Every facet of your website must be clicking on all cylinders for it to succeed. The experience of a customer is a success factor you shouldn’t ignore. A poor checkout experience can lead to a visitor abandoning their cart and never returning or they purchase from you just once. You need to care about your visitors and listen to their comments to grow your small business. Review the details of your checkout process to determine areas for improvement and rectify mistakes that make it difficult for customers to complete it.
These are some of the best practices that create a seamless checkout experience for your customers.
Allow Guest Checkout
One of the pain points of your customers is that they have to create and register a new account even if it’s their first time buying from your online store. Address this problem by allowing visitors to check out as guests. This makes it easier for first-time buyers to check out the items in their cart and then decide if they want to register and create an account. Encourage them to sign up with free products, lower prices, and exclusive deals. These will entice them to become a member and possibly sign up for your newsletter as well.
A Clear and Obvious Call-to-Action
Sometimes your call-to-action (CTA) gets lost in all the clutter on your website. A visitor will receive mixed messages on what to do and where to go because of all the things they see on your page. Declutter your website to make your CTA button clear and obvious. Change the font and/or color of the CTA button to make it instantly noticeable. Avoid surrounding it with other content that may confuse a visitor. It should lead them to the next step of the checkout process until they complete their payment.
Write a Detailed Product Overview
Attention to detail gets you ahead of your competitors. One such detail of the checkout process is the product description and overview. Include information such as the number of items in a customer’s cart, their size and color, the image of the product, and other pertinent details. The inclusion of a product overview before checkout doesn’t make the customer second guess the items they want to buy. A moment of doubt can change the mind of a potential customer that was already about to pay.
Multiple Payment Options
Customers will expect to have payment options once they get through the initial stages of the checkout process. You’ll lose out on a potential customer if your choices are limited. Integrate options such as PayPal, Apple Pay, bank transfers, cash on delivery (COD), and others (along with the usual Visa and MasterCard) on your online store. This allows your customers to pay however they like once they’re done shopping.
Use a Simple Payment Form
Any complication along a process creates inefficiencies and delays. Keep your checkout payment forms as simple as possible. Only ask for important information such as billing and shipping address, name, and card details (for online payments). Avoid including other images and content on your form because these will only distract a customer from finishing the task at hand. Indicate how many items are on the page and which step (if there are multiple steps in the checkout process) a customer is currently in. Guiding a customer through the payment process creates a seamless checkout experience for them.
Transparency from Beginning to End
Customers dislike it when they suddenly have to pay more than advertised. An online store might promote lower prices and discounts, but once a customer is at the payment page, they see additional fees on the supposed final price. Be transparent about costs that a customer might incur once they add items to their cart. Mention possible fees like shipping, taxes, and others when you promote a sale on your website. You have the option to include it in the price or state that it isn’t included yet. This transparency earns the trust of your visitors and possible customers.
Some customers are impatient and start complaining when their items have yet to arrive even if it’s still within your timeline. To avoid this problem, indicate a clear timeline of when a customer might receive their products and when you shipped them out. Mention the number of days a package might arrive and possible delays because of inclement weather or other valid reasons. Allow a customer to track their package and see its progress as the days go by. Provide them with a tracking number and a link to your partner courier’s site. Establish a policy for returns and refunds for late deliveries.
This point is related to others already on this list but deserves reiteration. Implement a minimalist approach to the steps of your payment checkout. The less distracted a user is the likelier they are to complete payment without delays. Keep the pages of this process simple and easy to understand. Avoid too many unnecessary form fields, pop-up pages, and call-to-action buttons unrelated to payment. A minimalist design creates a seamless checkout process for users.
Make it Easy for Customers to Return
Users often add items to their cart and browse pages of various online stores to find the best deal for the products they want. They often abandon their carts and consult whoever they want before they decide to buy anything. They want to get value for money. Make it easy for them to return to your online shop by keeping their items in their cart. You could send them an email about the items they left in their cart if they’re already members of your store. Another technique is to save the card and personal details with their permission. This auto fills out their payment forms when they return to your shop again.
Creating a seamless checkout experience for your customers improves your conversion rate and boosts your website’s reputation. It’ll drive traffic to your site and enlarge your market share. Implement these improvements to get the results you desire.
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