A critical element for any e-commerce website is the experience customers have when they checkout to buy your products.
Your checkout page is where people finally become paying customers, and you’ll want to make sure you’re using every trick in the book to convert as many people as possible.
In this post we’ll look at six ways you can improve their experience to increase your checkout conversion rate.
1. Multiple payment methods available
An infographic from Milo highlights that 56% of respondents expected to see a variety of payment options on the checkout page.
From our experience, we’ve also recognised that credit & debit card payments coupled together with a digital wallet like PayPal, lets you cover the majority of online transactions in Europe, which means more people can pay on your e-commerce website.
To ensure your customers have a great checkout experience, you’ll want to evaluate which are most popular payment method for them. From the screenshot above you’ll notice shop4runners gives you two options for your checkout.
For more information and statistics, check out: How Multiple Payment Methods Increase Conversions
2. Allow Guests To Checkout
A usability study by Smashing Magazine found that the main reason users hate setting up an account is they expect to be flooded with promotional emails.
To make sure you don’t lose out on potential business – always provide the option to checkout as a guest. Just like German retailer Bleywaren does in the screenshot above.
Discover more by reading the Bleywaren case study
3. Minimum Distractions
The last thing you want to do during the checkout process, is distract customers with unnecessary navigational elements.
For a good example, take a look at sports Adidas’ checkout page, where they keep people focused by removing the navigation bar at the top.
4. Make Errors Easy To Fix
A survey by Invesp found that submission errors ranked in the top ten of conversion problems during checkout.
Some checkout pages display an error message at the top of the page, but don’t count on people scrolling up to find out where they went wrong. To ensure people fix the error to complete their order, display error messages next to the field where it occurred.
You’ll also want people’s information to be saved, so there’s no need for them to re-enter it and to make it as easy as possible for them to fix – just like music streaming service Rdio does in the screenshot above.
5. Essential Information Only
Nothing kills a conversion more than having to fill out a form with information that is not necessary for making a purchase.
What’s more, a report published by Forrester found that 11% of U.S. adults abandoned an online purchase because they either didn’t want to register or the site was asking for too much information.
But if you absolutely need that extra information, e.g. a phone number, make sure to include an explanation why it’s required.
6. Clear Calls to action
Don’t leave people guessing what to do next!
When someone adds an item to their basket, make it crystal clear they can “Continue to checkout” or “Continue Shopping.” The trick is to make it specific and avoid being ambiguous with CTAs like “Continue,” “Checkout,” or “Apply.”
The trick is to be specific about what you want your customers to do next, just like Zalando does in the screenshot above.
Follow the tips above and you’ll not only have a checkout experience people will want to come back to, but you’ll experience an increase in conversion too. To help test how your checkout process performs, you may also be interested in taking a look at these five testing tool for checkout optimisation
Credit Card Icon by Hakan Yalcin from the Noun Project
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