Customer’s shopping journeys have shifted to a digital-first approach in the last five years. Today’s brands are rapidly investing in their e-commerce capabilities to achieve success in the world of digital commerce. They are leveraging cutting-edge technologies to personalize every stage of the shopping journey, from customer acquisition to final delivery.
Though every stage plays a crucial role in turning visitors into loyal customers, the checkout process consistently stands out as a major challenge for sellers. A study shows that approximately 69% of customers abandon their cart due to complex checkout. For customers, reaching the checkout page may be a turning point in the buying process. A disconnect emerges between the shopping cart and final checkout, leading to a major breakdown in the customer shopping journey.
The customer’s challenges during checkout show why it’s important for digital commerce success. Therefore, what steps do you implement to smoothly guide your customers through checkout and avoid negative user experiences? This blog will help you discuss the factors that contribute to successful checkout.
What are the eCommerce Checkout Best Practices?
The key to solving any issue is identifying its root cause. Here are the best practices to nail the checkout flow design:
1. Display all Expenses Upfront
Surprise costs during final checkout, such as taxes or unwanted shipping fees, may cause cart abandonment. Make sure to showcase all associated costs during the checkout process. For instance, Rebecca Minkoff displays all the relevant expenses, including product costs, shipping charges, and additional taxes, to enhance transparency and build realistic expectations.
2. Show Progress
A progress indicator helps customers know how many steps they have covered in the checkout flow. It shows how long it will take to finish the buying process. An iconic fitness accessory brand, Gymshark leverages a progress indicator to streamline its customer buying journey and elevate the overall user experience.
3. Make Discounts Easy to Apply
Discount and coupon codes attract customer attention effectively. Therefore, make it very easy to apply them on your checkout page. You can also add a coupon code box so that any buyer can quickly apply the promo code to redeem the offer. Auto-apply features or clear instructions can simplify the process and make the buying experience more seamless for customers.
4. Focus on Guest Checkout
Guest checkout helps customers make purchases effortlessly without creating an account or signing in to your site. Though none of the customer details is stored in the database, the process is fast and it encourages customers to buy products without hassles. For example, Take King Authur Bakery allows customers to make purchases without signing up.
5. Make A Sense of Urgency
Customer hesitation is the key reason for increased cart abandonment rates. Customers who hesitate during checkout will leave your website and select a competitor. That’s why creating a sense of urgency is essential to encourage customers to take action. Offer limited-time deals by which your customers enjoy additional benefits during checkout. For instance, you can mention the estimated delivery date & time on your checkout page, like 5.11.
6. Create a Custom Checkout
Custom checkout offers ideal solutions to entrepreneurs and large-scale enterprises. It helps you deliver a personalized and seamless shopping experience. No matter what eCommerce system you use, platforms like Simplified Checkout allow you to customize your checkout interface according to your business needs. They also support multiple payment gateway options like debit/credit cards, digital wallets, BNPL service, etc.
How to Customize Your Checkout Process?
Many eCommerce business owners don’t customize their checkout process properly. They either make it complicated or add too many options. If you are repeating the same mistake, you may lose your customers.
FAQs
1. What Are The Checkout Apps?
Checkout apps for eCommerce directly impact the overall user experience, revenue, and conversions. Some popular types of checkout apps include:
- WooCommerce Plugins for Checkout (WordPress)
- BigCommerce Checkout Apps
- Adobe Commerce Checkout Extensions
2. What is a Better Checkout Conversion Rate?
A good checkout rate ranges from 29% to 62%, and 45% is considered the average. If you achieve more than 62%, it will indicate that your checkout process is working precisely. A checkout rate below 29% is desirable; taking the necessary steps to increase this metric is important.
3. Can I Set Up Checkout in WordPress?
Yes, WordPress allows you to create a checkout page. You can use WooCommerce, a popular WordPress plugin, to manage the checkout process efficiently and customize payment gateways, order notifications, and shipping methods. Here’s a quick guide to setting up a WordPress checkout page:
- Install WooCommerce Plugin
- Create Products
- Setup Payment Gateway Options
- Customize Checkout Page
- Test the Checkout Page
Final Words
An eCommerce checkout process is about developing trust, increasing convenience, and reducing friction. Prioritizing speed, transparency, security, and convenience helps businesses develop a checkout experience that effectively increases conversions and fosters customer loyalty. Test continuously and focus on optimization to stay ahead of your customer’s expectations and provide unmatched checkout solutions that help your business stand out in this competitive marketplace.