If you’re in the ecommerce game, you’ve likely more than once wished your cart abandonment rate wasn’t so high. On average, cart abandonment hovers around 70%, with variations for different industries.On average, cart #abandonment hovers around 70% #ecommerce #optimization Click To Tweet
That’s a pretty big number! It’s also one that’s almost always needlessly high. Most ecommerce stores can significantly reduce cart abandonment with a few simple tweaks to their checkout process, boosting overall conversions in the process.
One of the biggest contributors to a needlessly high abandonment rate is poor checkout design. In fact, ecommerce studies show that “long and complicated” checkout processes are the third biggest contributor to abandonment during checkout.
So what’s an online retailer to do? In this guide, we’re going to look at 23 checkout optimization tips with which you can improve the ease and effectiveness of your checkout pages. We will learn how to reduce and avoid checkout abandonment. In fact, what you’re about to learn has been not once responsible for a 200% increase in sales.
Not that bad, right?
Let’s dig in into this checkout optimization guide. But before reading this article find out the top 4 reasons why users abandon shopping carts in the episode of Bite-size Ecommerce Optimization.
To reduce your checkout abandonment rate, review your checkout by asking following questions:
Mandatory signup is the single biggest contributor to cart abandonment during checkout. Always offer the option to check out as a guest, while allowing those customers that wish to sign up (or already have accounts) to easily do so.
Do you make registration part of the checkout process rather than require separate inputs? If you don’t, you’re likely sacrificing both sales and new account signups.
While it’s not usually advisable to add extra stages during checkout, requesting emails can give you an opportunity to get in touch with customers if they don’t complete a purchase.
Often, customers will need to go back to verify information. Using static or floating labels (that don’t vanish after a customer enters their information) can help streamline this process.
Superfluous labels add to the effort needed to complete checkout. Reduce friction by getting rid of them. Do you really need your customers’ mobile numbers? What about their middle names? It is especially important to remember about this point during mobile checkout forms optimization.Checkout optimization tip no. 5. Are there any fields you can get rid of to shorten the checkout #form? #ecommerce #checkout Click To Tweet
Growcode also recommends this eBook:
Ecommerce Optimization Checklist of a 7+ Figure Online Store
Minimizing fields that require a short input will streamline checkout by indicating that minimal effort is required. Similarly, making sure that longer entries have wider fields will enable customers to quickly double-check their inputs.
If you don’t want to get rid of optional fields entirely, indicate that information is not mandatory.
If customers have incorrectly entered information, let them know as soon as they move onto the next field. Repeatedly having to submit form information is incredibly frustrating.
If customers have accounts with you, are you letting them take advantage of saved details, like addresses, credit card information and even shipping options?
Are forms for payment information designed differently and located in a separate area, on or on a different page, to create a perception of increased security?
Don’t use the word “Next”. It’s uninspiring and implies further steps.
Always ensure that your CTA is in a contrasting color and large enough to be seen. On mobile devices, a screen-width button (that can be tapped with either hand) is optimal. Primary CTAs should always be more prominent than secondary CTAs.Checkout optimization tip no. 15. Is the main #CTA clearly visible and does it stand out from other secondary CTAs? #ecommerce #checkout #optimization Click To Tweet
Don’t stipulate that passwords have to be complex unless it’s absolutely necessary. Consider including a password auto-generation option.
During the checkout process, you want customers to complete one action. Any on-page elements that move them away from the main form have the potential to add to your abandonment rate. Minimize header distractions and links away from the checkout page.
Is your order summary or confirmation page, where customers review their purchases before adding payment details or confirming, misleading in any way? In particular, is it clear that it’s not a thank-you page?
If customers have entered incorrect information, are they able to change it from the order summary or confirmation page without having to go back to previous pages? Including an option to change will reduce friction at this crucial stage.
Cast the net as widely as possible with payment options, allowing customers to check out with their preferred choice. What’s more, including multiple payment options will create a perception of greater security.
Amazon’s conversion rate is uniquely high for a reason. If possible, offer customers the option to checkout with only one or two clicks. It’s the very definition of a frictionless purchase!
Achieving the best possible conversion rate for your online store requires a holistic approach to optimization. You need to pay attention to all your pages, from the homepage to the “About Us”. And your checkout process is one of the most fundamental parts of this mix.Achieving the best possible #CR for your #ecommerce requires a holistic approach to optimization. Your #checkout process is one of the most fundamental parts of this mix. Click To Tweet
As the checklist above has hopefully shown you, there’s no great complexity to reducing abandonment at this key stage. It’s all about small but vital tweaks that reduce friction, build trust and overcome hesitancy.
Now, time to get your developer on the phone!
In our exhaustive ecommerce optimization checklist, we’ve covered everything you need to know about optimizing your online store.