How often have you left a shopping bag due to a terrible checkout experience? Have you ever lost your patience because the checkout page had too many forms to fill out or took a long time to load? Did you ever leave a shopping site because the payment option was uncomfortable? If the answer to all three questions is a definite yes, how can you expect your customers to complete the checkout if your site is also designed this way?
The checkout experience is a vital factor for any online shopping site. A customer enters the checkout funnel if everything is going well till then. But your hard work will pay off only if the checkout process is user-friendly. And imagine customers leaving at this crucial stage in any eCommerce transaction; it means you are losing plausible business. In other words, the checkout experience can make or break your business.
Since reducing the cart abandonment rate can increase the eCommerce conversion rate, it is essential to streamline your checkout. So how can you get it right? Here, we will discuss checkout issues and how to optimize checkout in detail.
We'll take a look at seven ideal checkout optimization ideas below.
Ways to Optimize Conversions at Checkout on Your eCommerce Website
1. Streamlined Checkout Process
The checkout process is the series of steps a customer has to go through in an eCommerce store to purchase the items in their shopping cart. It includes every action a customer takes to reach the checkout page. A perfect checkout flow will provide a streamlined user experience. There are different types of checkout processes like single-page or multiple-page.
When it comes to checkout, speed is everything. A multi-page checkout process takes about 1:40 minutes to complete. That's a lot of time for someone to leave your store without making a purchase. For an ideal checkout experience, the maximum time should be 53 seconds—the fewer the pages, the faster the checkout, and the higher the conversion rate.
However, depending on the target audience, you can go for single or multiple-page checkouts. While designing the checkout page, there are a few things that you need to keep in mind - decluttering the page, maintaining minimal information, using smart forms to extract relevant information, auto-detecting cards, etc.
2. Don't Force Sign-up
Most customers prefer to keep
their private information private. They might like your product and love to buy
it, but if you force them to sign-up to complete the purchase, they will leave
the site without a second thought.
Without realizing how frustrating it seems for clients, most eCommerce firms ask customers to sign up to proceed with the purchase. It has a disastrous effect on sales.
So avoiding mandatory sign-up is a given for maintaining basic business hygiene. However, you can create an account automatically or ask to sign-up on the Thank You Page once they complete the purchase.
3. Security
Security and privacy are important parameters for converting browsers into buyers. However, as online security becomes mainstream, businesses that prioritize it have an easy way to differentiate themselves from the competition.
Most people are scared of potential threats when making an online payment. Making your site secure through SSL certification and a robust CDN system develops a sense of trust and security among buyers.
Most companies care about their customers; without them, there would be no business. You'll convert more customers and keep them returning if you commit to always working in their best interests and doing everything you can to keep them safe online while providing a fantastic experience.
4. Uncomplicate Forms
A complicated or cluttered form can frustrate your users, which you want to avoid happening when they have their credit cards in their hands. You should make your forms as simple as possible—only the necessary information. You can use Google autofill to improve your forms and use mobile first-design.
Many of your customers will be using Chrome or Android. In this case, they will likely already have their personal information saved with Google. You can take advantage of this by incorporating Google Autofill into your forms. The implementation is simple, and the most popular mobile and desktop browser, Chrome, supports it.
With smartphone users in the United States exceeding 125 million and eCommerce sales in the United States exceeding $1 billion, mobile is now the default shopping platform for an increasing percentage of your customers.
Improving your mobile site conversion rate should be your primary concern. A form that works on smaller screens will make customers feel like filling it out straight away compared to a form that is not website optimized.
And keep the option to ask for Payment Information at the end. Customers will feel uneasy if payment information is at the beginning. You can get help from your WooCommerce development service provider to incorporate these features into your website.
5. Optimize the Shopping Cart Experience
Microinteractions between your website and its visitors can define the fate of your business. And your shopping cart is where your checkout process begins and ends. Despite this, only some companies optimize it for a better user experience. Also, keep the purchase option in the beginning.
For example: when a customer reaches the landing page and finds the product or service, keep the buying option open rather than wanting the customer to keep jumping from one page to the next to complete the transaction.
Also, when a customer adds a product to the cart, suggest new or similar products. It can boost sales. Give customers a chance to pick up from where they have left off. Give discounts and make your customer feel special because it is a great way to boost sales.
Another great way is retargeting. You should retarget customers with emails or ads. Identify the customers already familiar with your business and keep inspiring them to make a new purchase or complete a purchase they have done halfway. You can easily convert abandoned visitors into lifelong customers with a little push.
6. Design and Layout
At first, this is where much of the buyer's decision to buy or not buy will be based. Best shopping cart design practices, such as ample white space, clear delineation of different steps in the order process, and the aforementioned crucial checkout-boosting points, will all play a role here.
A visual presentation on the checkout stage or process, adding checkout buttons to the top and bottom of the page, option to save the cart or add to the wishlist are ways to increase conversion during checkout.
7. Product Details
If your design and layout are as seamless as possible, the user's attention will shift to ensure they've ordered the correct color/size and combination of items.
Product summary, order details, product faq, final price, stock confirmation, testimonials, etc., motivate customers to complete the buying process. It will naturally enhance your SEO Services.
What is the best way to optimize conversion at checkout? Is there a single strategy? Absolutely not!
Your conversion strategy will only work if you implement multiple approaches discussed above. Combine smart tactics to get the maximum output. Only a well-structured and optimized site attracts visitors and converts them into buyers.
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