It bears repeating, the eCommerce checkout strategies you implement are critical to maximize your conversion rate and minimize cart abandonment. Shoppers online do not differ from shoppers in physical stores. Along the way, they can find many reasons to turn back, drop their basket right where they are and leave. Knowing where in the sales funnel it happens matters as much as knowing why. You especially need to focus on the completion of the shopping process, right when items are in the cart, and from “proceed to checkout” all the way to the end.
Visual component of efficient eCommerce Checkout Strategies
The digital world is such that out of 5 senses, only 1 or 2 is relevant: seeing and hearing. We shop mostly with our eyes. The visual of your order process pages is what makes or breaks your conversion rate.
At this stage, you want to start treating the user with the utmost care (if you haven’t started already). Anyone getting closer to part with money should be able to do so without obstacles so as to give them as little time as possible to change their mind.
Privilege eCommerce checkout strategies that go right to the point (the submit button):
Keep content to the strictly relevant minimum
If there is too much to read, too many distracting buttons or banners, you will lose the shoppers attention. They already have placed items in the cart, now is not the time to tell them a story.
Clearly show the progress status
Your customers time is precious. They want to know where they’re at and be able to gauge if they need 5 more minutes or 10 (hopefully less, but not telling them how many steps are left is a no-no)
Keep it short and sweet
Sites that manage to have a single checkout page are a rarity. They also are the ones that convert better. Their eCommerce checkout strategies are simple and beautifully so. The objective is to get the money and ship items out. Less clicks means more conversions.
Show what they need to know
Every single step of the way to the end, your shoppers should be able to see what they bought, with a quick summary up in the corner for example. The order $ amount is essential too. No need to have them worry that the total will change at any time.
Psychological component of the checkout process
The best eCommerce checkout strategies are the ones that don’t discard the importance of psychology. Along the path, make sure the customers never feel trapped or insecure. Nothing would be more maddening than triggering anxiety, what ifs and buyer’s remorse due to lack of assurance.
Show you’re trustworthy
Security seals are more important than ever before. Their absence on a site is suspicious and known to be responsible for cart abandonment.
There is no back button
There always is a back button, of course, but that should not be necessary nor used anywhere in the checkout process. Give your visitors the opportunity to review their order, modify its content, edit their information or continue shopping without the need to backtrack.
Be polite and say thank you
When you submit your order and nothing happens, what do you do? You ponder and you wonder. When the purchase is complete, information captured and payment entered, create one last page. A “farewell, come again soon”, thanking the shoppers for their order, confirming it is now in process. That last spot is where you have a great opportunity to upsell and cross sell too, don’t miss it.
Best checkout pages
Here, we’re sharing some of the most appealing and efficient checkout pages. The difference is not that they are big eCommerce retailers and have more resources. The difference is that they know and care enough to give those stages the treatment it needs.
eCommerce checkout strategies that work are not that complex to devise, and not that expensive (certainly more cost effective than not converting). Despite all the advice and best practices we read all across the industry, some sites are still stuck with forced registration, redundant steps and leave the visitors who need time to reconsider no other option but to click the “close window”.
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