Hi All,
Checkout optimization is what seals the deal in an eCommerce experience. A confusing process has the ability to turn a successful sale into an abandoned cart.
Increasing the speed of field input makes the process move faster, appear easier and gives shoppers less time to consider abandoning their transaction.
Below are some visual direction on the design of your checkout as well as best practices that decrease frustration when completing an order.
Display a Process Indicator
When customers are completing online checkout forms they want to know where they are, what’s left and how much longer until they’re done. Displaying how many steps are involved will give them a clear picture of the whole process and alleviate any doubt. A progress bar gives your shoppers a sense of control and creates satisfaction as they virtually check things off their list.
Include an Order Summary
Displaying an order summary throughout the checkout process reassures users they’re purchasing the products they intended.
- Show a picture: the visual reminder of what they are paying for creates excitement.
- Show attributes: listing the size, colour, and price validates that they have ordered exactly what they are looking for. It also answers any questions they may have concerning the price and eliminates fees coming as a surprise.
- Auto update prices: show a subtotal, shipping fees, taxes, gift cards or discounts deducted, and the order total. Having this information auto-populate as users complete information ensures there are no hidden fees popping up at the bottom of the checkout process.
Easy to Navigate Customer Support
A user feeling unsure about return policies is a good enough reason to abandon their purchase. There are three important support elements that should be prominently available:
1. Shipping and return policies
2. Toll free number
3. Online chat feature
We all know that customer service is at the crux of retail success. Providing customers with live support brings the brick and mortar feeling to eCommerce. If a shopper has a quick question they don’t want to wait several days for a reply. And you don’t want that either! Having the personal interaction builds trust and allows your users to feel as though you are there to assist them, just like an in-store experience.
1. Shipping and return policies
2. Toll free number
3. Online chat feature
We all know that customer service is at the crux of retail success. Providing customers with live support brings the brick and mortar feeling to eCommerce. If a shopper has a quick question they don’t want to wait several days for a reply. And you don’t want that either! Having the personal interaction builds trust and allows your users to feel as though you are there to assist them, just like an in-store experience.
Allow Guest Check-out
Collecting customer data can be crucial to commerce success online and in-store. However, is it more important than converting a sale? Many users will abandon their purchase if guest checkout isn’t an option. “Ugh I don’t have time to make an account… I just want to buy this”, “Why do they need this information?”, “I’m not going to buy this if they’re going to send me emails all the time!”. People don’t always feel comfortable sharing their personal information, especially if you are a new online business without a validated reputation.
Newsletter Should be an Option
A staggering 81% of eCommerce sites presume their customers want a newsletter subscription. This only feeds people’s presumptions that creating an account = receiving countless annoying emails. Many sites will automatically check the newsletter box while others won’t even give an opt-out. This makes users feel as though you don’t value their privacy and are are taking advantage of the data they provided (which they assumed was strictly for purchasing purposes). Just like hidden fees, it gives a sense of being scammed.
Only Ask Relevant Questions
Keep everything as quick and simple as possible. Do not use the checkout as an avenue for collecting customer data. The goal should be to complete a transaction as quickly and easily as possible. Simply put, the fewer questions you ask, the more people will fill out, the less likely they are to get frustrated with the process.
Establish Trust and Security
eCommerce is growing quickly, but many people still have lingering reservations about their security in a virtual world. In the end it comes down to trusting that their purchase will be billed properly and products will be delivered as promised. There’s always a lot of controversy surrounding data leaks which can rock customer’s confidence… especially new online shoppers.
Be Transparent With Fees
Display the complete payment summary from the get-go. Hidden delivery costs are a big reason a shopper would abandon their purchase. Adding extra charges at the end just seems scammy and breaks any trust you may have built. It can be extremely frustrating going through the cumbersome task of filling out all the fields to be disappointed with a price raise. It could suddenly be over budget or become the same price as buying in-store. It really makes the customer re-consider before pushing that final confirmation button.
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