High cart abandonment rates are most often the result of complicated checkout processes. Give customers the simplicity they’re looking for and enjoy higher conversion rates with these best practices on page checkout.
1. Minimize Steps
The faster you can make your checkout process, the better. Today’s customer is in a hurry and doesn’t want to click through a dozen pages to complete a purchase. Include only the steps necessary to collect information and provide an overview of the order.
2. Create a Logical Flow
List checkout steps in order at the top of every page to show customers where they are in the process and how much farther they have to go. Always include a way to go back and edit information if necessary.
3. Minimize Form Fields
Eliminate fields that ask for irrelevant information and simplify input by combining multiple steps into one wherever possible. The Staples mobile guest checkout page is a good example of this. It consolidates the whole checkout process into one page with only five fields that are easy for mobile customers to fill in.
4. Don’t Require Account Creation
First-time and one-time customers don’t want to take the time to fill in account information. Provide a guest checkout and save the option of account creation for after the purchase has been completed.
5. Show Product Information
Display quantity, size, color and other information in the cart and during checkout so that customers can see that they’ve made the correct selections before placing an order.
6. Simplify Cart Management
If a customer needs to change something about an item, allow them to do it right from the checkout page. This includes updating quantities or removing items using as few clicks as possible.
7. Offer Wishlist Creation
Provide your customers the option to add cart items to a wishlist. This allows them to save purchases for later and gives you the option to remarket by emailing them with a reminder of what they saved.
8. Practice Full Price Disclosure
Provide the full price of an order before the customer reaches the final checkout page. Include tax and shipping or offer a way for the cost of shipping to be estimated. Customers are more likely to abandon their carts if the final price comes as a shock.
9. Show Savings
The simple statement that “You Saved $X Today!” makes customers more excited about their orders. Even if it’s only a few dollars in savings, it provides a psychological boost that may drive them to increase how much they buy in one transaction.
10. Offer Shipping Choices
Include multiple shipping speeds and let customers select which is the most convenient. Consider giving free shipping in return for spending a certain amount to encourage larger purchases and increase the number of completed orders.
11. Include Alternate Payment Options
First-time buyers and hurried customers prefer not to waste time typing in all of their credit card information. Allow them to pay with PayPal, Google Wallet or another convenient option to make the process go more quickly.
12. Verify Security
Monitor the changes you make to your checkout process to evaluate how they impact conversion rates. Be diligent and willing to make more updates that continue to improve the flow of checkout with the goal of delivering a great customer experience that keeps conversion rates high.