Checkout is the most crucial stage of a customer’s journey in online shopping. 7 Out of every 10 people who get to your checkout page leave without making a purchase. No matter how good their experience leading up to this, something must be going wrong. There are many reasons like hidden costs, limited payment options, compulsory logins, or security concerts. So how can you optimize the final step in a consumer’s journey for a better customer experience (and more sales)? Let us see the ecommerce checkout page optimization tips to drive more sales.
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Convenience has become one of the most important factor affecting the overall conversion rates. 83% of shoppers agree that they value convenience, hence provide shoppers what they want, even on the checkout page too.
1.1. Allow Guest Checkout-
Providing the ‘guest checkout’ option next to register/sign-in is great for those customers who don’t want to sign up. Regardless of whether they’re security conscious, a first-time buyer, or have another reason for not wanting to sign up, this will cover it. Rather than seeing ‘register’ and leaving the page, visitor can select ‘guest checkout’ and just provide the details required for purchase.
You can push for them to register after the sale has been completed. Create a custom thank-you page for after-purchase, or use onboarding email. Also providing order number and details where order details will be sent, will help them chance to create an account to keep track of their orders.
1.2. Single Click Sign In-
No one likes to remember AccountIDs and password. A solution to this is, you can offer one-click sign-ins. Let them use their social accounts like Google and Facebook to register on your marketplace. Cross-platform functionality eases the login process to sopper and get access to some pre-vetted user info. This can be done by using OAuth2 with an Identity and Access management tool like keycloak. It lets the third party authenticate users and you get limited access to user accounts.
1.3. Provide Pre-filled Fields-
Registered customers should not need to enter the same info every time they buy something from your store. Entering the delivery details is tedious tasks, particularly when they are in the middle of a checkout process. This feature adds convenience, speeds up the process and leaves shoppers with less time to think about abandoning the cart. Common practice for pre-filled is to store the user’s info in small packets. With this way, shopper has to select only one of the many saved delivery and payment options.
1.4. Progress Indicator-
Most of the time,it is not always possible to keep the checkout process short. We know that online shoppers are impatient, then how to stick them through the entire process? Use a progress indicator on the checkout page.
With an idea of how long the complete process might take, the customer will be mentally prepared to go through with it. Progress indicators works well for all type of checkout situations. Also, you should remember to not limit the progress indicator to three to five stages.
1.5 Checkout Buttons With Products-
With shopping carts, customers can buy multiple products and pay for all of them at once. Add a “BUy Now” or “Go to Cart” option to directly take shoppers to the checkout page. It saves more time and reduces the effort taken to scan navigate to the final process.
1.6. Save Cart In Wishlist-
Sometimes buyers use the cart as a glorified wishlist. But they don’t often purchase all the cart products at once. For such case, they remove everything from the cart except the product they wish to purchase and proceed to checkout. However, if there were an option of saving other products in the cart for later, the customer might buy them eventually. Provide the option of cart item saving into the wishlist and you might end up selling more to the customer in the long run. You can provide recommendation engine that shows relevant products based on shopper’s preferences. You can easily generate more revenue with additional AI and ML capabilities.
2.1. Simple Design-
It is easy to create an attractive design but its of no use if the UI of the checkout page is not good at conversions. Create simple design that don’t confuse shoppers. Checkout page should have a clean and elegant design that makes the shopper want to buy the product. You may want a variety of design elements to reflect on your checkout screen, but actually you don’t need that. Rather, just focus on what’s important and highlight the same. So create and improve the checkout page for your eCommerce website.
2.2. Remove Distractions-
Distractions distract the shoppers from their primary goal. It can be a last minute offers, advertisement pop ups, product recommendations, unwanted graphics. This increases the possibility of shopping cart abandoning without completing the checkout process. One of the best tip is to get rid of usual header, footer and menu options from the checkout page and make it blinker for the process.
Unnecessary long process is another common distraction for buyers. Keep it short and include just required fields.
2.3. Use Single Page Checkout-
One-page checkouts are popular as they speed up the checkout process and improve overall conversion rate. Create a one-page checkout to give customers a path of least resistance. Avoid filling the checkout page with lots of information. It is also important for you to know that one-page checkout form is not for every eCommerce business. It is better to conduct A/B testing to determine if it’ll work for you.
WooCommerce one page checkout and shopify customize checkout page are easier ways to employ a single-page checkout on eCommerce websites.