The checkout process is a stage in online shopping that your customer wants to go through carefully and easily. Any annoyances at this stage could make the customer leave. Optimizing the checkout process for better performance is therefore critically important to the success of your ecommerce business.
This two-part post gives you twelve ‘things to do’ to optimize your checkout process for best results. Here are the first six:
- Ensure that your checkout pages load quickly. The performance of these pages affects your conversion rate more directly than any other factor. Plus, you don’t want to lose customers to other stores where the pages load quickly.
- Let your visitor complete checkout without having to register. Registration would be necessary only on stores that sell electronic kind of things. Implementing this facility will significantly boost sales and encourage the visitor to visit again.
- Your customer information form should contain only those fields that you absolutely require. Don’t ask for information that you do not need or make customers fill in the same information twice. Also ensure that if there’s an error, the customer does not have to fill in all the details all over again.
- Features such as the progress bar indicate the customer’s progress. It is important to provide every little thing that will help the customer shop comfortably.
- Indicate the shipping cost early on. If the customer expects free shipping and then finds out that he/she has to pay for it, the order may not be completed. After the first product is added to the shopping cart, you could display a message such as “X dollars to go before you qualify for free shipping.”
- Provide clear calls to action. Checkout and Continue Shopping buttons should have different colors. Proceeding to the next page or step in the checkout should be very intuitive.
Finally, it is important to test every feature you provide and ensure that it works the way you want it to. Also test elements such as different fonts, colors, and textual content on buttons and pages in the checkout process.
Your checkout process should be built with great care and work like magic. Then, of course, it works its own magic! Watch this space for the next six ways to optimize your checkout process.