Online shopping offers customers numerous advantages; they can shop from the comfort of their homes while being able to compare prices, features, and reviews of several products at the click of a button, yet e-commerce businesses continue to face high shopping cart abandonment rates. What can e-commerce retailers do to optimize their checkout processes and increase conversions?
Keep the checkout page simple
It goes without saying that a clean, intuitive, and clear e-commerce checkout page is essential for an online business. Keep the page free of any distraction that could either divert the customer’s attention or make them second-guess their purchase. The checkout page should serve only one purpose, which is to ensure that the customer can easily and quickly complete the sale transaction.
Only ask for essential information
E-commerce businesses often use the checkout page to collect valuable customer data that is used to refine and personalize the shopper’s experience. However, a checkout form that requires non-essential information makes the process more time-consuming and cumbersome for the customer. Even if the fields are not mandatory, visually, they can discourage customers from proceeding. Therefore, only request essential information to make completion of the form simple.
Provide a visual progress indicator
If you have a multiple-step checkout process, which is often the case, provide online shoppers with a visual progress indicator. This feature let the client know at what stage of the process they are currently in and how many more steps they have to complete, which makes them feel in control and reduces the likelihood of any confusion.
Assist customers with issues
There is nothing more frustrating for a shopper than attempting to purchase their items but being unable to do so. Users can encounter issues with even the most user-centric and optimized forms. Having a live chat option that they can use to talk to someone who can help resolve the concern promptly will help instill trust in the e-commerce business and increase conversions.
Ensure your checkout process is mobile-friendly
According to data from BI Intelligence, mobile commerce, or m-commerce will reach $284 billion by 2020, which is 45% of the total e-commerce market in the U.S., so if your e-commerce checkout process is not optimized for mobile, customers are likely to abandon their carts. Designing a mobile-friendly checkout page that provides the same experience as its desktop counterpart is key.
What are some examples of some great e-commerce checkout pages? Share them with us in the comment section below!