Online Checkout Process Optimization: Tips for Better Conversions

The shopping cart and order finalization process play a crucial role in any online store. If not properly optimized, these areas can become bottlenecks that lead to cart abandonment. Studies indicate that cart abandonment rates can reach as high as 60-70%, and even higher to around 85% [1].

There are many reasons why customers may leave a site store without ultimately making a purchase. From poor performance to bad design, errors on the site to confusing delivery costs, return policies, and deliveries. Creating online stores requires analyzing many elements, including shopping cart and order summary pages.

To improve the customer experience, increase conversion rates, and maximize profits, it is essential to take specific steps and continuously monitor and optimize the online store.

Remember:

• Collect feedback from customers regularly to identify potential issues and areas for improvement.
• Implement email reminders for abandoned shopping carts to win back customers and address any problems.
• Regularly check the functionality and performance of the online store.
• Ensure the online store's performance is fast and reliable.

Provide Clear and Valuable Information

Make sure that the rules and regulations of the online store are easily accessible and visible to customers. Consider including links to terms and conditions, return policies, and shipping rules in the top menu, footer, or alongside product information.

Creating a dedicated Frequently Asked Questions (FAQ) section or subpage can also help address common customer queries and reduce repetitive inquiries.

Remember:

• Create dedicated sub-pages for store rules, shipping rules, and return policies.
• Ensure easy access to information related to regulations, shipping rules, and returns (via links in the footer, menu, and product pages).
• Include a section or subpage with frequently asked questions (FAQ).

Allow Easy and Quick Account Creation

Creating a customer account on the online store can provide numerous benefits for both customers and store owners. However, it's crucial to simplify the account creation process to avoid discouraging potential customers.

Consider allowing buyers to log in to existing accounts or create new accounts in a simple step on the order page. You can also explore the option of single sign-on (SSO) using external identity providers like Google or Facebook.

Remember:

• Add the option for buyers to log in to existing accounts during the order process.
• Allow buyers to create accounts quickly and easily on the order page.
• Explore the possibility of implementing single sign-on (SSO).
• Streamline the account creation process as much as possible.

Ensure Clear, Simple, and Transparent Order Finalization

Order finalization should be straightforward and free from unnecessary elements that can lead to cart abandonment. Highlight the steps involved in completing the order and provide easy navigation options for customers to review and edit their information.

Consider removing distracting elements like the footer and menu navigation during the finalization process. Simplify the order form by including only essential fields, eliminating duplicate information, and enabling autocomplete features.

Adopting a minimalist approach and minimizing the steps required to complete the purchase can help reduce the risk of cart abandonment.

Remember:

• Remove distracting elements from the order summary page (retain cross-selling in the shopping cart but remove it from the order summary, where it makes more sense to introduce up-sells).

• Include only the necessary fields in the order form.

• Enable autocomplete fields and provide prompts for address-related information.

  
  

Provide Convenient and Secure Payment Methods

Offering secure and convenient payment methods is crucial for order finalization. Ensure that your online store has an SSL certificate for secure transactions. Consider partnering with reputable payment providers relevant to your market, who offer various functionalities and integrate with popular electronic wallets like Google Pay and Apple Pay.

For international payments and multiple currencies, explore options like Klarna, Stripe, or PayPal, which cater to foreign markets and support local payment methods.

Remember:

• Provide proven and secure payment methods from reputable operators.

• Enable various payment methods, including payment cards, debit cards, bank transfers, and electronic wallets.

• Assure customers of payment security.

  
  

Provide Fast, Affordable, and Convenient Shipping Methods

Customers expect fast and convenient shipping, and although free shipping may not always be feasible, there are alternative strategies to consider. Set a threshold amount for free shipping on larger purchases, include shipping costs within product margins, or offer an express shipping option for customers who prioritize speedy delivery.

Additionally, provide a wide range of delivery options, including courier services and pick-up points, to accommodate customer preferences.

Remember:

• If possible, offer a free shipping option for orders above a certain amount.

• Provide an express shipping method for customers who require faster delivery.

• Offer a variety of delivery options, including pick-up points.

  
  

Ensure Everything Works

Regular maintenance and monitoring are crucial for the smooth operation of an online store. Update the store's software regularly, but remember to create backups before making any changes. Proactively check for unexpected errors and ensure that everything is working flawlessly. Continuously analyze data and make thoughtful improvements based on customer feedback and performance metrics.

While there are no one-size-fits-all solutions for complex systems like online stores, starting with simple and quick implementation suggestions can yield positive results. Remember that continuous and thoughtful improvement, based on collected data, is the foundation for enhancing the online store's performance.

Source: [1] Baymard Institute, 48 Cart Abandonment Rate Statistics 2023 (Accessed: 29 June 2023)