Checkout is perhaps the most decisive area in an eCommerce website. It is the place where people buy and retailers get paid. In other words, it is the area where the most crucial data interchange takes place. The data includes financial credentials, personal data of shoppers like address, telephone numbers, emails and much more as prescribed by the retailer’s delivery information norms. Retailers need to make this experience as smooth, simple and secure as possible for shoppers and win their confidence. From our experience in helping some of the most prolific online retailers, we have created a list of 6 most coveted essentials that an eCommerce Checkout process should have. Let’s have a look at each of them:
In a majority of cases, a visitor at checkout is a genuine buyer who wants to buy the product at the listed price. He or she might have already put in a considerable amount of thinking before arriving at the purchase decision. Their only aim now is to finish the checkout ASAP. This is where the Checkout forms need to be as simple and flawless as possible to enable a quick completion of the transaction. As a retailer, your success lies in the ability to offer a Checkout process that requests only the bare essentials needed to complete the transaction and deliver the product. Having a single page checkout process is the best option. No unnecessary buttons, information fields, surveys, recommendations, etc. should consume the time of shoppers.
Many eCommerce companies employ some of the best financial security policies during checkout to ensure that financial or personal data of shoppers are not compromised at any point of time. However it has been repeatedly proven that displaying certificates of your safe shopping framework like the verified payment options, trustmarks or trademarks of recognized security providers and merchants, etc. will increase confidence in buyers and accelerate the checkout process.
Enclosing the Checkout
By enclosing, we meant to isolate the checkout page from the rest of the website’s navigational features and other tabs to give only a bare essentials view of the checkout process. This adds up to the simplicity parameter we mentioned above and relieves shoppers from having to focus on too many options and ultimately guide them to a faster checkout.
Guest/Express Check out
Guest checkouts are fast catching up with shoppers today. After all you only need an email address to continue your association with a shopper after they have made a purchase. This logic translates into guest or express check out where you do not force people to create an account on the website to shop. Of course you get less of their data, but there are other ways to gradually collect them. When a shopper is at the checkout page, the primary objective is to get them to complete the purchase and not get them to divulge more of their personal data which could lead to loss of the sale.
We have already pointed out earlier that it is best to have a single page checkout process to better serve shoppers. But in case you prefer to have a multipage checkout process or multiple tab check out process in the same page, it is vital to let the customer know how much ground they have covered in the checkout. A single progress bar on top or an indication of the percentage they have completed in the checkout will be of great use to shoppers.
This is one piece of information you should not leave out on any stage of the checkout process. Make sure you have a persistent area of the checkout screen dedicated to showing the cart. This will allow the shopper to have a crystal clear idea of what they are going to pay for right from the initial stage in checkout. They will not have to abandon the checkout process midway after realizing they missed out on buying something.
This is our compiled list of essentials that every eCommerce site should have on its Checkout process. The whole concept behind all of these is to help the shopper complete the transaction in as fewer clicks as possible. If you are an online retailer, it is highly advised to follow these footsteps and ensure that you satisfy buyers by offering the most user friendly checkout experience they can imagine.
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