How To Design a Successful Checkout Process
There is nothing more annoying than looking at your sites analytics to discover upwards of people that just 30% completed checkouts. You need to accept that there will be a percentage of people that will always drop out during the checkout process, but your job is to minimise this number. Ecommerce business should make the UX as simpler and pleasurable as possible in order to convince the buyer to come back in store. Spend a little bit of time fine tuning your checkout process and polishing off the user experience and you’ll be rewarded with happier customers and more sales. In this post we will discuss what you should and shouldn’t do in order to ensure visitors who make it to your checkout page actually complete the transaction.
1. Don’t Force Registration.
Sign-up forms are barriers take effort and time to fill in. Your customers are here to shop, not fill out forms. Keep the registration process as short as possible. Keep the number of fields the user has to fill in to a minimum. Existing users should be able to login and have their information pre-filled. New users should automatically be taken through the checkout process as a guest. Allow the user to duplicate shipping and billing information with a tick box, saving them the hassle of having to enter this information in twice. A good way to save on form-filling is to offer PayPal as a payment method. Ask users if they would like to optionally create an account once they have completed the purchase. Explain the benefits associated with having an account and make the process as simple as possible.
2. Let Customers Know Your Exact Company Name.
Let purchasers know what company name will appear on their credit card statement. This will help minimise people ringing their banks and putting a freeze on a payment because they do not know what the purchase was for.
3. Tell the customer what to expect next.
Make sure to tell your customers what will happen next — i.e. a message informing them that they’ll receive a confirmation email when the goods are shipped.
Be clear about the availability of the items and inform your customers about the stock levels. If an item isn’t available, don’t take your potential customer through several steps just for them to discover that they can’t actually buy it right away.
4. Allow your customers to easily modify the order.
People put the wrong goods into their shopping basket or change their mind. Make sure you don’t frustrate your potential customers during the checkout process by making things easy to modify. A remove or edit button is the best option for this.
5. Avoid CAPTCHA Field.
It’s the biggest distraction in way of completing the checkout process. A retailer might think it’s necessary to avoid any credit card thefts, but there are many other options to do that. You can reject the credit card if many attempts were made. A mismatch of CVV and address with that of the credit card could also be a reason of rejection. CAPTCHA is not the solution to protect the transaction.
6. Make Sure that the Back Button is Functional.
The back button is one of the most used buttons in a web browser, so you can be sure some people are going to employ it during the checkout process on your site. If the back button is used, any information entered should be updated and saved, and the previous page should be displayed without error.
7. Be Clear About Errors.
While filling out shipping or billing information, any errors should be highlighted clearly so that the customer does not have to go looking for the error. In addition, there should be concise explanations on how to fix the error to avoid frustration.
8. Provide Multiple Payment Options.
The more options users have for payment, the higher the likelihood of them completing their purchase on an online store. It should be easy for customers to pay using common payment solutions and methods. PayPal is a necessity because people tend to view it as secure and convenient. In addition, there should be security assurances for different kinds of credit and debit cards.
9. Ensure That Support is Readily Available.
Often, it is a good idea to go beyond a help or an FAQ page. Instead, if possible, telephone assistance or a chat option can help speed up problem resolution for the customer.
Ask your WordPress Designer to eliminate distractions to help the user focus at the task at hand. The easier and quicker the checkout process is, the quicker sale will be closed and finalized. This in turn will mean a satisfied customer who is more likely to return. If you have any question or if you would like to improve your E-commerece site to increase sales, don’t hestitate to contact us.
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