Your checkout page layout can be the most crucial part of your online store, either bringing a customer to the point of a sale or pushing them away from one.
Already the cards are stacked against you: according to "Forrester Research," the average shopping cart abandonment rate among online retailers is 36%. 38% of online shoppers do not purchase online as they are forced to register with the site before purchasing. And, "Forrester’s Online Retail Checkout" report showed 39% of online non-buyers didn’t purchase online because they thought “returns would be a hassle.” So, it is important for you to get your checkout process right.
In today's article, I would like to highlight few points that will help you optimize checkout process to increase sales.
Most of times, shoppers do not complete the checkout process as they are clueless. Therefore, the foremost thing to consider, in order to optimize the checkout process, is to offer users a visual checkout process which means to include progressive process indicators so that your customers know how long it will take them to complete an order. This way, it leaves users less chance to abandon the checkout process in between.
Avoid force registration
As mentioned in "Forrester's Research" - 38% of online shoppers do not purchase online as they are forced to register with the site before purchasing. This clearly indicates that shoppers will not like to share their personal information at the very first purchase. Therefore, it is not at all a good idea to make registration compulsory in the checkout process. Instead allow users make the transaction as guest to gain their trust, in turn increase sales in future.
Only collect information relevant to purchase
Online shoppers do not find it safe providing information apart from the purchase they make, therefore it is suggested to collect information relevant to purchase. Asking for less information will have shoppers purchase more, and this is a fact.
Avoid asking same information repeatedly
Imagine your site has four steps to complete the checkout process and out of which two steps ask for customers delivery address and billing address input each time. Can you imagine how frustrating would it be? Instead, it is suggested to adopt tactics, giving an option to just check mark a box if shipping address is the same as of the billing one. This almost reduces the effort in filling up the address form repeatedly, which in turn increase conversion rates.
Include trust factor 1
Trust is one of the most important factor that you will have to create with your customers who will then shop more and more from your site. Online data frauds badly affects the shoppers mentality. So, it becomes important for your to inject a sense of security among the customers to deal with fears related to online transactions. Displaying the security icons on the transaction and payment pages is highly recommended.
Include a complete price summary
Its is always recommended to include a complete price summary, because if your customers are charged with additional fee at the end of the transaction, they will not complete the checkout process and abandon the cart. So, your payment page should display a complete price chart with all breakdowns, including shipping and other related charges. This will save your customers time and built trust to shop more and more from your site.
Provide a clear return Policy
"Return Policy" has an important role to offer in order to optimize checkout process. Displaying a clear return policy in the checkout process will ensure shoppers continue shopping as they know there will be someone to assist their returns in case of wrong or damage products delivered. The longer your return policy is, the more you receive orders.
Offer multiple shipping and payment options
As per multiple surveys, it is seen that many shoppers discontinue the checkout process due to less payment options available. Apart, from card payment options, it is wise to offer "PayPal" payment option, as well as cash on delivery. Offering multiple payment options will motivate shoppers to complete the checkout process.
Focus more on upselling
"Upselling" is the buzzword for any online store's profit margin. At the checkout process, displaying relevant products to the original purchase will help you increase the order value of that purchase. Also, it is important for you to offer an additional "Continue Shopping" button which will stop customers from checking out right-away.
Make registration a value added process
Offer and highlight certain benefits of getting registered to attract more and more customers create an account prior to their purchase. Making registration a value added process will increase customer database that can be used in your marketing strategy as well as entice them to shop from site.
You might also read: How to create best return policy?