the psychological commitment that customers don’t want to make or aren’t prepared to make in account creation.
Mensuas website provides four distinct options to its customers:
- Sign in for already registered customers
- Guest checkout for anyone who does not wish to create an account
- Account register for new customers
- Social Login through Google and Facebook for new as well as old customers
This simple approach worked very well for the website, and I think this approach is free of risk factors and will help you convert any customers on your website. At least you won’t frustrate your customers at the first step of the checkout itself.
- Design checkout form for users; not you–
When we design the website forms, we tend to overlook how users will react to the different details asked in the form. Instead, we analyze our requirements and ask for everything we need from the customers. This is a long, tedious, and complicated approach that kills your conversion. Moreover, checkout forms often confuse the users by showing unclear labels.
A confused customer will never purchase from your site, and if your checkout page adds up fuel to this confusion, you might lose a customer for good.
It becomes essential to get familiar with the best web form design practices and at least never make the silly mistakes:
– Asking too many details
– Incorrect or confusing label placement
– Replacing labels with placeholders
– Poor spacing between sections of the checkout page
– Using uncertain error messages and input validations
- Make it look safe and secure–
Online shoppers are too concerned about the safety of the details they share with the eCommerce sites. For this reason, alone, many shoppers choose Guest checkout over registered checkout.
This is just about personal information. Assume the situation when the concern includes the safety of the online transactions. Customers tend to shop with secure sites and maintain the privacy of the users.
To acquire the confidence of customers in this regard, you can:
– Showcase the return and refund policy on the checkout page
– Showcase the logo of trust for security software and extra layer you use
You can find many ways to make your checkout page conversion-friendly, but these five tips are crucial as ignoring any of them would be an anti-conversion step. Use these tips to make your eCommerce store stand out from the rest of your competitors and drive better conversions with your well-optimized checkout page.
Author Bio: Ethan Roy, a technical content writer by Profession. With years of experience on various eCommerce platforms (Magento, PrestaShop, OpenCart, Shopify), he has a lot to share with the readers. He is currently working as Technical Content Writer at Knowband.