5 Ways To Improve Your Checkout Experience
According to the Baymard Institute, 69% of items added to online carts are never purchased; that amounts to a loss of approximately $260 billion in revenue. However, retailers can effectively combat cart abandonment simply by ensuring that they adhere to best practices when it comes to the checkout experience.
While cart abandonment is still a problem for online retailers, these suggestions can help you keep customers from leaving your store:
- Provide visual and informative prompts.
When it comes to pricing, do not leave it up to your customers to guess. Before they get too far into the checkout process, make sure they know how much shipping, taxes, and other fees will cost. One in four customers will abandon their shopping carts if they are unable to see or calculate costs before making a purchase.
2. Make sure the buttons are placed correctly.
Because buttons are meant to make your customers’ lives easier, you should always place your checkout button or cart above the fold to make it easy for them to check out. Your call-to-action buttons ought to be in the customers’ flow or direct path.
Additionally, buttons ought to provide simpler alternatives to typically high-friction points like mandatory registration and shipping address forms when customers reach the checkout process.
3. Streamline options based on earlier designs.
Stop requiring your customers to perform additional or unnecessary tasks to complete their transactions. The average number of fields on a form that a customer needs to fill out before checkout is 14.88, but a checkout that has been fully optimized can only have seven fields.
A few easy steps can make your checkout process look and feel less like a marathon. You can, for instance, set the billing address to match the shipping address by default;auto-detect cities and regions based on the postal code, and collapse optional fields like “Company Name”.
4. Optimize across channels.Design for voice, mobile, and desktop.
Because the buying process for customers isn’t limited to just one channel, you should make it easy and consistent for them to start their shopping journey in one channel and finish it in another at a later time.
For instance, your mobile experience ought to make use of responsive design, which will make certain that the features of the navigation are easy to see and use. To increase conversions, it’s also important to remove all distractions and focus on the most important calls to action, like “Add to Cart” and “Proceed to Checkout”
5. Your website should feature well-known security badges and provide reputable solutions on the pages for the cart and checkout pages.
Because they did not trust the website with their credit card information, 19% of customers have left at least one checkout. Customers’ perceptions of the security of the website are consistently based on a visual evaluation of the credit card interface during testing.
So, how can you encourage customers to trust their instincts and your website? by putting well-known security badges on your website and making the credit card form fields look stronger? When it comes to the checkout process, it’s also critical that your clients have access to reputable options like Amazon Pay.
