According to a 2016 comScore survey, US shoppers now make over half their purchases online. They’re turning to the internet for a quick and convenient shopping experience, and e-Commerce merchants must be able to deliver on those expectations. As e-Consumers yourselves, you’ve probably noticed some sites make checking out easier than others. The following nine tips should help you understand why they worked and how you can apply the same techniques to your site to avoid shopping cart abandonment.
First impressions: eCommerce Checkout Strategies
Most of us do the majority of our internet shopping with our eyes. Therefore, the order of checkout process pages can make or break a site’s conversion rate. As customers approach checkout, your site should be free of obstacles and confusing navigation. You don’t want to give people time to change their minds, but you also don’t want them to feel nervous about trusting you with their personal information. Focus on checkout design that sticks to the point.
Keep content relevant
Content may be king, but don’t create a tyranny. Using too much text, distracting buttons or banners will kill your shoppers’ attention. They’ve already placed items in their cart, so at this point, just focus on getting them through checkout, not telling your brand story.
Indicate progress status
No matter how streamlined your checkout process is, customers will appreciate knowing how many steps they have left until their purchase is complete.
Keep it short and sweet
Not many sites manage to have just a single checkout page – but they’re the ones that convert the best. Have a look at their beautifully simple eCommerce checkout strategies that reduce clicks to increase conversion.
Show the important stuff
Your shoppers should be able to see what they’ve added to their cart, including the total, at every step of checkout.
Show you’re trustworthy
In our age of scams and identity theft, security seals are more important than ever. Their absence on a site is suspicious and proven to contribute to cart abandonment.
Eliminate the need for a “back” button
Give visitors the opportunity to review orders, modify content, edit personal information or continue shopping without the need to back click.
Be polite and say thank you
Your customer has just completed a sale. Congratulations. But wait, you’re not quite finished. After you’ve captured customer data and collected payment, thank your customers. They make your business run, after all. This will reassure them that their order is being processed – it also gives you one last chance to upsell and cross-sell, so take advantage.
Check out these checkout pages
Ready to improve your checkout process? Have a look at some of these attractive and efficient checkout pages. It’s not because they’re leading eCommerce retailers that they can build a great checkout page – it’s because they’ve taken the time to think through the different stages of checkout and apply best practices where it counts. Now it’s your turn.
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