Intro
The checkout process, even though it is the last step in the online shopping experience, can make or break the entire customer's perception of the brand they are buying from. According to statistics, 50% of people declare that easy checkout can affect their decision to make a purchase. This is a significant number, and it highlights the need for better checkout processes in order to increase conversion rates in e-commerce.
In this article, we will tell you a bit more about the ways to optimize your checkout in a way that will make the shopping experience smooth and more enjoyable for your customers. Our recommendations are backed by expert knowledge, so you can trust us to give you only reliable advice.
How to Make Your Checkout Process Better?
Before we start listing specific tips, it is important to underline that every change, even if not big, can affect the overall customer experience. If you are not able to implement multiple of them at once or prefer to just test one before you start reinventing your checkout process, you can still see beneficial results. Even minor adjustments have the power to make an impact, so don't underestimate the potential of small changes. Let's take a look at some actions you can take to improve your checkout.
Make it mobile-friendly
Mobile devices are used for nearly 60% of online sales. Not having a mobile-friendly checkout on your store's website would be a missed opportunity to capture more sales from this large pool of potentially interested people. Customers will likely be unhappy with a website that is not sufficiently optimized for mobile browsing, and they may remember your store as not being user-friendly, in turn decreasing the chances of them returning for future purchases.
Allow one-click purchases
Online shoppers look for convenience, and one way to offer them a better experience is to let them buy products from your shop with just one click. As it saves customers time and makes the whole process easier and more efficient, they will be more likely to return to your store when they need the product again. Boosting customer loyalty this way is a good strategy to increase sales.
Implement guest checkout
The guest checkout option is especially important for people that are only interested in a one-time purchase or do not want to create an account due to personal privacy concerns. By providing this option, you cater to a wider range of customers, and decrease the cart abandonment rate, as many people do not want to go through the hassle of registering an account just for a single purchase.
Use a quality theme
Even if your products are fantastic, a poorly designed website can ruin your business. Slow loading times, unresponsiveness, and a cluttered layout of the checkout page will negatively affect the user experience and do not instill trust in your brand. Make sure the theme that you use for your shop is a reliable, well-designed one that will work smoothly regardless of the customer's device or browser. You can also use tools like Hyvä Checkout to make the checkout process even easier and further enhance the user experience.
Enable social sign-in
With the constant growth of platforms like Facebook, Twitter, and Instagram, many customers switch to logging into different websites using their social media accounts. By enabling social sign-in during checkout in your online store, you can streamline the shopping process for your customers and make it more convenient for them. This can boost brand loyalty and increase conversion rates, as people are more likely to complete their purchase when the process is that simple.
Minimize the distractions
While you may be tempted to add a banner advertising a promotion or new product, or a pop-up asking the customer to sign up for a newsletter, these distractions can actually deter your shoppers from completing their purchase. More than 70% of people find persistent online advertising annoying, and it can lead to a higher cart abandonment rate, as the potential customers become frustrated.
Offer multiple payment options
The days of people only using their credit cards to purchase items online are long gone. To ensure that everyone is satisfied, you must offer your clients at least a few additional payment options. Different payment gateways, such as PayPal, Apple Pay, and Google Pay, can increase the pool of potential customers who are able to pay using their preferred method. Only having one or two options available will deter those unable to use those.
Use a reliable e-commerce platform
Some platforms are better than others, and that is a fact. Make sure that your shop uses a reliable e-commerce platform that can support everything that your customers might need - from easy navigation and customizable themes (professional Hyvä developers can help you with this) to secure payment options and data protection. This will help build very valuable credibility with your customers, as well as avoid technical issues stemming from a poorly performing platform.
Be transparent about extra costs
Do not surprise your customers with additional fees and charges at the last step of their purchase. Such a practice can leave the shoppers feeling disappointed when they realize they have to pay more than they thought they would. A negative experience like this is likely to result in lost sales and can be damaging to your reputation, as customers do not trust stores that apply hidden costs at the checkout.
Final Thoughts
The way your checkout is designed and the transparency you provide during the experience can affect your relationship with customers. Providing them with a smooth, seamless checkout process with clear pricing and without clutter can help build a great brand reputation and score repeat business.
It is crucial to focus on the customer experience when optimizing your checkout, as this can greatly impact customer satisfaction and loyalty. By prioritizing the shoppers and their needs, you show genuine care and commitment to providing a great experience, so consider doing everything possible to make the process as easy and enjoyable as possible.
