Converting traffic into customers is no easy task for an online retailer. However, to set the ground bed for a smooth buying process, it’s crucial that you don’t let sales slip through the net at the final hurdle. You may think that buyers are already over the line when they reach the checkout page. But in fact, a staggering 68% of customers abandon their cart at this stage.
A simple, user-friendly, and effective checkout page is fundamental to the success of any e-commerce site. To ensure that yours helps (rather than hinders) sales, we’ve got a few expert tips.
Choose Your Platform Wisely
When establishing an e-commerce site, think carefully about your choice of platform. Some e-commerce systems place limitations on the scope for customisation of your checkout page; for such a critical part of your website, you want to ensure that it’s both functional and easy to navigate. For this reason, it’s unwise to use a template if you want seamless, professional results.
Magento continues to be one of the leading platforms for e-commerce sites, offering the freedom to create a checkout page that meets the needs of your business. A bespoke checkout page designed around your brand will provide the best possible user experience for your customers. The same can now be said for Woocommerce which has recently been purchased by WordPress such is it’s success and rapid growth in the industry and it’s now powers 30% of all online e-commerce stores.
Keep it Simple
Don’t overwhelm your customers with realms of information. A clean, simple layout will make it easy for users to review their basket, prices, and shipping costs. If necessary, split your checkout process over several pages, to break up information in a logical manner.
Nearly a quarter of abandoned carts occur when e-commerce sites force customers to create an account. Leads can soon lose interest if they have to fill out lengthy forms, so only ask for necessary information. Give new customers the option to make a purchase without registering, to speed up the checkout process and prevent cart abandonment.
Put customers in control of their shopping experience, by making it easy to change the order. Being able to add or remove items, choose delivery options, request gift wrapping and add coupons will make the user journey a smooth one, and keep customers on your checkout page. That said, a button allowing customers to ‘continue shopping’ will help you to maximise the value of every sale
Last but not least, it’s crucial that your customers feel at ease when making purchases through your website. Providing a range of secure payment options such as Sagepay, VISA, Mastercard and Paypal payments will give customers confidence that your site is trustworthy. An e-commerce specialist can help you create a secure checkout page that gives your brand credibility.
The final – but most important – hurdle of e-commerce, it’s essential to get your checkout page right first time when designing and developing your website. A bespoke page that’s easy to navigate and complements your branding will provide a great return on investment, by maximising conversions and preventing the dreaded cart abandonment.
To discuss your online store design or marketing plans, get in touch with us today.