Is your brand digitally prepared for the festive period?
Although around 68% of internet users buy at least one item a month online, it appears that around 39% of these users have abandoned their online basket at least once in the last month. Which means checkout optimisation is becoming increasingly important. Checkout optimisation will help you to streamline this process and provide a positive experience for your customers, in the hopes of reducing abandonment rates.
Some things that may deter customers from completing a sale may be either having to create an account at check out or there being too many forms to fill in, which means around 23% of people will abandon their basket and go elsewhere.
There are even more procedures which appear at checkout which can increase the number of people abandoning their site such as:
- Signing in
When asking your customers to sign in or create an account, you are creating an unnecessary barrier between them and the ultimate goal, buying your product. It adds more fields for people to fill out and prolongs the payment process. To make life easier for potential customers let them check out as a guest. It is possible to store a customer’s email address in your system and you will be able to recognize a returning customer, then offer them a quicker way to log in.
- Brand consistency
If your checkout page suddenly looks different from your main website, then customers will become very skeptical and may be reluctant to continue with their check out. From a branding perspective, you will want the same colors, fonts, and design on your checkout page as on the rest of your website, so you can raise brand recognition for your business.
- Progress bar
All checkouts look very different to one another. Most of them have a variety of different steps involved to complete checkout, but customers want to know how many steps it will take to get to the finish line. In some checkouts, there’s no indication when the customer gets started how many steps are involved. If the process is too long winded then customers may be put off from completing their purchase.
- Information required
When designing your checkout form you should take into consideration whether you are asking for relevant information to the order. Adding in extra information fields to your checkout process is unnecessary and prolongs the process. It is also important to make sure that your required information is in the correct order as it might not be relevant for you to ask customers for a delivery address before you have asked them how they would like to receive their order e.g. collection or delivery.
- Payment/ Delivery options
56% of online shoppers say they expect to have multiple options available at the checkout stage. It is beneficial to provide a variety of ways for your customers to pay such as Paypal, Android Pay, Direct Debit, coupons or even Finance options. Customers have also said that they like having options regarding receiving their order. You could consider the following options such as delivery, collection or click and collect.
- Deals/ Coupons
If customers are reluctant to pay your prices, then they will most probably start looking around for cheaper deals or will look for coupons that they can add to their order.
They would be less likely to leave your site to look for coupons if you resurface any deals, offers or coupons that you have available as they are checking out.
It’s very easy to mistype information while checking out. If there are errors on the form you will usually see an error message on the page. It is best to strategically place the error message to appear next to the incorrect field rather than having it appear at the top of the page and confusing customers.
- Payment security
58% of customers drop out of the checkout page due to concerns about payment security. You will want to have a Secure Sockets Layer (SSL) certificate for your website in order to provide a secure connection and encrypt credit card information. You will also want to comply with the standards of the PCI Security Standards Council (PCI SSC). PCI compliance is enforced by payment card companies, while the council itself manages the security standards for anyone who stores, transmits, or processes cardholder data. You can then have these badges displayed on your checkout page to reassure customers that you are secure and will protect their payment details.
If you put these tips into effect on your website to increase checkout optimisation, then you should expect to see a reduction in the percentage of basket abandonments.
To read part one of this three-stage blog, please click below.
Until next time,