We arm our eCommerce websites with attractive layouts, simple navigation, clear images and relevant content in hope of bagging good number of sales. But when a customer abandons the shopping cart at the last moment, all these efforts go to waste. Usually, there are several reasons behind the customers’ such actions, and these reasons lie in checkout page. The reason could range from complex checkout page to lack of clarity on the products the customers are buying to seemingly insecure checkout page.
By following the tips mentioned below, you can definitely minimize the instances of checkout abandonment rate.
Loading time: A slow eCommerce website, especially a mobile website, is never going to win any brownie points. During the checkout, you have few just seconds on hand to make the customer complete the purchase, and if you fail there, you end up with abandoned shopping cart or checkout page and a forever lost customer. So minimizing the loading time of the checkout page and optimize shopping cart is of paramount importance. Don’t ever ignore it. To reduce the loading time, you can minimize the graphics and images on that page. Clear codes are also great to reduce loading time.
Relevant information: The focus of the checkout page should be to help the customers complete the transactions, and not to distract them with long, irrelevant information. So remove the clutter from the page, including breadcrumbs, recently viewed items and top selling products. Instead, you can go for small cross-selling items to enhance the customers’ shopping experience.
Security: People are usually wary of providing their personal information online, and for a good reason. So if you want to gather your customers’ personal and financial information to complete the sale, you will first need to reassure them about the safety and security of the page. Adding an updated SSL certification on the pages asking for personal information is a good way to communicate the security and safety to the customers.
Shipping costs: According to a recent eCommerce study, around 60% of the customers abandoned their carts due to unexpected shipping costs. Conclusion: springing unexpected shipping costs on the customers at the last moment leads to plunging sales. Be upfront about the shipping costs by disclosing the fees on the product listing page itself. If you are offering free shipping, mention that too.
Payment options: Accepting couple of methods of payment is never going to make a cut. For offering maximum facilities to your customers, better set up a merchant account and accept all major payment methods, including net banking and checks.
Testing: The best way to gauge the effectiveness of your checkout page is to test it yourself. Don’t do it just once or twice, keep doing it repeatedly. Make changes in the quantity, change the products in the shopping cart at the last moment, try to use different types of payment methods and keep billing and shipping information different. If you can do these tasks without any problem, your customers too would be able to do it without any issues.