Your checkout is possibly the most important part of your ecommerce store, without a checkout your ecommerce store would just be a website to display your products. This is why it’s massively important that your checkout process is seamless and optimised for conversions.
There are a number of factors out there that can have an impact on your checkout process, from simple design elements to more complex features. We’ve created the ultimate checklist of things you need to consider carefully in order to fully optimise your checkout and keep your customers and your business happy.
The majority of customers want to quickly get through the checkout process, too many pauses or delays can cause customers to get frustrated and abandon the checkout process altogether. With the amount of customers who could be using your checkout at one time it’s important to make sure that your checkout loads quickly and that there are no delays when it comes to the confirmation of the purchase, even the slightest delay could be enough to damage customer confidence.
Not only do customers want a speedy checkout process, they also want a simple one. If it’s going to take too long to complete forms or seems too confusing then it’s likely to put customers off. You wouldn’t want your customers to wait in a long queue at a store so don’t make them wait too long online, by creating simple forms which don’t ask for lots of information and highlights any errors they have made, your customers are likely to complete their purchase.
One of the biggest reasons for abandoned shopping carts is compulsory registration. Customers don’t want to have to register in order to make a purchase, they want to simply fill in their details and complete the transaction instead of having to create an account or register before they then fill out the checkout forms.
By enclosing the checkout it means that your customers are focused on completing the process instead of getting distracted by other links. With so many abandoning shopping carts due to distractions, a short, simple and contained checkout process with no navigation bars to pop ups lets customers focus on the main thing - their purchase, meaning they can carry on straight to confirming their order.
Another big reason why customers leave the checkout process is if they find unexpected fees which might increase the cost of their purchase significantly. Extra fees such as shipping costs, sales tax and even convenience fees could be the huge problems for your business as it could lead to customers giving up on your business altogether and heading elsewhere where there aren’t any unexpected fees.
These days customers want a choice when it comes to their delivery, with websites such as Amazon and ASOS offering same day, next day and specified delivery, if you want to reach out to more customers, then offering convenient delivery options can be a great way to compete with other ecommerce stores who may only be offering one delivery method.
It’s a good idea to add an approximate delivery date to your checkout process in order to give your customers a good idea of when they can expect their order. Your customers don’t want to make an order only to find out afterwards that their item won’t be delivered for a while. Giving an approximate delivery means that your customers know and can complete the order, whereas if they feel it won’t be delivered when they want means they can look elsewhere or choose a specific delivery.
As with any part of your website don’t forget to test your checkout process, even if you think it works fine test it, whilst you’re likely to encounter technical problems at points, it’s important your checkout process is near perfect, the last thing you want it angry customers telling you that your checkout doesn’t work.
With changes in design trends and consumer behaviour constantly evolving, your checkout process might not stay the same forever, however it’s important you get the fundamentals in place and work from there in order to keep your website open for business!
Categories: Ecommerce Websites and Online Shops