Is your checkout page making you lose customers?

Why is my checkout page important?

The checkout page of your ecommerce site is the area where your customers will pay for the products or services they have selected. The checkout page is of high importance, as if done poorly, you are more likely to risk shopping cart abandonment. 


The shopping experience should be enjoyable for your customers, from start to finish. Comgem are here to ensure that this is the case for your website. 


 

Here are a few tips and tricks to ensure your customers have the best possible checkout experience on your website.

 

Multiple payment options

Not all of your customers are going to want to pay using the same method, so your checkout page should have a number of options to accommodate every consumer. 
There is no need to have too many payment options, just the most popular ones – e.g. instead of just having debit/credit card, try adding Paypal or Google checkout. By having multiple payment options, you are more likely to convert as many customers as possible, and we have a wide range of payment options for you to choose from. 

 

Don’t force users into accounts

Whilst encouraging customers to create an account on your ecommerce site can be an excellent idea (as this can help them to stay in touch with latest products/offers, and generate repeat business for your company) it can cause shopping cart abandonment for those who want to check out quickly. 
Instead, offer your customers an option to create an account, and highlight the benefits of doing. If they’re not interested, allow them to continue to purchase as a guest.  

 

Stay in touch 

A study conducted by comScore in 2009 found that 22% of shopping cart abandonments was a result of unreachable customer service. Shoppers wanted to ask questions about checking out, but couldn't, so didn't convert.
Keep your customer service information clear, easy to find and available throughout your site, and be quick to respond to queries. Comgem can ensure this for your website, along with the bonus of being able to include a live chat feature.

Be safe 

If your customers are offering up personal information – their name, address, credit card details… they want to know it is being handled safely and securely. Reassure your visitors that they can trust you to handle their sensitive information responsibly by having a SSL certificate or security trust seal on your site, meaning the connections from the web server to browser are secure, which in turn means that credit card transactions and data transfer log-ins will also be secure. 

Keep it simple

The fewer pages a customer has to complete during the checkout, the more likely they are to complete it. Only ask for information that you really need to keep the process as short and simple as possible. Include shortcut options, like a check box to specify that shopping and billing address are the same, to save a customer filling in the same details twice. 
Another useful trick is to break up the checkout experience into a few steps. Begin with basic info, like name and email address, and then encourage a customer to click through to the next step. This will help a shopper feel less overwhelmed, but enables you to capture lead information, so if a shopper is to abandon their shopping cart you may be able to recover the sale through automated email offers. 

Offer recommendations

Based on what your customer currently has in their shopping cart, suggest similar items. For example, if they are purchasing a pair of earrings, why not offer a co-ordinating necklace and bracelet? 
The beauty of offer recommendations is you have nothing to lose. If your customer isn't interested, they may change their mind or simply continue with their original purchase. If they are interested, you have just increased your sales. 


For more details on how we can help your checkout page, please get in touch.


By Justin at 26 Nov 2012, 11:52 AM