Making the checkout process as effective as possible is one of the essential factors in increasing conversion and reducing the cart abandonment rate. The eCommerce merchants are always trying to optimize the checkout process making it more convenient for the customers. In this regard, we will discuss three crucial approaches to implementing the best checkout practices in an eCommerce store.
Convertible checkout design
The core principle of the effective checkout process is to minimize the barriers and steps a customer must take to make a purchase. The fundamental advice is to have a one-page checkout. The convertible checkout design also involves the understanding that the layout of a page should be easy to navigate and find the needed information. The goal of the designers is also to involve crucial information for the customers, like policies about returns and shipping estimates. To not lose customers, it is vital to prevent them from clicking on other pages. In such cases, there is more possibility that they can get distracted from completing a purchase. Therefore, the main advice is to make the checkout page design not only as simple and understandable as possible but also include the information and functionality that would prevent a customer from leaving a page.
Speaking about the efforts to increase the conversion rate with the help of additional functionality, one may admit that eCommerce merchants have to concentrate on making the page that would influence the smooth purchase. For instance, to avoid a customer’s frustration regarding the additional costs, one may implement the shipping and tax calculator into a page. Also, customers could abandon the cart if they would not find the desired payment option. Hence, make sure that you connect the multiple payment methods like Apple Pay, Google Pay, and ones that are popular in your region. Another important consideration for a checkout page could be the implementation of customer reviews. This notion increases the customers’ trust in the product and helps them make more informed decisions. Additionally, one must consider the additional functions to checkout pages that influence the positive and smooth customer experience.
Assuring that customers can purchase without obstacles is the key to a positive customer experience on a checkout page. Firstly, make sure that your website and checkout interface are mobile-friendly. Since many customers browse products from phones, making convenient and responsive checkouts can increase the mobile conversion rate. Another fundamental notion is to make guest checkout available. This option removes the need for the customer to register and creates the feeling of a smooth purchase.
Discussing more technical considerations in making an effective checkout page, one may mention the improvements to an eCommerce site’s performance to increase the loading time. With a responsive and fast page, there will be less bounce rate and frustrated customers. Also, to retain customers on a checkout page, one should implement customer service chats (or chatbots) right on a page. These features would allow customers to clarify their questions without leaving a page or changing their minds. Therefore, chats with a customer aim to remove certain doubts and clarify the purchase details for a customer.
Lastly, one may agree that with a properly crafted checkout page, your eCommerce store will have fewer cart abandonment cases and will motivate customers to complete their purchases. Making sure that the design, functionality, and customer experience of a checkout page coincide with the best practices should be a top priority for eCommerce merchants. The above-mentioned practices are considered to be the most common and effective considerations when you are opening or trying to improve your online shop.