Running an online business signifies that every sale counts. So you wish to make sure you are doing as much as possible to convert views into conversions.
One of the biggest areas where sales are lost is checkout. In fact, some estimates suggest that the average cart abandonment rate is as high as 70.19%.
The e-commerce checkout page is the final stage of the initial sales funnel. Think of it like a boss level in a 90’s video game where some admit defeat.
So why do so many web shoppers leave during the checkout process? More importantly, what are you able to do to improve the process and increase the likelihood that customers will proceed to purchase?
What is an e-commerce checkout page?
As with any online business, you wish potential customers to give you the chance to find your website easily. Chances are you began your startup by doing: domain name search and you have implemented web optimization best practices on your web sites.
Once customers are on your website, navigation ought to be easy, with a linear journey and calls to motion (CTA) where mandatory. All these steps lead customers to their final destination: the checkout page.
The order is the last stage of the customer journey. A customer browsed your website, learned about your brand and products, and found what they were looking for. They have the product(s) in their cart and move on to the crucial final stage.
The checkout page is a key a part of the user experience and deals with two essential things: payment and shipping.
On these final pages, the client normally has to take final actions, which include:
- Provide your shipping address and contact details, akin to your email address
- Entering billing details
- Selecting a shipping method
- Select your preferred payment method and enter your payment details
- View and submit your order
Sounds easy. So why are cart abandonment rates so high at this stage, and how will you fine-tune your transaction flow to secure sales?
Reasons for cart abandonment at checkout
Understanding why people abandon their carts on the e-commerce checkout page can allow you to solve these problems and ultimately increase your sales. Keeping this ratio as little as possible might be crucial if you are a startup or relatively so latest business.
Let’s look at some of the essential the explanation why people may leave the site during checkout:
- Unexpected costs: If additional costs are added at checkout, akin to shipping fees and/or taxes, this may occasionally result in the final bill being higher than expected and the customer may leave.
- Creating an account: Some customers prefer to checkout as a guest, especially if they are shopping with you for the first time.
- Complicated transaction process: Multi-page transactions with unnecessary steps might be very discouraging.
- Security: With cybercrime on the rise, many customers could also be hesitant to provide sensitive payment information.
- Limited delivery options: If you offer limited delivery options or no express delivery, consumers will not be satisfied with your delivery schedule or costs.
- Returns/Refunds Policy: Buying products online means consumers cannot try them out before purchasing. If you do not have an appropriate and clear returns policy, the customer may look elsewhere.
- Payment selection: If you simply offer limited payment options, chances are you’ll not have the method that most accurately fits the customer.
- Poor site performance: If your site is not fully optimized (including for mobile devices), your customer may experience constant errors that force them to leave your site.
- price list: Thanks to the speed of the Internet, consumers can compare prices even at the checkout stage. If there are drastic differences between you and larger competitorthen they might win this business.
- Too much up-selling: While you wish to maximize revenue where possible, constant pop-ups trying to upsell or cross-sell can frustrate customers.
12 ways to improve your e-commerce checkout page
Now you possibly can see the various issues which will arise during checkout. You may even notice that some of those issues are contributing to your abandonment rate.
So how will you improve your website experience to make online shopping easy and increase conversions?
1. Optimize mobile payments
Make sure your checkout page (and your entire website) is as optimized as possible. WITH mobile commerce is growingmore and more people shop using a mobile device.
You may even opt for a dedicated mobile shopping website to make the process easier for mobile users.
View your pages on mobile to ensure they are routinely resized. Also consider running speed tests to see if issues akin to large images could also be affecting your loading speeds.
2. Keep it easy
It can be best to offer a checkout process on one page and avoid asking for irrelevant information. Use the accordion menu with drop-down sections and offer express checkout to returning customers.
3. Be transparent
Hidden costs might be a huge obstacle. So mention any additional costs, akin to shipping and customs, earlier in the customer journey, preferably on your product landing page. If you ship to multiple regions, you possibly can add a shipping calculator so customers can enter their zip code and see how much shipping will cost them.
4. Suggest an order summary
A fast summary of a customer’s current order helps them track their spending (if they purchase greater than one item). It also allows them to see associated shipping costs or free shipping that you just offer, akin to free shipping on their entire order over a certain value.
5. Monitor the competition
You may have a great pricing policy, but what happens if your competitors have a higher pricing policy? For example, let’s say a customer sees a domain name in a certain price range but finds the same service there Domains only for 25% cheaper.
Regularly monitor your competitors’ web sites to avoid large price disparities. You may even offer a price match so you do not lose out on sales.
6. Keep your checkout page clean
While other pages on your site may offer different menu options, pop-up ads, etc., you wish to avoid distractions during the checkout process. Only use pop-ups when needed and never include ads. This means it is easier for customers to complete the required steps and complete their purchase.
7. Add a progress bar
Adding a progress bar to your e-commerce checkout page allows customers to see how close they are to completing the process. If you have kept every little thing so simple as possible, this might be encouraging because you may avoid making the process longer than mandatory.
8. Offer guest accounts
Of course, you wish people to come back to your website, make regular purchases, and increase your customer lifetime value (CLV). However, during this first visit, some people could also be hesitant to create an account. By offering a guest checkout option, you speed up the process and encourage people to complete their purchase.
9. Offer multiple payment methods
Offer as many different payment methods as possible to suit different preferences, including options to split your bill into monthly payments. With modern banking methods, you can even consider generating QR codes for customers to scan from your banking app. Use an existing one customer data make informed decisions about what people want.
10. Includes various shipping options
While one customer might want a product urgently, one other could also be prepared to wait. Offer different shipping methods, akin to standard or express, and clearly state any surcharges for premium methods.
If there are international shipping costs, show them clearly on the product page to avoid customer shock at checkout. You must also highlight any free or reduced shipping charges, which could also be based on total spend or specific products.
11. Clearly show errors and correct entries
It’s too easy to make a mistake, even when it comes to something as “simple” as your own address. Highlighting valid entries in green and errors in red can make it quicker and easier for customers to fill out forms.
12. Add a confirmation page
Conversion rate is as necessary to an e-commerce business as call center contact rate is for customer support professionals. Including an order confirmation page could appear obvious, but without it, the customer cannot ensure that their order has been processed. This may cause them to spend overtime contacting you for confirmation, or it might discourage them from using your site again.
Takeaway
In today’s world, small online sellers can face stiff competition. Larger firms can often offer higher prices and a wider range of products and services.
That’s why it’s so necessary to include as many customer support elements as possible, and optimizing the e-commerce checkout page is an essential a part of this.
Two metrics it’s best to monitor closely are abandonment rate and conversion rate. Consider the commonest reasons for cart abandonment, then conduct an audit of your website to see where you may be making mistakes and what you possibly can improve.
Continue to monitor your site, collect guest feedback, and keep an eye on the competition so you possibly can proceed to stand out in the future.