When it comes to conversions, your checkout page is an extremely vital part of the process. This is the part where you ultimately close the sale after your visitor has been all the way through the “conversion funnel”, but even after that process a conversion or sale is not guaranteed even at that point. It’s a phrase that springs up time and time again when looking at conversion optimisation – abandoned carts. Your customers may get to the checkout stage or a few steps into the checkout process and still close the page without completing their purchase.
Research has shown that, on average, abandoned carts happen at a whopping 70%. This figure is largely made up of visitors who simply change their minds and this can be unavoidable. However, there is a considerable portion that are caused by certain things the online retailer has done and mistakes they’ve made in the checkout process that leads to lost customers and ultimately lost revenue.
Let’s look into some common mistakes that you could be making on your checkout pages and how to avoid them.
Hiding Extra Costs Until Checkout
The number one reason, according to research, for people to abandon their carts is because of the extra costs that are added on at the checkout stage. In fact, 61% of people abandon their purchase because the extra costs are too high. These can include delivery charges, VAT or other fees not previously shown on product pages.
It’s important to be transparent in this case and make sure the customer is aware of any charges that may be added on way before they reach the checkout page. An option to get a delivery estimate at the product page stage is a good place to start, and showing your prices inclusive of VAT is handy too. This cuts down the chances of the customer changing their mind when they reach the checkout page.
Making Visitors Register An Account
Making visitors create an account before they can complete their purchase is the second most common reason people abandon their online purchases. For some visitors, it may be an inconvenience for them to create an account, particularly if there is the added step of having to authenticate their email address before they can finish their purchase.
The best way to combat this, is to offer your visitors a choice. By all means, it’s important to have the facility for your customers to make an account, but giving them the option to check out as a guest if they want to covers both grounds. This means brand new customers can finish their purchase quickly and easily.
Another popular and effective route is to let your customers sign in / create their account using social media. This way, they can sign up with a click of a button… assuming they use social media that is!
No Trust Factor
When it comes to online purchases, ensuring your customers can trust you is vital. People simply won’t buy from websites that they don’t trust, and can you blame them?
An SSL certificate is a must, but sometimes that just isn’t enough either. By adding trust symbols, secure payment processing logos etc, you can assure your customers that their personal information is going to be safe. Even if the customer doesn’t have an in-depth knowledge of how these security systems work, you will be surprised just how more comfortable they will feel in the checkout process. In fact, adding trust seals and logos has resulted in a 14% increase in conversions in some cases. Can you really afford to miss out on that?
Restricted Payment Methods
Providing your customers with multiple options for making payment is key here, particularly if you cater for a variety of different countries. There is an array of research and data out there that outlines the preferred methods of payment in each country – China for example much prefer eWallets and online bank transfers, whereas a vast portion of Germany chooses PayPal over other payment methods.
Some research even suggests that eWallets will overtake traditional credit card payments by 2019. Whilst many people still like to use traditional credit card payments, you must ensure that you offer options so that you customer can pay in the way that they prefer.
Is Your Checkout Page Not Getting The Conversions it Should?
Conversion optimisation is a whole other kettle of fish when it comes to the general perception of SEO and online marketing as a whole. User experience plays a huge part here, and knowing the research, data, facts and figures behind e-commerce conversion in particular is crucial. If your e-commerce website is under-performing and you’re out of ideas of how to fix it, let our experts take a look and finally get your online shop making the sales it needs to.