Online shopping has become a part of our daily lives, and it seems that everybody is buying things online nowadays. But what about those times people decided not to buy that t-shirt in their carts? When you look at the research for checkout abandonment, one-third of the ecommerce websites in the US report having a 50% or higher abandonment rate.
One of the main reasons for abandoning the cart is the checkout process itself, because it may not be designed to serve your customers with ease and simplicity. Users expect better performances from ecommerce websites, and optimizing the checkout process could drastically help improve your cart abandonment.
In the first part of our checkout optimization guide, we will discuss the features that affect the process as a whole. In the second part, we will discuss the elements one by one. Let’s get started with the first step.
1. Isolate the checkout
You might think this is a no-brainer, but you can find many checkout pages that are still a part of the main website, complete with the header tabs and footer links. The main idea here is to eliminate all the distractions for the customer, who’s very close to completing the process. For an escape route, you might link your logo to the homepage or put a “Back” button, but the only thing the customer should focus on from now on is checking out.
2. Show the steps
You removed all the elements of the website from the checkout, and the user might be feeling a little lost right now. The steps of the checkout should be clearly shown at the top, so your customer can see at which step they are and what remains to be done. Some common steps are cart, address, payment, and order summary.
3. Navigation ability
At step 1, you have already significantly reduced the customer’s choices to navigate away from the checkout. The only navigation possibilities for the user should now be going forward with the process or tracing their steps back (for example, to review the items or the address they entered). The main thing you should consider about navigating is the user shouldn’t need to navigate back and forth. This can be done by showing a summary of the checkout information at every step. And one other thing is remembering the information entered:The user shouldn’t need to enter their information again.
4. Save cart contents
Even if the user abandons the cart at some point, as many as 33% of the users come back and complete the checkout at some point. So it’s important to save the items in the cart in case the user comes back later. You can also remind the user in a few days that they have some unfinished business to do.
5. Form design
Checkout is mostly about filling in address and credit card information forms, so it is very important to have a good design. The most important thing about the design is it should be short and shouldn’t ask more than it needs to know. Remember, the checkout should be easy and quick, and the forms are what’s making it take so long. With this in mind, some other points are: marking the compulsory fields with a red asterisk, including short guidance notes for fields that might be difficult to understand, and including pop-up controls for options such as dates.
6. Error trapping
Another thing that might be annoying for the user is errors preventing them from completing the checkout, so the validation rules should be as flexible as possible. If the user enters their phone number with spaces in between but you need them without spaces, exclude the spaces automatically while processing the data. Reducing error message types will contribute to your checkout success rate.
7. Call to action buttons
The call to action buttons should be prominent and differ from the other elements on the page, directing the user easily to completing the checkout page. They should be in a different color than the other elements, green is used frequently but you can use a color that’s in your company color palette.
We know that optimizing your checkout can be hard, so you can contact us with questions and inquiries by filling out our contact form.
Daphne Digital is a marketing consultancy that is experienced in online marketing channels performance, user experience and business intelligence.