What Makes A Perfect Checkout Page?
Do you know the most common affliction of eCommerce websites? Shopping cart abandonment! According to Baymard, eCommerce websites are still seeing 68.53% of shopping cart abandonment rate.
This has sent some vendors on a wild-goose chase looking for the answer as to — What really makes a great checkout?
Is it the product page? Website design? Shipment and delivery? Deals and discounts?
The answer is — All of it! If you want to increase your conversion rate, you need to start giving your customers all the information they will need to make an informed and confident purchase decision.
However, remember that no two eCommerce websites are alike and nor are their checkout processes. But like we discussed in our earlier article, A Pro’s Guide To Checkout Flow That Converts, there is always one common principle that applies to everyone.
Today, we will look at an infographic from VWO that will show you how to have a well-executed checkout process. Before we get to it, let’s get you started on some MUST-DOs for improving your conversion rate:
1. A speedy page load: A slow page load at the buy or confirm stage is a complete ‘No No’. Why? Because when there is a ‘long’ pause after clicking the buy button, your customer is likely to get cold-feet and lose his confidence in the whole payment process.
2. No forced registration: How many of us have abandoned a page after being met with a forced registration page? I see many nodding. Even though encouraging customers to register is a good idea, not many people (like us) think it is worth the hassle. If you have a forced registration, know that you are doing it at the cost of losing potential sales.
3. Always use progress indicators: I like to know where I am in the shopping process and so do most other online shoppers. So, to make sure that you are keeping the customer informed of the next action he needs to take to complete the purchase, have a progress bar across the top of each checkout page.
4. Prominent basket summary: An important but often neglected aspect is keeping the customer reminded of his basket contents. The shopping cart should be made prominent with the product summary and cost of the order. This ensures that the customer keeps tab of how much he is shopping for (Quantity and Cost) and also informed in case he wants to check out right away.
What are the key elements this handy infographic will teach you?
1- Login & Guest Checkout
2- Cart Page
3- Billing and Shipping
4- Payment
5- Summary and Confirmation Page
6- A/B Test.
The one key takeaway from this infographic is to never stop testing what works best for you. Customers are unpredictable, what you think works for you may turn out to be the opposite for them. So, unless you split text accordingly, you will never be able to deduce the strategy that works best for you.
Related
Tags: conversion optimization, infographic, shopping cart abandonment, website abandonment, website optimization
Originally published at www.targetingmantra.com on August 10, 2015.
