Out of all the elements in an eCommerce website, the checkout page surpasses every other factor in terms of importance. It is the page that brings you conversions or you can say it is the place where visitors turn into customers.
Your website might have an attractive layout and amazing products but it is only good enough to increase the traffic on your website. Yes, it is important but none of it really matters if the high percentage of your website traffic is not making past the checkout page.
To put it simply, it means a high cart abandonment rate which indicates that people are adding items to their cart but not showing the desire to purchase after they enter the checkout section.
Cart abandonment can have multiple reasons. Below are some of the reasons for cart abandonment as per the stats collected by the Baymard Institute.
Did you know the average cart abandonment rate is 70%? It means every 7 out of 10 customers abandon their cart. The percentage reflects that e-retailers lose out on huge sales due to shopping cart abandonment.
The best approach to reducing cart abandonment and increasing conversions is optimizing your checkout page, and this is what I am going to cover today.
In this article, I will suggest the Top 10 best checkout page optimization practices to recover your lost sales.
To contribute to a smooth checkout process and providing your customers with a seamless checkout experience, consider the below-mentioned checkout page strategies.
The second major reason for cart abandonment in the Baymard Research is “The site wanted me to create an account.” It is obvious from this fact that shoppers do not like sharing their personal information online, yet so many e-commerce websites have made the sign-up process mandatory.
If we look from a merchant’s point of view, it is quite understandable that they want to obtain customer data for their marketing campaigns but they also need to understand that not everyone wants to be a part of their campaigns, promotions or newsletters.
The percentage of such customers might be low, but it does make an impact on your sales.
So, skip the mandatory registration process and provide a Guest Checkout facility on your eCommerce website, avoiding the need to create an account. It is one of the best eCommerce checkout page optimization practices.
While some visitors do not want to register, some feel reluctant to sign-up. When shoppers are presented with a registration form on the checkout page, it breaks the checkout flow and hampers their checkout experience.
Since some websites follow a lengthy registration process, it might compel the visitors to abandon their cart and leave the store.
You can help such visitors by offering them the social login facility, basically something like Facebook login and Google login.
Social login paves the way for a quick checkout by speeding up the registration process, and it also maintains the checkout flow.
It is a single-click registration, considering that the visitor is already logged in into the social network he or she is using to sign-in on the website.
You can try out our Social Loginizer module if you want to offer multiple social login options to your visitors. It offers up to 15 social login options.
The Social Loginizer module is available for PrestaShop, OpenCart, Magento and Magento 2. Check out-
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High shipping cost has remained to be a disappointment for online shoppers and it is to be of no doubt why it is the major reason for shopping cart abandonment in Baymard’s study.
The extra added amount at the final checkout step unwillingly forces customers to abandon their cart. Some e-commerce stores charge a heavy shipping amount and it is enough to turn away the interest of the customer from the purchase.
To reduce the possibility of cart abandonment and persuade prospects to make a purchase, free shipping can be an ideal way.
Free shipping can surely enhance the chances of conversion. It gives customers a sense of joy when the product amount remains the same throughout.
You do not need to compromise on your profit. You can slightly adjust the product price to absorb the shipping cost.
PrestaShop website owners can try out our Free Shipping Manager and set up their shipping rules to provide free shipping.
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Around 6% of the online shoppers abandon the checkout page due to the lack of payment modes and some 4% are left with no choice to purchase as their credit card gets declined. So approximately, 10% of the people are having payment related issues.
It can be overcome by offering multiple payment options. It is also important because different customers have their trust attached with different payment modes.
So, let the people choose their desired payment mode from a variety of payment options. It will definitely result in a higher conversion rate.
Apart from Credit Card and Debit Card, you must include digital wallets like PayPal, Google Pay, etc. and obviously Cash on Delivery.
Similarly, you should provide people with multiple shipping services. Different shipping stores have different delivery times, so let the users decide how quickly they want their item to get delivered.
Some shipping service providers even guarantee a 1-day delivery and this can be very helpful, especially for a user who wants to receive his/her order within 24 hours.
Another checkout page optimization tactic would be enticing the shoppers with some attractive offers and discounts when they are about to leave your website after almost making through the entire checkout process.
Though you cannot figure out the exact reason why the visitor is abandoning the checkout page, you should give your best shot till the last moment to encourage the user to purchase.
It can be done by using the Exit popup functionality. It tracks the mouse movement of the user and displays your store offers as soon as the user intends to take an exit.
Try out Knowband’s Exit Popup. It is a feature-rich module that has so much to offer to make your popup effective. Most importantly, you can enable the exit popup functionality for multiple pages, not just for the checkout page. Check out-
One of the best ways to optimize your checkout process is by implementing a One Page Checkout on your website, also called as a single page checkout.
This checkout optimization simplifies the checkout process by placing all the checkout fields on a single page. It offers an easy, fast and convenient checkout, and results in a better conversion rate.
I am not undermining the multi-page checkout process but I feel One Page Checkout has a slight upper hand over the multi-step checkout.
To know the in-depth analysis of both the checkout processes, read:
Our One Page Checkout module offers Guest Checkout, Social Login, supports multiple payment methods and shipping services, and whatnot.
It is a perfect solution to all your checkout problems. We have-
Save users’ time and allow them to check out quickly by enabling the Google Auto-address fill functionality on your website.
It displays the address suggestions as soon as the visitor types his/her address in the address field. Upon picking up an address, the rest of the address fields are filled automatically.
You should also include the option to use the shipping address for the billing address as well.
Along with autofill, enable Inline Validation(also called as Data validation). It helps a user to identify the mistake while putting up the details on the checkout fields. When the user switches between fields, it checks whether the inputs provided by the user are correct or not.
Both of these methods play a crucial part in the eCommerce checkout optimization.
People often doubt the security level of a website, especially new visitors. They do not trust a site easily and hence they feel a bit of concern while providing their payment details.
Make visitors feel that your website is trustworthy and their payments are secured. Display them the trust seals. It can include the logos of the payment options, security badges from Norton, McAfee, Padlocks, or even a short text that reads “Fast and secure payment”.
You must also add an SSL Certificate to your website to maintain the trust throughout.
Today, most people prefer to do online shopping via their mobile devices.
According to a report by Statista, 72.9% of all retail e-commerce is expected to be generated via m-commerce, by 2021 and this is the main reason why online businesses are paying more focus towards convenient mobile browsing to ensure their visitors enjoy a seamless checkout experience not only from desktop but also from a hand-held device.
So, make sure your checkout page is mobile responsive if you want to gain high conversions from mobile devices.
A mobile-friendly checkout page is an essential factor in the checkout page optimization.
Though I suggested above to have a one page checkout, you can continue with the multi-step checkout process if you aren’t a fan of a single page checkout but make sure it displays a progress bar.
A lengthy checkout process can often irk users if they have no idea how long the checkout process is going to take.
Help them by displaying a progress bar/progress indicator so that it is clear beforehand what all steps do they need to go through to complete the checkout.
People are less likely to abandon the checkout page if they can see their checkout progress.
Checkout page optimization is not restricted to some fixed strategies only. You will find plenty of ways to optimize your checkout page, however, I found the above-suggested methods to be the most helpful and beneficial but it is not as easy as it seems.
Checkout page optimization takes a lot of effort and time. You need to keep doing A/B testing at regular intervals to identify what works out the best for you.
Remember even a slight decrement in the abandoned carts can add up a huge amount in your total revenue.
That’s it. If you liked these 10 Checkout Page Optimization practices, do let me know in the comments below. Feel free to add any point which you feel can help in providing a seamless checkout experience.