Top Tips to Get Result Driven Checkout Processes

According to Harvard Business Review, about 82.24% of online store customers refuse to buy at the checkout stage. 7 out of 10 customers leave the site, already having the goods in their cart or when placing the order. Think about how much profit you are losing at this stage?

Why do most people leave your cart and never return to your online store?

Although there can be many reasons for this, one of the main reasons can be that the checkout process is too complicated and time-consuming for customers.

If customers leave your online store at the checkout, then there is something in the checkout process that you need to rethink, reorganise, redesign and rebuild. In this article, we have listed down few tips to optimise your checkout page for higher conversions.

Mobile Friendly:
According to Harvard Business Review, in the next three years, mobile retail sales will make up 54% of the US e-commerce market. The reason for the “mobile boom” is that technology makes shopping from mobile devices more convenient; a smartphone is always at hand. Weak optimization for mobile devices = departed users.

Signs of an excellent mobile version:
• The design of both versions is the same. If a user visits a site with an unfamiliar design, they might think that they are mistaken and log out.
• The site loads quickly. Buyers want to get the goods as quickly as possible. If the site loads slowly, the user may not be able to stand it and leave.
• The resource is convenient to use in all browsers. Browsers have their characteristics, and they must be taken into account when creating a site.

When designing a mobile-friendly e-commerce site, you need to consider:
• The size of the items. The icons should be large enough to be clickable.
• The location of the elements. The buttons should be positioned so that they reach the thumb.
• Font size. The font must be large enough for the user to see what they are typing.
You can test how your site is suitable for mobile devices in the Mobile-friendly test from Google.
To make the interaction with the website even more useful, create a mobile application. It will not only simplify the execution of the order but also save the user data for the next purchase.

Take Care of Safety:
Security should be a priority of your e-commerce website. If the page looks unreliable and unsecured, the user is more likely to leave it. According to a study by Credit Donkey, over the past five years, 46% of Americans have been victims of online payment fraud.
The victims of such fraud are likely among friends and acquaintances. Even if not, everyone at least once heard such stories or read about them in the news.
Place the badge of the antivirus and the company from which you purchased the SSL certificate on the site. If you cannot enable the TRUSTe or VeriSign certificate, please indicate that the website is protected. It will also increase conversions.

It is better if user data is protected at every stage of the funnel. If the user sees the icon as soon as they visit your site, they will be more comfortable making the order.

Reduce the Number of Fields to Fill:
The user who came to the site and added something to the basket is already ready to make a purchase. Now your task is not to give them a chance to change their mind. The more unnecessary forms you need to fill out, the less likely that in the end, the user will complete the order. Accordingly, the easier the checkout process is, the higher your revenue will be.

What information do you need from users? Of course, the username is important to you. However, there is no need to force him to enter their name several times.

Ask for the information that is required for the transaction. For example, if your site has two address fields, remove one of them. Compliance with this rule alone will significantly reduce the failure rate and increase the number of users who nevertheless reached the end of the funnel.

Let people purchase in two steps: In the first window, ask for an email address and password, and in the other – credit card details. This strategy works: users understand that they have already given some of their data on the first page; they have nothing to fear; they can provide the rest of the information.

The option “Quick order” works well for many online stores, when you can fill in just a few fields. More and more retailers are concluding that you need to collect customer information gradually and give something in return (the simplest example is a coupon for an email address).

Autofill:
In addition to the previous paragraph: add autocomplete where possible, simplify the life of your visitors.
For example, do not force the user to re-enter the address when returning the goods. Some stores also automatically fill in the zip code when specifying an address.

But autocomplete does not always work correctly, so users should be able to cancel the input and register everything on their own.

Do Not Force Registration:
There are several advantages to creating a user profile. With the data, you can track the behaviour and history of purchases and offer other suitable products and segment users by location. Well, if you encourage the user for Registration. However, there is a big difference between “encourage” and “force”.
The user does not need an account to complete the purchase. If you force Registration to place an order, your conversion will not increase, but, on the contrary, will decline.
“It was necessary to create an account” is the second most popular reason why the user did not complete the order process.

More than 48% of online retailers say that the ability to place an order without registering is one of the factors that increase conversions the most.

Optimise Basket:
Most shopping carts in online stores are inconvenient to use: you add products that can only be viewed by going to a separate page. Users do not have the opportunity to quickly check how the products that fit together; for this, you need to go to a new tab. Moreover, on some sites, the total cost is not even displayed.

What can be done with the basket to increase conversions?
1. Display a list of products when adding new ones.
2. Inform the cost of the order when adding each product.
3. Add a comparison with competitor prices.
4. Show the cost of delivery in the first stages of placing an order.

Multiple Payment Methods:
Payment is the main stage of placing an order in an online store. Users would instead prefer a e-commerce platform with multiple payment methods available.
Of course, there are payment options that will be more convenient for your company than others. However, do not exclude banking systems with a higher commission. Users have their preferences, and they can look for another online store only because they were not allowed to pay for the goods in the usual way.
Many online stores don’t accept bitcoins and other cryptocurrencies, but do not forget about Apple Pay, PayPal and other payment methods.

Email Reminders:
Email marketing is not dead. Remind users that products are waiting for them in the basket.
In the email you can also:
• offer a discount;
• promise free shipping,
• place a button by which the user immediately goes to the basket.
Having received such messages in the mail, many users place an order. Give a chance to this technique.

Boost Users:
Give users the feeling that they will receive the goods immediately. Such phrases work well: An example from Amazon, “The goods will be delivered tomorrow if you place an order now.”

Conclusion:
By reducing the number of fields to fill on your registration form, motivating users by giving users the feeling that they will receive the goods quicker when they choose next day delivery option, remind users that products are waiting for them in the basket, enable multiple payment methods, optimise basket, do not force users to register before purchase, enable auto complete and autofill, ensure your ecommerce site is mobile friendly and enable robust security SSL certificate, TRUSTe or VeriSign certificate on the website, indicate that the website is protected, these tips will help you turn visitors into customers, optimise your checkout process and increase sales and profit.

If your checkout process isn’t customer friendly and not getting results and you’d like to know more about how to ensure your business checkout is design using cantered design thinking, putting your customers at the forefront of the design process, please visit our website www.cxportal.com where you’ll find lots of useful information. Alternatively, if you’d like to speak to a member of our team, call us now on +442034416513 , and we’ll do everything we can to help.