“Customer experience is a catalyst of transformation”, says Christine Crandell
This catalyst works through friendly experience, which has no space for complications or boring things. It has to be made entirely in a way to give joy to customers while they make a purchase from your online store.
For instance, you managed to bring customer till the final purchase page. But then a not-so-friendly checkout page made your customer immediately leave the website.
“You missed a great opportunity by a narrow distance”
Complicated checkout can be a major turn-off for visitors. As 11% of the visitors leave your website because of a complicated checkout. To make it more clear, let’s discuss 10 reasons why your checkout is not working out well:
• You’re forcing your customers to do what they don’t like by pushing them to fill the registration. This means that your checkout lacks the guest checkout option.
“14% of those who abandon cart do so due to a lack of guest checkout options”
• Your make it extremely boring when you have too lengthy checkout. At times every step demands a single page perhaps it acts a lengthy unending train.
• You are distracting your customers by marketing at the dead-end of the buying process. Up selling at the checkout is a major turn off for many customers
• You haven’t made it clear on how to go ahead.
• You have shocked your customers by demanding extra tax charges for shipping.
"22% of those who abandon the cart complain of being surprised by shipping costs at the checkout"
• You’re making your likely customers fill fields that they have filled before.
• Unorganized checkout
• No discounts means no purchase
• Unfriendly credit card errors
• No security information for checkout
"40% of shoppers are hesitant to create an account because they expect to receive spam"
A great website offers easy-to-fill forms and have everything which gives customers a wonderful user- experience. Here are 10 tips for designing a user-friendly checkout.
Creating Registration optional: Don’t force your customers to do things which they don’t like, give them the freedom to share information. Make the registration optional and provide them the option of guest user.
Save the cart: Online buyers must be provided with an option to save their cart and make them available when they want to purchase it.
Creating a compact Checkout form: Crisp and to the point forms makes the checkout hassle free. Use a short checkout where you ask just for the basic questions. For Magento users one page checkout is a great option which is quite compact and is exclusive of unwanted steps. The extension doesn’t have any unnecessary steps, it only has necessary and relevant fields. Moreover, it boosts the entire buying experience.
Avoid display of extra shipping and tax cost: Nobody would ever want to pay extra for anything. Keep things transparent in terms of shipping and tax. You can absorb the shipping cost in the item itself. When you display the product cost, display it with the merged shipping cost.
Return policy: It is not necessary that if you have a return policy your customers will likely use it. You have a good product and great service, why do you need to be scared at all. A return policy gives customer confidence to do business with your online store.
Include trust section: Your customers want a reason to trust you if they are first time buyers. Display assurance texts or security logos to make them trust you.
Error-free Checkout page: Ensure that your checkout process doesn’t posses any kind of errors. Avoid asking the same questions again and again.
Highlight your offers: Extra benefits and rewards are contemporary icons for instant attraction. So, offer your visitors with royalty programs and discount coupons. This will make a shopper get hooked to shopping and buy further.
Show clear and progressive process indicator: Don’t leave your customers stuck at any point, guide them through every step. This way they will have a clear idea of the whole process.
Display the progress bar indicator, as it will show them each and every step of the transaction. This will guide them through the next step, thereby, giving users a sense of control and building their confidence to buy the product.
Keep a Functional ‘Back’ Button: Customers may feel like going to the previous page to recheck something or to rethink about the purchase. If the repeated click shows an error message the customers will have to redo the entire process. This can be pretty frustrating for them. So better keep a “Back” button handy.
Checkout page is gaining importance as compared to other factors of customer experience. This is because they help the conversion rates to increase many folds if they are made workable and hassle free.