When it comes to customer acquisition in ecommerce, checkout pages are the great equalizer. No matter how incredible your products are – if your checkout process isn't as fast and convenient as it possibly could be, your cart abandonment rates will be unnecessarily high. It’s a pervasive issue that even big sites have to deal with. Fortunately, any changes you can make to bolster your checkout's functionality (even small ones) will pay dividends over the long term. In this post, we'll cover some of the most effective changes you can make to your checkout pages to reduce cart abandonment.
Cluttering your checkout with multiple pop-ups, pages, and hyperlinks distracts customers from actually completing the process. While its fine to have pages on your site with more than one call-to-action, the checkout should only focus on checking out. If possible, condense the checkout into a single page that is structured to clearly guide shoppers through the process of finalizing their order. Save other CTAs for the "Thank You" page instead. If your checkout process must be more than one page, adding a simple progress indicator to the top of each page can proactively address a customer’s frustrations with a longer or more complex checkout.
Many ecommerce sites notice an increase in abandonment rates among customers who start the checkout process and see the cost of their order change – especially if it has increased because of shipping, taxes, and other necessary charges. To keep these "surprise" fees from eroding the trust of would-be customers, include an estimate of the total/final cost as early as possible in the checkout process.
Convenient payment options
Collecting payment info is usually the most tedious part of the checkout process – especially for mobile users who are likely trying to tap in 16 digits with only one thumb. Alternative payment options like Google Wallet, PayPal, and Apple Pay are designed to securely store users’ information and drastically speed up the checkout process by autofilling all the necessary payment fields. Additionally, the more payment options you can accept, the more customers you can serve.
To stay competitive in ecommerce, you should always be searching for opportunities to improve your website and the experience it offers your customers. Over the course of helping several clients bolster their ecommerce businesses this year, we noticed a few common tactics that were effective at improving sites in a variety of areas:
Your product pages should provide shoppers with as much detail as possible so customers can comfortably "add to cart" without needing to leave your site to do additional research... and potentially find the information through a competitor. Think about ways you can enhance manufacturer-provided content to make it more robust and preemptively answer customer questions.
Call monitoring tools (if your customer service department uses them) can be a great resource for pinpointing areas of the customer experience that need improvement. Reviewing customer service calls can reveal patterns or errors you may not find otherwise, such as missing information (see above), frequently asked questions, or areas where CSRs need more training.
Cart & checkout
Upgrading the functionality of your site's cart and checkout process can be the most effective tactic for turning abandoned carts into completed purchases. Of all the strategies for improving ecommerce performance, this may be the one that most e-tailers struggle with. It's also perhaps the subject we've covered the most extensively on our blog. Click here to browse our collection of ideas for making better checkout pages.