E-commerce is an excellent way to adapt to technology while growing your business. If you’re planning to launch an online store or already running one, it’s imperative to pour your efforts into web design.
While most online store owners prioritise web design aspects—page performance, mobile optimisation, or navigation bars—not everyone pays attention to the last step before completing an order: the checkout page.
What’s With My Online Store’s Checkout?
My clients are ready to pay for the items in their cart; what else should I worry about? There’s a lot, and they’re evidently represented in numbers.
Almost 70% of consumers abandon their cart right before checkout, pushing companies to lose around GBP£13 billion in revenue due to cart abandonment annually.
Ways to Create a Positive Checkout Experience
While e-commerce stores sell different products and services and have varying website interfaces, it’s undeniable not to implement the following ways to provide better checkout experiences to your customers:
1. Offer Safe Payment Methods and Gateways
E-commerce became popular because of its convenience and safety. Ignoring the security of your website essentially defeats the purpose of online shopping. Putting yourself in your customer’s shoes, will you input your credit card details without any assurance?
Therefore, implementing multiple payment methods can make a whole lot of difference. Adding different payment options for potential customers can reduce friction in making a purchase.
However, these payment methods should be safe through payment encryption to keep your client’s sensitive information hidden. With PSD2 compliance, you can ensure that your customers provide valid and legitimate details using strong customer authentication (SCA).
2. Allow a Guest Checkout Option
Who will bother to sign up for an account to buy a handful of items once? Fourteen percent of customers who abandon their carts decide to do so because there’s no guest checkout option.
You’re not losing anything by allowing your visitors to purchase without a customer account. Having a guest checkout speeds up their purchase process, making them less likely to leave their carts unfulfilled.
Allowing a guest checkout process doesn’t mean there are no customer accounts anymore. You can present both options to your visitors, which will enable them to decide, as some may become your repeat customers.
3. Use Short and Concise Checkout Forms
You don’t need all that information about your client, and most customers aren’t also complacent in sharing them with you. As mentioned earlier, you should always strive to reduce the client’s friction in making a purchase. If the checkouts form seems too long and complicated, shoppers may leave and find other stores with a more straightforward process.
To make your checkout forms as short, intuitive, and efficient as possible, consider the following tips:
- Ask for necessary information only, lessening the number of fields the customer has to fill out.
- Add a progress bar that indicates their progress in completing the purchase.
- Utilise white space to create an uncluttered design.
- Add a save option or form autocomplete for repeat customers.
4. Try Your Hand at Upselling and Cross-Selling
Upselling and cross-selling provide a win-win situation for both the business and customers. The seller can maximise profit and conversion in a single purchase, and then the customer gets a better shopping experience.
First-time customers are 27% likely to become repeat customers, but as they complete their second to third purchase, the rate doubles to 54%. Because returning customers have developed a trust in your brand, you can apply strategic upselling by enticing customers to purchase an upgraded version of their purchased product.
Furthermore, you can help visitors pick the right product from your store by recommending items that complement well with items on their cart. For instance, you can suggest a pair of batteries with your customer’s camera purchase. You can also add discounts by bundling these items.
However, the products and services that you recommend should make sense to a customer’s purchase. Don’t focus too much on pushing your offers, as they can be more disadvantageous than helpful.
The Simpler, The Better
Making a purchase, either from a brick-and-mortar or online store, should never take too long and be complicated. The easier the consumer’s purchase-decision journey, the higher the tendency to purchase. When designing the checkout page for your e-commerce store, follow these foolproof tips to increase your revenues while making customers happy.