Checkout page optimisation is a frequently overlooked area for retailers looking for ways to increase online revenue. However, it’s a critical part of your online shopping experience and the last chance to convince your customer not only to complete their transaction, but also to perhaps bump up their AOV too.
You may have spent days, weeks or months designing an incredible online shop, with attractive imagery and key merchandising of products to push customers to adding to their cart, but if the checkout process is a mess then they may never hit that all important process payment button…
The checkout flow takes users to the finish line, turning shoppers into paying customers. Even a small bump in the checkout process can have an impact on conversion rate and therefore you’ve lost that all important sale. Statistics show that 7 out of 10 shopping carts are abandoned so how can you squeeze more people down to the very end of your checkout flow to complete that purchase?
The main thing is to keep your checkout process quick and simple. Keep it short! eCommerce checkouts should have no more than 5 steps maximum.
Clearly show the total of their basket, with no hidden costs. Keeping this in mind, clearly showcase what the shipping options are and how much they’ll cost – do you have a free shipping threshold, in which case can you make it clear how much more will they need to spend to hit this.
Don’t ask too many questions. Whilst you want to capture their email address, at this point you don’t need their gender, date of birth, first born child, favourite food etc… get them to the end and then ask if they want to create an account where you can capture further, useful information.
Look at including “checkout sweets”. Just like in supermarkets where they keep those all too tempting chocolate bars on display by the tills that capture your attention whilst your waiting in the queue or unloading your basket, add a few upsells in there, making sure they’re relevant. Do you have something to ‘complete the look’ or popular cross sells that other customers tend to buy together. If they’ve bought some underwear, why not show the matching bra just in case… This can help boost AOV, and as previously mentioned, if you have a free shipping minimum could encourage them to hit that. Upsells work well because it’s easier to sell accessories and add-ons to someone who already intends to make a purchase then it is to someone just browsing. However, don’t overclutter or add to many distractions, again the key here is to keep it quick and simple.
Clearly display cart details, exactly what they are buying, the price of each item and the basket total, colour, size and allow them to edit in case they’ve accidentally added the wrong size or perhaps want to buy more than one.
Offer various payment options with easy to use payment forms. Some consumers just don’t trust giving their credit card details, so let them have the option of PayPal, Apple Pay, Shopify Pay or Klarna. These are beneficial to increasing conversion rate, especially on mobile, as customers don’t have to go looking for their card, enter all the card details or address time and time again… All barriers to someone feeling they can’t be bothered and will ‘come back later’ never to return. Instead it’s just a click of a button and it’s done for you.
And for those return customers… give the option to save their details for next time. Making it easier for them to come back and buy fast and easily.
Finally, abandoned checkout emails or even retargeting ads. There’s multiple reasons why someone hasn’t purchased, but in the end, if they’ve bothered to browse, select and add products to their cart then there is some interest. Tempt them back with an engaging email or ad that will convince them it is worth the effort!