Updated: Nov 1, 2021
Create a winning checkout experience by highlighting your call-to-action button, guaranteeing payment security, and incorporating a one-click checkout process. Additionally, provide multiple payment options and eliminate distractions. You should also ensure that your store is accessible through different devices and browsers.
You can considerably improve conversions from website users and visitors by tweaking and optimising the checkout.
The online purchasing business is rapidly expanding. Customer acquisition and retention are equally crucial in a blended growth strategy, and a simplified, easy-to-use checkout system facilitates both.
Below are detailed steps you can follow to create an excellent checkout experience for shoppers.
Let’s check them out!
1. Create a visible call-to-action button
You should use a prominent CTA button to entice website users to add things to their basket. Once a shopper adds their item to the shopping basket, the checkout procedure begins.
The call-to-action (CTA) button should be a little bigger, brighter, and more colourful than the rest of the product page's components. E-commerce CTAs are easy to make because all you have to do is design an impressive "Add to Cart" sign.
If website users have to look for the button to add an item to their basket or begin the checkout process, they may lose interest. Even better, give them an additional option for a quick checkout directly from the product page, allowing them to skip the add-to-cart step altogether.
2. Guarantee payment security
Users are typically apprehensive about switching to online purchasing, which is why you must reassure them that their data is safe. Including a security mark in your retail app helps convince customers that their personal information is safe and secure.
Security is an essential feature that is frequently neglected. Throughout the checkout process, you should show the security guarantee to remind customers that the site is safe and trustworthy.
If there is a security assurance, users are more willing to provide personal information such as credit card and location information. Such a design consideration will entice customers to return and utilise your website for online purchasing frequently.
3. Provide an overview of vital product details
Before going to the checkout, you should provide the buyer with a clear summary of their chosen goods. It entails presenting basic information for that specific item, such as the number of objects picked, size, colours, and other relevant facts.
You should also be transparent about the goods' availability and keep your clients informed about supply levels. If an item isn't in stock, don't lead a potential consumer through a series of steps just to have them learn that they can't buy it right away.
4. Keep the checkout procedure clear
You should state all facts clearly, like return policy and a money-back guarantee, and eliminate hidden costs throughout the checkout line. Keep in mind that transparency is the driving force of online trade.
E-commerce organisations must maintain the transparency of the checkout process to optimise conversion rates. According to Ready Cloud's research, more than 49% of online customers abandon a transaction owing to an additional expense that most often appears in the form of shipping fees.
5. Provide the details of the shipping timeline
Instead of leaving clients guessing about delivery information, clarify the possibilities and allow them to pick according to their preferences. Uncertainty is one thing that online shoppers despise, and it may drastically harm your online store's conversion rate.
What shipping choices do you have, and what are the cost and estimated arrival date for each?
What sort of parcel tracking services do you provide?
Do you have a list of countries where you deliver?
Details of the shipping timeline are necessary for several reasons. First, your clients may need to make sure someone is home to accept the delivery.
Second, you'll create an expectation for them, so they don't have to guess.
Make sure the dates are displayed, ideally on the product pages, so that potential consumers can determine whether the item will arrive in time.
6. Pick the right payment methods
Customers nowadays expect to be able to pay in various ways. Although it depends on your money management approach, it's a good idea to integrate Card payments, digital wallets like Paypal, and 1-click checkout services like Apple Pay for Apple users, Google Pay for Google users, or Simpler Checkout for all platforms & devices. Consider including a Buy Now Pay Later option as well.
It is almost always logical to have the payment form at the end of the checkout process. The notion is that after going through all of the preceding procedures, potential purchasers will be less inclined to abandon the cart.
Paying for a product upon receipt is still a popular choice that you should not neglect. Paying with a digital currency such as BitCoin might be a fun extra option, but it's usually best for businesses that offer computer gear and comparable technology.
Aside from that, online stores should only request the most basic information. It will, first and foremost, speed up and simplify the checkout process.
Second, it would protect users' privacy, which has been a key worry in the wake of GDPR (General Data Protection Regulation) and other data breaches involving millions of people's personal information.
7. Authorise guest checkout
Requiring forced registration leads to "new account weariness," driving away potential customers. Consequently, customers who must create an account convert at a substantially lower rate than those who may check out as guests.
According to Baymard, over 24% of potential customers abandon the checkout process because the business requires them to create an account.
With the probable exception of establishments that primarily offer high-ticket products, guest checkout appears to be the way to go, even though it might occasionally hinder your upsell or cross-sell operations.
Simpler checkout solves this problem as it gives the shopper a logged-in shopping experience without compromising a guest-like, ultra-fast checkout. Essentially, customers get to checkout in seconds, and you get to keep your direct relationship with them as if they were logged in.
8. Make returning to the site to complete the purchase straightforward
You can preserve cart items for later and assist clients in completing the purchase at a more convenient time. It is a clever way to re-engage clients who had previously abandoned the checkout process before enrolling.
You might also allow writing suggestions or utilise techniques like auto-formatting or copy-and-paste to ensure that fill-ins are as simple as possible when the shopper returns.
Regardless of how hard you try, most visitors will leave their cart before making a purchase. So, you need to make it simple to return and purchase things that have been left in the shopping cart.
9. Remove distractions from the checkout process
Multiple CTA buttons, distracting layouts, any type of pop-up offer, forms with too many input fields, and other similar features are all common distractions. Removing such distractions creates a quick and efficient checkout procedure. Customers only need to view the most crucial checkout facts.
Your customers aren't shopping during this time; they're making a purchase. It implies that all navigation options are unnecessary and would simply divert your consumers' attention away from the task at hand.
If you are using a multi-step checkout, make sure you include a progress indicator that indicates where the consumer is in the checkout process and how long they have left to go. In other words, set out all the stages. Even better, let the buyer checkout in one simple step.
Use solutions like Simpler checkout which is optimised for conversions, so first-time shoppers only fill a lean, mobile-first form with the absolutely necessary fields (30% fewer than the average checkout). Then all future purchases in any shop are made in just 1 click.
10. Remove distractions from the checkout process
Today's shoppers use various devices to access the Internet, switching back and forth between computers, tablets, and smartphones. Therefore, you should prioritise cross-device browsing in your online shop.
Online sellers need to pay attention to interoperability, especially as mobile shopping is expected to account for over 54% of worldwide eCommerce sales by 2021.
The smaller the screen, the more likely consumers are to abandon their purchases. But satisfying your smartphone buyers may be easier than you think.
The following are strategies you can apply:
Make clicking buttons more significant and noticeable to aid with visual display. Consider making the main button persistent at the bottom of the screen, but make sure it's greyed out or disabled until all required fields are filled.
Reduce the size of your images to reduce loading time.
You should prominently show all essential trust indications. E.g., "This transaction is secured with 256-bit SSL encryption".
Align your forms vertically to make navigating easier. For mobile devices, this involves stacking fields in a single column for optimal accessibility.
Remove distractions like commercials and pop-ups, and minimize exit points to encourage consumers to finish the transaction,
Although mobile devices have more than half of all eCommerce traffic, they have the highest cart abandonment rate at 86% compared to 70% for desktops.
Test alternative checkout designs in an A/B split test (bucket test) to see which one gets the most conversions.
An efficient checkout experience will increase the likelihood that shoppers will finish their transactions and return to your site for further transactions in the future.
If you are struggling with low conversions and cart abandonment rates, then Simpler checkout is the way to go. The 1-click checkout has been proven to decrease cart abandonment and increase conversion rates by up to 70%.
11. Provide real-time support
Give your shoppers expert, one-on-one support rather than directing them to massive help or FAQ pages that may not contain the answer to their problem.
You must place a visible button for customer assistance in the store. Nonetheless, FAQs are valuable to include in a retail app, especially for general queries, even if they don't always help users locate the best solution.
The checkout process necessitates user input. Some users may run into issues due to misunderstandings, specific demands, or interests that are difficult to articulate using your current web interface.
Users are also very likely to abandon the checkout process if they do not receive the assistance they require and have reservations about the entire procedure.
12. Send out a confirmation email after purchase
Send a confirmation email containing the order's information and a delivery time estimate. The order details will be beneficial since they will allow your clients to double-check that they bought the correct items. They should find it easy to log back in and change their order before it’s shipped if there’s a problem.
Although your consumer has completed the checkout procedure and made their order, the process is not yet complete.
Simple errors, such as selecting the incorrect size or colour, may occur, so make the buying experience as supportive and straightforward as possible for your clients by sending out confirmation emails.
The best way to achieve an outstanding customer checkout experience is to simplify the consumer’s transaction while still gathering all the information required to finish the customer’s order.
You can create a better checkout experience by ensuring your “Add to Cart” button is visible, making the checkout fast and easy to use. Additionally, provide your shoppers with the available payment methods and applied security measures to gain their trust.
Finally, you can install Simpler Checkout to your eCommerce store for a faster checkout process that significantly minimises the abandoned carts and increases conversions.