In the world of eCommerce, a seamless checkout experience can be the difference between closing a sale and losing a customer. In fact, it's estimated that poor checkout experiences led to a staggering £38 billion in lost value in 2024 alone. Thomas Anderson, Cashflows Senior Product Manager for Online Payments explains, "If you want to maximise sales and improve customer satisfaction, it's crucial to streamline your checkout process." Here are key strategies to enhance your checkout experience:
Keep It Fast and Simple
Complexity can drive customers away. Studies show that 21% of checkouts are abandoned because they are too complicated. Simplifying your checkout process can significantly improve completion rates. Aim for a clean and straightforward design to guide shoppers through the process effortlessly.
a. Minimise Forms
Only request essential information from your customers. Utilise features like auto-fill and address searches to make their experience even smoother. Optional fields can be used for additional information but keep them concise.
b. Limit Screens
Aim to consolidate all necessary information on a single page. If you can explain why certain information is needed, customers will be more willing to provide it. This minimises clicks and reduces the likelihood of abandonment.
c. Use Embedded Payment Checkouts
Opt for embedded payment options that keep customers on your site instead of redirecting them elsewhere. This not only helps maintain your brand's identity but also reduces friction in the checkout process.
d. Provide Clear Progress Indicators
Inform customers at the start of the checkout process how many steps are involved. Keeping them updated on their progress helps manage expectations and reduces anxiety.
e. Offer Guest Checkout
Make it easy for customers by allowing them to check out without creating an account. Encourage account creation post-purchase instead. This lowers barriers to sale, especially for first-time buyers.
Provide Multiple Payment Methods
It’s essential to offer a variety of payment options. Ensure you include major cards like Visa, MasterCard, and American Express. Also, consider incorporating mobile payment solutions like Apple Pay, Google Pay and Click to Pay to facilitate quick transactions.
Optimise for Mobile
With a growing number of shoppers using mobile devices, ensure that your checkout pages are mobile-friendly. Display a numeric keypad for phone numbers, use larger buttons, and avoid forced zooming or pinching.
Use Localisation and Trust Signals
Display security badges prominently to reassure customers that their information is safe. Partner with trusted payment processors and showcase reviews (like those from Trust pilot) near the payment area for additional credibility.
Be clear on pricing
Transparency is key. Almost half (47%) of shoppers abandon their carts if they encounter unexpected costs. Clearly show the total price, including any shipping fees, upfront and keep this information visible throughout the checkout process.
Enable save card options
Allowing customers to save their card details securely for future use can greatly enhance returning customers' experiences. Alternatively, payment options like Click to Pay can tokenise customer data directly with issuers, making it safer and faster.
Communicate Clearly
Implement real-time validation on checkout pages to guide customers as they enter their information. Provide clear error messages and actionable steps to resolve any issues.
Offer flexible delivery choices
Inadequate delivery options can lead to cart abandonment. About 24.8% of UK shoppers have left a checkout due to limited delivery choices. Provide multiple delivery methods, such as standard, express, and click-and-collect, to accommodate different preferences.
By implementing these strategies, you can significantly enhance the checkout experience for your customers, thereby reducing abandonment rates and improving your revenue. Remember, a smooth and straightforward checkout process not only benefits your customers but can also lead to long-term loyalty and repeat business. Don’t overlook the importance of this critical stage in the purchasing journey!