The greatest potential of curbing some revenue lies in the biggest flaw of the eCommerce ecosystem. The bounce backs and exits rates are a common scenario of the checkout page of almost every eCommerce company. However, a huge difference can be made in online businesses if the store owners are able to rectify the checkout mistakes that may be killing their conversions, to control the cart abandonment rate.
It may sound ridiculous, but there are still a lot of companies that are guilty of the basic checkout page flaws. While these issues may appear small, they have the potential to kill your business single-handedly. This blog lists out some of those checkout page mistakes that often skip the attention of the marketers while developing the checkout page. If you are able to drive reasonable traffic to your eCommerce store but still suffering conversions, there is a possibility that you are committing any of these mistakes. Check them out.
Providing multiple payment options is a must to make the online shopping experience convenient for customers. According to a study done by PayPal, 63% of the consumers said that the reason for abandoning cart was that they were unable to pay the way they wanted. The payment preference is one of the ample factors that can make or break the user experience. Moreover, the conversion rate is averaging around 20% in the small enterprises that provide limited payment options. So, facilitate the customers by accepting all the conventional forms of payment such as Visa, MasterCard, Maestro Card, and American Express, Paypal, Alipay, Visa Checkout, in order to improve your payment page conversion rate.
Making the entire checkout process simpler is one of the hacks for checkout page optimization. Providing new customers an option to complete their purchase without creating an account is one of the ways of customer retention. The unavailability of the Guest checkout option is one of the main reasons for cart abandonment. Do not force the visitors to create an account. This only increases the number of fields to be covered before making the payment. Some of the eCommerce stores even ask to verify the account by visiting the Gmail account. This is annoying and a terrible idea.
Providing the Guest checkout option to the new users can help them to check out quickly, enhancing your conversion rate. In addition to that, you can even provide your users with the Social login option to enable them to log in to your store directly with their Facebook or Gmail account. Reducing the fields needed for account creation will surely get you some conversions.
You can find the Prestashop social login addon for the Prestashop Stores. There are similar addons available for Magento and OpenCart store.
Catering the expectations and needs of the customers is difficult in the virtual world if you don’t have an insight into customer behavior. Find out the pain area of the customer by delving into the analytics of the site and particularly the checkout page. Prestashop Checkout Analytics is one addon that keeps track of the user behavior on the checkout page and also tracks the number of customers who visited the one-page checkout module, the visitors who entered their email addresses and those who clicked on the payment button. It even provides the statistics of the customers who completed the transaction after clicking on the place order button.
In case, the customers are clicking on the payment button, but not completing the transaction, then, there are chances that there is something wrong with the payment options or the gateway. Based on the backend tracking, you can make your front end modifications and set your strategy. This is an easier way to find out the issues on your site.
A quick look at the analytics will show that a large volume of online shoppers these days browse the store and make the payment through handheld devices. This is the reason why mobile applications are gaining popularity. However, with limited storage space, people avoid installing a lot of apps. Hence, the website should be made mobile responsive, so that, your store is at an arms distance from your prospective customers. All the payment options offered by the store should work on mobile phones as well. Even the checkout flow should be mobile optimized. An eCommerce store that facilitates mobile shopping is firmly mainstream.
Not doing A/B testing on the checkout page is another common mistake of the store owners for lower conversions. The security constraints are one of the mistakes that lead to cart abandonment. Find the correct location for the security badge placement by comparing two different positions with each other. Heat mapping tool can give you an idea of the areas on the site that the visitors notice more. These badges can be placed there. The graph below shows some of the badges that can create the trust factor.
Take the test and see which of the navigation links are acting as a distraction for the visitors. Compare the various CTA buttons to see which one is compelling the visitors more, which one can bring more conversions.
The lengthy procedures and the unnecessary fields add to the frustration which is followed by cart abandonment. The checkout page should be focused on redirecting the customers to the payment gateway. Remove the extra fields from your checkout page. One of the ways to deal with the frustration and annoyance of the visitors is to upgrade your store with Prestashop one-page checkout addon. Reduce the time consumption and the number of steps and you’ll observe the difference in your conversions.
It has become important to display which stage a customer is at present when they are on the track of completing their purchase. Showing the progress of the checkout puts up a clear picture in front of the user regarding how many fields they would have to go through before finally placing the order. A progress bar encourages your visitors to complete the checkout.
Online shoppers do have concerns regarding the products they purchase. There’s always a doubt regarding a defective or an incorrect order getting delivered. This is why the first thing any customer prefers to do is to check the return policy of a product. The easy the return policy, the more comfortable customers feel in placing the order. Also, make sure your product return process is as good as mentioned in your return policy. Learn how to manage your product return process.
As we move ahead in the era where eCommerce acts as a driving force, overlooking the shopper’s point of view is the biggest mistake. Making the checkout process painless is one of the ways to tweak to the end of your conversion funnel. There are numerous ways of making the checkout process appealing, but the best way is to track the need and requirements of the end users. So, analyze the important metric of the checkout page and keep a check on the bounce backs. Rectify these 8 checkout page mistakes that may be killing your conversions.
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