So you’ve invested in a useful and engaging ecommerce website and made sure that everything from your landing page to product descriptions and overall voice in the design speaks to your consumers and prospects and resonates with them in the best way possible. Even you’re able to attract a steady stream of traffic to your site. But what about your conversion, your sales figures? Do they really match up all the efforts, time and money you’ve spent to ensure a fabulous and popular ecommerce site? If you’re nodding your head in a no it might be time to see if your checkout page is working good for you. According to a study by Baymard Institute, 68.83% shopping carts are abandoned.
Remember, checkout page is what decides success and failure for your ecommerce site. Therefore, it’s important to ensure friendly, professional and easily navigable checkout pages. There’s nothing baffling than a checkout page that’s uncongenial, confounding and difficult to complete. In fact, a number of market surveys conducted worldwide came out with the same result: ecommerce sites that underestimating the value of good checkout process and page miss vital opportunities and succumb to competitions.
So if your site traffic isn’t converting into sales, it might be worth spending some time to skim through this blog and get acquainted to some quick tips to create that perfectly converting checkout page.
1. Don’t Necessitate Registration
Not every customer will want to fill out a lengthy form and register in order to purchase from your ecommerce site. So, ensure that the registration is done after the checkout process and not before that. Surveys reveal that sign-up forms add to the ever-increasing cart abandonment rates. Remember, the rule of the game is simple; you need to get and hold the attention of your customers and hold it long enough until they’ve paid for your products. So, don’t give them a chance to change their minds and close your page right in beginning of their buyer’s journey by forcing them to fill out a registration form. Check out some intriguing checkout page examples that don’t necessitate registration process in the very beginning of the buyer’s journey.
2. Provide Photos, Specifications and Links
Remember, your customers look for and essentially demand to review their shopping cart before making their final move to hit the ‘Buy’ button. So, do well to ensure that they’re able to easily review, scan and verify the products in their cart. Add high quality, interactive product images to allow consumers to see the item in their preferred colors or styles. Facilitate alternate views of the item and ensure zoom functionality. Similarly, provide product specifications for the products in the shopping cart. Link these products to their product pages to make it easy for the customers to verify that they’re buying the right item. In addition, it makes sense to provide a progress indicator. Doing so will inform customers about the stage of the checkout process they’re in right now and how long would it take before the checkout process is complete. Also, make it easy for your customers to easily modify the order and add or remove items from their cart.
3. Ensure Quick Load Time
In many countries including India, mobile data networks are slower. And as per surveys, slower network speed adds dramatically to cart abandonment rates. Do well to ensure faster load time for your checkout page. Make it a point that your checkout page loads within 3 seconds. Forbes reveals in one of its blogs that loading delay of one second results in 11% decrease in page views. So, pre-load information that most relevant information so that your users do not need to wait for the network. Keep the image sizes smaller and avoid image carousels. In addition, smartly apply animated buttons and other elements to mask short network delays.
4. Keep Your Interface Simple
Remember, you’re just one click away from oblivion. So, it makes sense to ensure that your checkout process is as simple as it can be. Keep the interface simple and don’t confuse your customers with unnecessary elements such as product category links, featured products, discounts and offers, and so on. Remember, your users need consistency. So be consistent with your language, layout, and design. According to Crazy Egg, around 10% buyers abandon their shopping cart because of a lengthy checkout process.
5. Cart Abandonment Reminders
Remember, there may be a host of reasons why your customer abandoned his/her shopping cart. But, it doesn’t mean that the transaction is done and over with. Send out email campaigns to remind customers of their abandoned carts. 41% buyers abandon their carts as they aren’t able to make a buying decision. So, it makes sense to give them an option to complete their purchase when they are ready to do it. Besides sending email reminders, do well to ensure the “Wishlist” feature in order to make it easy for customers to make a purchase whenever they are ready to do it. In addition, do well to customize your ‘Order Confirmation Emails’ to your advantage.
If your checkout page fails to incorporate all these pointers into an engaging whole, one that supports your ecommerce brand, now’s your chance. Go for the change. It’s never too late to get your cart abandonment rate back on track. We’re sure these tips will help you make things awesome for your customers and improve your bottom line.
What do you think? Will you apply these tips to improve your cart abandonment rate? Let us know in the comments!