The volume of sales you’ll process through your ecommerce website depends on the effectiveness of your checkout. Research shows almost 70% of shoppers who’ve added an item to their online cart abandon the checkout process without completing their order.
As part of conversion rate optimization (CRO) strategy, you want to make the ecommerce checkout process as smooth and friction-free as possible, while still collecting the information you need to process an order.
Use these ecommerce checkout optimization tips to recoup lost revenue and improve your store’s conversion rate.
1. Showcase Trust Signals
Online shoppers purchase from brands they trust. But your mission to build trust doesn’t end once they’ve added an item to their online shopping cart. Continue proving to potential customers that your ecommerce website can be trusted with sensitive payment information via trust signals.
Trust signals do what they say on the tin: reassure customers your business can be trusted with sensitive information (most importantly, their credit card details). Examples of trust signals you can use throughout an online checkout include:
- HTTPS certificates
- Customer testimonials
- Influencer endorsements
- Payment processor logos
- Shipping and returns policies
2. Make the checkout mobile friendly
In 2021, nearly one-third of US internet users used their mobile device to make a purchase each week. A mobile-friendly checkout encourages these shoppers to complete the transaction.
Take this example from The Citizenry. Its online store uses Shopify Checkout to provide a mobile-friendly experience. The checkout page automatically resizes for a small screen, and shoppers see large finger-friendly checkout buttons and fonts that encourage them to complete a purchase through their smartphone.
3. Remove additional costs
Did you know 55% of shoppers abandon their online cart because extra costs are too high? Shoppers want to know the price they see on product pages is the exact amount that’ll come out of their bank account.
Sometimes, there’s no way around additional costs like shipping, customs, or tax. But by presenting this information on the product page or offering free shipping to orders over a certain threshold, the additional costs don’t come as a surprise—one that deters them from making a purchase.
4. Allow multiple payment methods
Customers have a selection of payment options to choose from when purchasing online. Some 7% of them will abandon the checkout process if the site doesn’t allow them to use their preferred method of payment.
Improve checkout conversion by allowing customers to pay using their preferred payment option. That includes:
- Shopping apps like Shop Pay
- Credit or debit cards
- Buy now, pay later options like Shop Pay Installments
- Digital wallets like Apple Pay, Samsung Pay, or Google Pay
5. Autofill their shipping and billing address
The more time someone spends in the checkout flow, the longer they have to rethink their decision.
Speed things up with Google Autocomplete. It prefills a customer’s billing and shipping address when they start typing it, which is proven to save time by 20% and reduce mobile errors.
6. Hide the discount code field
Nine in 10 shoppers use discount codes when buying online. But if they’re initiating a purchase and showing a discount field, they might exit the checkout flow to find one.
Consider hiding the discount code field behind a dropdown (like Shopify does on mobile). That way, it’s still there for customers who have a promo code to redeem, but not off-putting to potential customers purchasing without a coupon.
7. Use upsells or cross-sells
Help people get more value from their order with upsells and cross-sells.
An upsell recommends a higher priced product similar to the one already in their shopping cart. Cross-selling recommends products that complement the items they’re buying. If someone has a $19.99 three-piece bowl set in their cart, for example, recommend a $24.99 one that contains five items, or a $3.99 mug that matches the bowl set.
The added bonus: both upsells and cross-sells increase average order value, so you squeeze more revenue out of each customer.
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The article refers to: https://www.shopify.com/blog/ecommerce-checkout