Simplicity is your best friend when it comes to checking out. The fewer clicks your customer has to make, the better.
When a customer decides they’re ready to buy, every additional step or complication presents an opportunity for them to reconsider. A simple checkout process minimizes the chance of the potential customer overthinking their purchasing decision and getting cold feet.
2. Offer Multiple Payment Options
It’s no secret that people love options, and this includes payment options while shopping online. Providing multiple payment options, such as credit cards, PayPal, Apple Pay, and other popular methods, can increase your conversion rates.
So why can payment options make or break a sale? Like we said, people love to have options and most have very specific preferences of how they want to pay for something online.
Some customers prioritize security, opting for services like PayPal that don’t require sharing credit card information directly with e-commerce websites. Others want the convenience of using digital wallets like Apple Pay or Google Pay. When you’re mindful of customer payment preferences, you’re more likely to convert browsers into buyers.
3. Optimize for Mobile
Mobile shopping isn’t a trend — it’s a normal part of many consumer’s behavior.
This is why your e-commerce site needs to create a streamlined experience that matches the on-the-go lifestyle of today’s consumers. So, how do you ensure that your site lives up to online shoppers’ expectations? Make sure your site has fast loading times, easy navigation, and seamlessly adjusts to any device’s screen size.
4. Guest Checkout Option
One roadblock that can stop online shoppers in their tracks is a site that requires them to create an account.
However, allowing a
guest checkout option can reduce friction in the purchase process and lower cart abandonment rates. After their purchase, you can always offer the option to create an account and highlight the benefits of a faster checkout experience in the future.
5. Transparent Pricing
Picture this: You’re shopping online and find a product that you’re really excited about. After going through the checkout process, you’re met with unexpected (and unmentioned) additional costs.
Unfortunately, this scenario happens all the time and is one of the main reasons for cart abandonment. Having transparent pricing on your e-commerce website is vital for your conversion rates and is crucial for building trust and ensuring that a buyer becomes a repeat customer.
Remember: Disclose all fees upfront — shipping, taxes, handling, and any other charges — to build trust and reduce the chance of a shopper abandoning their cart.
6. Use Trust Signals
Let’s face it: No one in their right mind would buy something online if the website looked sketchy.
Make sure your e-commerce site has trust signals like trust badges, SSL certificates, and secure payment gateways in your checkout process so they know their personal information remains safe. These trust signals can boost online shoppers’ confidence and encourage them to complete their purchases.
7. Address Autofill and Validation
Our tech world has made everyone crave faster and easier processes. Implementing address autofill and validation creates a convenient and smooth shopping experience, which makes it a necessity for every e-commerce site.
This feature automatically populates address fields based on the customer’s previous inputs or selections from a dropdown menu, allowing for a quicker checkout experience. The less time customers spend filling out forms, the more time they have to explore your site and products.
8. Clear Error Messaging
Your e-commerce website needs specific and clear error messaging to prevent potential customers from becoming frustrated and leaving. If they encounter an error during their checkout journey, your site needs to provide specific and easy-to-follow messages on how to correct it.
Besides preventing customer frustration, clear error messaging also prevents cart abandonment and enhances the user experience — as long as the messages are helpful and feel friendly.
9. Order Summary and Final Review
The final stages of the checkout process are vital for an online shopper’s buying journey. One critical aspect to incorporate is an order summary page, where customers can review their cart, total costs, and delivery options before hitting the submit button.
During this step of the checkout process, customers can make any last-minute changes and verify that everything in their cart is exactly what they want. This gives customers some peace of mind and also reduces the chances of returns.
10. Post-Purchase Communication
The minute a customer clicks submit on their online order, anticipation sets in. Confirmation emails or messages reassure that their order was submitted and can provide important information about shipping and delivery.
Regular updates, such as “Getting your order ready” and “Out for delivery” messages, ease customers’ anxiety, manage expectations, and build trust.
